April 29, 2025 – In the Middle East and Africa, savory and salty snacks cater to diverse palates while reflecting the region’s cultural preferences and culinary heritage. This category holds a central place in consumers’ purchasing preferences, due to its rich flavors and convenience. Innova’s 360 research into snacking trends highlights evolving consumer preferences, product launches, and growth prospects in this industry.
Consumer Snacks Preferences
In the Middle East and Africa, snack trends show that 30% of consumers are increasing their snack consumption for its variety and novelty offerings, ranging from bean-based to wheat or grain-based snacks. The fastest-growing salt/savory snack subcategories include cassava and other root, corn-based, wheat and other grain, vegetable-based, and potato-based snacks. Alongside a variety of offerings, formats are equally significant. Brands are meeting consumers’ diverse needs, including on-the-go, family, party, and resealable packs formats. Capturing consumer inclinations, brands continue to experiment with snacks with varied cooking styles such as baked, popped, dried, and fried. Additionally, brands optimize and innovate processing techniques to enhance snacking experiences.
Snack Category Trends
South Africa, Turkey, Ghana, Kenya, and Pakistan are the top countries for the savory and salty snacks launches in the Middle East and Africa region. Potato-based snacks lead the subcategory launches over the past three years. Frito Lay is the leading company among the top 5, and these companies account for 12% of savory/salty snacks launches in the past year. Top claims in this region include halal, no additives/preservatives, vegetarian, gluten-free, and vegan.
Savory and Salty Snack Tradition and Label Trends
Brands are embracing traditional snack trends by meeting consumer demand for authentic flavors and time-honored traditions. For example, barbecue flavor chips cooked in a cauldron and hand-cooked rosemary and sea salt-flavored potato chips take consumers back to their traditions. This aligns with Innova’s food trend “Food Culture: Tradition Reinvented,” which highlights growing consumer demand to reconnect with culinary heritage and embrace authenticity and tradition. Natural and organic claims influence 31% of consumers’ decisions when purchasing savory and salty snacks in the Middle East and Africa.
Savory and Salty Snack Flavors and Ingredients Trends
In the Middle East and Africa, the demand for diverse and globally inspired flavors is shaping snack trends. This aligns with the “Authentic and Rooted” flavor trend, emphasizing the consumers’ craving for authenticity, connection, and comfort through culturally rooted experiences. Wholesome and flavorful ingredients, such as black pepper and rosemary, alongside bold and complex flavors like sauces and dressings, sweet and salt combination enhance consumers’ snack time.
The demand for premium quality snacks in the Middle East and Africa continues to rise, as consumers seek joyful and memorable experiences. This prioritization of exceptional quality aligns with Innova’s “Ingredients and Beyond” food trend, emphasizing product differentiation through ingredient quality. Brands like Pringles and Lays align with this trend, offering premium snacks in limited editions.
Health Trends
Consumer lifestyles influence their choices in this indulgent category. Notable preferences include halal, kosher, vegan, and other dietary preferences. Brands in the Middle East and Africa actively align with health priorities by marketing claims and catering to consumer needs. Allergen-free claims in savory/salty snacks have a growth of 25% CAGR in the past five years. These health-focused options further expand to include gluten-free and lactose-free, plant-based, and enzyme-treated enabling enhanced market reach.
Snack trends reveal that 1 in 3 consumers cite health aspects as a key factor influencing their purchasing decision, reflecting that snack purchases rise as protein and fiber content increases. Since many savory and salty snack subcategories contain oil, low/no/reduced fat claims easily influence 1 in 5 consumers in the Middle East and Africa.
What’s Next in Snack Trends?
Savory and salty snack trends continue to captivate consumers by evolving with new flavors, textures, and health-conscious formulations. With an increasing demand for snacks that serve as more than just a quick bite, brands can explore opportunities to enhance their offerings and build stronger connections with their consumers. Brands can feature multifunctional ingredients in savory/salty snacks, targeting gut health, immune support, and energy boosts for added appeal. Using fortified grains, sprouted seeds, or nutrient-dense powders can elevate nutritional profiles in snacks and cater to health-conscious consumers.
In flavors, brands can experiment with bold pairings such as spicy heat balanced with sweet tones. Unexpected combinations can intrigue adventurous consumers and redefine snacking experiences. Smoky and tangy blends, for example, can gain traction with flavor enthusiasts. Strategic co-branding can widen market reach and enhance consumer interest. Partnerships between well-known brands can leverage shared values and boost trust among consumers. Advances in packaging can improve snack shelf life and preserve freshness. Innovations like resealable designs or vacuum sealing can help reduce food waste and improve consumer satisfaction. Sustainable packaging materials can also align with environmentally conscious preferences, enhancing brand reputation.
Future innovations in snacks are likely to focus on experimenting with flavors and health claims, meeting consumer demand for novelty and wellness.
This article is based on Innova’s Overview in Savory/Salty Snacks in the Middle East & Africa report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
