India’s 18-30-year-olds call the shots on snacking at home, says report

The International Day of Families is celebrated annually on May 15th.

Team L&M

One of the key moments that brings families together is the daily ‘chai time and snacks.’ This tradition transcends age groups, from kids to senior citizens, making it a perfect bonding time for families. An interesting study titled ‘STTEM – Safety, Technology, Taste, Ease & Mood Uplifter’ – The India Snacking Report (Volume I) by Godrej Yummiez, a brand of ready-to-cook products from Godrej Tyson Foods Ltd (GTFL), examines which age group typically decides on the choice of snacks consumed in families, amidst the plethora of options available in the market. This insight into family snacking dynamics is particularly insightful as we celebrate the International Day of Families, highlighting the role of food and snacks in bringing families together.

According to the report, youths (male – female both) aged between 18-30 take the lead in deciding the family’s snacking choice, accounting for 34 per cent, kids at 27 per cent, followed by Adults and Senior Citizens at 22 per cent and 12 per cent respectively. When compared across regions, the Godrej Yummiez report shows that youth in the East have the highest influence in making snacking choices, scoring 40%. Following closely behind are youth in the West, with a score of 34 per cent. Meanwhile, youth in the North and South of India demonstrate a comparable level of influence on snacking choices, with 33% and 32 per cent, respectively.

Speaking about the insights and the report, Mohit Marwaha, AVP – Yummiez, Godrej Tyson Foods Limited (GTFL), stated, “Godrej Yummiez is proud to be a category thought leader, deeply understanding consumers and shaping trends that redefine the frozen ready-to-cook segment. Our India Snacking Report is a testament to this commitment, offering valuable insights into snacking trends and highlighting the increasing influence of youth in shaping family snacking choices. It’s fascinating to see the significant shift in traditional family dynamics, with youngsters aged 18-30 now taking the lead in deciding snacking preferences. This trend reflects the evolving consumer landscape and the growing demand for affordable, convenient, and easy-to-make options, and encourages youths to explore new snacking categories.”

One interesting trend highlighted in the report is the emerging role of children in snack decision-making, particularly in Hyderabad, where they account for 33 per cent of choices. The report also provides city-wise data on youth-led snacking decisions across India’s key cities. Kolkata leads with 40 per cent of youth influencing family snacking choices, followed by Lucknow at 37 per cent, Ahmedabad at 36 per cent, Bangalore at 35 per cent, and Mumbai at 34 per cent. Delhi and Jaipur tie at 32 per cent, while Pune and Chennai follow closely at 31 per cent and 30 per cent, respectively.

Commissioned by Godrej Yummiez, ‘STTEM – Safety, Technology, Taste, Ease & Mood Uplifter’ – The India Snacking Report (Volume I) was conducted by InQognito Insights. The study was conducted across North, South, West, and East regions and covered 10 cities like Mumbai, Pune, Ahmedabad, Delhi, Jaipur, Lucknow, Kolkata, Chennai, Hyderabad, and Bangalore.