Purchase intention towards functional snacks among Gen z consumers: Determinants and Marketing implications

Introduction

Functional foods emerged as a distinct concept in Japan during the 1980s, particularly with the introduction of the Foods for Specified Health Uses (FOSHU) framework, which expanded the traditional understanding of food to include its potential role in promoting health and physiological well-being. These foods contain components such as proteins, vitamins, minerals, dietary fiber, probiotics, antioxidants and omega-3 fatty acids that may provide health benefits beyond basic nutritional requirements. Functional snacks represent a convenient application of this concept, offering products such as protein bars, fiber-rich snacks, probiotic foods, fortified products and reduced-sugar alternatives. Their growing importance has been driven by changing lifestyles, increased snacking habits and rising consumer preference for convenient food options that combine nutrition with health benefits. The global market for functional snacks has expanded considerably as consumers have become more conscious of health, nutrition and preventive well-being. Rising interest in products offering benefits related to energy, digestive health, immunity, weight management and overall wellness has encouraged food manufacturers to develop more specialized snack products. In 2021, the global functional food market was valued at approximately USD 280.70 billion and is expected to exceed USD 586.10 billion by 2030 (Grand View www.extensionjournal.com Research, 2022) [7] . Functional snacks are increasingly differentiated according to their nutritional composition and intended benefits. The plant-based snacks are growing at an annual rate of around 8-10 percent, while protein-based snacks make up nearly 25-30 percent of the functional snack market. The growing availability of these alternatives reflects a broader shift towards personalized nutrition, where consumers increasingly seek products that address specific dietary and lifestyle requirements. India has also witnessed growing interest in functional foods and health-oriented snacks due to urbanization, changing dietary habits, rising incomes and increasing awareness of nutrition.. The national functional foods market was valued at USD 13,024.30 million in 2023 and is estimated to reach USD 25,379.10 million by 2030, growing at a compound annual rate of about 10 per cent (Grand View Research, 2024) [8] . The expansion of modern retail, e-commerce and directto-consumer food businesses has further improved consumer access to health-oriented products. Consumer choices in the Indian snack market are increasingly influenced by factors beyond taste and convenience. The Indian snacks market is projected to reach INR 103,556.03 crore by 2034, registering a CAGR of 8.28 per cent during 2026-2034 (IMARC Group, 2025) [9] . Health benefits, protein content, ingredient quality, affordability, product information and naturalness are becoming relevant considerations in food selection. At the same time, consumers continue to expect functional products to provide acceptable taste, convenient formats and reasonable value for money (Topolska et al., 2021) [13] . This creates opportunities for manufacturers to develop products that balance nutritional functionality with sensory appeal and affordability. In states of Andhra Pradesh and Telangana the regional functional snack market is growing rapidly because of increased health consciousness, changing consumption patterns and demand for convenient food options in major cities such as Hyderabad, Visakhapatnam and Vijayawada show strong consumption patterns among professionals and students who prefer ready-to-eat foods. The presence of large student and working populations, expanding retail networks and increasing use of digital food platforms provides opportunities for convenient and nutritionally enhanced snack products. Millet-based snacks, nut and seed products, protein-rich foods, roasted snacks and other value-added products may be particularly relevant to consumers seeking convenient alternatives. Generation Z, generally defined as individuals born between 1997 and 2012, in India this segment accounts for nearly 27 per cent of the population constitutes an important emerging consumer segment for functional snacks. Gen Z consumers' food choices are influenced by factors such as health awareness, convenience, taste, affordability, ingredient transparency and brand trust (Chen et al., 2025) [5] . Their product discovery and evaluation are also shaped by social media, online reviews, influencers and peer recommendations, highlighting the importance of effective digital communication and clear product information in engaging this consumer segment. With this background, the present study focused on the purchase intention towards functional snacks among Gen Z consumers in Andhra Pradesh and Telangana. The study aimed to identify the key factors influencing purchase intention, examine identified factors influence through regression analysis and develop suitable marketing strategies for enhancing the purchase and market penetration of functional snacks. The findings are expected to provide useful insights for food manufacturers, marketers and retailers in designing products, pricing approaches and promotional strategies that are better aligned with the expectations of Gen Z consumers.

Materials and methods

Study Area

The study was carried out in states of Andhra Pradesh and Telangana, India, with the objective of examining the factors influencing the purchase behavior of Generation Z consumers towards functional snacks.

Research Design and Sampling

A quantitative research design with descriptive and analytical approaches was adopted. A total sample of 120 respondents was obtained using convenience and snowball sampling techniques.

Data Collection

Primary data was collected through a structured interview schedule designed to capture information on respondents demographic characteristics, awareness and familiarity with functional snacks, consumption patterns, perceptions and factors influencing their purchase behavior. Consumer perceptions were measured using statements on a five-point Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree).

