What Makes a Gen Z-Approved Office Snack? PR Agency Insights for FMCG Brands
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Author: Jasmine Siljic, PR Account Manager at UMM
Stomach grumbling. Eyes twitching. Focus diminishing. Would you guess the time? It’s 3pm, of course. Rue the 3pm office slump. The only cure? A snack. How many? Well, I believe everyone should live by the motto, “treat yourself” (and it doesn’t have to be just once a year).
@binge Treat yo self this Boxing Day 🤩 #treatyoself #treatyoselfday #parksandrec #parksandrecreation #azizansari #retta #boxingday #boxingdaysales ♬ original sound – BINGE
If you’re like the rest of our PR team or me, our desks are covered with a plethora of snack options. Whether it’s a biscuit with my morning coffee, some dried seaweed after lunch, or a protein bar when the afternoon hunger strikes, having a small treat to look forward to is an ongoing highlight throughout my day.
@umm_com Hard to stay focused knowing there’s seaweed in the building. 🤭🌊 #PushingBrandsBeyond #AgencyLife #SnackBreak #Marketing #Hungry ♬ original sound – UMM
Snacks have always been an easy and popular way to consume food, but the explosion of new options across major supermarkets and convenience chains in recent years means we’re now truly spoilt for choice. Market research from IMARC Group shows that the Australian snack market (the global and local trade of food products consumed between primary meals) is set to more than double from US$3.7 billion in 2025 to a whopping US$7.7 billion by 2034.
While traditional product categories still hold massive volume shares, the fastest-growing industry sectors are “better-for-you” plant-based bites, functional protein snacks, and single-serve convenience pouches, proving that busy, urban snackers are officially trading basic treats for premium, health-conscious alternatives.
Unsurprisingly, 99% of Aussie consumers have snacked in the past two weeks, with Gen Z and Millennials driving the “snackification” trend. Across the globe, more than 7 in 10 consumers describe sharing snacks with others as their love language (#same), and 64% regularly snack to connect with their peers, according to Mondelēz International.
Gen Z and Millennials are also more likely to see snacking as self-care and often snack to boost their mood, seek comfort, and manage stress. As the resident snacker in our office, I couldn’t agree more.
With hundreds of treats staring down at us from the top of supermarket shelves, what makes a good office snack, and how can brands capture consumers’ attention in an increasingly saturated market?
Top Three Must-Haves for Your Office Pantry
For me, three key characteristics stand out as making a snack worthy of consideration:
- Permissible indulgence (treats without the guilt).
- Aesthetic packaging (I am indeed judging a book by its cover).
- Trending flavour profiles (did someone say pistachio?).
Let’s break this down with some examples.
1. Permissible Indulgence
As wellness culture permeates nearly everything (think protein yogurt, protein coffee, protein…. pizza crust??), consumers want indulgent treats without feeling guilty.
@mattheperson♬ original sound – Matt Taylor
Eating a snack and knowing I can have multiple without regretting it is something I undeniably look for. Enter Health Guru, a brand that’s finally cracked the code on savory snacking.
Their cauliflower puffs are made with 50% real cauliflower, compared to most functional products in the market that use 5-10% vegetables. They’ve basically recreated that addictive crunch but swapped the junk for a clean, gluten-free, and vegan recipe. It’s the ultimate desk win: all the nostalgia, none of the 3pm sugar crash.
2. Aesthetic Packaging
Something else that Health Guru and fellow competitors do well is aesthetically pleasing packaging. Although I was taught not to judge a book by its cover as a child, I most certainly do so when I’m on the hunt for a reliable sweet treat.
A recent example I tasted at a work event was Loco Love, a Byron Bay-based artisan chocolate maker that produces over 120,000 individual chocolate bars each week.
Rather than standard plastic foils, Loco Love uses soft pastel tones, gold lining and matte finishes to evoke a “quiet luxury” feel to its organic chocolates. I’m a sucker for a pretty package and these chocolates do just that.
3. Trending Flavour Profiles
It would be impossible to discuss what makes a good snack without mentioning TikTok and its impact on driving trending flavours.
Everyone and their dog has seen a pistachio-flavoured treat or the infamous “Dubai chocolate” over the past 12 months. So much so, there’s been a well-reported international shortage of pistachios.
Pistachio Papi, of course, has been leading this charge Down Under. The popular pistachio spread has announced countless brand collabs (more on that later) and continues to remain in the cultural zeitgeist. Read more here for UMM’s very own deep dive on Pistachio Papi’s collab with coconut water brand Raw C.
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What’s This Got to Do with PR and Comms?
These examples reveal two important opportunities for PR agencies working in the crowded FMCG (fast-moving consumer goods) market:
- The power of an effective brand collaboration.
- Tapping into conversations consumers are already having.
When done well, brand collaborations have the potential to send your product into the viral stratosphere and can engineer an entirely new cultural moment. Harnessing another brand’s cult following can land mainstream media coverage, push retail distribution, and create a limited-edition sense of urgency that forces consumers to act.
Secondly, snack brands that remain relevant have mastered the art of social listening. They hear what online conversations are being had (or what the internet’s latest hyperfixation is) and lean into them. According to data from McKinsey and Afterpay, 34% of Gen Z say social media is the most critical factor in their actual purchasing decisions, and nearly half (48%) will directly buy a product based on an influencer’s recommendation.
By prioritising short-form creator content in your comms strategy, you stay front of mind the next time a hangry office worker decides to take a snack break and, before they know it, they’ve polished off the entire packet.
@cardboardknight8 #food #calories #eating #fyp #joke ♬ OH MY GOSH oh oh no no noo – Lee Keybum
Ultimately, capturing the hearts (and stomachs) of Gen Z means the product has to look good, taste good, and be hyper-attuned to internet culture. Don’t underestimate the power of partnership-led and influencer-led PR in achieving online relevancy.
If you’re looking to drop the next best Gen Z snack, look no further. Come talk to us today.
