Millennials Are Behind Uptick in Better-For-You Snacking

AUSTIN, Texas — Thanks to the health-conscious behavior of millennials, Generation Y has become the driving force behind the growth of the better-for-you snack category, a new national study by Amplify Snack Brands Inc. and the Center for Generational Kinetics found.

The study found that better-for-you choices are now sought after by a mainstream audience as healthier snacks have become widely available across the country, break the income barrier and are being held to the same standards of universal taste appeal as conventional products.

Other findings include:

  • Millennials expect great tastes. Seventy-eight percent of millennials describe better-for-you snacks as tasting the same or better than traditional packaged snacks.
  • Less is more. Sixty-four percent of millennials believe that fewer ingredients mean a snack is healthier, and 79 percent said that understanding all the ingredients increases their level of trust in a packaged snack.
  • The use of social media. More than any other generation, millennials will try a better-for-you snack based solely on an online rating, review or social media post.
  • Motivated by kids. Millennial moms are influencing how their kids eat. Sixty-nine percent of millennial moms said their kids understand that some snacks are healthier than others, and 55 percent said their kids are more likely to choose a better-for-you snack over another packaged snack.

“This study is such a fantastic example of how powerful the millennial generation can be for businesses,” said Jason Dorsey, millennial researcher, Center for Generational Kinetics. “Their passion for healthy eating helped to turn a niche snacking category into a thriving industry, and it’s only just the beginning! Millennial parents are instilling these values into their kids and setting the stage for the next generation of better-for-you snackers. For those seeking to attract and retain this influential customer segment, our national research sheds valuable insight into their behavior and how to make an impact.”

The study’s white paper is available for download at

Austin-based Amplify Snack Brands is a snack food company focused on developing and marketing products that appeal to consumers’ growing preference for better-for-you snacks with food distribution channels in the United States, United Kingdom, Canada, Europe and Australia.

The Center for Generational Kinetics is headquartered in Austin. A leader in millennial generation research and strategy, the Center transforms its findings into measurable solutions to grow sales, increase engagement and expand market share. 

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