AUSTIN, Texas -- The market for better-for-you snacks is growing, and a new study reveals that millennials are responsible for ushering the category into the mainstream.
The study by Amplify Snack Brands and the Center for Generational Kinetics reveals that taste and ingredients, as well as how a snack fares on social media, are important factors for millennial consumers.
According to the study, 78% of millennials say better-for-you snacks taste the same or better than traditional packaged snacks. Sixty-four percent say fewer ingredients make a snack healthier, and 79% said that understanding a snack’s ingredients makes them trust the product more.
Additionally, millennials use the internet to set their snacking agenda: They’re more likely than any other generation to try a better-for-you snack based solely on an online review, rating or social-media post, the study says.
“This study is such a fantastic example of how powerful the millennial generation can be for businesses,” said Jason Dorsey, a millennial researcher. “Their passion for healthy eating helped to turn a niche snacking category into a thriving industry, and it’s only just the beginning.”
Indeed, the study found that millennial mothers are passing healthy snacking habits on to the next generation by setting an example for their kids. Sixty-nine percent of millennial moms say their kids understand that some snacks are healthier than others, and 55% say their kids are more likely to choose a better-for-you snack over another packaged snack.