America has become a society built on snacking, but snacking is much more than a holdover until the next meal—it is an ingrained cultural practice. Just about everyone loves a good snack, and this has resulted in a significant shift towards what is now commonly referred to as “snackification,” or the preference for small, easily consumable portions over traditional, larger meals.
Cookies are oftentimes the snack of choice among event attendees, and individually wrapped ones (like these from Otis Spunkmeyer) are a perfect grab-and-go option. Photo courtesy Buzz Orr Multimedia
This isn’t just a fleeting fad either; it’s a response to evolving consumer preferences and lifestyles.
“More people, especially younger people, are opting for snacks rather than full spreads. They are adopting smaller, more frequent meals as their standard way of eating and redefining snacking into a routine that is well suited to busy lifestyles,” says Pam Smith (United Soybean Board). “The standard breakfast, lunch, and three-course dinner will still have their part to play, but increasingly consumers are spacing out their eating to fit their schedule, appetite, and productivity demands.”
Something to snack on
Snacking has proven to be an integral part of the American diet, and replacing meals with snacks is commonplace. Nearly a third of consumers’ last snacks replaced a meal, while nearly three-quarters of snack-eating consumers say they skip at least one meal per week in favor of a snack, according to Datassential. In fact, 67% of people globally figure out their meals in the moment versus planning them ahead of time, according to Mondelez International’s State of Snacking report.
This idea of “snackification” stems from the increasing demand for convenience, variety, and social dining experiences. Modern consumers, especially Millennials and Gen Z, are more inclined toward snacking throughout the day rather than adhering to the conventional three-meals-a-day routine. This approach allows for more flexibility and the opportunity to explore a wider array of flavors and cuisines in smaller, more manageable portions.
“This has always been one of my favorite ways to celebrate anything because instead of just a traditional meal, you get to navigate more options with different flavors and smaller bites, which leads to a whole different dining experience for your taste buds,” says Chef Jay Varga (The JDK Group*). “I just think people are enjoying the more informal part of snacking; it’s not a whole meal but will still get you full. It just has a more relaxed feel and I think people are realizing that this is just as acceptable as a sit-down dinner.”
“It’s important to remember that snacking is more than the food itself,” says Cory Hibbard (Graze Craze), “it’s about the experience.”
Additionally, there is a consensus that eating frequent, smaller meals throughout the day can be better for your body and overall wellbeing.
“As a registered dietitian, smaller, more frequent meals have been my recommendation for eating for energy and optimal well-being, while supporting immune, cognitive, and gut health,” says Smith. “Eating more often through the day provides opportunity for more diverse and nutrient rich ingredients.”
These miniature ahi tuna tacos from 24 Carrots Catering & Events are perfect for cocktail hour or as a late-night snack. Photo courtesy Amelia Lyon
While snacking has always been popular, the past few years have seen a shift in consumer attitudes towards what snacks are and when they’re best enjoyed. One shift in the snacking landscape, identified by Datassential’s Nibble on Snack Trends report, is that snackers are increasingly reaching for anything to satisfy their snacking demands (two-thirds of consumers and operators say that anything can be a snack).
“It is what people know and have always done without even really thinking about it. If you were having a party or had friends coming over, it was almost guaranteed that there would be snacks out for everyone to enjoy without committing to an actual meal,” says Varga.
If by “snack” you immediately picture a bag of chips, a piece of fruit, or a handful of nuts, widen the lens. According to Technomic’s 2022 Snacking Occasion Consumer Trend Report, a quarter of consumers say their definition of what a snack is has broadened to include more types of foods.
“We have always known how to snack, we just want more creativity out of our snacks now,” says Varga. “Snacking isn't just grabbing a bag of chips anymore; it needs to be more substantial than that now.”
As for what types of foods consumers enjoy, many consumers (33%) snack to give themselves a treat while 22% snack because they just enjoy snacking, so foods that are broadly popular and could be considered comfort foods or “fun” foods remain popular. Flavor/taste are the top attribute consumers look for when choosing a snack, followed by freshness, quality, portability, and price.
“Snacking allows you to explore a wide range of flavors and textures in one sitting, making the dining experience more dynamic and enjoyable,” says Chris Sanchez (LUX Catering & Events*) “It's also a great way to satisfy cravings and enjoy smaller portions, which can be both satisfying and less overwhelming than a full meal.”
Small but mighty
Before we get too deep into the world of snacks, we must first define what is and isn’t a snack. While most anything can be a snack, not everything is. For starters, snacks are intended to be filling, while also still being bite-size.
