Snacks are an ongoing integral part of daily lives, with consumers more often seeking snacks aligned with their health goals. Three-quarters of consumers surveyed by Innova Market Insights worldwide in 2023 took action to live healthier, with diet and exercise being the two prominent trends where this action took place. Twenty percent chose foods that boosted health or contained limited ‘bad’ ingredients. Along with this, however, consumers surveyed were also trying to limit snacking (30 percent). Health was cited as the most crucial aspect when choosing a breakfast snack, a morning snack, a dinner, or a child treat.
Consumers preferred snacks that marketed fibre and protein content with reduced negatives such as sugar or fat. These choices have meant that for consumers, healthy eating can also look like
Better-for-you snack took precedence in 2023, with this anticipated to continue in 2024. One-third increased consumption of snacks in 2023, compared to around 15 percent who ate more sweet or savoury snacks. Despite this, only one-fifth of those who increased sweet or savoury snack eating perceived their snacks as healthy.
When comparing the two, sweet snacks are more popular with consumers; treats for children tended to be sweet, with savoury snacks opted for while travelling or commuting.
Sugar, fat, and salt lead in snacks market trends perceived negatively by consumers. Globally, consumers are more conscious of limiting sugar, while at least one-third are reducing fat or salt.
Focusing on health, one-quarter increased their snack consumption of free-from or with reduced levels of sugar, salt, or calories, and one-fifth stated they were influenced by low sugar or fat claims when purchasing sweet or savoury snacks. Considering sweetness in snack trends, consumers prefer products with naturally sweet ingredients, reduced sweetener levels, or natural alternatives like stevia. Also attracting customers were pre and probiotic features often linked to gut health and digestion support; this has evolved from their immunity claims as the focus on the pandemic has waned.
