Traditional breakfast, lunch and dinner routines are becoming less relevant for many UK consumers, with shoppers increasingly replacing structured meals with smaller, more flexible snacks throughout the day, according to new research from Ocado Retail.
Research commissioned by the online grocer found that 51 per cent of UK consumers believe the traditional three-meal structure is becoming less relevant to their daily lives, while 67 per cent said their eating habits are now more flexible than in the past.
The findings, based on a survey of 2,172 UK adults conducted in June, suggest consumers are moving away from fixed mealtimes in favour of frequent snacking that better fits busy lifestyles and personal health goals.
Ocado Retail said its own customer data reflects the trend, with searches for high-protein snacks on Ocado.com rising 220 per cent year on year, while searches for energy snacks such as cereal bars and nut mixes have increased 133 per cent.
Demand for healthier snack options has also grown strongly. Sales of Graze's Marmite Crunch Multipack snack mix more than doubled, rising 107 per cent year on year, while fibre-focused products from Bio & Me recorded sales growth of 42 per cent.
The retailer also reported a 100 per cent month-on-month increase in searches for both travel snacks and breakfast snacks, indicating that consumers are increasingly replacing traditional meals during commutes and busy mornings.
The shift is most evident among younger shoppers. Two-thirds (66 per cent) of Generation Z respondents said they prefer grazing on smaller meals and snacks throughout the day, while 60 per cent of both Millennials and Gen Z described snacks as an essential part of their diet.
Nutrition is playing an increasingly important role in purchasing decisions, with more than half of Millennials (55 per cent) and Gen Z consumers (56 per cent) saying it is important that snacks contribute to their daily protein intake. More than half (53 per cent) of Gen Z also prioritise snacks that help boost fibre consumption.
Charlie Parker, senior nutritionist at Ocado Retail, said consumers are becoming more nutrition-conscious while seeking greater flexibility in their eating habits.
"Consumers are becoming more nutritionally minded, with many choosing smaller, more frequent meals that better align with busy lifestyles and personal health goals," Parker said.
"It's a shift that reflects a broader change in how people are approaching their mealtime routines, with a greater focus on flexibility and balance throughout the day.
"Snack choices are increasingly being driven by nutritional goals, particularly among younger demographics. Consumers are looking for functional foods that will not only contribute to daily protein, fibre and five-a-day targets, but also foods that will help support their overall wellbeing."
Ocado Retail said the findings indicate the distinction between meals and snacks is becoming increasingly blurred as consumers place greater emphasis on convenience, flexibility and nutrition.