Snacking: Economic uncertainty, new trends upending snack occasion
- InsightTrendsWorld
- Apr 3
- 8 min read
Why it is the topic trending:
Industry Insights: The article reports on a keynote session at SNAXPO 2025, a major conference for the snack industry, providing expert insights into current and future snacking trends.
Economic Context: It addresses how economic uncertainty, inflation, and high grocery costs are influencing consumer snacking habits.
Emerging Trends: The session identifies key trends shaping the snack market, offering valuable information for businesses in this sector.
Impact of GLP-1 Drugs: The article touches on the potential impact of GLP-1 drugs on snacking habits, a relevant and emerging topic in the food industry.
Overview:
Despite economic headwinds, consumers are still actively snacking, but their choices are evolving based on needs, trends, and variety, according to Sally Lyons Wyatt, a global executive at Circana, speaking at SNAXPO 2025. Her keynote session provided an overview of the current state of the snack industry, highlighting key trends and factors influencing consumer behavior in 2024 and looking ahead.
Detailed Findings:
Snacking Remains Strong: Despite economic challenges like inflation and high grocery costs, snacking is still prevalent among consumers.
"Better-For-You" (BFY) Continues Strength: Categories like frozen fruit, yogurt, and granola bars and clusters are driving volume sales, indicating continued consumer interest in healthier snack options.
Evolving Consumer Considerations: Consumers have changed what they consider when choosing snacks compared to five years ago.
Four Key Snack Trends of 2024: Lyons Wyatt identified four main trends that drove the snack market in 2024:
Wonderous Snack Demand: Despite economic uncertainty, demand for premium snacks hasn't faltered. Consumers prioritize the value of the experience over just low prices, aligning with the "treat-yourself" culture across generations. 68% of consumers report purchasing premium snacks.
Well-being in Snacks: Snacking plays across all three elements of well-being: physical, mental, and social. The importance of protein, Gen Z's desire for brands' social awareness and well-being initiatives, and the need for more transparency in front-of-pack labeling are key aspects. Even with the rise of GLP-1 drugs, many users still snack, but may lean towards high-protein savory options instead of sweet snacks.
Global Exploration: Global flavors and creative combinations were integral in 2024, with flavors like Peri Peri, matcha, turmeric, Tzatziki, and wasabi being referenced. Innovation opportunities include flavor mashups, limited-time offers (LTOs), and "branded flavors."
Snack Equity: This involves brand collaborations, sustainability efforts, and delivering excitement for consumers. Many snacking companies are expanding their presence across different aisles in stores.
Future of Snacking: The future of the snack industry depends on how producers respond to the current situation, with potential for continued growth and innovation, though it will likely look different than before.
Key Takeaway:
The snack industry remains resilient despite economic challenges, with consumers still actively snacking. Key trends shaping the market include a demand for premium experiences, a focus on well-being (encompassing physical, mental, and social aspects), the exploration of global flavors, and the importance of brand equity, sustainability, and innovation. The rise of GLP-1 drugs is also influencing consumer snack choices.
Main Trend: The Resilient and Evolving Landscape of Snacking
Description of the Trend (The Adaptive Snacker):
"The Adaptive Snacker" trend describes the current state of consumer snacking, where individuals continue to snack actively despite economic pressures. However, their choices are becoming increasingly adaptive, influenced by a range of factors including the desire for value (which extends beyond just price to include experience), a growing awareness of well-being (physical, mental, and social), an appetite for global and innovative flavors, and a consideration of brand ethics and sustainability. This trend highlights the snack industry's need to be agile and responsive to these evolving consumer preferences and external factors like the emergence of GLP-1 drugs.
What is Consumer Motivation:
Consumer motivation includes:
Seeking Comfort and Enjoyment: Snacking often serves as a source of comfort, pleasure, and a small indulgence.
Addressing Hunger and Energy Needs: Snacks provide a convenient way to manage hunger between meals and boost energy levels.
Desire for Value and Experience: Consumers want their snacks to offer more than just sustenance; they seek a satisfying experience that can be indulgent or rewarding.
