February 13, 2025 – Key snacks and snacking trends in the US are shaped by a number of different influences, from macro-level to lifestyle, category, and product. Consumer insights help shape the snacks marketplace, while size of the market, category behaviors, new product launch trends, and company innovations demonstrate its continuing evolution.
14 Subcategories Comprise Snacks
As many as 14 subcategories make up the snacks market. Bean-based snacks include soy snacks based on tofu or soy beans, mung bean snacks, other bean-based snacks, and snacks that combine beans with other ingredients. Cassava and other root-based snacks are made from cassava, yucca, manioc, tapioca, jicama, sweet potato or yam. Corn-based snacks include snacks made from savory corn or corn and rice. Chilled and frozen finger foods and hors d’oeuvres such as egg rolls, breaded vegetables, and mini quiches require preparation before eating. Fruit-based snacks can be dried, dehydrated, freeze-dried, or fried. Snack sausages, beef jerky, pickled sausages, snacking pepperoni, pork rinds, fish snacks, and plant-based meat or fish snack alternatives are classified as meat snacks.
Snack trends highlight the diverse formats available in the market. Popcorn snacks can be sweet or savory and popped or unpopped. Potato-based snacks are made from potatoes. Rice-based snacks include various rice snack formats. Snack mixes, including trail mix, granola, and clusters, contain at least two of the following ingredients – cereals, fruit, popcorn, confectionery, nuts, and seeds. All savory nuts and seeds consumed as snack fall under the subcategory of snack nuts and seeds. Vegetable-based snacks are made up of savory processed and unprocessed vegetable snacks. Wheat and other grain-based snacks can be made from various grains, including amaranth, quinoa, chia, millet, teff, rye, sorghum, spelt, wheat semolina, kamut and other ancient grains. The final subcategory of other snacks in the snacks market includes savory snacks that do not fit a subcategory.
Consumers Snacking Trends
Snacking and consumers go hand in hand. Snacking occasions are changing and driving snack innovation. Consumers need snack foods for at-home socializing, but they also need snacks for eating on the go. The search for small, everyday happy occasions, emotional boosts, and simple and affordable rewards also drives consumers to snacks and snacking.
Snacks trends reveal that taste propels snacks and snacking. A majority of US consumers say that they eat salty snacks because the snacks taste good. US consumers also eat snacks for emotional rewards such as pleasure and relaxation. Snacking is not done for physical benefits.
Salty Snacks are Popular in the US
Compared to consumers globally, consumers in the US, led by younger consumers, over-index in their purchases of many types of salty snacks. Snacks trends show that potato-based snacks are the most popular snacks in the US, followed by popcorn, snack nuts and seeds, corn-based snacks and pretzels. US consumers seek adventure through flavor and are attracted to bold and ethnic flavors. Over half of US consumers enjoy a salty snack more than once per week, with the afternoon, evening, and lunch as favorite times of day.
The US Drives Global Snacking Market
The US accounts for over one-quarter of global snack sales value and volume and leads in per capita snack consumption. However, compound annual growth in sales is slower than it is globally. In the US, chips are a large subcategory, as are extruded snacks and snack nuts and nut mixes. Popcorn is a leading driver of snacks market growth in the US.
Top 10 Innovators with ¼ of Launches
The top 10 snack food innovators in the US snacks market account for about one-quarter of launches over the past five years. Large companies such as PepsiCo, Kellanova, Campbell’s Snacks, and Conagra Brands are in the top 10, along with retail groups and retail snack brands that appeal to budget-conscious consumers.
Snack Launches are Steady and Diverse
Although snack launch growth has been slightly negative over the past five years, it has higher growth periods like in the 12-month period ending September 2024. The US snack category is highly diverse and is led by launches of snack nuts and seeds, finger foods and hors d’oeuvres, and potato snacks. Popcorn and snack nuts and seeds lead to growth and innovation.
Several Snack Claims Stand Out
Snacks trends in the US show that the most prominent claims on snacks are kosher, gluten-free and GMO-free, while growth is led by natural claims. Innovation is apparent in limited edition launches around new flavors. Limited edition flavors are particularly prominent in popcorn. Small claims showing growth include sodium reduction claims and sugar-free claims.
Salt is a Top Flavor in Snacks Market
Snacks trends show that sea salt and salty continue to lead other flavors in savory snacks. Cheese also is widely used in product innovation. Considering the top 10 flavors, US consumers and brands enjoy flavors such as honey, jalapeño chili, and butter. Butter flavor is widely used in popcorn launches and some popcorn innovations feature browned butter. Brown flavors are growing in sweeter snacks, reflecting current snacks trends. Flavors that are trending upward include milk chocolate, dark chocolate, caramel, and honey.
What is Next in Snacks Market Trends in the US?
Manufacturers can take advantage of several opportunities in the snack marketplace. Among opportunities with the greatest potential are flavor development, the emotional experience of snacking, convenience, expansion of popcorn snacks, limited edition, global flavors, brown flavors, and healthier oils.
This article is based on Now & Next in Snacks in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
