Friday, June 14, 2024

Godrej Yummiez Study Shows India’s 18-30-Year-Olds Lead Snacking Choices at Home

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The tradition of daily chai time and snacks has long served to bring families together. In light of this cultural ritual, Godrej Yummiez, a brand under Godrej Tyson Foods Ltd (GTFL), presents an interesting study titled ‘STTEM – Safety, Technology, Taste, Ease & Mood Uplifter – The India Snacking Report (Volume I)‘. This study examines the age groups typically responsible for choosing the snacks consumed within families, amidst the abundance of options available in the market. This insight into the family’s snacking dynamics is particularly insightful highlighting the role of food and snacks in the households. 

According to the report, youths (male and female both) aged between 18- 30 take the lead in deciding the family’s snacking choice,  constituting 34% of the decision-making process. The youths are followed by kids accounting for 27%, and finally, the adults and the senior citizens stand at 22% and 12% respectively.

When compared across regions, the report shows that youth in the East have the highest influence in making snacking choices, scoring 40%. This is closely followed by youth in the West, having a share of 34%. Meanwhile, youth in the North and South of India demonstrate a comparable level of influence on snacking choices, with scores of  33% and 32%, respectively.

Speaking about the insights in the report, Mohit Marwaha, AVP – Yummiez, Godrej Tyson Foods Limited (GTFL), said, ‘‘Our India Snacking Report offers 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  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.” 

An interesting trend highlighted in the report is the increasing involvement of children in snack decision-making, particularly in Hyderabad, where they account for 33% of choices. The report also provides city-wise data highlighting the prominence of youth-led snacking decisions across key cities in India, with Kolkata youths leading at 40%,  followed by Lucknow at 37%, Ahmedabad at 36%, Bangalore at 35%, and Mumbai at 34%. Delhi and Jaipur tie at 32%, while Pune and Chennai closely follow at 31% and 30%, 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. The report is available for download at

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