UK snacking trends to know this summer

Us Brits are a nation of snackers, and the great news is that the UK snack market is more than ready to deliver. Whether your customers are hankering for indulgence in front of the telly or a health boost on-the-go, there’s plenty of options for you to choose from to ensure their cravings are satisfied.

This opportunity is ideal for Speciality Food readers as, according to Mintel, 55% of UK shoppers believe that premium snacks are worth paying more for, and 69% thinking that they’re more of a treat than conventional snacks. 

Of course, format is just as important as flavour; while single serving snacks are ideal for on-the-go, sharing packs merchandised well – perhaps alongside dips, antipasti and other snacking options – could inspire a snack-fuelled gathering of family and friends. 

“Format is important to shoppers, who want the ability to get sharing packs and impulse packs, so it’s important for brands to cater for both markets wherever it makes sense, and important for retailers to understand the kinds of consumption occasions that these different formats fit,” says Natasha Jones of Fairfields.

The flavour outlook

Meanwhile, familiar flavours sell say Mintel; 59% of British consumers opt for traditional flavours when it comes to crisps, but familiarity is less important in nuts and popcorn – 42% and 39% respectively. 

At Burts Snacks, a blend of innovation and delicious well-known flavours is the order of the day – the brand is celebrating the launch of its new ridged crisps in Mature Cheddar & Caramelised Onion Chutney flavour. “The launch was inspired by a desire to meet the growing consumer demand for bold, unique, and premium flavours in snacking,” explains Sas Horscroft, head of marketing and innovations.

“Approximately 33% of global consumers are intrigued by new, unique, and different flavours [McKinsey] and with the addition of deep ridges in this product format allows for more intense flavour capture, delivering a richer taste experience.”

Classic flavours – think salt and vinegar, cheese and onion and simply salted – will always be strong sellers, but many shoppers have an appetite for taste innovation. “The spice train shows no sign of relenting into 2025,” says Natasha, “and at Fairfields Farm we’re seeing that our redeveloped (and even spicier) Sweet Chilli crisps are winning both new fans and awards. Brands like Takis are disrupting the UK market and redefining heat. At the same time – and hand in hand with that – we are seeing a rise in global influence in flavours. The British shopper has always loved to try new things, and Korean, Middle Eastern and Mediterranean cuisines having a bit of a ‘moment’.”

Fairfields has recently announced the launch of its 2025 summer edition, which is sure to impress guests. “Our summer edition leaps on the Mediterranean ‘picky bits’ trend with a Chorizo & Red Wine flavour, which is rich and smoky with the sweet acidity of red wine having a bit of a boxing match on your tongue with deep, smoky paprika undertones,” explains Natasha. 

Provenance sells

Players in the fine food market can offer a story behind their products to set themselves apart from mainstream brands, and provenance is a valuable way to do just that. 

Burts has opted to source ingredients from local suppliers, in an added boon for speciality retailers. “As a company based in Devon, Burts values the importance of using high-quality, regionally produced ingredients to create premium snacks that reflect the rich culinary heritage of the area. Quicke’s Cheese, renowned for its exceptional Cheddar and is produced just a short distance from Burts’ own headquarters, making it the perfect partner for delivering an authentic flavour,” says Sas. “By using Quicke’s, Burts not only ensures the freshness and quality of the cheese but also supports the local economy and reinforces its dedication to sustainability and provenance.”

“Provenance remains important, even in the light of cost of living,” says Natasha, “with consumers looking for more British-made, local produce that extends from their fresh veg all the way through to their snacks.”

A taste for new

Innovation is rife in the snacking sector, but it’s often variations of well-loved and recognised foods – given an on-the-go glow-up – that particularly succeed. Soffle’s is a prime example, offering moreishly crunchy pitta chips in familiar, flavour-packed variations. 

According to Sophie Harvey, founder of Soffle’s, the British snack market offers opportunities for discerning shoppers. “Crisps are so wildly popular but now healthier alternatives also are. As innovative snacks are becoming more available for the consumer, they can now make different choices when choosing what to buy. Seeing oyster mushroom crisps is a big sign that not only is any snack possible it is also being bought by the consumer.”

Soffle’s offers a range of flavours, with Rosemary & Thyme the top seller, but Sophie can see less familiar flavours becoming increasingly popular. “I can see more natural flavoured snacks gaining popularity along with seasonal offerings, but tangy sriracha, Asian flavours, truffle… all seem to be going down a storm, yet sometimes you just can’t beat the salted OG!”