Measurement Framework

The questionnaire contained 35 perception statements initially grouped into nine conceptual dimensions: Taste and Sensory Appeal; Health Consciousness; Ingredient Dominance and Transparency; Brand Trust; Labelling, Packaging and Sustainability; AI-driven Recommendations and Digital Influence; Peer and Social Influence; Company Promotions and Convenience; Perceived Value, Affordability and Risk. The measurement items were evaluated for internal consistency and subsequently subjected to exploratory factor analysis to identify the underlying dimensions (Annunziata and Vecchio, 2011) [2] .

Data Analysis

The data was analyzed using descriptive and inferential statistical techniques. Descriptive statistics were used to summarize the respondents' demographic characteristics, awareness, consumption patterns and preferences for different functional snack categories. The adequacy of the data for factor analysis was examined using the Kaiser-Meyer-Olkin (KMO) measure of sampling adequacy and Bartlett's test of sphericity. Exploratory factor analysis was conducted using the Principal component analysis with varimax rotation to identify the underlying factors associated with consumers perceptions of functional snacks. Multiple linear regression analysis was employed to assess the influence of the extracted factors on purchase intention, while standardized beta coefficients were used to determine their relative contribution(Çelik and Gül, 2025) [4] . www.extensionjournal.com

Results and discussions

Note:

The study was conducted with a total sample size of 120 respondents (n = 120).

The socio-demographic profile indicated that males constituted the majority of respondents, accounting for 57.50%, while females accounted for 42.50%. The 22-25 years age group was predominant, representing 45.00% of the respondents, followed by 26-29 years with 22.50%. In terms of education, a larger proportion had post-graduation and above, accounting for 41.67%, followed by graduation with 36.67%, indicating a relatively highly educated sample. Most respondents were from Telangana, comprising 67.50%, while Andhra Pradesh accounted for 32.50%. Regarding residence, metro/large-city respondents formed the largest group with 34.17%, followed by those from other urban areas with 30.83%. Students constituted the majority of respondents, accounting for 57.50%, followed by private/government employees with 28.33%. Correspondingly, 57.50% of respondents reported having no income, while among those earning an income, the largest group earned ₹25,000-₹50,000 per month, accounting for 16.67%.Thus, it can be inferred that the sample was predominantly composed of young, highly educated and urban respondents, with a higher representation from Telangana and students forming the major occupational group. The relatively high proportion of respondents without personal income further indicated that a substantial share of the sample was financially dependent, which could have implications for their price sensitivity and purchase decisions regarding functional snacks(Baker et al., 2022) [3]. [1] , suggesting that awareness was relatively higher for more established functional snack categories (Vella et al., 2014) [14] . The occasional consumption was the most preferred common consumption pattern across most functional snack categories. Protein-based and omega-3 enriched snacks showed comparatively higher levels of regular consumption, whereas plant-based and clean-label snacks recorded the highest proportion of respondents who had never consumed. Thus, it can be inferred that these products had not yet become a regular part of their snacking habits. High prices compared with regular snacks were the most frequently reported barrier, cited by 64.17 per cent of respondents. Do not fully trust the health or nutrition claims on the package accounted for 30.83 percent (González-Díaz et al., 2020) [6] . Limited availability near the place of residence was the second major barrier at 43.33 per cent, highlighting affordability and accessibility as important constraints to wider adoption (Jain et al., 2017). [10] www.extensionjournal.com [15] , followed closely by Brand Trust with a mean of 3.480 and Taste and Sensory Appeal with a mean of 3.432. AI-Driven Recommendations recorded the lowest mean score of 3.185, indicating comparatively lower agreement with this dimension. [11] , followed by Taste and Sensory Appeal with 0.358 and Social Media and Marketing Influence with 0.283. The findings highlighted the importance of health-related attributes, sensory appeal and digital marketing influences in shaping purchase decisions. [12] . Social media (75.8%) and friends/family (47.5%) outweigh formal advertising as awareness sources; influencer/fitness pages and online ads reinforce digital reach; the social media and marketinginfluence factor shows high predictive impact (β = 0.283) despite only moderate agreement; brand trust runs high, with large/national brands preferred (39.2%) as a trust proxy Invest in social-media-led and referral/word-ofmouth campaigns as the primary growth lever; reinforce with credible branding, certification cues and influencer/health-professional endorsements to sustain and deepen brand trust

Conclusion:

The study concluded that Gen Z consumers purchase intention towards functional snacks was influenced by a combination of health-related, sensory, social and brandrelated factors. Health oriented Ingredient selection emerged as the strongest determinant of purchase intention, followed by Taste and Sensory Appeal, Social Media and Marketing Influence indicating that consumers considered both functional benefits and product experience while making purchase decisions. The regression results confirmed that the identified factors significantly influenced purchase intention.

Based on these findings, functional snack companies should emphasise credible health and ingredient communication, appealing taste, affordable pricing, convenient pack sizes, wider retail and online availability, and targeted social media promotions to enhance purchase and strengthen market penetration among Gen Z consumers.

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