Snacking is an integral part of our daily routines. Snacks can serve as a quick pick-me-up, satisfying treat, vehicle for nutrition, stress reliever, and many other roles. Consumers participating in Innova Market Insights surveys tell us that their primary reason for snacking is because they are hungry. However, other drivers of snacking named by consumers include treat, reward, energy, comfort, cravings, habit, boredom, stress, and nutrition.
We use our annual Innova Market Insights consumer trends reports as windows into fascinating insights regarding the snacking habits of consumers in the US and how consumer snacking trends help shape the future of the snacking industry. US consumers certainly lead the world in snacking! A solid majority of consumers we surveyed in the US say that they snack at least once a day and frequent snackers in the US far exceed the global average.
Snacking Occasions: Where and When We Snack
Snacking goes hand-in-hand with our modern life. We’re on the go, have less time for sit-down meals, and are drawn to the appeal of convenience. Snack foods perfectly meet these needs.
Despite busy lifestyles, consumers tell us that home is their favorite snacking location. In fact, over three-quarters of consumers report that they usually consume snacks at home. Afternoon snacking is the most common, followed by evening snacking. Travel, social gatherings, and events also provide snacking occasions.
US consumers purchase snacks most often from grocery stores and supermarkets, noting that these outlets are easy to access and offer a comprehensive selection. Online snack shopping options also are growing in popularity in North America.
Healthy Versus Indulgent Snacking
Consumers are increasingly conscious of their health and look for snacks that are nutritious and align with their wellness goals. We see differences among US and Canadian consumers in their perception of healthy snacks. US consumers lean toward healthy snack foods that are plant-based, organic, and locally sourced, while Canadian consumers prioritize unprocessed snacks with minimal additives. In both countries, consumers look for ingredients of interest on the package label. It’s no surprise that protein is the most important ingredient to consumers! Manufacturers are responding with protein innovation especially in snack bars and chips.
About three-quarters of consumers surveyed in North America say that their child or children snack once a day or more. To adult consumers, healthiness is more important than flavor when choosing snacks for children. Pricing also influences snack purchases. The leading types of snacks provided to children are fruit and vegetables, cookies, and dairy snacks.
Our monitoring of product launches shows increasing launch rates of several snack subcategories, including dairy snacks, dips, and savory and sweet spreads. In a marriage of snacking with convenience, single-serving snack packs, pre-portioned snacks, and refillable pouches are becoming more prevalent. Innovations such as single-serve hummus and corn chips are easy to grab and enjoy at home, at work, or on the go. Jerky snacks are popular for both their protein content and their portability without the need for refrigeration.
Several types of healthier snacks are particularly popular in the US. Fruits and vegetables – cut up with dip, dried, as chips, or in smoothies – remain the most popular snack type. Salty and savory snacks such as popcorn with unique flavors and seasonings, roasted chickpeas and lentils, baked tortilla chips with reduced fat or sodium, and boldly flavored nuts and seeds are another popular choice for US consumers.
In contrast to snacking on healthy foods, consumers report turning to indulgent snacks for emotional comfort, treat, or reward. Consumer demand for indulgent snack options is on the rise in the US. Favorites include cookies, cakes, pastries, sweet goods, and chocolate confectionery. In chocolate confectionery, we see upticks in dark chocolate with higher cacao percentages, chocolate bars with unique flavor profiles and inclusions, and plant-based chocolate options. Cake and pastry innovations feature miniature versions of classic cakes and pastries for portion control, muffins and cupcakes with healthier ingredients, and individual servings of decadent desserts for a single-serving experience.
Taste and Flavor Drive Snacking
Although convenience and health help support snacking, taste and flavor are essential features. We are seeing growth in innovative flavors and combinations to meet consumer expectations and add excitement to the category. Our third Top 10 Trend for 2025, Wildly Inventive, calls attention to consumer desire for the wow factor in products that are positioned to be extraordinary.
Our monitoring of social media suggests that hazelnut is popular in sweet spreads. Product launch data supports the enduring popularity of peanut butter and emergence of other nut spreads. Savory flavor choices in snacks include barbecue, cheese, and chili. Sweet and savory flavors increasingly are combined. Globally inspired flavor combinations such mango with chile peppers or pairings of high intensity flavors attract consumers. Consumers also are increasingly interested in products that reflect regional flavors and ingredients, for example, Korean BBQ-flavored snacks, Japanese seaweed snacks, and Chinese-inspired rice crackers.
Plant-Based Extends to Snacking
Plant-based eating is a growing trend in the US, and this extends to snacking. We are monitoring trends in various types of snack product launches: protein-rich snacks with nuts and seeds, plant-based dairy yogurts and cheeses, and meat snacks such as plant-based jerky. Innova expects to see a growing number of plant-based snacks with identifiable plant ingredients as part of a 2025 Top 10 Trend toward rethinking plant-based ingredients in real and recognizable forms.
The Importance of "Clean Label"
Consumers are actively seeking snacks with natural ingredients and "clean labels" that emphasize the absence of artificial ingredients, additives, and preservatives. Sustainability also is important – consumers are looking for snacks with lower carbon footprints, made from regeneratively grown crops, and produced using ethical and sustainable practices. A few examples include snacks made with organic ingredients or packaged in sustainable packaging.
The Influence of Social and Digital Media
Social media and online platforms influence and spread snacking trends. Because younger consumers in particular turn to social media for information and inspiration, social media has become a widely used promotional tool for snack brands. Companies can connect with younger consumers, generate buzz, and drive snack product launches through social media. Social media contests and giveaways generate excitement around a snack product and help build a loyal consumer following. Video games are popular promotional vehicles for snacks since gamers learn and communicate about snacks through their digital platforms and often consume snacks while playing. Dips, flavor mash-ups, category and subcategory combinations, and other snack innovations that are introduced on social media can gain traction with consumers.
Snack companies often use influencers to create awareness for new products, promote snack products, and help shape snacking preferences. Content created by influencers can showcase products, reach a wider audience, and build trust with potential customers. Influencers also may be involved in the development of new snacking products that will resonate with younger consumers. Input on flavor profiles, packaging designs, and marketing campaigns helps ensure that snack products are relevant to the audiences that influencers reach.
The Impact of Financial Trends
The cost of living is a significant concern for many consumers, and this is affecting their snacking habits. We are monitoring an interesting trend toward consumer purchases of premium snacks over lower priced snacks. This may be a way that consumers treat themselves with small, affordable indulgences. The future health of the economy in the US is likely to impact snack trends. Consumers may be more selective about their snack choices, seeking value for the money in products that also meet their expectations for ingredient quality. This aligns with Innova’s Top Trend for 2025 – Ingredients and Beyond – which emphasizes the role played by ingredients in supporting perceptions of product quality.
Key Takeaways and Future Trends
Innova's reports offer a valuable glimpse into the evolving snacking landscape in the US. Key features include:
• Home as the primary snacking location
• Healthier snack options
• Convenience
• Flavor excitement
• Trends influence through social media and online platforms
• Impact of cost of living on snacking
Looking ahead, several key 2025 Top 10 Trends are likely to shape the future of snacking:
• Ingredients and Beyond: Snacks deliver a combination of quality and value through ingredient choices, with private label snacks providing satisfaction at a lower price.
• Precision Wellness: Snack innovations and reformulations spotlight key ingredients that offer health benefits tailored to age, health concerns, and lifestyle.
• Mindful Choices: Piggybacking onto emotion-related drivers of snacking, snack manufacturers may incorporate more functional ingredients that deliver mood, sleep, focus, relaxation, and other mental health benefits.
