The 21 biggest trends in snack food

Snacks are one of the fastest moving categories in food and drink. Not a week, month or year passes by without a frisson of excitement being injected into this sphere. To hear from some of the leading brands, make sure you download our free Snack Buyer supplement. Meanwhile, take the time to acquaint yourselves with what we consider to be the top 21 trends you really ought to be investing in this year.

Innovative Snacks

It’s been clear to see, in the last 12 months, the impact that a new, younger demographic of shoppers has had on food and drink retail. Food content on social media is thought to be the lead proponent for change, with the hashtag TikTokFood attracting an incredible 43 billion views in 2021 – a figure that has been climbing steadily since. Through platforms such as TikTok and Instagram, Millennials, Gen-Z and Gen Alpha are having their eyes opened to more food cultures and cuisines than ever before. Not only do they want to experiment with these culinary inspirations at home, but they’re searching for instant gratification in the form of snacks. This, in turn, is leading them to speciality stores, which lead the way on innovation and stock niche, interesting brands that excel in imaginative flavours and formats.

To tap into this audience, have strong social media content plans in your armoury. Video, especially, will draw attention to cool new lines you think will strike a chord with these consumers.

1. Swicy snacks

‘Swicy’ is THE flavour profile of 2024. Brands across the speciality food and drink sector are leveraging the popularity of hot honey (which attracted an enormous amount of attention last year) and bringing that irresistible combination of sweet, savoury and spicy together across multiple categories – but especially snacks.

Chef Nina Matsunaga put the trend down to British consumers’ appetite for exploring hotter tastes.

She admits “getting used to spice is still quite hard”, but says this new trend counters that, bringing a level of balance and making chilli-infused products more “broadly palatable”.

Flavours delivering the most gratification for swicy fans include Thai sweet chilli, any seasonings bringing meat and chilli together, Korean gochujang and Korean barbecue.

Three products to stock

Tuk In Bombay Mix, Mango Chutney - A cross between trail mix and Bombay mix, this sweetly spicy snack offers a different taste and texture in every bite, from chutney-flavoured mango pieces to nuts, crunchy sev and dried pulses.

Suma Chilli & Honey Peanuts - A swicy match made in heaven. Caramelised peanuts, with a lip-smacking chilli and honey seasoning that will have you reaching into the bowl for more.

Boundless Chipotle & Lime Chips - These snacks straddle three current trends – gut-friendly, Mexican and swicy. They are the first chip to be made with activated sorghum, and are high in fibre and flavour, bringing a burst of sweet lime to smoky chipotle.

2. Crisp Alternatives

There was a time when three options existed for crisps: potato, reformed potato, and vegetable. Fast forward to today, and the category overflows with innovation, from new takes on vegetable snacks to bang-on-trend flavours that hit the mark with younger snack seekers. It’s not just the younger demographic that’s on the hunt for alternatives, though. There’s a whole swathe of shoppers who are thinking more keenly about their health and the impact their diet has on, particularly, their gut. And fibre-packed (often lower fat) vegetable crisps are definitely on their radar.

Three products to stock

Dare Veggie Crisps, Sea Salt - Popped, not fried, these crisps are packed with the goodness of real vegetables, including yellow and green peas, tomatoes, and carrots.

Real Naturals Shiitake Mushroom Chips, Sea Salt - These crunchy chips are made purely from real shiitake mushrooms. As well as being gluten free and vegan, they contain only 100 calories per bag.

Nudie Cauliflower Crisps, Katsu Curry - Fresh cauliflower from Scottish farms is harvested and transformed into these light, award-winning snacks, seasoned with one of the ‘rising stars’ in flavour right now.

3. Novel flavours in snacking

New ingredients and flavours are always evolving, so it’s a good idea to keep an eye on the innovation radar to stay up-to-date with the latest consumer demands.
• Uni – With a briny, umami flavour, consumer trend forecaster WGSN predicts uni – the only edible part of sea urchins – will move from fine dining menus to packaged goods this year.
• Hawaiian, Indonesian and Nigerian inspiration – In the US, Kantar’s data shows a growing interest in these cuisines. With many food trends making the US-to-UK migration, these could be areas to watch in the years to come. 
• Avocado oil – More and more snacks will soon be boasting avocado oil as a star ingredient, according to Whole Foods’ 2023 trend report, thanks to its high oleic fatty acid content, which is better for heart health than other mainstream oils.

