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[Report] Graze Craze

Why Eating Has Reorganized, and What It Means for Brands

Across developed and emerging markets, a growing share of adults now replace traditional meals with snacks or smaller eating occasions. This pattern has held through inflation, wellness cycles, and shifting dietary guidance. It is not a moment. It is a reorganization of how food fits into daily life.

Traditional meals rely on coordination: shared timing, predictable pauses, and environments where stopping is normal. More consumers no longer operate inside that structure. Calendars are fragmented. Eating is increasingly solitary. When the day stops offering clean windows, the sit-down meal is the first format to fail.

Snacks are resurging because they tolerate disruption. They can be eaten quickly, delayed without penalty, or split across time. They ask less of the consumer. They ask less of the day.

This report examines how these shifts are reshaping product design, portioning, pricing, messaging, and the meaning of satisfaction itself — and what brands must rethink as eating becomes more modular, more private, and more functional.

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What's Inside the Report

Graze Craze- covers for sector

Graze Craze identifies five global snack trends reshaping what people reach for between meals — and what brands must reconsider as snacking moves from the margins to the center of daily life.

1. Health and Wellness as the New Baseline

Wellness is no longer something brands highlight. It is something consumers assume. Snacks that fail to meet that baseline quietly fall out of consideration.

2. Better-for-You Shifts From Claim to Expectation

“Better-for-you” is no longer a positioning. It is the starting point. The real question is how seamlessly a snack fits into everyday routines.

3. Sensory Appeal Becomes a Social Signal

Flavor, texture, and novelty now do more than satisfy appetite. They travel. Snacks earn relevance through shareability, conversation, and cultural presence.

4. Premium Redefined for Everyday Life

Premium no longer signals rarity or excess. It shows up in smaller moments, justified by craft, provenance, and restraint.

5. Discovery No Longer Starts on the Shelf

Snack choices are increasingly shaped before shoppers enter a store. Social platforms, livestreams, and real-time drops are reshaping how snacks are discovered, evaluated, and bought.