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Here’s a look at what consumers are snacking on today, the growing interest in protein-fortified and sugar-reduced snacks, and other key snacking trends.
Traditional savory and sweet snacks remain the most popular snacks for US consumers, but better-for-you options like protein-rich and plant-based versions are gaining momentum, reflecting consumers’ growing emphasis on healthier snacking.
The bar category has historically been the most responsive to consumers’ interest in healthier convenient snacks, as seen by the mainstreaming of protein bars. While almost one in four consumers eat granola, cereal, or snack bars, nearly one in six consume protein bars.1 Now the same trend is emerging in traditional savory snack and sweet snack formats.
| Type of Snack | % US Consumers |
|---|---|
| Savory snacks (e.g., chips, pretzels, and nuts) | 55% |
| Cookies or brownies | 43% |
| Confections (e.g., chocolate and candy) | 33% |
| Granola bars/cereal bars/snack bars | 24% |
| Protein/energy bars | 15% |
| Protein-enhanced savory snacks (e.g., protein chips and protein popcorn) | 8% |
| Protein cookies or protein brownies | 7% |
In the past year, a significant number of consumers have started eating savory protein snacks—including protein crackers (18%), protein pretzels (15%), protein cheese puffs and chips (13%), protein popcorn (12%), and protein chips (9%).2
In addition, among those already buying savory protein snacks, at least one in four consume them more often than the year before.3 We also see this pattern of new and increased use underway in plant-based protein savory snacks, particularly with lentil and chickpea chips and puffs.4
| Type of Savory Snack | % US Consumers Consuming Respective Savory Snacks | ||
|---|---|---|---|
| Started Using Within Past Year | More Often | About the Same | |
| Protein crackers | 18% | 26% | 40% |
| Protein pretzels | 15% | 32% | 32% |
| Lentil chips and puffs | 14% | 32% | 40% |
| Protein cheese puffs and chips | 13% | 29% | 36% |
| Protein popcorn | 12% | 43% | 34% |
| Chickpea chips and puffs | 10% | 22% | 51% |
| Protein chips | 9% | 40% | 38% |
Healthier sweet baked goods (including better-for-you donuts, muffins, brownies, and cookies) are another area where consumption is picking up.5 Brands in this segment use diverse strategies, from reducing sugar to fortifying with fiber and protein.
Currently, 15% of consumers’ savory snack choices are better-for-you versions (whether protein-fortified or low-carb), but it’s as high as 27% for active 18-45-year-olds.6 This segment is also driving the better-for-you sweet snacking category, with 63% of their sweet snack choices considered to be better for you.7
Meeting consumer demand for healthier snacking options centers on improving nutrition. More than half of US consumers are trying to consume more protein (56%), more fiber (53%), or less sugar (58%).8 47% are trying to reduce the amount of carbs in their diet.9 Healthy snack innovation should focus on one or more of these priority areas, versus reducing fat or calories, for example.
Convenient snack formats should not be overlooked, even when healthy snacking is the focus. For better-for-you sweet snacks and bakery products, “quick and easy to consume” is the most important attribute after “great taste” and “high in protein/good source of protein.”10
Leveraging brand loyalty by offering portable, single-serve protein cookies, muffins, brownies, bars, chips, crackers, ready-to-drink beverages, and more, all available in multi-packs has been a successful strategy for leading active nutrition brands. Convenient formats make products more accessible and allow consumers to have snacks on their terms, whatever the occasion.
As more Americans embrace healthier eating, including at snack time, better-for-you snacks will become the new standard. These include snacks with more protein, less sugar, and even functional ingredients that can address specific health and wellness concerns.
Focusing on innovation now—with attention to nutrition and convenience according to today’s snacking trends, while maintaining taste and texture that ensure an enjoyable snacking experience—will position your brand as a leader in better-for-you snacks.
Contact Glanbia Nutritionals to learn more about developing better-for-you snacks. With healthy snack solutions ranging from plant-based proteins optimized for bars to extruded protein crisps and bites, along with custom premixes and flavors to meet every need, we are just the partner you’ve been looking for.