4. Truffle-flavoured snacks

It’s safe to say that truffle has quickly become a stand-out flavour for many Brits. Even Marmite launched a Marmite Truffle product last year. Although truffles can be almost as divisive as the famously love-or-hate-it spread, their savoury flavour is associated as closely with luxury as caviar. While the average consumer might not be ready to buy a whole truffle to shave into their midweek risotto, they’ll find it difficult to resist the allure of a truffle-spiked snack.

5. Sustainable Snacks

Where ingredients are sourced, how much plastic is used in packaging, whether packaging is recyclable or compostable, and overall brand impact on the planet. All these things matter to today’s shopper. Consumers are showing they really care about sustainability and the health of the planet, and brands are taking notice, with a real drive towards being recognised, for example, as a B Corp.

A lot of change is happening, especially in packaging, with serious innovation throughout snacking, as businesses take on board the fact that it’s not just what’s inside the wrapper that counts.

Three products to stock

One Good Thing Cherry Bakewell - The world’s first wrapper-free snack and protein bars. Each one is coated in a light layer of beeswax for protection. The low sugar, oat-based bars are proving especially popular with cyclists and runners for their portability. 

Two Farmers Woodland Mushroom & Wild Garlic Crisps - It took four years to develop the completely home compostable, plastic-free packets for these delicious crisps, made with the farm’s own potatoes.

Flower & White Chocolate Crunch Meringue Bar - Despite being under 100 calories, there’s no compromise on the flavour of these bars, made with sustainable chocolate, and packaged in FSC accredited, recyclable wrappers.

Nutritious Snacks

Adaptogenic. Functional. High in protein. Low in fat, sugar and salt. Gut-friendly. Consumers really are watching what they eat. And brands are joining them on their journey, with snacking and drinks companies making the potential health claims of their products stand out loud and proud on packaging. Of most significant importance to shoppers, according to analysts, is how natural their food is, with a definite steering away from ultra-processed foods and towards cleaner labels with fewer ingredients.

“We expect to see more HFSS-compliant products hitting the shelves,” says Vanessa Richardson of SNACMA (Snack, Nut and Crisp Manufacturers’ Association). “Consumers are keen to see healthier products without compromising on flavour.” This move is already being reflected in developments at large conglomerates such as PepsiCo, which has an ambition for 50% of its sales to be from HFSS-friendly products under 100 calories per portion by 2025.

“Last year it was reported that major brands selling HFSS-compliant products saw an average increase of sales of 27% across British supermarkets,” Vanessa adds, saying nutrition is becoming more of a concern as shoppers look for more ‘positive’ snacking options such as those high in fibre and minerals, or abundant with nuts and seeds. 

6. Fruit Snacks

Natural fruit ‘leathers’, fruit nibbles and fruit bars are moving out of the purely health food sector and into the mainstream, especially as many of these products meet HFSS guidelines and can safely be placed in the ‘grab and go’ sections of stores that must adhere to the rules. Packed with fibre and often with added vitamins, minerals and fibre, they are finding their place in lunch boxes and gym bags.

Three products to stock

The Dormen Pineapple Fruit Snacks - Scrumptious, zingy, tart, sweet little treats made with 100% fruit, and no added sugar and no sulphites. Crisped rice adds a crunch. Each pack is one of your five a day.

Soul Fruit Dragon Fruit Crunchy Chips - Fruit crisps can err on the chewy side. Not these. Made from 100% dragon fruit, each slice has the perfect snap and a bag counts towards one of your five a day.

New Forest Fruit Strawberry Snacks - Hampshire-grown strawberries, freeze dried to crispy perfection. Nothing more, nothing less. These taste of summer and are lovely to garnish drinks, as well as to nibble straight from the bag.

7. HFSS Compliant Snacks

To meet government guidelines, HFSS compliant products must adhere to low fat, sugar and salt criteria. HFSS has driven huge change in the snacking industry, with new products being introduced on a regular basis, making it an exciting space to keep an eye on. Consumers are engaging with, and trying, snacks that they feel will help them remove excess HFSS from their diets.

Three products to stock

Marigold Popcorn Plus - This fibre-rich vegan popcorn is seasoned with Marigold’s Engevita Nutritional Yeast for a cheesy taste. It’s high in Vitamin B12 and Vitamin D and is just 94 calories per bag.

Wavy Wonders Seaweed & Seed Snacks, Wild Garlic & Yoghurt - A Nordic-style snack, combining nutritious seaweed and seeds with a unique seasoning. Each pack contains nearly 6g of fibre and 4.7g protein.

Pep & Lekker Baked Seed Snack Bites, Rosemary - Gut-friendly, lightly baked, fibre and protein-packed bites with no added sugar. These snacks are also free of the top 14 allergens.

