Key takeaways:
- The $150bn snacking market is in flux, driven by flavor churn, wellness demands and blurred channels.
- Global-inspired snacks are up 22%, probiotic claims 186% and co-branded launches now top $2.1bn.
- Agility is critical: brands must move fast on flavor, health claims and omnichannel presence to stay relevant.
Snacking isn’t the steady bet it used to be. Once a $100bn-plus category built on dependable flavors and familiar formats, it’s been jolted into overdrive. Consumers are flipping expectations, retailers are rethinking shelves and global influences are speeding up the churn. The result is a $150bn market that feels less like a fortress and more like a fault line.
The evidence is everywhere. Pickle-flavored everything has jumped from novelty to mainstream; gut health claims have rocketed nearly 200% in a year; and restaurant-to-retail tie-ups are worth billions. Incremental tweaks won’t cut it. Stand still and you risk being overtaken.
Driving the upheaval are palettes that are shifting toward spice and adventure, younger demographics who are demanding snacks with function as well as fun, and the rapid blurring of foodservice, retail and digital channels. Snacks have broken free from fixed occasions. They’re lifestyle accessories now and that raises the stakes for anyone making or selling them.
Enter Conagra Brands, which has attempted to quantify the chaos. Its first-ever Future of Snacking report, developed with Circana, dives into the numbers underpinning this transformation. The findings confirm what many in the sector already feel: predictability is gone and the next growth surge will belong to those who can navigate flux.
“We’ve seen a transformation in consumer snacking habits in recent years,” said Bob Nolan, senior VP of Demand Science at Conagra Brands. “Snacking has evolved from a simple between-meal habit into a lifestyle, and winning in this space means delivering the right food at the right time.
“Today’s consumers want bold flavors, better-for-you options and choices that bring both taste and purpose. Our Future of Snacking report shows emerging trends and how Conagra is helping shape that future.”
Flavor churn: Loyalty is dead
Sea salt, barbecue and nacho cheese may still dominate volume, but they’re losing momentum to faster-moving disruptors. Sriracha, hot honey and garlic parmesan are outpacing them, while TikTok-driven hits like pickle seasoning are crossing categories from crisps to popcorn to seeds. According to Circana, adventurous flavor demand is posting double-digit gains in several segments.
This isn’t a passing fad. It’s a structural shift in how consumers relate to flavor. The days of decade-long loyalty to one taste profile are gone. In their place is a cycle of trial and churn, with consumers rewarding novelty over tradition.
What this means for brands: Limited editions and flavor collaborations aren’t side bets – they’re survival strategies. Fail to innovate quickly enough and shelf space will be ceded to competitors who can.
Global snacking: Authenticity or bust
International flavors have broken out of niche status and into the mainstream.
Conagra reports that retail sales of globally inspired snacks in the US hit $5.7bn, with volumes up 22% in just three years. Millennials and Gen Z are driving the trend, pushing flavors like gochujang, mango habanero and sweet chili into everyday snacking repertoires.
But this isn’t just a US story. European consumers are embracing Middle Eastern spices, Asian markets are localizing Western snack classics and Latin American categories are blending hybrid formats.
Authenticity is critical. Global consumers can sniff out superficial efforts and missteps risk alienating the very buyers driving growth.
What this means: Investment in sourcing, partnerships and flavor development pipelines must match the speed and cultural nuance of demand.
Wellness: Vague claims won’t save you
Health and wellness aren’t trends at the margins, they’re reshaping the core of the category. Protein-forward, portion-controlled and nutrient-rich snacks are outpacing the broader market. Grass-fed claims rose 81%, while probiotic claims surged 186% in the past year. These aren’t small lifts; they are signals of consumer willingness to pay a premium for function.
The impact of GLP-1 weight-loss drugs like Ozempic is already visible. With 7.4% of US adults using these medications, demand is rising for snacks that balance indulgence with satiety. Popcorn, with its dual positioning as light and filling, is one of the beneficiaries.
But the bigger story is the punishment of vagueness. Vague ‘better-for-you’ messaging no longer delivers. Consumers are seeking specific, credible claims - gut health, protein, fiber - that they can connect to personal wellness goals.
What this means: This requires more than marketing language. It demands reformulation, credible certifications, and measurable outcomes. In a market in flux, empty claims will not survive scrutiny.
Co-brands and convenience: The new shelf power plays
If flavor churn and wellness are shaking up products, co-branding and convenience are rewriting strategy.
Co-branded snacks now generate $2.1bn in annual sales, with retail exclusives delivering $678m and restaurant-linked tie-ups contributing close to $1bn.
These partnerships offer instant recognition and built-in storytelling, and they’re steadily squeezing independents for space.
Convenience, meanwhile, is being redefined. Away-from-home snacking occasions are projected to rise 39% by 2027. But convenience is no longer just about single-serve packaging but about being omnipresent. Snacks are showing up in bulk e-commerce packs, checkout lanes, gyms, airports and workplaces. The line between channels is blurring fast.
This creates a new form of competition. It’s not just about who owns the flavor or the claim but who owns the occasion.
What this means: The winners will be those who design snacks for every touchpoint of consumer life, from a high-protein bar at the gym to a co-branded popcorn at the cinema.
Navigating flux: Adapt or be erased
The data leaves little doubt. A $150bn market that once thrived on stable habits is being redefined by churn, multicultural influence, wellness, co-branding and mobility.
The forces reshaping snacking aren’t cyclical; they’re structural.
And consumers aren’t dabbling in new behaviors – they’re rewriting the role of snacks in daily life.
What this means: Incremental innovation won’t be enough. Agility, speed and cultural sensitivity must become operational priorities. Flavor agility must match the pace of social media; wellness claims must be specific and evidence-backed; co-branding must be strategic rather than opportunistic; and distribution strategies must align with omnichannel lifestyles.
The $150bn snacking market is in flux and flux is unforgiving. Those who adapt quickly will capture not just growth, but relevance. Those who fail will be erased by competitors who can turn data into action at speed.
