SPATE: Google, TikTok uncover emerging snack trends and sensory innovations

The market research firm uses these data points to identify and highlight emerging snack trends, validate the lasting power of specific trends, and pinpoint which brands dominate particular niches. Additionally, SPATE help brands reposition existing snacks to align with current interests, such as adding spicy elements to traditional flavors.

Flavors like roasted seaweed, dill pickle, sunflower seeds, salty licorice, rainbow sour strips, freeze dried candy and sourdough crackers exhibited high year-over-year growth, and an indication of “how important strong flavors are,” paired with crunchy textures that, Addison Cain, insights and marketing lead at SPATE told FoodNavigator-USA. While views on emerging products on TikTok are currently low, Cain predicts products like sour spray candy and kelp jerky as promising trends.

TikTok also serves as a platform for consumers to discover emerging trends that may not have made it to Google Search, yet. SPATE applies a tool called Convergence that analyzes how similarly trends on both platforms behave. For example, salty licorice on TikTok and Google Search indicate a crossover in searches which “tells us that consumers are learning about it on TikTok and then taking it to Google Search to find it near them or try it in real life,” Cain explained.

Brands leveraging flavor with mouthfeel can align with consumers’ demand for high sensory snacking​

Known for its strong flavors, spicy dill pickle exhibited the highest year-over-year growth in Google searches in July 2024 at 462.7%, while salty licorice saw a boost of 177.6% YoY in Google searches and 2.4K% YoY growth in TikTok views since last year — an indication of the growing Scandinavian candy trend, Cain noted.

“What we are seeing in the data is that it helps to have [texture and/or flavor] right now to help a snack take off – so either strong distinct flavor, or crunchy textures, or both,” she said.

Quinoa crisps, though smaller in volume compared to other snacks, are experiencing consistent growth in the US. Like freeze-dried candy or roasted seaweed, these snacks offer a memorable mouthfeel and sensory experience, contributing to their popularity, Cain explained.

Trends driving the most significant positive changes in search volume demonstrate a mixture of mouthfeel, texture and a health halo, including freeze dried candy, protein balls, sourdough crackers and spicy chips, Cain said.

Freeze-dried candy saw a significant increase of 56% in monthly Google searches and a staggering 243.7% growth in weekly TikTok views, underscoring a strong interest among consumers. On the snacking end, sourdough crackers experienced a 237.4% increase in monthly Google searches, which “is known for its digestibility,” reflecting consumers’ interest in healthy snacks, Cain said.

While gums and mints saw growth after the pandemic, dry mouth mints specifically experienced a notable increase, up 57.3% on Google and 81.2% on TikTok. These mints are particularly popular among cannabis users and individuals who identify as neurodivergent.

Despite having relatively low search volume compared to other snack trends, dry mouth mints are showing significant upward growth with minimal competition. Brands like Flintts and Smart Mouth are leading the market, according to Cain.