April 16, 2025 – Snacking is evolving. Instead of just grabbing a quick cookie or a bag of chips, global consumers are now more careful about what they eat. Today, many consumers want snacks that support their health goals and fit their lifestyles. Innova Market Insights research explores the trends that are shaping the future of snacking.
Consumer Insights in Snacking
There is a notable shift in how consumers view snacking across different generations, including Gen Z, Millennials, Gen X, and Boomers. Consumers recognize that snacking impacts overall well-being, leading to higher demand for snacks that not only taste good but also offer nutritional benefits and emotional satisfaction.
Snacking is no longer restricted to specific times of day. Many consumers now snack throughout the day due to busy lifestyles and a desire for quick and convenient options. In Europe, 34% of consumers are using snacks as meal replacements. This diversification of snacking occasions reflects a trend where snacks are used to satisfy cravings, boost energy, and manage stress.
Category Drivers in Snacking
Several key trends are shaping the global snacking market. First, there is a notable shift towards health and wellness, as consumers prioritize healthier lifestyles and seek snacks that are lower in sugar, fat, and calories while being higher in protein and fiber. Alongside this health focus, convenience plays a big role, with busy lifestyles creating a demand for quick and easy snacks that can be easily consumed on the run.
Additionally, many global consumers derive emotional benefits from snacking; approximately 49% believe that it contributes positively to their well-being. This insight is driving interest in snacks that provide comfort and indulgence, catering to the desire for both enjoyment and emotional satisfaction.
Snacking Trend 1: Tailored Solutions on the GO
As global consumers lead increasingly active lifestyles, the on-the-go snacking trend is gaining momentum, driven by the growing demand for convenience and active living.
There is a notable change in snacking habits, with a clear preference for portable snacks that are easy to consume while engaging in various activities. This trend is especially prevalent among younger generations, Millennials and Gen Z. This presents a unique opportunity for brands to create innovative snacking solutions that cater to specific occasions and lifestyles, emphasizing functionality and convenience for those seeking energy-boosting snacks.
Snacking Trend 2: Healthy and Wellness Snacking
Global consumers are increasingly prioritizing health and wellness in their snack choices. There is a shift towards snacks low in sugar, fat, and calories yet high in protein and fiber. This trend goes beyond counting calories; consumers are now seeking snacks offering specific health benefits.
Protein-packed snacks are gaining popularity as individuals look to support their fitness goals and maintain muscle mass. Similarly, fiber-rich snacks are in demand for their positive impact on digestion and gut health. There is also a growing interest in plant-based diets, with consumers favoring snacks made from ingredients like lentils, beans, and seeds, driven by health concerns and sustainability values.
This shift is prompting brands to innovate, offering a variety of flavors and textures that cater to these preferences. Notably, 32% of European consumers believe natural ingredients are essential for healthier snacking, as they tend to view artificial ingredients as a compromise.
Snacking Trend 3: Indulgent Snacking
Despite a rising focus on health and wellness, consumers continue to seek indulgent snacks that provide both taste and satisfaction. Notably, 28% of European consumers indulge in snacks primarily for enjoyment and pleasure. This has led to an increased demand for snacks that strike a balance between health and indulgence.
Consumers are willing to invest in premium snacks made from high-quality, natural ingredients such as organic fruits, nuts, seeds, and whole grains. Furthermore, there is a growing demand for unique flavors and textures, driving innovation within the snacking category. Brands are responding by creating exciting flavor combinations that cater to these cravings.
Product Launches in Snacking
Many new products are being launched in the snacking category, responding to consumer demand for healthier and more convenient choices. Plant-based snacks are becoming popular as people look for alternatives to meat and dairy. Functional snacks that offer specific health benefits, like energy boosts or digestive support, are also on the rise. Portion-controlled snacks are gaining attention as consumers focus on their calorie intake and healthier eating options. Brands are responding to these snacking trends with various new products.
Bean-based snacks are growing in demand, providing high protein options in different flavors and textures, such as lentil chips and chickpea crackers. Vegetable-based snacks are another popular choice, offering a tasty and nutritious option that highlights the benefits of vegetables. Nuts and seeds remain a favorite for healthy snacking, with brands creating new blends and flavors to attract consumers.
These product launches show a strong focus on healthy and convenient snacking options, reflecting the market’s ability to meet the changing needs of consumers.
What’s Next in Global Snacking Trends?
The future of snacking looks promising as consumers seek snacks that meet their changing needs. Two key trends to watch are personalized snacking and sustainable snacking.
Firstly, personalized snacking allows consumers to choose snacks that fit their individual tastes and dietary needs. Brands are starting to offer customized snack boxes and subscriptions to provide a variety of options. Second, sustainability is becoming a priority for many consumers. They want snacks that use eco-friendly packaging and responsibly sourced ingredients. Consumers are often willing to pay more for snacks made in a sustainable way. Brands prioritizing health, convenience, sustainability, and indulgence will be well-positioned in the snacking market.
This article is based on Consumer Attitudes Healthy Snacking – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