8. Protein Snacks

Consumers are seeking out high quality protein – be that in the shape of pulse-packed snacks or meals, meat snacks, or even collagen products. Protein is especially a buzz word amongst sporty folk looking to replenish and promote muscle growth, and peri-menopausal and menopausal women who want to replace collagen lost due to hormonal changes. Cereal bar-type meal replacement snacks aren’t really cutting it anymore, with a preference for natural, less processed ways to meet protein requirements.

Three products to stock

The Mad Butcher Chilli Pork - Gourmet, high protein salami snacks, with 170g of pork per 100g of product. Seasoned with chilli, paprika and pepper.

Buck n Bird Salami Crisps - Suitable for keto and gluten-free diets, these delicious, air-dried high protein salami crisps contain 246g of premium salami per 100g. 

Olives et Al Lapsnack Habas Picante - High protein roasted broad beans, in an addictively spicy crunchy coating. Perfect for nibbling with a glass of wine.

9. Gut Health-Friendly Snacks

Happy guts remain high on the health agenda for consumers. Data-gathering experts at Kantar say the trend continues to grow from strength to strength thanks to a significant appetite for digestive health products. Average monthly online searches for gut health have risen 85%, according to Kantar’s Dx Global Trends Report on Food and Beverages. Fibre is associated with supporting digestive health, and consumers associate snacks, crisps and crackers made with whole grains, nuts and seeds as good sources of fibre.

10. Free-From Snacks

The free-from category continues to see new product launches every year as more brands look to innovate their way to success. Whether shoppers are addressing food allergies or looking to cut out certain ingredients for other health reasons, snacks that account for these sensitivities are becoming a vibrant category in their own right.

11. Superfood Snacks

Health-conscious consumers are searching for foods that will make them feel better both physically and mentally. Snacks are increasingly seen as a way to either provide a burst of focus and energy or promote calm and sleep. According to a global survey by ingredients company Kerry, 86% of consumers said they would pay a premium for food and beverages with added functional benefits.

Ingredients that support stress management and brain function are in the spotlight. Ashwagandha is believed to relieve stress, increase energy levels, and improve concentration, and has seen average monthly searches online more than double, according to Kantar’s Dx Global Trends Report on Food and Beverages. Meanwhile, searches for lion’s mane, which is believed to help the brain, heart and gut, rose by 65%. As these ingredients shift from fringe wellness products to well-known ingredients, it’s only a matter of time before we see them cropping up in health-focused snacks for savvy shoppers.

On-The-Go Snacks

There’s no stopping for a siesta in the UK. Brits are known for their workaholic nature, which often leads to missed meals – particularly breakfast and lunch. Around 15% of adults say they skip breakfast on a regular basis because it doesn’t fit into their schedule, while the average lunch break is now 33 minutes. It’s clear there is a need for products that can easily be slotted into these eating occasions. However, shoppers are being more cautious, eschewing pre-packed sandwich deals in favour of lighter, more nutritious options. When it comes to stocking for on-the-go purchases, the health claims, fat, sugar and salt levels of what you’re selling, as well as how processed products are, matter a great deal, so choose wisely.

12. Breakfast, Brunch and Lunch Snacks

Make it easy for your shoppers. They want products that will fill them up, provide key nutrients (like fibre or protein), and that don’t leave them facing huge sugar spikes later in the day. Low sugar porridge pots, snacking hummus pots, and even that old favourite, cheese, are all great options.

Three products to stock

ChicP Hummus and Breadsticks Snack Pot - A perfectly portioned, nutritious on-the-go snacking option, combining crunchy breadsticks and a delicious hummus dip.

Butlers Farmhouse Cheeses Perfect British Cheeseboard - Keenly priced, and with just enough cheese for one hungry person, or two to share, this collection includes 18-month aged Sunday Best, Button Mill and Blacksticks Original.

Rise Banana & Peanut Butter Pots - Filling sugar-free, gluten-free blitzed porridge pots, ready to eat. This one mixes together the taste of ripe banana and peanut butter.

riseporridge.com

13. Yoghurts

Yoghurt is a regular basket filler, but consumers are putting greater stock in label reading. They want yoghurts that feed their good gut bacteria, are high in protein, and low in sugar. Flavours trending at the moment include lemon/citrussy profiles, tropical fruits, and berries.

Bio&Me Mango - There are 18 different live and active cultures, totalling more than 60 billion cultures per pot of Bio&Me, with this one bringing a taste of the Caribbean to the table.

