European snacking economy worth €234 billion

A new study from The Circana Group – a leading advisor on consumer behaviour – has reported a boom in the European snacking market, which grew by 2.9% (€7 billion) to reach €234 billion in 2024.

In Snack Unwrap: The Insatiable Craving for Growth, Circana shares data that shows snacks now make up 40% of all edible grocery sales across the continent.

While inflation remains a factor for growth, unit sales are being led by consumer trends towards functional and health-forward categories which could boost their wellbeing, including cereals and breakfast bars (up 6%), dried fruits and nuts (up 4.9%), cheese (up 3.1%) and yoghurt (up 3.5%). All now feature prominently in the snacking sector and look set to continue on an upward trajectory.

Circana’s analysis is, they say, the most in-depth review of the European snack market to date, drawing on point of sale (POS) data from France, Germany, Italy, the Netherlands, Spain and the UK, encompassing 628 snack segments ranging from sweet and savoury, to chilled, frozen and functional. It reveals how consumer behaviours are changing, and highlights the trends, innovations and brands that look set to drive snacking into the future.

Ananda Roy, SVP thought leadership and Europe CPG growth advisor at Circana, said, “The snack aisle has become a mirror of modern living, driven by new trends in diet, lifestyle and occasions beyond traditional snack consumption.

“To stay relevant, global brands need to balance local tastes with universal drivers like enjoyment, convenience and health. Success isn’t just about gaining market share; it’s about relevance. To win, brands must treat it less like a category and more like a culture; fluid, hybrid and always evolving.”

According to the data, snacking as a category is evolving faster than at any point since the pandemic, driven by shifting consumer priorities such as health, lifestyle and emotion. From high-protein and gut-friendly options to clean-label, minimally processed snacks, shoppers are making more intentional choices, whether seeking energy, balance, or comfort. 

Portion-controlled indulgence and plant-based alternatives are rising alongside viral trends and socially driven snacking moments, showing that growth today is fuelled by both function and feeling.

Supermarkets are continuing to dominate in the European snacking landscape according to Circana, accounting for 50% of total sales. Discounters play a role too, contributing €44 billion in value.

In contrast, convenience stores saw a decline in unit sales, and hypermarkets remained flat. Smaller specialist channels, including eCommerce, reported the strongest growth rates, highlighting opportunities in digital and fine food retail.

The UK (up 3.6%) and Germany (up 2.5%) lead in overall snack sales by value, reflecting the scale and maturity of their markets, and highlighting the role snacking plays in Europe’s biggest grocery economy.

The Netherlands (44.6%) and Italy (43%) hold the highest snack category value share in the EU’s ‘Big 6’ markets.

5 essential tips for stocking snacks in specialist retail

1. Make the shift from impulse t intentional buys. Focus on strategies that put new eating occasions such as pre-workout, with meals or late-night relaxing, at the forefront.

2. Tap into functional innovation by leveraging claims like high-protein, gut-friendly, energy-boosting and low-processed to engage with health-conscious consumers.

3. Redefine your success metrics, moving beyond unit sales to measure mission fulfilment, cross-merchandising and relevance by daypart.

4. Optimise your ranges dynamically by using data analytics to forecast demand, target promotions effectively, and track category performance by snacking occasion.

5. Balance premium with permissible snacks by supporting both the indulgent and better-for-you formats, from smaller packs and nostalgic treats, to chilled fresh fruit and protein.