“Appetizers and hors d’oeuvres may be single bites or tastes, while snacks are a balanced ‘mini meal’ of flavor and texture,” says Smith.
“We always viewed snacks as ‘heavy hors d’oeuvres’ like sliders (check out the fall issue of Catersource magazine to see how this item can work within a game-day spread), egg rolls, or any larger items that aren't always best for a passed or butler-passed item, but something that can easily be stationed and self-served,” adds Varga.
Miniature sliders can be served in varying ways (such as California-style burgers) during either cocktail hour or as a late-night bite. Photo courtesy Lovisa Photo
It may be easy to use the word “snacks” interchangeably with appetizers and hors d’oeuvres, but they are in fact quite different.
“I see hors d’oeuvres as a perfect composed bite that’s elegant and a bit more formal,” says Zena Phillips (Hilton Catering & Events Americas), “and I see snacks as more casual or informal fare.”
“The difference between snacks and hors d’oeuvres lies in their context,” adds Hibbard.
Think of comparing snacks with appetizers or hors d’oeuvres this way:
- Snacks are finger-friendly whereas hors d’oeuvres often requires a fork and knife (but not always)
- Snacks have a simple composition whereas hors d’oeuvres are more composed and complex
- Snacks are often fun and playful whereas hors d’oeuvres are oftentimes more formal
- Snacks tend to carry with them bolder flavors and more experimentation
“I believe the main difference is the portion size and presentation but what lies beneath is the purpose,” says Chef Jason Sutton (Footers Catering). “Hors d'oeuvres are meant to be a small introduction to a meal to come, where snacks provide sustenance between meals for a quick boost of energy.”
Snack breaks
When exploring how to incorporate snacks into events, there are several different ways to do this, and each one has its own nuances.
“By strategically incorporating these snacking options into different phases of an event, we enhance the guest experience, catering to their needs and preferences throughout the occasion,” says Carizza Rose (24 Carrots Catering & Events*). “This approach ensures that every moment is filled with delightful culinary surprises, making the event truly memorable.”
Let’s break it down.
Cocktail hours
Cocktail hour and/or bar snacks should be bite-sized, easy to eat, and pair well with drinks. Think gourmet canapés, individual charcuterie cones, and elegant finger foods that stimulate the appetite without being too filling.
“Setting the tone for larger events is crucial, starting at the cocktail hour,” says Hibbard. “Guests will be settling into the evening, hungry, and looking for familiar ‘go-to’ favorites.”
Popcorn cones were clipped to the side of champagne flutes as a welcome snack during Sugar Beach Events’ Bubbles by the Beach ACE-nominated event. Photo courtesy MeewMeew Studios
“Cocktail hour bites are designed to be easy to eat while mingling, offering familiar flavors or new twists on the classics,” adds Rose.
These same types of foods work well during cocktail parties or Aperitivo-style events as well.
Entree snacks
For events where a traditional meal might not fit, entrée snacks offer the perfect solution. Small plates that act as substantial yet manageable portions allow guests to enjoy a variety of dishes without feeling overly full; this is where tapas and grazing tables (check out the fall issue of Special Events magazine for a deeper look at these) work well.
“Incorporating snack items into plated meals can add an element of surprise and delight,” says Sanchez.
Packaged snacks foods can be used to create elevated snack items. Shown: Mac n’ Cheeze-It Bites. Photo courtesy Buzz Orr Multimedia
Offer a series of small plates or a local charcuterie plate. Incorporate snack elements like a flight of mini appetizers before the main course or a deconstructed dessert platter featuring bite-sized sweets.
“You get to slow down and enjoy a little bit of everything,” says Hibbard. “Snacking, or grazing (Check out the fall issue of Special Events magazine for a look at the grazing table trend), allows you to try exciting flavor combinations and textures, without being tied down to a large portion of one specific thing.”
There’s also a growing trend of incorporating snack foods (i.e. Cheez-Its®, Goldfish® crackers, Cheetos©, etc.) into a larger plated meal as garnishes or in other innovative ways.
Meeting snacks
Snack breaks during corporate meetings are meant to energize and reinvigorate, without causing the mid-afternoon slump. Find the balance between convenience and better-for-you options. Caterers should opt for bite-size selections that will bring the energy of the event up and sustain, instead of experiencing the dreaded sugar crash after an hour.
