Exclusive Article

The humble snack has evolved; it’s no longer a quick bite, but a flexible meal for a fast-paced world.

With long work hours and packed schedules, juggling careers, hobbies, the gym and social connections, mealtimes are changing. What was once a casual indulgence or an occasional treat is now taking centre stage.

Welcome to the era of ‘snackification’, where snacks are eaten throughout the day as smaller, more adaptable meals.

Let’s explore why snackification is gaining traction and how brands can tap into this shift to connect with today’s on-the-go consumers.

Why Snackification is Booming

The Mondelēz ‘State of Snacking’ 2024 report revealed that 62% of respondents prefer eating multiple small meals throughout the day rather than a few large ones.

Consumers are also increasingly looking for instant, flexible and lifestyle-friendly food options. In addition, the IGD’s Global Convenience Trends Report 2025 shows the global convenience retail market is on track to hit $1 trillion by 2029.

Here’s why snackification is gaining ground:
 

Convenience and Timesaving

Busy lifestyles leave little room for traditional meals. Snackification provides quick, portable options that fit seamlessly into work, commuting, or leisure routines. Smaller, on-the-go snacks allow consumers to eat whenever and wherever, without compromising speed or simplicity.
 

Healthier Choices on the Go

The variety of nutritious snacks has exploded. From protein bites and nuts to plant-based treats, consumers can now eat well without defaulting to chocolate bars or crisps. Eating smaller, frequent portions also helps maintain energy levels, avoiding the sluggishness that comes with large meals, a key insight for brands developing snacks for specific demographics.
 

Smaller Households, Smarter Portions

With more people living alone, there’s a growing demand for smaller, non-perishable portions. Snackification aligns perfectly with these needs, reducing waste while delivering maximum convenience.
 

The Hunt for Novel Experiences

Social media has turned food into a continuous discovery journey. Multiple snacking occasions mean more chances to try new flavours, textures and formats, keeping consumers engaged and driving repeat purchases.
 

How Can Brands Approach this Rising Trend?

The rise of snackification presents a major growth opportunity across the snacking category. But with consumers becoming more particular about what they eat, tapping into this trend requires a more considered approach.

Prioritise Health Without Compromising Taste

As snacking habits evolve, manufacturers are under growing pressure to strike the right balance between taste and nutrition. Consumers want snacks that align with their wellness goals, without sacrificing flavour or satisfaction. This means rethinking product formulations to meet modern dietary preferences, while retaining familiar and comforting tastes.

Products rich in protein, fibre and natural ingredients are gaining traction, particularly as they cater to a diverse, health-conscious consumer base.

Develop Snacks with a Purpose

Snacks are no longer limited to in-between moments; they now serve multiple roles throughout the day. From breakfast substitutes and workday fuel to after-school treats or late-night bites, snacks are becoming mission-led.

Brands can respond by offering products tailored to different dayparts, while experimenting with globally inspired flavours and formats.

Innovate Through Packaging

With limited shelf space in small-format retail environments, standout packaging is more important than ever. Compact, stackable and resealable formats offer convenience while supporting on-the-go lifestyles.

Functional front-of-pack claims and visually engaging, “Insta-worthy” designs can further influence purchase decisions, particularly in grab-and-go settings.

Adapt to Changing Retail Spaces

Retailers are increasingly reconfiguring store layouts to prioritise high-margin snacks, quick-service food counters and grab-and-go shelves. Brands that innovate across format, flavour and functionality, while working within these spatial constraints, are best positioned to succeed in this evolving retail landscape.
 

Is Snackication Here to Stay?

While snackification is gaining steady traction, it doesn’t necessarily mean that full meals are gone for good. Many consumers are replacing meals with snacks during peak busy periods, such as breakfast and lunch, while at work.

Brands that are first to innovate within this category will be best placed to appeal to evolving consumer habits and ensure their products remain top of mind and top of shelf.

Want to be first to learn the latest industry must-knows? Keep an eye on our blog and sign up to our newsletter for the latest trends. ISM Middle East will take place from 15–17 September at the Dubai World Trade Centre.

Visit ism-me.com/ to learn more.