Once a niche category focused on diet foods and bland options, the healthy snacking sector has transformed into a booming global market. Valued at approximately $95.61bn in 2023, the market is projected to grow at a 6.2% CAGR, reaching $144.64bn by 2030, according to Grand View Research. Overlooking this potential would be a costly mistake.
However, producers must innovate. Health-conscious consumers are rejecting the flavourless choices of the past, demanding snacks that both nourish and excite. They want options that fit their fast-paced, wellness-driven lifestyles – ones that offer functional benefits like protein boosts, gut health support, and sustained energy.
Protein remains a key driver in the category, with shoppers willing to pay a premium for high-quality sources. Lean beef, long considered one of the best protein sources, continues to fuel demand for meat snacks as a go-to energy option. At the same time, more consumers are shifting toward plant-based diets, with 76% believing that nuts provide a positive source of energy. IGD Shopper Vista reports that 46% of 25-44-year-olds consider plant-based diets to be healthier, while 38% believe they are better for the environment.
The gut-health trend is also reshaping the snacking industry, with more consumers seeking options that support digestion. Probiotic-infused snacks, fibre-rich bites, and prebiotic-packed ingredients are becoming mainstream as shoppers recognise the connection between gut health, immunity, energy levels, and mental clarity.
Meanwhile, the sports nutrition category continues to thrive, now valued at £29m in the impulse channel, according to Circana’s 2024 data. Of this, £19m is spent on protein bars and £10m on protein shakes, reinforcing the growing consumer demand for convenient, functional snacks.
Despite these demands, perception remains a challenge. A recent report from Graze revealed that 67% of consumers still believe that if a snack tastes good, it can’t possibly be healthy – highlighting the lingering gap between expectation and reality. This explains why indulgent treats now make up 66% of the healthy snacking category, as brands work to balance health benefits with sensory appeal.
With demand for both nutrition and indulgence at an all-time high, brands must strike the perfect balance. From high-protein bites to gut-friendly nibbles, the snack aisle has become a battleground where only the boldest innovations survive. In this high-stakes market, craveability is everything.
Flavour meets function
According to Nandrianina Roaboanason, marketing manager for Sensient Flavors & Extracts Europe, the key to success lies in creating a ‘health halo effect’ – the ability “to combine health-focused ingredients (in the base) with bold, adventurous profiles (in the taste) – or vice versa.”
This means crafting snacks that feel indulgent while delivering nutritional benefits. Think sweet potato crisps seasoned with turmeric, ginger, or lemon. Or crisps cooked in avocado oil with a lime ranch twist or bolder options like a spicy tomatillo dusting.
“Brands can also target this category of consumers by balancing health benefits with innovative taste and texture, such as puffed snacks that avoid frying or are packed with seeds,” said Roaboanason.
That said, global flavour exploration remains a major driver, proving that healthy doesn’t have to mean bland. “The main way to appeal to adventurous consumers is still through the exploration of global cuisines, which may include creative combinations – making healthy snacking a more engaging and sensory-driven experience overall.”
The secret to crave-worthy, guilt-free snacking
“The use of flavour-boosting ingredients is really important,” said Roaboanason. “Spices and herbs are a great way to enhance seasoning profiles, add depth and complexity, and reinforce a sense of naturality.”
With growing pressure to reduce sugar and sodium, natural alternatives are becoming essential. “Developing flavour solutions that allow manufacturers to cut salt or sugar while maintaining the same impact is crucial,” she explained. “It’s all about balance and understanding the right ingredients to use.”
And one element reigns supreme: umami. “The most important thing for a snack producer is that consumers finish the bag of crisps and want to buy another one.” Achieving that crave factor is key, whether through seasoning adhesion for maximum flavour impact, balanced ‘swicy’ (sweet and savoury) pairings, acidity to enhance perception, or high-quality, authentic ingredients that resonate with health-conscious buyers.
Powerhouse ingredients
Expect pulses, yucca, and seaweed to dominate the better-for-you snack space in 2025.
“Pulses – such as chickpeas, lentils, or peas – are increasingly being used to create better-for-you snacks, either as main ingredients or as a base,” said Roaboanason. Their high-protein, high-fibre content makes them ideal for health claims, while puffed, popped, or oven-baked formats keep them crispy and a better alternative to fried potato snacks.
Yucca, also known as cassava root, is another rising star. “Yucca can be sliced thin and baked or fried. Cassava flour can also be used to make gluten-free snacks, making them more allergen-friendly and lower in calories than wheat-based alternatives. It also introduces an element of novelty in taste and texture.”
Then there’s seaweed, gaining traction thanks to Japanese influence. “Thin seaweed snack sheets offer a low-calorie, nutrient-rich alternative packed with iodine, antioxidants, and minerals. It also delivers the umami consumers crave.”
Clean label, no compromise
Although ‘clean label’ lacks a universal definition, its core principle is clear: simplicity and transparency.
“Natural flavours align with consumer preferences for recognisable, minimally processed ingredients. That’s what clean label is all about – easy-to-understand, straightforward ingredient lists,” explained Roaboanason.
At its heart, clean label is about trust. “Natural flavours reinforce ethical sourcing practices. Clean label ingredients also highlight attributes such as the absence of artificial additives, simplicity, eco-friendliness, and regulatory compliance – all of which resonate with conscious consumers.”
Upcycling: Turning waste into snack gold
Sustainability is now a top priority for consumers, driving demand for upcycled snacks. “The use of ‘ugly’ vegetables – such as carrots and potatoes deemed ‘not appealing enough’ for supermarket shelves – is increasing, with brands upcycling them into nutritious snacks to prevent waste,” said Roaboanason.
Other upcycled ingredients gaining popularity include fruit and vegetable peels repurposed into fibre-rich snacks. Spent grain, too – an emerging upcycled ingredient from the brewing industry – is also resonating with consumers due to its high fibre and protein content. Even discarded bread is being transformed into flour, breadcrumbs, and snacks like croutons and crisps.
“The future of snacking isn’t just about nutrition – it’s about delivering exciting, globally inspired flavours in a better-for-you format that keeps consumers coming back for more,” concludes Roaboanason. And if they’re not finishing the bag? Well, you’ve missed the mark.
