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[Report] Graze Craze

Why Eating Has Reorganised, and What It Means for Brands

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

Traditional meals depend on coordination, shared timing, and predictable pauses. A growing share of consumers no longer operate inside that structure. Calendars are fragmented, and eating is becoming more solitary. When the day stops offering clean windows, traditional sit-down meals become the format that fails first.

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

This trend 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 rethink as snacking moves from the margins to the centre of daily life.

1. Health and Wellness as the New Baseline

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

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

“Better-for-you” is no longer a positioning. It is the starting point. The question has shifted from whether a snack delivers a benefit to how well it fits into everyday routines.

3. Sensory Appeal Becomes a Social Signal

Flavour, texture, and novelty now do more than satisfy appetite. They travel. Snacks increasingly earn their place through shareability, conversation, and cultural relevance.

4. Premium Redefined for Everyday Life

Premium no longer means rare or indulgent. It shows up in smaller moments, justified by craft, provenance, and restraint rather than excess.

5. Discovery No Longer Starts on Shelf

What people snack on is increasingly decided before they enter a store. Social platforms, livestreams, and real-time drops are reshaping how snacks are found, evaluated, and bought.