The Collective Gourmet Passion Fruit - Billed as being ‘for grown-ups’, The Collective’s version layers thick, luxurious, creamy yoghurt with tart, zingy, crunchy passion fruit compote.

Ann Forshaw’s Luxury Yogurt Strawberry & Rhubarb - From cow to jar in 24 hours. These eye-catching yoghurts fit very nicely into speciality settings. This one has a pool of strawberry and rhubarb compote at the bottom.

14. Snack Bars

Sometimes, when time is really tight, there is no other option on the go than a cereal or fruit bar. Compact, lightweight, and bursting with energy, they slip neatly into lunch boxes, handbags, gym bags and coat pockets. As with most snacks this year, choosing products in this category that are not heavily processed, contain less sugar, and boost fibre or protein, will put you in shoppers’ good books.

Three products to stock

Veloforte Orange & Cacao - A satisfying chocolate and orange-flavoured bar, filled with crunchy toasted seeds, fruit and whole foods. The bars are vegan, all-natural, and contain no added sugar.

Raw My God Prebiotic - This raw bar is crafted from prebiotic natural coconut and almond and is free from sugar, gluten and unnecessary additives.

Pip Organic Pineapple & Mango Pipstick - Real fruits are cut, dried and mashed into these 100% fruit bars with nothing added. They are full of fibre for slower energy release, and count as one of your five a day.

Sweet Snacks

Despite the ongoing pinch on their cost of living, British consumers are continuing treat themselves. They’re just going about it in a different way. Rather than splurging on shopping sprees or dining out, today’s shopper is looking for meaningful, delicious ‘me moments’ to enjoy at home, whether alone, or with friends or family.

Sweet snacks play perfectly into their plans, and brands are helping to make these moments as accessible as possible, with an increase in miniature, single serve products, and sharing bags.

Biscuits, particularly, are enjoying strong sales, especially those in traditional flavours that remind consumers of diving into the familial biscuit tin and putting a brew on.

15. Chocolate

The mini chocolate bar really does feel like a treat. Portioned to perfectly satisfy the cravings of one cocoa lover, they are a format that has come on leaps and bounds in the last 12 months, especially as producers look to reduce the calorie count of their bars to fit in with HFSS regulations. Shoppers are happy to spend a bit more here for quality, so it’s worth investing in excellent bean-to-bar chocolate. Look out too for recyclable or compostable packaging, which is increasingly being used in this sector.

Three products to stock

Booja Booja Chocolate Wonders, Raspberry Scrunch - A brand-new release from the award-winning vegan chocolatiers. Scrummy little truffle gluten-free morsels, in a resealable, recyclable sharing bag.

Cox & Co Miso & Caramel - The finest single origin Colombian 47% cocoa is blended into this oak milk chocolate bar, flavoured with white miso and natural caramel. In plant-based home compostable packaging.

Gnaw Sticky Toffee Pudding - Part of a new range of individually sized bars. This one blends the maker’s milk chocolate with dates and crunchy caramel pieces. In a 100% home compostable wrapper.

16. Coated Fruit & Nuts

Chocolate or yoghurt-covered fruit, nuts and even seeds are big business, with insiders predicting this as an area of expected growth. Why? Dried fruit and nuts fit into consumers’ desire for whole, natural foods that are more healthful…with a coating of chocolate adding the indulgence factor. 

Forest Feast Peanut Butter & Milk Chocolate Dates - Plump, squidgy Deglat Nour dates perfectly matched with peanut butter, and dipped generously in rich milk chocolate.

Cambrook Salted Caramel Dark Chocolate Hazelnuts - Seriously addictive, praline-flavoured nibbles. Hazelnuts are tossed in Cambrook’s Italian caramelising pans, then smothered in smooth dark chocolate.

TruFru Nature’s Raspberries - A cool treat. Fresh raspberries are picked when ripe, flash frozen, and coated in tempered white and dark chocolate. Only 90 calories per serving.

17. Biscuits

Biscuits are a perennial favourite in most households. Available at a wide range of price points, they are easily accessible. But that means speciality retailers need to work a bit harder to ensure what they stock sticks out in a large crowd. Shoppers are massively tapped into nostalgia right now, so classic flavours will always sell. Sustainable packaging is another consideration. As is stocking biscuits that use ‘real’ ingredients, such as pure butter.

Three products to stock

Farmhouse Biscuits Oat Flips - The brand’s bestseller. These crumbly, sweet, wholesome-tasting biscuits are lighter than appearances would suggest, and are wonderful with a strong cup of tea as an afternoon treat.

