Gen Z and Gen Alpha Are Redefining Snacking

By Joe Beeton

Snacking is a bedrock of convenience retail and a resilient category even amid economic headwinds and changing shopper behavior.

“Snacking is certainly an area that continues to grow,” said Chris Costagli, NIQ vice president of thought leadership and lead for food and non-alcoholic beverage insights. “As we see year-over-year price increases, we see shoppers making changes.”

Younger shoppers—Gen Z and Gen Alpha—in particular are driving those changes. They’re buying snacks less frequently, choosing smaller pack sizes and wanting more from the products they purchase, focusing on cleaner ingredients, better-for-you options and higher expectations around functionality.

For younger generations of snack shoppers, the decision is now about more than taste, and retailers are rethinking their assortment to meet these evolving needs.

Are Clean Ingredients the New Default?

The most consequential shift may be unfolding with Generation Alpha. Among parents buying snacks for those households, 35% prioritize natural ingredients and 34% seek high-protein options, according to NIQ research. Nearly one in four (24%) actively avoid ultra-processed snacks. Organic claims, gluten-free certifications and short ingredient lists increasingly factor into the decision set.

“The baseline for Gen Alpha is a better product. It’s a cleaner product. It’s a more transparent product,” Costagli said. That baseline will become increasingly important as today’s habits shape tomorrow’s purchasing power.

For retailers, this makes the kids’ snack set more than a family add-on. “The products that truly deliver that justification are the products that can command that high price point,” Costagli noted.

Consumers Are Dye-ing for Change

Few issues illustrate the shift more clearly than the reduction of artificial colors in packaged snacks. NIQ data shows about 25% of consumers actively seek snacks free from artificial ingredients. Sixty-eight percent support removing artificial colors from food and beverages, and 64% favor removing artificial ingredients more broadly.

In 2025, the FDA banned red dye No. 3 from food and beverages beginning in 2027 and said it would phase out petroleum-based synthetic dyes. Health and Human Services Secretary Robert F. Kennedy Jr. also said he wanted to close the loophole in the FDA’s GRAS rule.

The impact surfaced quickly. Over one year, sales of candy, gum and mints with Red Dye 3 declined 6.6%, with both product removals and shifting consumer behavior driving the drop.

Some manufacturers began proactively removing artificial dyes—Kraft Heinz announced plans to eliminate dyes from the last 10% of its products by 2027, and PepsiCo launched colorless snack alternatives like Simply NKD.

Reformulation remains complex, with natural dyes posing sourcing, shelf stability and cost challenges. Some brands are maintaining both legacy and reformulated products to serve different shopper segments.

Gen Z Builds Trust Through Technology

Younger generations’ ingredient scrutiny extends beyond dyes. While older shoppers often trust legacy brands, Gen Z prioritizes transparency, ethical sourcing and verified claims.

Technology is accelerating that shift. Use of third-party mobile scanning apps has risen from 17% to nearly 25%, with younger consumers over-indexing. Twenty-nine percent of Gen Z say they trust these apps more than product labels.

The Proof Is in the Protein

Protein remains one of the strongest functional drivers in food and beverage. Sixty percent of consumers say they are intentionally increasing protein intake, and nearly half say they have purchased a product simply because it highlighted protein.

Consumers are also increasingly tracking nutrition. Thirty-eight percent use nutrition apps and 28% use wearable devices, with younger consumers more likely to compare products closely.

However, consumers are becoming more discerning—products must deliver meaningful protein benefits, not just marketing claims.

Flavor Still Drives Discovery

While product quality drives repeat purchases, flavor continues to spark trial. Key trends include:

• Dishes as flavors: fried pickle, Nashville hot Caesar
• Global heat: wasabi, sriracha, spicy queso
• Seasonal staples: pumpkin spice, stuffing
• Beverage crossovers: chai latte, matcha, cold brew
• Barbecue twists: chipotle, sweet heat
• Nostalgia: fruity cereal, s’mores, cotton candy

Limited-time flavors remain a key lever for testing demand and driving impulse purchases, especially among younger consumers.

Small Packs, Smart Spend

Gen Z’s economic reality is influencing packaging formats. Many prioritize lower unit prices over bulk savings, making smaller pack sizes more appealing.

For convenience retailers, this creates an opportunity to offer right-sized packages that align with price sensitivity while protecting margins.

Meanwhile, discovery is increasingly digital. Thirty-four percent of parents say their Gen Alpha children discover snacks through social media, making in-store availability critical when products trend online.

Snacking remains resilient, but expectations are shifting. Indulgence alone is no longer enough—today’s consumers are looking for functionality, transparency and relevance.

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