January 22, 2025 – In Latin America, consumers are prioritizing wellbeing, they seek snacks that offer nutrition, convenience, and functional benefits, supporting a balanced and healthy lifestyle. Innova’s 360 research highlights healthy snacks trends in Latin America, exploring consumer habits and attitudes in the snacks space and what may develop in the future.
Consumer Healthy Snacking Preferences
Healthy living is a major focus for the modern consumer. With aging and growing populations and pressure on healthcare systems, self-care is becoming ever more important. At the same time, though, consumers are also looking for wholesome enjoyment in their food and beverage by balancing pleasure and nutrition.
Satisfying hunger is the top driver of snacks in Latin America, followed by boosting energy and simple routine. Latin Americans tend to under-index compared to global figures for the focus on snacking as for mental or emotional benefits. Consumers in Latin America consume healthy snacks to feel physically well, to keep a balanced diet, to prevent health conditions, to manage weight, and to boost immunity. Latin Americans are also more likely to favor healthy snacks to reduce feelings of guilt and to avoid ultra-processed foods.
58% of Latin Americans eat a healthy snack at least once a day. Healthier choices are preferred over indulgent versions, with 62% favoring healthy options. Bread snacks is the top choice among healthy alternatives in Brazil. In contrast, Latin Americans appear less likely to look for healthy choices in the salty snacks and chocolate categories. Morning is the most common time for healthy snacking, while satiety becomes more important in the middle of the day. Indulgent options are more important late at night and when spontaneously grazing alongside other activities.
Consumers define healthy snacks by their clean label attributes, like no additives or preservatives, no artificial ingredients, and unprocessed. Reflecting on snacks trends, naturalness remains the top priority, with reductive strategies outpacing positive nutrition in shaping purchasing decisions.
Healthy Snacking Product Launch Trends
In Latin America, 1 in 4 snack launches feature at least one core health claim, though penetration remains slightly below the global average (27% vs. 30%). Latin America differs from the global picture in low and light claims lead in healthy snacking new product development, followed by natural claims.
Brazil is the most active snacks market in the region, representing 1 in 3 of all regional snacking launches. However, penetration of health claims remains slightly below the regional average, while Mexico slightly outpaces the regional average. Ecuador and Chile show the highest penetration of snacking launches with health claims overall. Cereal and energy bars are most likely to highlight health claims, followed by snacks, confectionery, and sweet bakery.
No additives or preservatives remain the top health claim, while low/light claims, such as no trans fats and no added sugar, are well represented in new product launches over the past year.
Cereal and Energy Bars Trends
Health claims appear in 67% of cereal and energy bar launches in Latin America. Brazil leads the region with an 81% penetration rate, driven by a strong focus on protein-enriched bars.
There has been significant growth in source of protein claims in the past year, ahead of source of fiber claims. Protein and fiber claims make nutrition boosts the most important type of claim in use in this subcategory, followed by natural and low/light claims. Brazil is a key driver of protein’s success, with other nations in the region still more likely to target fiber and naturalness claims. The development of balls and bites as alternatives to bars is also driving protein and energy positionings.
Snacks Trends
Ecuador leads in Latin America in snack launches with health claims. This is mainly due to the labeling legislation surrounding fat, sugar, and salt and the use of green light messaging around low and light recipes. Mexico is also a key market for healthy snacks.
There has been a 2% rise in total snacks launches in Latin America over the past year. Natural and clean label claims are most significant in launches, followed by low and light claims. Snacks trends show that no additives or preservatives is the top claim in use, ahead of natural, no trans fat, and GMO-free labels. Protein has become a more high-profile claim than fiber, while fruit-based snacks represent a prominent and diverse category in the region with inherent health benefits supported by claims.
Confectionery Trends
In Latin America, 20% of confectionery launches in the past year feature health claims, with Colombia leading in penetration. Low and light positionings lead, with sugar-free being the single most important claim in use. This is followed by natural and clean labels and nutrition boosts.
Within confectionery subcategories, fruit-flavored snacks lead in health claims due to natural recipes. Meanwhile, gum and medicated confectionery benefit from strong sugar-free positioning. Sugar reduction extends beyond gum into indulgent chocolate, while additive-free claims are often combined with local or artisanal messaging. Brazil stands out as a key market for nutrition boosts, with high-protein formulations emerging in confectionery.
Sweet Bakery Trends
Among the countries with the highest sweet bakery launches in Latin America, penetration of health claims is high in Chile and Mexico.
There has been a 3% rise in sweet bakery launches with health claims over the past five years. Low/light claims are most important in the market, followed by natural and clean labels. Overall, sweet biscuits display higher use of healthy positioning than cakes and pastries, which are inherently more indulgent. No additives or preservatives claims are the most important in use; however, no added sugar and high in/source of protein claims display the highest growth.
What’s Next in Healthy Snacking Trends?
In Latin America, 58% of Latin Americans eat a healthy snack at least once a day, reflecting a change from snacking as just a treat to a daily habit where health matters. Reflecting on the snacks trends, brands should improve the health profile of everyday snacking in all areas and increase the choice for those seeking positive between-meals nutrition.
Snacks trends can differ from country to country across Latin America. For instance, the Brazilian market is witnessing a significant drive toward protein enrichment at present. By understanding the differences on the ground and targeting the right health message, brands can better connect with their target consumers.
Even in indulgent categories like confectionery and baked goods, consumers seek better-for-you options without compromising taste. As demand for functional and guilt-free indulgence grows, brands that balance health and enjoyment are likely to lead innovation in the market and shape snacks trends.
This article is based on Innova’s Now & Next in Healthy Snacking in Latin America report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