Sweet F.A. - Organic, gluten-free biscuits that don’t compromise on taste or texture – in fact, most tasters can’t tell they contain no gluten. 

Rendles Strawberry & Cream Viennese Biscuits - All-butter biscuits, with pieces of strawberry and white chocolate chips. Indulgent, and wonderful as part of a summer dessert spread.

Classic Snacks

Although innovation continues to push the world of snacking forwards, consumers aren’t leaving their ‘old favourites’ behind. They continue to reach for familiar, comforting flavours and formats that transport them to childhood, and for brands that share their sentiment for nostalgia and tradition. The soaring appetite for ‘classics’ is difficult to ignore in retail right now, and it will pay dividends to invest in products that deliver on quality while giving a nod to the past.

18. Crisps

Britain is a nation of crisp lovers. They’re adored across all regions and form a key part of all retailers’ snack offerings. Cheese and onion continues to rule the roost where flavour is concerned, followed by salted, and more recently by meaty and spicy options, which are striking a chord with younger shoppers.

Consumers are paying more attention to ingredient lists, seeking out products made with purely natural flavours, and crisps cooked in rapeseed and olive oil.

Three products to stock

Fairfields Farm Crisps Prawn Cocktail - Does it get any more retro? These tangy, yet creamy-tasting new nibbles really do give that classic 70s vibe. And they’re vegan and gluten free too.

Made for Drink Baron Bigod & Onion - A moreish combination of one of Britain’s finest farmhouse Brie-style cheeses, and piquant onion. A delectable take on the nation’s favourite flavour.

Just Crisps Sea Salt - Cooked in the brand’s own cold-pressed rapeseed oil and finished with a sprinkle of sea salt, there are just three ingredients in each packet, tapping into consumer demand for cleaner, shorter decks.

19. Cheeseboard Partners

Snacks are no longer relegated to a small pick-me-up between meals; they now offer occasions in their own right. “The movement towards premium yet affordable snacks continues to grow as consumers look for little luxuries and creative gifting options,” said Flora Williams, innovation insight manager at Belazu.

Lean into the desire to graze with cheeseboards and Mediterranean-style mezze. You likely already have the cheese and charcuterie, but stocking perfectly snackable pairings like crackers and biscuits can transform a simple snack time into an event that’s not to be missed.

20. Nuts

Nuts are picking up a pace in the snacking arena. Not only do they have widespread appeal at multiple price points, but they meet the overwhelming demand right now for protein. A single serving of nuts (around 28g) can deliver around 3-7g of protein and 3g of fibre, which is making them the on-the-go choice for shoppers looking to maximise their macros.

The bigger and better your range of nuts, the more you’ll be able to entice these consumers, curious to try new flavours, over the threshold. Salted varieties are a given, but those with a touch of spice, or even truffle (for a hint of luxury) are hitting the mark too.

Three products to stock

Cambrook Cocktail Hour Nuts - A sophisticated party starter of chilli cashews and peanuts, hickory smoke almonds, and caramelised hazelnuts. The choice of some of London’s most famous hotel bars.

Mr Filbert’s Black Truffle & Sea Salt Mixed Nuts - Mixed nuts are oven roasted before being tumbled in aromatic black truffle and sea salt. A distinctive, luxurious-tasting snack.

Manilife Deep Roast Salted Peanuts - The highest quality peanuts, sourced from a single family estate, given intensity of flavour with the brand’s signature deep roast and a sprinkle of salt. These take the classic to a new level.

21. Savoury Biscuits

You can’t beat a sweet dunker, but a category to watch on the biscuit aisle is savoury, with multiple brands sweeping in to revitalise what has been a staid part of the market for quite some time. Biscuits infused with nuts and seeds, tapping into the gut health trend, are popping up, alongside a steady flow of wafer-type savoury biscuits, promising a ‘lighter touch’. Cheese biscuits will always be a hit with all ages but look also for those bringing an element of spice or a sprinkle of herbs.

Three products to try

Tregroes Waffles Mature Cheddar - The brand will be familiar with shoppers for its sweet, caramel-filled waffles, so these make a nice bridge into the savoury category. A crunchy bite, infused with cheese from South Caernarfon Creameries.

Island Bakery Cheese Biscuits, Harissa & Cumin - These buttery, organic morsels are one of the brand’s personal favourites, delivering warmth from the spices balanced by the savoury punch of Isle of Mull Cheese.

Good Guys Bakehouse Cheddar Biscuits - These contain just five calories each, despite being absolutely packed with real Cheddar. The light, moreish wafers also have a dash of chilli, black pepper and spice.