Snacks are much more than an on-the-go food – they offer an opportunity to create a moment, meaning that there are upselling opportunities abound. Crisps and dips are a classic combination for a reason, and Sophie has recently launched an Olive Oil Hummus to cater for this demand. “Sharing with family and friends is definitely what we made them for, and we see lots of consumers enjoying them this way. Making a bit of a spread with dips, olives, salads and drinks is the perfect occasion.”

For Darcy Ogston of Native Snacks, tweaking traditional foods has proven successful; their range of popular Asian snacks – in a convenient and suitable-for-all format – offers retailers a valuable opportunity to cash in on nostalgia and convenience in one hit. “Differentiation is key,” begins Darcy. “Our snacks are healthier and plant-based versions of prawn crackers and mini poppadoms that allow more consumers to try our products, and those who due to dietary restrictions could not eat them can now eat them again. Nostalgia is very powerful when it comes to shoppers.”

Providing a snack that is not only able to be enjoyed by all consumers but also a high quality take on restaurant classics is a great move. For shoppers, Darcy says, “Quality and functionality are major drivers, both can go hand in hand. Quality ingredients as consumers are even more conscious of what they put into their body, that’s why we never use artificial ingredients and have a clean label. Consumers like to know what the back of a pack means so use quality and easy to understand ingredients, that is why we ensure our prawn crackers and mini poppadoms are restaurant quality to give the same eating experience at home and don’t compromise on taste or texture.”

Elsewhere, look out for snacks based on roasted or freeze-dried fruit and vegetables – seasoned roasted chickpeas or seaweed snacks offer a point of differentiation as well as an option for health conscious and innovation-hungry shoppers.

An experimental future

“The future of the crisp and bagged snacks category lies in bold flavour innovation, responsible sourcing and authentic storytelling,” predicts Sas. “Consumers are looking for snacks that not only taste great but also reflect their values, and that’s where Burts continues to shine. We see a continued appetite for exciting flavour profiles, but that doesn’t mean tradition is going anywhere. Classics remain popular, but they’re being joined by bolder more adventurous combinations that bring something new to the snacking aisle.”

Sophie believes that the UK’s snacking sector will become increasingly experimental. “Having more alternative snacks so readily available I think is on the rise more than ever, and consumers will step away from the traditional products and flavour profiles. Alongside this, creators can also feel confident to use unexpected and exciting ingredients and know there will be the demand for them.”

For Natasha, the future looks bright for the UK snacking sector despite the challenges of previous years. “On the go snacking is yet to fully recover from the pandemic, with the sector still rising rapidly but not yet at pre-COVID levels. I’d expect those to catch up by the end of next year, however, with the increase in consumption occasions and our return to busy lifestyles,” she says. “Snacking through retail, on the other hand, is holding firm and as pockets continue to be squeezed, our premium handcooked crisps are seen as an affordable luxury. I would also expect that to continue, with little impact from HFSS on smaller, independent retailers except a wider selection of snacks to stock! From a shopper attitude point of view, I can only see localism and sustainability becoming even more important.”

Retailers undoubtedly have a role to play when it comes to supporting the growth of the snacking industry – and the relationship is mutually beneficial. By merchandising products well – alongside products that could create a ‘moment’, for example – retailers can boost sales across segments. “Great merchandising can really help promote and sell snacks,” says Darcy. “Creating a World Foods display or section in-store really helps promote our products alongside curry pastes, sauces and rice products, making them an easy meal solution to shop together. As a brand we are more than happy to contribute towards POS free of charge if we are told this is how they will be merchandised in store to improve the shopping experience.”

Sustainability in snacks

It’s not only provenance that plays an important role in shoppers’ snacking decisions in 2025, sustainability does too. Two Farmers is a prime example of a brand with sustainability at their core; not only is their packaging compostable but their mission to be kind to the planet begins long before their potatoes hit the production facility.

“To have good potatoes, you need good soil,” begins co-founder Mark Green. “In Herefordshire, where we’re based, and across the UK we’ve been blessed with good soil, but its quality is deteriorating with the current style of farming. In order to keep supplying the market with delicious, high quality produce – and for generations to come – we need to look after our soil.”

Mark believes that the old style of farming, incorporating crop rotation alongside other traditional techniques, is the way forward. “These days we’d call it regenerative farming, but it’s simply the way my father and generations before him used to work the land.”

The potatoes used for Two Farmers crisps are grown within two miles of the factory, and the team is utilising technology to make the business as carbon neutral as possible.

With consumers displaying an appetite for both delicious snacks and sustainable options, Two Farmers is guiding the way towards a future which incorporates both.