Gen Z drives surge in healthy, on-the-go snacking

Farmley’s Healthy Snacking Report 2025 highlights a growing shift among Indian consumers toward preservative-free snacks (55%) and eco-friendly packaging (52%). Lifestyle changes are driving demand for on-the-go options like dry fruit desserts and energy bars. Gen Z and millennials are leading the trend, with quick commerce and influencer content fueling impulse buys. As regional and D2C brands gain ground, India’s snack market is becoming more competitive and health-focused.

In its Healthy Snacking Report 2025, Farmley revealed that 55% of Indians now prefer preservative-free snacks, and 52% opt for eco-conscious packaging, signalling a shift towards products that balance health, taste, and sustainability.

Launched at the Indian Healthy Snacking Summit (IHSS), the report noted that Indian consumers “are no longer willing to settle for bland healthy snacks or feel guilt over indulgent treats.” Akash Sharma, co-founder of Farmley, emphasized that “Consumers are seeking flavour and functionality, and no longer willing to compromise between taste and trust.”

Changing lifestyles are playing a major role in reshaping snacking habits. The report found that 45% of consumers favour on-the-go formats, including dry fruit-based desserts and energy bars, which cater to convenience without sacrificing nutrition.

Moreover, consumer loyalty is evolving. “Brand loyalty, once concentrated around legacy players, is now diversifying through multiple channels.” The report highlighted how quick commerce platforms and influencer-driven content are fueling a rise in impulse snacking—particularly among Gen Z and millennials. This younger demographic is ordering packaged snacks weekly at nearly twice the rate of older generations (43% vs 28%).

India’s snack market is witnessing rapid growth, driven by regional brands and direct-to-consumer startups. These new players are challenging legacy brands by leveraging quick commerce, local innovation, and competitive pricing to expand their footprint.

Farmley itself reported revenues of Rs 370 crore for FY 2024-25 and is rapidly scaling across various formats and distribution channels to tap into the growing demand. This evolving landscape points to a broader transformation—where consumers no longer have to choose between health, flavour, or convenience in their snack choices.