Gen Z all set to cause major disruptions in India's breakfast market dynamics

economictimes.indiatimes.com:

Gen Z is 'snackifying' breakfast, by «either replacing the meal with a snack or having it as an accompaniment,» a ToI report said on August 16. It's not that Gen Z does not have the intent to eat healthy, research by market intelligence agency Mintel reveals. It's just that there exists a gap between the intent and the actual action, which makes Gen Zers binge on snacks.

The research also shows that the frequency of consumption among this age group is the highest among all generations.Good news for snacking sector This particular Gen Z habit is good news for the snack industry, the report says. Most companies have already made, or are making, changes to their product portfolios to try and make a big business out of it. According to Tulsi Joshi, senior food and drink analyst, Mintel Reports India, «While they intend to snack healthily, their consumption tells a different story.

They snack out of emotions and boredom, and familiar indulgences act as stress relievers and mood boosters. Therefore, indulgence in snacking will remain pivotal, especially for Gen Zs.» Mintel Reports India projects the country's snacking sector to grow at over 7% between 2022 and 26. There are enough indications that it's the Gen Z consumers who would primarily drive this growth, it said.

Companies that did not have much engagement with Gen Z buyers have now been forced to do some sort of a course correction. The ToI report cited the example of Gits, a 60-year-old brand, which originally had limited engagement with Gen Z consumers, but has now gone big with 'ready-to-eat' products that appeal to this age group. Sahil Gilani, director (sales & marketing), Gits Food Products, says, «As you move towards a younger generation, culinary skills are