Young consumers are snacking differently, and traditional brands are out

NielsenIQ data shows Gen Z shoppers are more likely to use third-party apps to scan barcodes and evaluate food products. Shutterstock

Younger shoppers are reorganizing the snack aisle, according to new data from consumer intelligence company NielsenIQ.

Natural ingredients and snacks high in protein lead the way in purchases. NielsenIQ data shows 35% of parents buying snacks for Gen Alpha children born before 2010 say they look for natural ingredients, and 34% look for options rich in protein.

Nearly 25% of shoppers say they look to purchase snacks without synthetic additives, including dyes, according to NielsenIQ.

Last April, Department of Health and Human Services Secretary Robert F. Kennedy Jr. announced a two-year phase-out plan for petroleum-based dyes in foods and other products like candy.

Some retailers have already responded to the move. Save A Lot said earlier this year it plans to pull seven artificial dyes from its private-label line, and Walmart is eliminating dyes and other ingredients from its private brands.

Traditional brands also take a hit from younger generations. Research shows they simply do not trust them and question ingredients and marketing claims. Third-party sources, social media influencers and reviews are the trusted sources of information for young consumers.

NielsenIQ data shows Gen Z shoppers are more likely to use third-party apps to scan barcodes and evaluate food products—30% trust these tools more than product labels.

Gen Z consumers also shy away from bulk purchases, which are a staple among baby boomers and Gen Xers. They want smaller packages even if they cost more. Gen Z shoppers are more likely to spend more on healthy snacks, according to the National Association of Convenience Stores.