The Snackification of Our Diets: Navigating Taste, Function, and the GLP-1 Era
We live in an era of constant motion, and our eating habits reflect this shift. Snacks are no longer mere in-between treats; they now constitute 25% of all calories consumed on a daily basis. This simple fact has given rise to a movement more commonly referred to as Better For You (BFY) consumer packaged goods.
As consumers increasingly rely on snacks to fuel their busy lives, the snacking industry is undergoing a profound transformation, driven by evolving consumer demands, the rise of health consciousness, and the emerging influence of GLP-1 medications. This article delves into the shifting patterns of consumption within the snacking category, drawing insights from the 2025 Natural Products Expo West flagship conference, Mondelēz's "State of Snacking" report (link) and perspectives from my professional experience directing BFY growth strategies.
📈 | The Ever-Growing Role of Snacking
Snacking is a universal staple, with 91% of global consumers having at least one snack per day and 61% having at least two. This signifies a departure from traditional meal structures, particularly among younger generations. 71% of Gen Z and Millennials prefer to eat many small meals throughout the day, as opposed to a few large ones. This preference for "grazing" is fueled by a craving for convenience and escape. Furthermore, 65% of younger snackers (Millennials/Gen Z) report they are snacking more than a year ago, demonstrating a strong commitment to their snacking habits.
Beyond mere sustenance, snacking serves multiple purposes. Consumers snack for enjoyment, to connect with others, for mindful consumption, as a moment of indulgence, and for convenience. Notably, connection is a powerful driver, with 64% regularly snacking to connect with others. Snacking also provides a reprieve, with 65% saying it helps them take their mind off the issues of the world. The rise in "me time" snacking is also significant, with 81% saying they snack to find quiet moments to themselves.
💉 | The GLP-1 Factor: A Potential Game Changer
The increasing popularity of GLP-1 medications, which suppress hunger urges, presents a new dynamic in the snacking landscape. Scott Collier from Whole Foods Market suggests that GLP-1s will be a super power for growth in the context of portion control. As these medications potentially reduce the frequency and volume of snacking driven by hunger, the snacks that remain relevant will need to offer compelling reasons for consumption beyond basic satiety. This necessitates a greater emphasis on taste and the delivery of functional and emotional benefits.
😋 | The Convergence of Taste and Functionality
Despite the potential impact of GLP-1s, the fundamental desire for tasty snacks remains. Luba Safran, Venture Capital Lead at Mondelēz’s SnackFutures Ventures, emphasizes the importance of finding the intersection of consumer need and businesses meeting that functional need. With 76% agreeing that “when I am having an indulgent snack, I just want to enjoy it without focusing too much on the ingredients”. This highlights the enduring importance of "permissible indulgence," where consumers seek enjoyable snacks that align with their health and wellness goals. In fact, 73% would rather have a smaller portion of an indulgent snack than a bigger portion of a low fat/sugar alternative version, underscoring the priority of taste satisfaction.
However, taste alone is no longer sufficient. Consumers are increasingly seeking functional benefits from their snacks. The BFY movement is driving demand for snacks that are lower in sugar, fat, and calories, while being rich in natural ingredients. The trend extends to specific dietary needs, with rising demand for gluten-free, dairy-free, and plant-based options.
Richie Gray, Vice President & Global Head of Mondelēz Snack Futures, pointed to key thematic areas within snacking, including Women’s Health, with a significant percentage of women wanting snacks to address their specific health needs. Protein Evolution continues, with protein being infused into various snack categories beyond just fitness drinks. BFY Bakery aims to deliver the indulgence of bakery items with a healthier profile.
🧘🏻♂️ | Emotional Well-being and Mindful Snacking
Beyond physical functionality, snacks also play a crucial role in emotional well-being. Younger generations, in particular, lean into snacking for mood boosting, comfort, and stress management. The desire for "me time" through snacking further emphasizes the emotional connection consumers have with these moments.
Nearly ALL (96%) of global consumers engage in mindful snacking behaviors, with a focus on savoring the flavor and paying attention to the sensory experience. This shift from restriction to moderation indicates a more holistic approach to snacking, where consumers are paying attention to beneficial ingredients rather than solely focusing on those to avoid.
The Path Forward: Consumer-Centric Innovation: Looking ahead, the snacking industry must embrace a consumer-first mindset, as advocated by Whole Foods Vice President of Business Development, Scott Collier. This involves understanding consumers' lifestyles, their health goals, and their emotional needs. Key strategies for success include:
Prioritizing Quality Ingredients and Nutritional Value: Consumers are increasingly prioritizing overall nutritional value over calorie counts alone. They prefer snacks with high-quality nutrition and are willing to switch brands for better ingredients.
Embracing Portion Control: With the rise of snacking and the potential influence of GLP-1s, offering snacks in appropriate portion sizes will be crucial.
Delivering on Taste and Indulgence: Even within the BFY category, taste remains the primary driver. Brands must find innovative ways to offer enjoyable and satisfying snacks that align with health goals.
