Snacking has become more than just a temporary distraction. This mid-afternoon (or sometimes mid-morning) pick-me-up is being elevated to scientifically aid diets, holistically improve health, and conveniently meet new lifestyle habits. But can these mini-meals really satisfy our hunger?

When you consider the millions of people working from home, with a kitchen just steps away from their ‘office’, it’s no wonder that snacking went up in lockdown. In fact, more than half of people say snacking has been a ‘lifeline’ in 2020, offering bite-sized moments of comfort and joy.

Healthy snacks and plant-based meats may have been on the up before the pandemic, but self-isolation is driving people to switch up their eating habits. Processed foods like Hamburger Helper and SpaghettiOs are increasingly popular thanks to their pantry longevity and nostalgic comfort.

The pandemic has inflated opposite extremes of consumer attitudes towards snacking – in terms of health and excess – while exposing the need for a rethink towards product placement. What types of behaviors will dictate the new normal, and how should snack brands adapt?