“Rather than mindlessly grazing through the day on foods high on calories, but low in nutrient content, I encourage eating strategically,” says Smith.
Brain-powered healthy snacks are a must for breaks during corporate meetings to ensure attendees won't go hungry, or worse, nod off. Photo courtesy Lorely Meza
Think: trail mix, popcorn, fruit, parfaits, and bento-style snack boxes.
“We may not be doing a big banquet lunch during these meetings because snack-size lunch items allow attendees to network, check their emails, and get back quickly,” says Phillips. “We need to find the foods that are going to help inspire attendees.”
This same philosophy should also be applied to craft service, the all-day snack tables set up during production shoots on movie and television sets for the “craft workers”—the grips, costume department, makeup artists, camera and lighting crew, etc.—to stay hydrated and fed throughout the day in between the formal meal breaks.
Late night bites
As the event winds down, late night snacking brings comfort and more opportunities for personal touches for the client. Late night snacks should focus on mobile foods, so that guests don’t have to leave the action just to grab a bite to eat.
Some of the best moments of a celebration happen on the dance floor, and all that movement requires fuel, which is why late-night snacks should be delicious bites that are easy to consume on the move while satisfying late-night cravings.
“These options not only satiate late-night cravings but also keep the energy high for continued celebration,” says Sanchez.
Gourmet ice cream bars and popsicles are a perfect snack to help satisfy a sweet tooth. Shown: Lemon Passionfruit Pop. Photo courtesy Holly Sigafoos Photo
Consider options like dessert and coffee carts, churro bars, grilled cheese stations, soft pretzels, slices of pizza on wooden paddles, or hors d’oeuvres carried through the event on elegant trays.
“It’s important to keep the food light after a long day of eating with enough natural sugar to keep the guests engaged, but not too much where they can’t sleep later that night,” says Hibbard.
Regardless of the type of snacking, a few constants do run through. For example, themed food stations can be a fantastic way to incorporate “snackification” into an event. Each station can focus on a specific cuisine or type of snack. Think: citrusy snacks, international chip towers, flavored popcorn stations, or international candy bars. This not only adds variety but also allows guests to customize their experience. Additionally, interactive food stations, where guests can assemble their own snacks, add an element of fun and engagement. This hands-on approach encourages interaction and lets guests tailor their snacks to their tastes.
“Caterers need to remember that snacking is more than the food itself—it’s about the experience,” says Hibbard.
Additionally, portability is everything for networking and active event snacking. Consider a deep cup or box over a shallow plate—guests need to place their focus on talking or dancing rather than balancing a plate of food. The key here is to have an item the guest can hold securely in one hand and eat with the other.
“Too many times we overthink presentation and don’t take into consideration how the guest will interact with the snack while roaming around the event enjoying conversations and libations,” says Sutton.
Tasty trends
Snacking has evolved from simple chips and dips to a sophisticated and varied culinary experience. Modern consumers are drawn to snacks that are not only delicious but also reflect broader trends. Let’s look.
Mindful munching
While “snackification” makes snacks a popular format for hunger satisfaction, it does more than increase demand across all types of snacks. “Snackification” is leading to the rising popularity of products that have a more balanced nutritional profile, providing not only satiation but also nourishment.
Think outside the typical snack break setup and consider setting out various breads and accompanying spreads. Photo courtesy Amelia Lyon
Guests are increasingly looking for snacks that are nutritious, featuring organic ingredients, superfoods, and plant-based options.
Additionally, snacking can also play into the sustainability movement by upcycling underused ingredients into snack choices. Take leftover sausages for example, which can be wrapped in dough and get a new life as snackable pigs in a blanket. Snacks are also a smart place to use vegetables left over or leftover bacon bits to flavor butters for bread baskets. Even leftover layer cake can get mixed and formed into cake pops.
Little treat culture
Social media has also contributed to the growing snacking mindset with the popularity of “little treat culture,” which is all about treating yourself to a little something fun when you’re stressed or sad or even just inconvenienced. This social media trend ties into the Premack principle, which explains why treating ourselves is more than a trend; it’s a way to improve our daily lives. This approach takes advantage of our natural desire for fun to help us get through tasks we might not enjoy.
“We believe in the power of intentional indulgence and celebrating the small moments that bring us joy,” said TJ Rooney (Loacker USA) in an article for Food & Wine.
