Gen Z’s snacking habits reflect their approach to managing stress, stemming from economic uncertainties, job instability, and rising living costs. Frequent snacking has become a key coping mechanism for this generation aged 27 and under, who also associate indulgent treats with moments of comfort and relaxation.
“Snacking continues to be a key component of their stress management regimen,” said Tulsi Joshi, Mintel’s Principal Food and Drink Analyst for India. “This generation has been vocal about mental wellbeing and our research highlights a post-pandemic trend where consumers increasingly seek food and drinks that uplift their mental and emotional wellbeing.”
Snacking and non-alcoholic drinks
The latest Mintel research reveals that Gen Z’s non-alcoholic drink preferences align closely with their snacking habits. In India, Gen Z emerges as the most engaged demographic in the non-alcoholic beverage market, with 54% consuming four or more types of drinks in the past six months to April 2024—well above the 45% average across all generations. Notably, 22% of Gen Z have explored seven or more beverage types, showcasing their adventurous palate and openness to variety according to the report.
Non-alcoholic beverages like carbonated soft drinks are often consumed alongside snacks among 32% of Gen Z. However, some Gen Zs swap them out for snacks like packaged juices and flavoured milk or milkshakes.
“This highlights the strategic importance of associating non-alcoholic beverages with specific consumption occasions. We’ve seen brands increasingly pairing their products with particular dishes or events, aiming to enhance consumer engagement by aligning with Gen Z’s lifestyle choices. This approach goes beyond traditional food pairings, offering a unique opportunity for brands to position themselves based on diverse consumption reasons.”
Taste and refreshment are paramount
The report also identifies taste (47%) and refreshment (42%) as the primary factors influencing Gen Z’s beverage choices. Additionally, ‘well-known brand’ ranked only seventh on the list (26%), signalling a greater emphasis on nutritional content and functional claims. This shift is underscored by a growing preference for health-focused packaged ready-to-drink beverages, rising from 54% in 2023 to 66% in 2024.
However, indulgence remains important: juices, carbonated soft drinks, lassi, milkshakes, and energy drinks are among their favourite packaged non-alcoholic beverages. Beyond health and taste, eco-friendly packaging (29%) and classic flavours with regional twists (28%) also resonate strongly with Indian Gen Z.
The emerging fandom culture
Gen Z’s food and drink choices reflect their identity, often influenced by pop culture and fandoms. Mintel research shows that 29% of metro-dwelling Gen Z (vs 18% in Tier 3) are interested in trying flavours inspired by popular web series, movies or music. “Some global brands are leveraging this connection to build loyalty and community. Those that align with Gen Z’s values, especially those linked to pop culture, have a significant opportunity to connect with this generation,” said Joshi.
As Gen Z approaches their 30s, Mintel forecasts a shift toward greater health consciousness. This will likely translate into avoiding sugar, oil, and fat-heavy products in favour of nutrient-dense, wellness-focused options.
“Looking ahead, Gen Z will seek alignment with brands that champion issues that matter to them like mental wellness and broader environmental challenges like water scarcity and heatwaves. Engaging in meaningful conversations around these topics will be pivotal,” added Joshi.
