What Are Snacks in an Era Where 92% 'Eat Alone'? New Gen Alpha & Z Marketing Opportunities Between 'Necessities' and 'Rewards'

■ Survey Overview

Survey Period: March 6 - March 10, 2026

Survey Method: Online survey

Target Audience: 128 Gen Alpha and Gen Z individuals nationwide (1 under 12, 21 aged 13-15, 34 aged 16-18, 38 aged 19-22, 18 aged 23-25, 11 aged 26-28, 5 aged 29-31)

■ Survey Summary

This survey comprehensively analyzed the reality of snack consumption among Gen Alpha and Gen Z, covering purchasing behavior, timing of consumption, and underlying values. The results made it clear that for the youth, snacks have evolved from mere treats into a presence that plays a role in regulating their mood and state in daily life.

■ Snacks Become a Daily Routine, Gummies Become a Staple

Regarding the "frequency of eating snacks," approximately 65% answered "eat daily," and among them, 39.8% responded "multiple times a day." It can be inferred that snacks are no longer something "enjoyed occasionally" but have become a presence integrated into everyday life.

Furthermore, for the "most recently purchased snack," gummies topped the list at 57.8%, showing a particularly high rate of 66.1% among Gen Alpha. With Gen Z also showing a majority at 51.4%, it is evident that gummies are not a passing fad but have established themselves as a staple category among the younger generation.

■ Purchasing is a Hybrid of "Chance" and "Rationality"

Regarding "factors considered when choosing snacks," "seeing them in the store" was the most common at 57.8%, indicating that accidental encounters still serve as a major trigger for purchases. On the other hand, factors like "price/cost performance" (31.3%) and "limited time/new release" (25.0%) also exist to a certain extent, showing that decision-making is driven by both intuition and rationality. Notably, 30.4% of Gen Alpha answered "trending on social media," indicating that digital trends strongly influence their purchases.

■ Snack Consumption Shifts to Personal: "Depending on Mood, Eaten Alone"

For the "timing when one wants to eat gummies or soft candies," "when feeling a little hungry" was the highest at 67.8%, but "when wanting something in the mouth" (36.9%) and "for refreshment purposes" (35.6%) also accounted for high percentages. This shows that snacks function not only to satisfy hunger but as a means to regulate mood and condition.
Additionally, in response to the question "Who do you usually eat with?", 92.2% answered "by myself alone," revealing a strong tendency that snacks are not shared with others but are consumed for oneself.

■ Experience Value is Emphasized Over "Taste"

When asked about "expectations for gummies and soft candies," "chewiness (hard texture)" was the highest at 59.4%, followed by "juiciness" (41.4%) and "hands don't get dirty/portability" (27.3%). A defining feature is the emphasis on "experience value" such as texture and convenience, rather than just taste.

■ Daily Consumption Based on "Low Price x High Frequency x Immediacy"

Monthly snack expenses were concentrated in the "500 to under 1,000 yen" (34.4%) and "1,000 to under 2,000 yen" (28.1%) brackets, indicating that while consumed daily, spending is kept moderate. Moreover, the main "purchase locations" were "convenience stores" (79.7%) and "supermarkets" (75.8%), suggesting that snacks are not so much planned purchases but "highly immediate consumption" chosen according to on-the-spot needs.

■ Snacks are Between "Necessities" and "Rewards"

Finally, to the question "What kind of existence are snacks?", the answers "close to daily necessities" (37.5%) and "small rewards" (32.8%) were closely contested. This implies that while snacks are a presence that supports daily life, they simultaneously bear the role of lifting spirits, holding a dual value for Gen Alpha and Gen Z.

■ Alpha Z Research Institute Member Comments

Regarding these survey results, analytical comments were also provided by Gen Z members participating in the Alpha Z Research Institute, a think tank organization studying Gen Alpha and Gen Z.

Haruka Inoue, Gen Z Member of Alpha Z Research Institute
In the past, snacks were a communication tool to be shared with someone. Exchanging them with friends during lunch break and eating while having idle chatter—it felt like the atmosphere and time spent together had more meaning than the snack itself.

However, as the data showing "92% eat alone" indicates, snacks today have completely shifted to "individual consumption." In an era where watching while doing or multi-tasking has become the norm, it is believed that snacks have unconsciously established the position of a "companion for tasks." Furthermore, recently, there is an increase in products that promote functionality, such as gummies for enhanced focus and chocolate for stress reduction and intestinal health. As a result of time performance thinking penetrating even dietary habits, even the pure desire to "just eat something for no reason" is affected.