In India, a growing number of Gen Yers and Zers are craving a different snacking experience than generations before. But what do young Indians look for in the snacks they’re choosing? And how can brands in the sector create products that grab the attention of a younger target audience?

The QSR market is predicted to grow, but traditional Indian street food is missing out due to bigger fast food establishments that deliver on product consistency and better hygiene. But disrupting within this space is Samosa Party, which is giving Indian snacks like samosas a QSR makeover.

As Americans’ snacking habits grow, many are looking to satisfy their taste buds with new and interesting flavor profiles. My/Mochi, an ice cream snack with East Asian origins, has risen to international popularity as people are discovering new tastes everywhere, from TikTok to Netflix.

By catering to local palettes through hyper-specific flavours, Lay’s is appealing to a variety of taste buds all over the world. In India, flavours such as Masala Magic are helping Lay’s to win favour over rival brands, leveraging the brand’s popularity in a competitive marketplace.