Focus on Health and Wellness: A growing interest in snacks that align with their physical, mental, and social well-being goals, including options with protein, natural ingredients, or brands that reflect their social values.
Adventurous Palates: A willingness to try new and exciting flavors inspired by global cuisines.
Convenience and On-the-Go Consumption: Snacks often fit into busy lifestyles as a quick and portable food option.
What is Driving Trend:
The trend is primarily driven by:
Economic Factors: High grocery costs and inflation are making consumers more conscious of value.
Health and Wellness Movement: Growing consumer interest in healthier eating and the role of food in overall well-being.
Globalization of Flavors: Increased exposure to and interest in international cuisines.
Social Media and Viral Trends: Influencing consumer awareness and demand for specific snacks and brands.
Product Innovation: The snack industry's continuous development of new and exciting products, flavors, and formats.
Emergence of GLP-1 Drugs: Impacting dietary choices and potentially shifting preferences towards certain types of snacks.
What is Motivation Beyond the Trend:
Beyond the immediate trend, the motivation might connect with:
Emotional Needs: Snacking can be linked to emotional comfort, stress relief, or rewarding oneself.
Social Connection: Sharing snacks can be a social activity that fosters connections with others.
Description of Consumers Article is Referring To:
The article refers to a broad range of snack consumers, with some specific mentions:
General Consumers: Seeking snacks despite economic challenges and evolving their choices based on needs and trends.
"Better-For-You" Focused Consumers: Driving sales in categories like frozen fruit, yogurt, and granola bars.
Premium Snack Purchasers: 68% of consumers report buying premium snacks, indicating a willingness to indulge.
Well-being Conscious Consumers: Prioritizing physical, mental, and social aspects of snacking, including those interested in protein and brand social awareness.
Gen Z: Notably interested in brands with social awareness and a focus on well-being.
GLP-1 Users: Potentially shifting their snack choices towards high-protein savory options.
Conclusions:
The snacking industry in 2025 is characterized by resilience and adaptation. Consumers are still snacking despite economic pressures, but they are increasingly discerning in their choices, seeking value beyond price, prioritizing well-being in its various forms, exploring global flavors, and engaging with brands that align with their values. The emergence of GLP-1 drugs adds another layer of complexity to understanding future snacking habits.
Implications for Brands:
Emphasize Value Beyond Price: Highlight the experience, quality, and benefits of your snacks.
Innovate with Health and Wellness in Mind: Develop options that cater to physical, mental, and social well-being needs, including protein-rich and transparently labeled products.
Explore Global Flavors and Creative Combinations: Offer exciting and novel flavor profiles to attract adventurous consumers.
Focus on Brand Equity and Sustainability: Communicate your brand's values and sustainability efforts to resonate with socially conscious consumers, particularly Gen Z.
Adapt to the Potential Impact of GLP-1 Drugs: Consider developing products that appeal to users of these medications, such as high-protein savory snacks.
Ensure Convenience and Accessibility: Make your snacks easily available to fit into busy lifestyles.
Implication for Society:
Continued Importance of Snacking: Snacking remains a significant part of the American diet and food culture.
Growing Awareness of Healthier Options: The demand for "better-for-you" snacks suggests a growing societal focus on healthier eating habits.
Influence of Global Culture on Food: The incorporation of global flavors reflects the increasing interconnectedness of food cultures.
Implications for Consumers:
Wider Variety of Snack Options: Consumers will likely continue to see a wide array of snack products catering to different needs and preferences.
More Information About Ingredients and Nutrition: Increased transparency in labeling will provide consumers with more information to make informed choices.
Implication for Future:
Continued Growth and Innovation in Snacking: The snack industry is expected to continue growing and innovating to meet evolving consumer demands.
Greater Personalization of Snacking: We might see more personalized snack options catering to individual dietary needs and preferences.
Increased Integration of Technology: Technology could play a greater role in how consumers discover and purchase snacks.
Consumer Trend (Mindful Indulgence Snacking): Consumers are seeking snacks that offer a sense of indulgence or reward while also aligning with their health and wellness goals, demonstrating a desire for mindful choices rather than purely impulsive snacking.
