We offer unique industry insights, illustrating and illuminating new opportunities to help our customers make better decisions. This week we discuss snack insights and spotlight trends for 2024.
Two in three consumers think that anything can be a snack (1). This represents a huge departure from the traditional distinction between comforting, indulgent tide-me-overs and pick-me-ups like chips, cookies and bars and the heartier foods typically used for meals.
In Datassential’s keynote report on snacking, we are encouraged to “shed any preconceived notions about what makes a snack a snack” and to “let your creativity run wild, and push the boundaries of just what can be a snack” (2). This idea underscores the 2024 snack trends of new types of jerky, as well as the expansion in exotic savoury flavours.
At the same time, of all the different types of snacks, “healthy snacks” have been experiencing the greatest consumption increases, with 34% of people globally consuming more healthy snacks over the past year (3). While creative approaches to flavours, formats and what a snack can be are essential to innovation, healthy and better-for-you formulations are foundational to the future of snacking.
2024 snack trends to watch
1. Functional
Functional benefits in snacks are a trend right at its inception phase, according to Datassential (4). Beyond consuming snacks as a treat or to satisfy hunger between meals, more consumers are using snacks to address a specific need state like energy or even immunity.
Globally, 32% of consumers increased their consumption of snacks with added health benefits over the past year (5). Snacks with functional ingredients to support energy or sleep, for example, give consumers an easy way to address their needs on demand. Other key ingredients are fibre and probiotics for gut health and protein for weight management and muscle support.
2. Flavour forward
Savoury snack flavours are going bold and exotic this year. Expo West 2024 showcased a variety of Korean cuisine flavours, including some in snacks like kimchi potato chips and wasabi seaweed chips. The Nexty Award winner for a savoury or salty snack was pickled jalapeno “cactus sticks”(made from amaranth and cactus powder).
The limited time offering action continues in savoury snacks with Lay’s potato chips in regional flavours: West Coast inspired Crispy Taco, Midwest inspired Fried Pickles, and East Coast inspired BLT Sandwich.
3. New jerky
In both Europe and North America, meat snack launches have been increasing as a percentage of snacks category launches, with high/source of protein and gluten-free leading in claims (6). Smoked is the top flavour for meat snacks recently launched in the European market, followed by chilli (7).
Since the bold savoury flavours and health claims of meat jerky are right on target for today’s trends, it’s no wonder innovation is heating up in the category. Restaurants are leading the charge here, experimenting with new proteins, plus fruits and vegetables. Pineapple jerky, carrot jerky, pork and shrimp jerky and salmon jerky have all been spotted and can provide inspiration for retail packaged snacks (8).
Partnering with Glanbia Nutritionals for flavourful functional snacks
Whether savoury or sweet, the snacks that appeal the most in today’s market are those that offer a moment of indulgence through an exciting flavour or format—and provide some nutritional or functional benefit. Businesses can expect this desire for the best of both worlds to continue to grow as more consumers seek simple steps they can take to live a healthier lifestyle. Find out more about Glanbia Nutritionals' expertise and offerings in dairy-based and plant-based proteins, bioactive ingredients, custom premix solutions, and Foodarom flavours here.
References
1-2. Datassential, Keynote Report: Snacking, July 2023.
3. Innova Market Insights, Trends Insider: Nourishing Tomorrow: Global Healthy Snack Trends with a Focus on Asia Pacific, December 2023.
4. Datassential, Keynote Report: Snacking, July 2023.
5. Innova Market Insights, Next-Generation Snacking: Exploring the Global Landscape of Better-For-You Sweet vs Savory, July 2023.
6-7. Innova Market Insights, Category Review: What’s Trending in Meat Snacks – Global, December 2023.
8. Datassential, Snacks, March 2023.