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Mapping Changing Snacking Consumption Trends

To decode modern snacking, we analyzed digital behavior, memes, and language trends. AI and semiotic tools revealed new codes like “quiet indulgence” and “desk fuel.” The insight: snacking is emotional and cultural—fueling innovations in format, messaging, and media tied to micro-occasions and influencers.

The Challenge


To map shifting consumer behaviors, emotions, and cultural conversations around snacking —uncovering emerging needs, occasions, and tensions shaping the category.


Our Approach

  • Analyzed hashtags, language shifts, meme trends, and user -generated content to surface changing motivations (e.g., guilt, reward, convenience). 

  • Clustered data using AI -based topic modeling and layered it with semiotic decoding of visual and verbal cues (e.g., portioning, mood -based snacking, health hacks).

The Impact

  • IDENTIFIED SNACKING CODES: “quiet indulgence,” “smart snacking,” “desk fuel,” and “ritualized guilt -free treats.” 

  • INFLUENCER IDENTIFICATION: Identified influencer through their social media interaction.

  • CLEAR COMMUNICATION AND INNOVATION PATHWAYS: Including new formats (small packs), new language (permission -based indulgence), and media triggers (memes, mood states, micro -occasions).

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