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).