Supersized snacks: the allure of going big in the snacking world

The trend of supersized packaging is gaining popularity in the food industry, especially among young consumers. These giant packages not only offer visual impact but also provide a sense of satisfaction and novelty. For young people, these Supersized foods have become a new form of social currency, sparking trends through social media sharing. On Xiaohongshu, the hashtag #Supersizedsnacks has over 20,000 posts and nearly 15 million views, and that’s just one related topic. There are more than 30,000 products related to supersized snacks on Xiaohongshu.

Giant packaging snacks. Image: Xiaohongshu @ 骏儿霏儿 @小准同学 @柯峻

On Xiaohongshu, there are over 40,000 posts about sharing giant snacks with strangers on high-speed trains. These videos often show people enjoying oversized snacks on the train, capturing the puzzled and envious reactions of fellow passengers. The videos highlight how sharing giant snacks naturally leads to new friendships, emphasizing their social appeal. Image: Xiaohongshu @ 雪姨和佳阳

The snack brand "Snacks Are Busy (零食很忙)" has been opening specialty stores "Super Snacks Are Busy" and "Snacks Are Huge" since the beginning of this year. These stores are filled with oversized snacks and continue to generate buzz on social media. Image: Xiaohongshu @霖柒打卡日记

Ever-larger packaging continues to attract attention and boost brand marketing. Leading snack brands like Three Squirrels, BESTORE, and Baicaowei are responding to consumers' desire for innovation and variety by launching "giant" snacks. These products are primarily aimed at the gift market, catering to consumers' cravings for novelty while also meeting the personalized and diverse demands of the gifting industry.

Three Squirrels‘s and Baicaowei’s huge snack packs for gifting. Image: Xiaohongshu @妍沁 @嘴嘴不挑食 @小鱼饱饱

Beyond the food industry, the trend of supersized products is also gaining traction in other sectors. More and more everyday items like headphones, pens, and wine glasses are being scaled up by brands and retailers, turning them into popular and creative hits.

Giant products from Taobao.

While supersized products offer consumers greater social value, they also provide brands with more advertising space. These giant items not only stand out more in physical settings but also capture consumer curiosity, leading to more direct and extensive advertising exposure for the brand.