Analysis: the functional snacking takeover – four key drivers behind the trend

With 59% of consumers worldwide expressing interest in items adapted to their nutritional needs, today’s consumers are better informed about customised health and wellness solutions¹. However, 57% of those same consumers believe that self-care times are vital, and over 70% of them turn to snacks for consolation at least occasionally¹. This combination of preferences indicates that the expanding “healthy indulgence” trend has permeated eating and may be effectively capitalised on by offering customers a product that satisfies their cravings while including useful elements.

Snacks can now serve a wider range of purposes, such as promoting active lifestyle objectives, serving as meal substitutes for younger generations, and assisting in meeting the nutritional requirements of people on anti-obesity medications (AOMs). This evolution is creating more potential for innovation. The market is still dominated by well-known forms and applications, but there is still plenty of opportunity to expand, since 58% of US consumers are open to trying more nutrient-dense snacks, 43% prefer easier-to-eat snacks, and 33% prefer unusual flavours². However, 41% of consumers are worried about price², indicating that they are still cost-conscious when snacking.

Given these patterns and trends, ADM has identified four drivers fueling the growth in functional snacking. There are many different paths snack makers might take, ranging from weight management to healthy eating and wellness.