February 26, 2025 – Healthy snacking is no longer a niche market. It’s a mainstream trend, and the global snacking landscape is transforming to meet consumers’ evolving needs and desires. Innova’s 360 research into global snacks trends highlights consumer preferences, leading markets, and innovations.
Healthy Snacking Consumer Preferences
Globally, consumers are increasingly engaged in maintaining a healthy lifestyle and self-care, with snack choices driven by a desire for both physical and emotional support. 56% of global consumers snack daily, and 86% snack weekly.
A huge portion of consumers are drawn to natural foods. However, one in five is looking for healthier versions of indulgent snacks. This preference is reflected in the growing popularity of snacks that offer nutritional boosts and low or light claims.
Snacking trends show that the top ten snack choices include fruit, vegetables, savory snacks, sweet biscuits, chocolate confectionery, cakes, pastries, nuts, seeds, and cereal energy bars. Also, consumers are broadening their snack repertoire to include items like fruit, vegetables, bread, and dairy snacks. This indicates a growing demand for snacks that provide a balance of indulgence and health benefits.
Healthy Snacking Market Size and Trends
The global healthy snacking market is being driven by consumers’ desire for more wholesome enjoyment and healthier choices. There is a growing interest in snacking options that offer both physical and emotional benefits, such as satisfying hunger, boosting energy, providing comfort, and relieving stress. The snacking market is experiencing significant growth, especially in segments that emphasize natural ingredients, low-light options, and positive nutrition claims.
Key factors driving the global healthy snacking trend include the ageing population and rising obesity levels, alongside concerns regarding the affordability and availability of nutritious food. There is also a growing desire for wholesome enjoyment that balances pleasure with nutrition, as well as an increased focus on self-care and preventive healthcare.
Australasia and North America are well-established markets for healthy snacking, while Asia is rapidly emerging as a fast-growing snacking market. Cereal energy bars currently lead with the highest penetration of health claims at 81%. Snacks that emphasize natural ingredients are at the forefront of new product development, particularly focusing on claims related to fiber and protein. Sweet bakery products are also increasingly prioritizing sugar reduction and the use of natural ingredients.
Healthy Snacking Sales and Product Launch Trends
The global healthy snacking market is experiencing a shift in consumer preferences, with an increased focus on products that deliver both physical and emotional benefits. While indulgence remains a key driver, consumers are increasingly seeking healthier options with natural ingredients, low sugar content, and positive nutritional benefits. This snacking trend is reflected in the increasing number of product launches with natural/clean label, low/light, and positive nutrition claims.
Cereal and energy bars continue to dominate the healthy snacking landscape, with the highest penetration of health claims. However, the snacking industry is seeing steady growth in snacks made with inherently healthy ingredients like popcorn, nuts, and seeds. Confectionery is also seeing a move towards healthier options, with sugar reduction and natural ingredients taking center stage. Sweet bakery, particularly biscuits, is seeing a trend of adding functional ingredients like fiber and protein.
Overall, the healthy snacking market is quickly evolving, with consumers seeking healthier alternatives without sacrificing taste and enjoyment.
Top Brands and Companies
Several key players are shaping the healthy snacking market. Mondelēz has acquired a stake in Urban Legend, a UK company known for its healthier donuts and pastries. Nestlé offers a range of healthy cereal bars, including the Nestlé Fitness Honey Flavor Cereal Bar. Nature Valley has launched snack-size versions of its popular chewy granola bars to cater to health-conscious consumers. Calbee, a Japanese snack manufacturer, features fruit-based snacks such as the Almond Chocolate Flavor Fruit Grab. Additionally, Aldi is expanding its healthy snack options, including Simply Nature Salt Popcorn. These brands’ offerings reflect the rising demand for healthier and more natural snacks.
Claims and Positionings Trends
Consumers are increasingly choosing snacks that are inherently healthy, such as nuts and seeds, and offer extra nutrition, causing “natural” and “clean label” claims to lose popularity. While consumers prefer indulgent versions, 51% favor healthier options. This change is seen in new product development (NPD) across various snack categories, where claims like protein, fiber, prebiotics, probiotics, and immune health are gaining attention. It shows that consumers want snacks that provide specific health benefits, not just those that are naturally made.
There is also a growing focus on reducing sugar in snacks within the snacking industry. Many consumers prefer natural alternatives instead of artificial sweeteners. This snacking trend is especially strong in candies and baked goods, where many products emphasize being sugar-free or low in sugar. Natural ingredients like chicory root and inulin are becoming popular substitutes for sugar.
The snack market is becoming more diverse as people seek healthier choices. Besides traditional snacks, fruits, vegetables, bread, crackers, and dairy products are becoming popular snack options. These items now often highlight health benefits, as brands use natural and functional ingredients to improve nutrition. This trend shows that healthy snacking is increasingly important to consumers. They are looking for snacks that are both tasty and nutritious.
What’s Next in Global Snacks Trends?
Snacking has transitioned from primarily being a treat to a significant part of daily life. One in five consumers is now seeking healthier options within indulgent categories. This can be achieved while maintaining taste and appeal.
Claims related to naturalness are losing prominence. Natural is now the norm. It’s become important to build brands with obvious credentials, such as short, recognizable ingredient lists, reducing the necessity for on-pack claims.
On-trend boosters include protein, prebiotics, and specific benefits, such as immune health. Sugar-free statements are performing well. This suggests a growing interest in sugar reduction. Snack choices continue to evolve, putting health in the spotlight. As consumer priorities and preferences shift, brands that can adapt to these changing demands and offer innovative, nutritious, and sustainable options will be best positioned for success.
This article is based on Innova’s Now & Next in Healthy Snacking – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