Consumers are recognizing the importance of taking breaks and the positive impact that mindfulness and indulgence can have on their emotional wellbeing, and snacks, especially indulgent ones, often complement such breaks, serving as an emotional uplift and refresh that helps with stress relief. Seventy-four percent of consumers claim to snack regularly for mood improvement, according to Mondelez International’s State of Snacking report.
“Newstalgia” reigns
Escapism, a growing phenomenon in consumer behavior, is a desire to escape from the complexities of modern life by engaging in experiences that provide emotional and psychological relief, and nostalgia is one of the most popular forms of escapism, offering consumers a comforting retreat into their fondly remembered past. It evokes strong emotions and memories, bringing a sense of comfort and security to an increasingly frantic, complex, and uncertain world.
With a nod to school lunches, 24 Carrots Catering & Events put their own spin on the 90s mainstay Lunchables© with their Snackables. Photo courtesy Villa Visuals
Escapism and nostalgia offer a retreat from the fast-paced and complex modern world. With volatility and uncertainty intensifying, the demand for these comforting experiences is almost certain to grow.
Nostalgia-based products and communication deeply resonate with older generations, allowing them to revisit their cherished past that is often perceived as simpler times. Almost 50% of U.S. consumers aged 65 years and up say they are likely to buy something that makes them feel nostalgic, according to Mondelez International’s State of Snacking report. Globally, 68% of consumers often seek out snacks that remind them of their childhood or past experiences.
Perhaps counterintuitively, younger generations are even more prone to nostalgic feelings (just consider the popularity of recent films such as Unfrosted, The Beanie Bubble, and Flamin’ Hot); at the same time, they are also excited by innovation and novelty. In response, the concept of “newstalgia” has emerged in recent years, which blends the old and familiar with the new to create unique and engaging experiences inspired by the past.
“By infusing menus with items that evoke a sense of nostalgia, caterers create a connection with guests on an emotional level, enhancing the overall dining experience by celebrating specific eras or cultural influences that further resonate with attendees, sparking conversations and enhancing the event’s atmosphere,” says Sutton.
Think gourmet versions of childhood favorites, such as mini grilled cheese sandwiches with a shot of tomato soup, a fancy s'mores bar, or late-night macaroni and cheese topped with Flamin’ Hot Cheetos©.
The snack down
After all is said and done, why is bringing snacks into your catering offerings something that should be at the top of your to-do list?
“Snacking not only expands caterers’ menu offerings and creative potential but also aligns with consumer preferences for convenience, variety, and a personalized experience,” says Sutton.
First, the “snackification” trend is more than just a shift in how food is served; it’s a response to changing lifestyles and a desire for more personalized dining experiences. For caterers, this trend presents an opportunity to innovate and cater to a broader audience. By incorporating “snackification” into their offerings, caterers can ensure their services remain relevant, appealing, and at the forefront of the industry's evolution.
Next, it’s an opportunity to explore new flavors and cuisines, since snacks are emerging as a gateway for consumers looking to expand their palates. Consumers are more willing to try bold, out-of-the-box flavors when the portions are snack-size, so this enables caterers to offer a diverse menu, catering to various dietary preferences and restrictions without overwhelming guests. This variety keeps the event dynamic and exciting, encouraging guests to mingle and try new things.
“As a chef, I love the craveable mix of textures and flavors that can be achieved by snacking,” says Smith. “The world of ‘snackification’ is becoming a creative, flavor-forward playground.”
Elevate your snack display by placing them in hanging baskets. Photo courtesy Studio EMP
Lastly, they’re budget-friendly, so they offer a solution for constantly rising food prices. Also, since they’re small, this also helps control portion size and lessen food waste.
“People are foodies now,” says Phillips. “They want to be able to try more things, but their appetites aren’t necessarily larger.”
So, if you’re ready to get on the snacking bandwagon, the first step is to develop a balanced snacking menu comprised of a variety of opposite options; sweet and savory, textured and smooth, indulgent and healthy.
“It’s key to present multiple this-or-that options for the guest to make their own decision,” says Hibbard. “For example, for every savory snack, there should be a sweet alternative. For every meat-centric option, there should be a plant-based alternative. For every complex bite, there should be a simple alternative.”
So, let’s raise a mini toast to the bite-sized revolution—small snacks with a big impact.
“The age of snacking is here to stay,” says Smith. “Caterers that acknowledge and adapt to this trend are set to thrive in this snack-happy market.”
* LUX Catering & Events, The JDK Group, and 24 Carrots Catering & Events are proud members of the Leading Caterers of America, a consortium of the top catering and event planners throughout the United States and Canada.
