The battle for consumer attention in the bakery and snacks aisles has never been fiercer. With economic pressures shaping purchasing decisions, brands are being forced to rethink their strategies. The winners? Those who can deliver indulgence without excess, excitement without artificiality and quality without breaking the bank. The secret weapon? Bold flavours, smart inclusions and innovative toppers that transform ordinary snacks into unforgettable experiences.
Consumers are watching their wallets, but they’re not ready to give up life’s small pleasures. Even in tough economic times, indulgent snacking is thriving – it’s just evolving. People want their snacks to feel premium, but without premium prices.
“There’s an increased interest in ‘little luxuries’ – affordable treats that offer moments of indulgence without feeling extravagant,” said Sara Diaz, global marketing manager, Savoury Taste at Givaudan. “Consumers want snacks that feel special but are still accessible. It’s about striking the right balance between premiumisation and price sensitivity.”
At the same time, snack development is undergoing a revolution. AI is now shaping the future of innovation, using data-driven insights to anticipate cravings, fine-tune flavours and fast-track new product launches. Brands that harness AI effectively are setting themselves apart – delivering snacks that are not just tasty but also personalised, trend-driven and strategically optimised for success.
“Consumer insights have become more precise,” said Diaz. “We’re using digital tools to track preferences and co-create flavours that resonate with target audiences. AI allows us to test multiple variations, pinpoint emerging trends and fine-tune products based on real-time feedback.”
Predicting flavour trends before they happen
AI-driven tools analyse vast amounts of data - social media conversations, search engine queries, product development trends and global purchasing patterns - to predict what flavours and textures will dominate snack aisles next.
“AI doesn’t just react to trends – it anticipates them,” said Diaz. “We’re able to spot shifts in consumer behaviour early, allowing brands to stay ahead of the curve rather than playing catch-up.”
For example, AI has detected the rising appeal of complex spicy profiles, such as fermented chili pastes (gochujang), smoky heat (chipotle) and numbing spice (Sichuan pepper). This real-time analysis enables snack brands to introduce bold, layered flavours at just the right moment to capture consumer interest.
AI is also driving hyper-personalised snacking experiences, allowing brands to develop flavours and formats tailored to specific demographics.
By analysing purchasing data and online behaviour, AI can segment consumers into groups with shared preferences. Some may lean toward fiery, palate-tingling snacks, while others prefer subtle, umami-rich indulgences. This knowledge allows brands to craft targeted products that resonate deeply with their intended audience.
“Personalisation is the next frontier,” said Diaz. “We’re seeing a shift towards snacks that feel tailormade for different consumer groups – whether that’s Gen Z’s love for heat and global flavours or older consumers looking for familiar, nostalgic tastes with a modern twist.”
Traditionally, taking a snack from concept to store shelves could take months or even years. AI is cutting that time drastically. Advanced modelling tools simulate how flavours will interact in different food matrices, reducing the need for physical prototyping.
“We’re seeing AI-assisted product development significantly accelerate launch timelines,” Diaz said. “By predicting which flavours and textures will work together before physical testing even begins, brands can streamline R&D and reduce costly formulation missteps.”
In addition, AI-powered sensory analysis allows food scientists to refine a snack’s taste, texture and aroma more efficiently. If a product needs to be crunchier, saltier or have a longer-lasting flavour impact, AI tools can analyse consumer feedback and suggest precise adjustments.
Texture & flavour: The keys to indulgence
What does this mean for product developers? The sensory experience – texture, crunch, creaminess, heat, spice and aroma – all play a role in making a snack feel indulgent. Creative use of high-impact ingredients, like umami-packed seasonings or slow-roasted nuts, can elevate a product without significantly adding to costs.
Consumers are hooked on heat. Spicy snacks have surged in popularity, with flavours inspired by global cuisines leading the charge across categories, from chips to crackers to breadsticks. However, the demand for spice isn’t just about heat – it’s about complexity. Snacks that layer multiple sensations, like sweet, salty and spicy all at once, create a more compelling and addictive eating experience.
“Consumers are actively seeking out flavours that deliver an experience,” Diaz explained. “We’re seeing rising interest in elements like fermented heat – think gochujang and Sichuan pepper – as well as sweet and spicy combinations, such as honey sriracha or chili mango.”
Flavour might get people intrigued, but texture keeps them coming back. The right inclusion – whether it’s a sprinkle of seeds, a swirl of caramel or a pop of freeze-dried fruit – can completely transform a snack.
Product developers are experimenting with unexpected combinations:
- Crispy meets creamy – Chocolate-covered quinoa puffs inside a chewy granola bar.
- Sweet collides with savoury – Maple-glazed nuts paired with a touch of flaky sea salt.
- Heat gets tempered by coolness – Spicy wasabi peas mixed with smooth white chocolate drizzles.
“Texture is just as important as flavour,” said Diaz. “Consumers want a multi-layered experience – something that keeps them engaged from the first bite to the last.”
Beyond indulgence, inclusions can also add functionality. Seeds and nuts bring protein and fibre; freeze-dried berries add antioxidants; and whole grains contribute to satiety. The key is balancing these health benefits with an experience that still feels like a treat.
AI and clean label
One of the biggest tensions in snack development is balancing bold, indulgent flavours with clean label demands. Consumers want to recognise every ingredient on a package but still expect the snack to taste just as satisfying as traditional, additive-laden versions.
AI is proving to be a powerful tool in solving this dilemma. By analysing the chemical makeup of natural ingredients, AI-driven platforms can identify the best plant-based alternatives for traditional flavour enhancers.
According to Givaudan, the answer lies in smarter ingredient selection:
- Botanical extracts – Add depth and complexity without artificial additives.
- Fermentation – Unlock umami flavours and enhance richness naturally.
- Culinary-driven techniques – Slow roasting, caramelisation and dry-aging boost natural flavour without enhancers.
“Consumers are scrutinising ingredient lists more than ever. They’re looking for clean products while still expecting snacks that taste rich and indulgent.”
AI-powered co-creation
Imagine walking into a store and scanning a QR code that lets you customise a snack’s spice level, sweetness or crunchiness in real time. AI is making this kind of dynamic co-creation possible.
Brands are already experimenting with interactive AI tools that allow consumers to provide instant feedback on snack flavours. Some are even developing self-learning AI models that adjust recipes based on user preferences, ensuring that each iteration of a product is more aligned with consumer desires than the last.
“We’re moving towards a world where consumers have more influence over snack development than ever before,” Diaz said. “AI is breaking down the barriers between brands and consumers, allowing for a level of responsiveness and customisation that was unimaginable just a few years ago.”
Key takeaways:
- Leverage AI to anticipate and capitalise on flavour trends before they peak.
- Dial up the heat and flavour complexity - Consumers want bold, multi-dimensional tastes.
- Get texture right - A snack should be an experience from the first bite to the last.
- Harness AI to solve the clean label challenge without compromising taste.
- Use data to your advantage - AI and digital insights can help predict what’s next before your competitors catch on.
The snack wars are only getting fiercer, but the brands that understand evolving consumer needs - and execute them creatively - will come out on top. The question is: Are you ready to play?