International Day of Families: Study – India’s 18-30 Yr-Olds Call the Shots on Snacking At Home


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 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.

Family snacking dynamics is insightful as we celebrate the International Day of Families, highlighting the role of food and snacks in bringing families together.

The International Day of Families is celebrated annually on May 15th. In India, one of the key moments that brings families together is the daily ‘chai time and snacks.’ This tradition transcends age groups, from kids to senior citizens, making it a perfect bonding time for families. An interesting study titled ‘STTEM – Safety, Technology, Taste, Ease & Mood Uplifter’ – The India Snacking Report (Volume I) by Godrej Yummiez, a brand of ready-to-cook products from Godrej Tyson Foods Ltd (GTFL), examines which age group typically decides on the choice of snacks consumed in families, amidst the plethora of options available in the market. This insight into family snacking dynamics is particularly insightful as we celebrate the International Day of Families, highlighting the role of food and snacks in bringing families together.

According to the report, youths (male – female both) aged between 18-30 take the lead in deciding the family’s snacking choice, accounting for 34%, kids at 27%, followed by Adults and Senior Citizen 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%. Following closely behind are youth in the West, with a score of 34%. Meanwhile, youth in the North and South of India demonstrate a comparable level of influence on snacking choices, with 33% and 32%, respectively.

Age Group All India (%) North (%) West (%) East (%) South (%)
Senior Citizens 60+ years

12

12

12

15

11

Adults aged between 30-60 years

22

22

21

27

20

Youth Aged between 18-30 years

34

33

34

40

32

Kids (Less than 18 years)

27

27

24

34

27

Speaking about the insights and the report, Mohit Marwaha, AVP, Yummiez, Godrej Tyson Foods Limited (GTFL), stated, “We are proud to be a category thought leader, deeply understanding consumers and shaping trends that redefine the frozen ready-to-cook segment. Our India Snacking Report is a testament to this commitment, offering 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 now 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.”

One interesting trend highlighted in the report is the emerging role of children in snack decision-making, particularly in Hyderabad, where they account for 33% of choices. The report also provides city-wise data on youth-led snacking decisions across India’s key cities. Kolkata leads with 40% of youth influencing family snacking choices, 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 follow closely at 31% and 30%, respectively.

Age Group Mumbai (%) Pune (%) Ahmedabad (%) Delhi (%) Jaipur (%) Lucknow (%) Kolkata (%) Chennai (%) Hyderabad (%) Bangalore (%)
Senior Citizens 60+ years

14

10

11

13

9

14

15

11

10

12

Adults aged between 30-60 years

20

21

23

23

21

21

27

22

19

19

Youth Aged between 18-30 years

34

31

36

32

32

37

40

30

32

35

Kids less than 18 years

25

25

21

27

28

27

34

27

33

22

Commissioned by the brand, ‘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.



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