Consumer Sub Trend (Globally Inspired Flavor Curiosity): Consumers are increasingly adventurous and curious about trying snack flavors inspired by cuisines from around the world, indicating a desire for new and exciting taste experiences.
Big Social Trend (The Holistic Approach to Well-being): The focus on physical, mental, and social well-being in snacking reflects a broader societal trend towards a more holistic understanding and pursuit of overall wellness.
Worldwide Social Trend (The Enduring Appeal of Snacking): Snacking remains a significant eating occasion globally, with similar trends of health consciousness and flavor exploration observed in many markets.
Social Drive (Seeking Small Moments of Joy and Reward): Snacking often serves as a small moment of pleasure, comfort, and reward in the day, driven by both physical hunger and emotional needs.
Learnings for Brands to Use in 2025:
Understand that "value" means more than just price to consumers. Focus on quality, experience, and alignment with values.
Incorporate well-being considerations (physical, mental, social) into your product development and marketing.
Embrace global flavors and be innovative with flavor combinations.
Clearly communicate your brand's equity, including sustainability efforts and collaborations.
Stay informed about the impact of trends like GLP-1 drugs on consumer behavior.
Strategy Recommendations for Brands to Follow in 2025:
Invest in research and development to create innovative snacks that meet evolving consumer needs for health, flavor, and experience.
Develop marketing campaigns that highlight the holistic well-being benefits of your snacks and connect with consumers' values.
Explore partnerships and collaborations to enhance brand equity and reach new consumer segments.
Implement sustainable sourcing and packaging practices and communicate these efforts to consumers.
Consider offering a range of snack options, including those that might appeal to individuals using GLP-1 drugs (e.g., high-protein, savory).
Final Sentence (Key Concept) Describing Main Trend: Snacking in 2025 is characterized by consumers' resilient engagement coupled with an adaptive approach driven by the pursuit of value, a focus on holistic well-being, an exploration of global flavors, and an increasing consideration of brand ethics.
What Brands & Companies Should Do in 2025 to Benefit from Trend and How to Do It:
Snack brands should focus on innovation that addresses the multifaceted needs of today's consumers. This includes offering products that are not only tasty and convenient but also align with their health goals, provide a positive experience, explore global flavors, and demonstrate a commitment to sustainability and social responsibility. Understanding and responding to the potential impact of trends like GLP-1 drugs on dietary preferences will also be crucial for future success in the snack industry.
Final Note:
Core Trend:
Name: The Conscious and Experiential Snack Choice
Detailed Description: Consumers are making more intentional snack choices, driven by a desire for value beyond price, a focus on well-being (physical, mental, and social), an openness to global flavors, and an increasing awareness of brand ethics and sustainability.
Core Strategy:
Name: Innovate for Holistic Value and Global Palates
Detailed Description: Snack brands should innovate by developing products that offer holistic value – addressing taste, health, experience, and ethical considerations – while also exploring and incorporating globally inspired flavors to cater to increasingly adventurous palates.
Core Industry Trend:
Name: The Evolving Definition of Snacking Success
Detailed Description: Success in the snack industry is no longer solely defined by volume sales but also by a brand's ability to meet evolving consumer demands for healthier options, unique experiences, ethical sourcing, and alignment with personal values.
Core Consumer Motivation:
Name: Satisfying Needs with Values
Detailed Description: Consumers are motivated to choose snacks that not only satisfy their hunger and cravings but also align with their broader values related to health, well-being, ethical consumption, and the desire for enjoyable experiences.
Final Conclusion:
The snack industry in 2025 presents a dynamic landscape where understanding and responding to the evolving and multifaceted motivations of "Adaptive Snackers" will be essential for brands to thrive and achieve sustained success.
Core Trend Detailed (The Conscious and Experiential Snack Choice):
Consumers are making more intentional snack choices, driven by a desire for value beyond price, a focus on well-being (physical, mental, and social), an openness to global flavors, and an increasing awareness of brand ethics and sustainability. This trend reflects a shift towards more mindful snacking where consumers seek products that not only taste good and satisfy hunger but also align with their health goals, offer an enjoyable experience, and resonate with their personal values.
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