According to Mondelez International’s latest State of Snacking Report, 91% of global consumers snack daily and 61% have two or more snacks a day. With snacking replacing traditional meals for more people, it’s not just about hunger anymore - it’s about indulgence, convenience, nutrition and experience.
We’ve taken a deep dive into the snacking space to analyse the hottest trends – based on insights from Mondelez, Innova Market Insights, SNAC International and leading industry experts - that are shaping the category this year. We’ve also included an actionable tip under each trend to help small snack producers tap into these shifts.
1. The rise of the ‘snack generation’
Snacking isn’t just a side act anymore - it’s the main event. 62% of consumers now prefer grazing throughout the day instead of eating three big meals, according to Mondelez’s State of Snacking Report. People are swapping out sit-down meals for grab-and-go bites, with one-third of consumers replacing at least one daily meal with snacks.
PepsiCo’s Off The Eaten Path brand champions chickpea and vegetable crisps, offering a healthier alternative to traditional snacks, while Perfect Snacks has successfully positioned its refrigerated protein bars as meal replacements.
Actionable tip: If you’re a small snack producer, think about how your product fits into busy lifestyles. Consider offering high-protein or nutrient-dense snacks that can easily serve as a meal replacement.
2. Treat yourself, but make it mindful
Consumers still want indulgence, but they also want to feel good about it. This ‘permissible indulgence’ trend is all about treating yourself, but in a smarter way. 81% of global consumers say they snack to boost their mood, but at the same time, 75% look for snacks with added health benefits, according to Innova Market Insights.
Unilever’s Magnum Bites, for example, allow consumers to enjoy rich, creamy ice cream in a smaller, portion-controlled format. Similarly, Hu Kitchen has built a following around better-for-you chocolates that contain no refined sugars or emulsifiers.
Actionable tip: Instead of just reducing sugar, experiment with natural sweeteners like dates, honey, or monk fruit to maintain indulgence while appealing to health-conscious snackers.
3. Snacking with a purpose
Today’s snackers aren’t just looking for something tasty - they want snacks that work for them. Whether it’s boosting energy, improving digestion or enhancing mental focus, functional snacking is skyrocketing.
60% of consumers say they proactively choose snacks for health reasons, according to SNAC International. This has driven demand for high-protein, probiotic-infused and adaptogen-packed options. Kombucha-infused fruit snacks, collagen popcorn and superfood granola bars are all on the rise.
Illustrating this trend, Moon Juice has introduced adaptogen-rich snack bars that promise stress relief, while Olipop is pioneering the prebiotic soda space with gut-friendly beverages.
Actionable tip: Market your snacks not just by ingredients, but by specific benefits - such as ‘supports gut health’ or ‘enhances focus’ - to better communicate their functional value.
4. SnackTok
If it’s trending on TikTok, chances are it’s selling out fast. 71% of younger consumers now find new snacks on social media, according to Mondelez’s State of Snacking Report, and brands are designing products with viral potential in mind.
Little Debbie’s Cosmic Brownies saw a resurgence after a viral TikTok trend, while Tate’s Bake Shop Cookies gained traction through influencer collaborations and aesthetic packaging.
Actionable tip: Engage with your audience using TikTok challenges, limited edition flavours and interactive packaging (like QR codes that unlock special content) to generate buzz.
5. Small but mighty: The bite-sized boom
Consumers want snacks they can enjoy in just a few bites and the industry is delivering. Innova Market Insights found 67% of snackers believe portion control is important. Younger generations especially love mini formats that let them indulge without overdoing it.
Reese’s Minis and Oreo Thins have successfully capitalised on the trend, while HighKey’s mini cookies cater to the keto-friendly, low-carb crowd.
Actionable tip: Think beyond just making snacks smaller - consider mix-and-match mini snack packs that let consumers enjoy multiple flavours in one purchase.
6. Better for you, better for the planet
Eco-conscious consumers are demanding more than just great taste - they want their snacks to be good for the planet too. 69% of shoppers say sustainability is a major factor in their buying decisions, according to NielsenIQ.
Barnana has tapped into this with its upcycled banana snacks that turn imperfect fruit into delicious, sustainable treats. Alter Eco, meanwhile, has introduced compostable chocolate packaging that is leading the way in eco-friendly snacking.
Actionable tip: Reduce food waste by using upcycled ingredients or introduce compostable or refillable packaging to attract sustainability-focused consumers.
7. Fancy snacks: Premiumisation & global flavours
SNAC International reports that 62% of consumers are looking for high-quality, gourmet snacks. Taking this seriously is Lark Fine Foods with its shortbread cookies that are tapping into the luxury snack market with unique flavours like Wild Blueberry Lemon. Truff’s truffle-infused hot sauce, too, has become a viral sensation.
Actionable tip: Create limited edition seasonal flavours inspired by different cuisines to drive excitement and exclusivity.
8. The return of retro
Everything old is new again. 44% of North American consumers say nostalgic flavours influence their snack purchases, according to Innova Market Insights. Hostess Twinkies and Dunkaroos are proving this with successful comebacks.
Actionable tip: Refresh classic flavours with better-for-you ingredients or unexpected pairings to appeal to both nostalgic and modern consumers.
9. AI-powered innovation
Artificial intelligence is helping companies predict the next big flavour trends, personalise snack recommendations and even develop brand-new snack products. For example, Coca-Cola’s Y3000 AI-developed soda and Clif Bar’s data-driven flavour launches are leading the way.
Actionable tip: Even small producers can use free AI-powered tools like Google Trends or ChatGPT to track emerging ingredient and flavour trends.
10. Snacks as an experience: Interactive & sensory delights
Snacking is no longer just about eating - it’s about experiencing. Brands are tapping into this by making snacking more interactive, immersive and fun.
Illustrating the trend: PepsiCo’s Lay’s Mystery Flavor Contest keeps consumers engaged by challenging them to guess new limited edition flavours, adding an element of surprise. Meanwhile, Magic Spoon’s customiSable cereal sampler packs allow consumers to mix and match flavours, creating a personaliSed snacking experience tailored to their tastes.
Actionable tip: Develop multi-texture snacks (crispy + chewy) or interactive packaging (like peel-and-reveal surprises) to make snacking more fun.
Final bite
As the snacking industry evolves, brands that embrace innovation, sustainability, and experience-driven marketing will thrive. Whether it’s protein-packed chips, nostalgia-driven treats, or AI-powered product launches, snacks aren’t just fuelling us - they’re engaging us, comforting us and surprising us.
For snack makers, the challenge is clear: Stay ahead of trends, keep experimenting, and most importantly - keep snackers coming back for more.