Focusing on Functional Benefits: Snacks that offer specific health benefits, whether it's increased protein, gut health support, or energy boosts, will resonate with consumers.
Connecting with Emotional Needs: Snacks that provide comfort, support mood, or offer a moment of indulgence and "me time" will continue to hold significance.
Embracing Sustainability: Ethical considerations are influencing purchasing decisions, with consumers increasingly inclined towards snacks that support environmental sustainability.
Leveraging Influencers and Credible Information: Consumers rely on authentic, evidence-based content to make informed decisions. Partnering with trusted sources can build brand authority.
Driving Innovation and Variety: Consumers are increasingly craving new snack adventures and are excited to try new options. The industry must continue to innovate and offer a diverse range of choices.
👀 | BFY Snacks to Keep an Eye On
Bakeful: This US based BFY bakery startup is disrupting the space by delivering delish, clean ingredient shelf stable products in well-established categories, including donuts, muffins and future product extensions within cakes, cookies and more. Their interesting approach to sampling via TikTok Shop content creators is to be marveled.
Lemon Perfect: Their Founder & CEO, Yanni Hufnagel, is one of the most authentic professionals I’ve met (have to say that). He’s bringing a delicious product that lives on the fringes of other hydration solutions. However, the functional benefit’s go beyond others: hydration, immune, digestive, weight control, skin and mood enhancements.
Farmley: This Indian brand is notable for highlighting the popularity of traditional and naturally healthy snacks like makhana (fox nuts) and dry fruits among Indian consumers. They represent a focus on familiar, wholesome options.
CauliPuffs: This brand offers gluten-free, soy-free, and non-GMO puffed snacks made from cauliflower, rice, and corn, using healthier avocado oil instead of traditional seed oils. Their focus on cleaner ingredients and avoidance of common allergens makes them appealing to health-conscious consumers.
Myna: Launched by Pokimane, Myna focuses on healthy indulgence with their first product being gluten-free cookies made with natural ingredients and without added preservatives. This brand aligns with the trend of seeking better-for-you versions of traditionally indulgent snacks.
GetPRO (Danone UK&I): This brand offers a range of high-protein dairy snacks with no added sugars and low or 0% fat, specifically designed for fitness enthusiasts and those looking to increase their protein intake. They cater to the growing demand for protein-enriched snacks.
RXBAR: Known for their minimalist ingredient lists often featuring whole foods, their partnership with Maria Menounos to launch limited edition bars with customizable wrappers shows innovation and engagement with consumers. They emphasize transparency and functional ingredients.
Goodveda (Milletious): This brand offers gluten-free and low-glycemic index baked crunchies made from millets, available in sugar-free and preservative-free options. They tap into the growing interest in ancient grains and healthier baking alternatives.
PLANTERS Nut Duos: While PLANTERS is a well-established brand, their new Nut Duos line combines two types of nuts with complementary and interesting flavors, suggesting an effort to innovate within the traditional nut snack category and offer more appealing options.
GoodPop: Initially known for frozen treats, their introduction of Mini Cans, blending real fruit juice and sparkling water with no added sugars, sweeteners, or flavors, positions them as a better-for-you beverage option in convenient packaging. This shows a brand expanding into healthier adjacent categories.
Blue Stripes Chocolate: This brand exemplifies sustainable innovation by utilizing byproducts that were previously discarded, aligning with the growing consumer interest in environmentally conscious products. Their "fruit forward" approach also connects with the trend of marrying health benefits with enjoyable flavors.
Alice Mushrooms: This brand positions itself as a daily supplement based on the appealing taste of chocolate, suggesting a future trend where snacks can seamlessly integrate health benefits. They cater to consumers looking for functional benefits in familiar snack formats.
Additionally, the following established companies in the BFY snacks market are worth watching due to their consistent presence and influence:
Enjoy Life Foods: Known for allergy-friendly snacks.
SkinnyPop (Amplify Snack Brands): Popular for better-for-you popcorn.
Popchips: Offers baked potato chips as a healthier alternative.
Biena Snacks: Specializes in roasted chickpea snacks.
Annie's Homegrown (General Mills): Provides organic and natural snacks.
Bare Snacks: Focuses on baked fruit and vegetable chips.
Dang Foods: Known for coconut and other plant-based chips.
Nature’s Bakery: Offers whole wheat fig bars and other soft-baked snacks.
KIND Snacks: Popular for nut and fruit bars with a focus on whole ingredients.
Snyder's-Lance (Campbell Soup Company): A larger player with various BFY offerings.
🧐 | Key Takeaways
The snacking category is dynamic and evolving. With snacks forming a significant part of our daily calorie intake and the potential influence of GLP-1s, the focus must shift towards creating snacks that not only taste good but also deliver tangible functional and emotional benefits. By adopting a consumer-centric approach, prioritizing quality, embracing innovation, and understanding the multifaceted role of snacks in our lives, the industry can continue to thrive and contribute to healthier lifestyles.
