Consumer trends: Changes in households and new generations

The report by Importaco Nuts, in collaboration with Food Republik & Food Scouting, analyses the evolution of the almond, peanut, hazelnut, cashew, and pistachio market.

In this article, we’ll discuss the first trend: how changes in households and new generations are transforming the way snacks are purchased and consumed.

Nuts as a key element in changing consumption

The nut category has gone from being a simple pantry staple to a strategic pillar of food innovation.

Ingredients like almonds, peanuts, hazelnuts, cashews, and pistachios stand out for their nutritional profile, their versatility in sweet and savory applications, and their ability to be incorporated into multiple consumption formats.

From on-the-go snacks to foods with improved nutritional profiles without sacrificing flavour, nuts achieve a balance between convenience, nutrition, and enjoyment. Below, we explain in more detail how nut consumption has evolved in households.

From family consumption to individual format

The rise in single-person households and new family models is changing purchasing habits.

In Spain, it is estimated that single-person households will grow by 40% by 2037, reaching a third of the total. For this reason, the demand for smaller formats, single-serving portions, and easy-to-prepare products is increasing.

New generations and digital culture: the era of the experiential snack

Millennials and Generation Z are heavily influenced by social media platforms like TikTok and Instagram, where new flavours and formats quickly become trends.

For them, snacks cease to be mere food and become a cultural and sensory experience. They seek products that can be shared in digital environments.

This is where the concept of brand storytelling comes into play, where the origin of the ingredients or responsible production processes become key assets for generating engagement and loyalty.

Health, longevity and well-being as drivers of choice

The report also focuses on the aging population, which is driving demand for foods that help seniors age healthily, including products with benefits for heart health, blood sugar control, and cognitive function.

Improving the diet of older adults with nuts

Nuts fit well into this trend due to their content of healthy fats, antioxidants, and minerals. The industry is responding with easier-to-consume formats, such as creams and smooth-textured snacks, designed for all ages.

This intergenerational approach reinforces the idea that senior consumers are also looking to maintain their vitality and quality of life through their diet.

Convenience, nutrition, and pleasure

The trends mentioned not only define what is currently happening in homes, but also chart a roadmap for consumption in the coming years.

Therefore, we conclude that today’s consumer seeks “all-in-one” products. This convergence of convenience, nutrition, and pleasure has become one of the most relevant macro-trends in the food sector.

Even so, taste remains crucial. People want to take care of themselves, but without sacrificing pleasure.

How can a brand stand out in the market?

Based on the report’s insights, four key drivers can be identified that guide innovation and communication strategy in the nut sector:

• Flavour and experience: distinctive sensory profiles inspired by global trends and unexpected combinations.
• Functionality and health: clear and communicable benefits related to protein, energy, well-being, and performance.
• Convenience and price: accessible, practical formats adapted to different consumption occasions.
• Sustainability and storytelling: authentic narratives about origin, environmental impact, and social commitment.

Integrating them helps build brands that are closer and more relevant to an informed and connected consumer.

In an environment marked by digitalization and health awareness, nuts are consolidating their position as a category with great growth potential. Brands that manage to combine product, history, and experience will be better prepared to lead the future of the snack market.