Snacking Remains a Top Priority for Consumers Despite Economic Uncertainties
CHICAGO — Despite economic uncertainties, snacking remains an integral part of daily life for U.S. consumers.
Nearly half of Americans (48.8%) snack three or more times a day, a 2.7% increase year over year, with younger demographics (ages 18-44) leading the charge, according to Circana's latest research, "Snack Unwrap: The Insatiable Craving for Growth."
Additionally, factors such as health, flavor, innovation and broader macroeconomic trends are transforming American consumers' snack cravings.
[Read more: Confectionery Sales Topped $54B in 2024]
"Snacking continues to play a vital role in consumers' lives, meeting needs ranging from quick hunger fixes to indulgent cravings and wellness goals," said Sally Lyons Wyatt, global executive vice president and chief industry advisor for Circana. "While snacks have driven dollar sales growth for years, unit sales tell a more nuanced story, with declines in 2022 and 2023, a softened decline in 2024, and a renewed dip as 2025 begins. This underscores how consumer snacking habits are evolving. Brands have a significant opportunity to adapt by leveraging health trends, personalization, and innovation to align with these shifting preferences and expectations."
Key insights from the 2025 report include:
Healthier Options on the Rise
Consumers are increasingly seeking snacks that align with their dietary and wellness goals. Approximately 64.1% actively look for snacks perceived as "good for them," marking a 7.4% increase since 2020. Categories like yogurt, natural cheese chunks and high-protein options are experiencing robust growth due to their nutritional appeal.
Macroeconomic Influences Drive Value-Oriented Choices
Rising concerns about inflation and cost have led to more strategic purchasing practices. Consumers are still turning to multipack and variety options. In addition, sales growth of private label snacks is outpacing branded products in several core categories.
Innovation Fuels Consumer Demand
From functional snacks with health benefits to indulgent treats with nostalgic twists, brands are successfully appealing to diverse consumption needs. Viral flavor profiles such as ube, peri peri and matcha are fostering curiosity, while collaborations between brands are creating buzzworthy products.
Emerging Channels & Trends
Online sales of snacks continue to climb, with nearly 50% of consumers stating they are purchasing snacks online in 2024. Convenience, flexible delivery options and price-surfing behaviors have all contributed to the growing prominence of e-commerce in the snacking sector.
"Snacking has evolved beyond simply satisfying hunger; it has become less about impulse and more of a reflection of personal values, priorities, and lifestyle choices," Lyons Wyatt added. "From the rise of health-forward products to the experimental exploration of bold flavors, brands must adapt quickly to meet consumer needs and keep pace with shifting trends."
"Snack Unwrap: The Insatiable Craving for Growth" is available here.
Headquartered in Chicago, Circana provides technology, artificial intelligence and data to fast-moving consumer packaged goods companies, durables manufacturers and retailers seeking to optimize their businesses. Its predictive analytics and technology empower clients to measure their market share, understand the underlying consumer behavior driving it and accelerate their growth.
