Changing food culture: Generation Z is becoming Gen Znack
Current survey by Burger King® Germany shows how young Germans are redefining snacking
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In our fast-paced, digital world, our eating habits are also adapting. Younger generations in particular are redefining how, what and when they eat. At 79% of 18-24-year-olds, Gen Z snacks the most of all age groups - almost 80% of them at least once a day or more! This is shown by the results of the representative survey on snacking commissioned by Burger King® Germany: Gen Z is becoming Gen Znack - young, spontaneous and keen to experiment. For Gen Znack, snacking has long been more than just a snack between meals - it is an integral part of their everyday lives, perfectly integrated into their digital, fast-paced world.
Snacks are becoming a lifestyle statement
The Znack gene is shifting snacking into new areas of life. While more traditional eating habits are often tied to the table, young adults snack much more flexibly - and Gen Znack likes it particularly cozy: a good 30% prefer to snack in bed - a significant difference to all other age groups. Over 28% of 18-24-year-olds state that they prefer to enjoy their snacks while gaming. Meals are becoming optional to some extent and traditional meal times are becoming less important, with almost two thirds (64%) of 18-24-year-olds stating that they replace a meal with a snack at least once a week. The young generation prefers flexible, small treats instead of rigid main meals - reflecting their mobile, digital lifestyle.
"These figures clearly show that Gen Znack is not only open to new things - it is making snacking a fixed part of its everyday life. Enjoyment, entertainment, social media and the desire for individuality are merging into a lifestyle all of their own," says Yvonne von Eyb, CMO at Burger King® Germany. "This is exactly where there are great opportunities for brands: If you want to reach the Gen Znack, you have to communicate quickly, creatively and visually - and have the courage to inspire with surprising snack creations and new taste experiences."
Eager to experiment: Gen Znack loves new things
Boredom is the snack killer: 65% of young people in Germany regularly want new taste experiences. More than any other age group, Gen Znack finds inspiration for new snacks on social media (55%); traditional media such as TV (29%) or magazines (20%) are less relevant sources of inspiration. Fittingly, Gen Znack is looking for variety, with more than 45% of 18-24-year-olds quickly becoming bored without new inspiration and innovative combinations. So it's no wonder that two thirds of 18-24 year olds reach for snack novelties, whether deep-fried or fermented - the main thing is different! Gen Z is therefore becoming a driver of innovation in the snack market.
"Gen Znack is a real driver of innovation in the snack market. The younger generation is constantly looking for variety and new impulses - this is the perfect playground for chefs to let off steam creatively and develop really bold new snack creations," says Tim Lenke, Sr. Manager Product Development & Innovation at Burger King® Germany. "We are always setting fresh accents - with salty snacks, desserts and drinks. In this way, we satisfy this curiosity and surprise our guests time and again."
* Data basis: Representative survey of 1,000 people in Germany aged 18-65. The figures refer to the subgroup of 18-24-year-olds.
Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.
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