July 28, 2025 – Snacking is evolving on a global scale, bringing both challenges and opportunities across ingredients, formats, and packaging. As change accelerates and differentiation becomes harder to achieve, brands, suppliers, and producers must adapt quickly and strategically. Innovation in Snacks – Global, an Innova Market Insights report, explores the key trends reshaping the snacking landscape. Part of our broader Innovation In Reports series, it highlights disruptive concepts and breakthrough ideas across categories—connecting global macro shifts to practical insights that drive future growth.
Balancing Health and Variety in the Modern Salty Snack
Consumers enjoy salty snacks primarily for their taste, with more than half of them stating that they consume them while watching TV. While some have increased their consumption due to the desire for variety, others are reducing their intake because of health concerns associated with snacks. To cater to evolving preferences, brands should focus on offering healthier options that come with exciting new flavors. Enhancing snack appeal for diverse lifestyles and occasions can cause growth.
Salty snacks are also consumed when spending time at home, outdoors, or in hospitality settings. Brands can improve products by bridging the gap between traditional snack flavors and contemporary ones. Especially when the majority of snackers express a desire to see more old and traditional recipes appear on supermarket shelves.
Embracing Tradition for Health and Beauty Trends
Snack trends show that foods that support and benefit physical appearance, rich in antioxidants, and vitamins are highly in demand too. For instance, snacks that are rich in antioxidants support digestion and offer anti-aging benefits. This creates a curiosity in purchasing food and beverages that support physical appearance, including skin, hair, and nails, which has also been a consideration for consumers. Interest is growing in traditional recipes and old flavors, reflecting a desire for authentic snacks. Snacking all the while being mindful of what you eat is equally on the rise. Individuals are on the hunt for comfort and calm.
Stay Ahead with Smart and Sustainable Packaging
Interest in environmentally responsible packaging is on the rise, with consumers opting for recyclable solutions more often. There are strict frameworks such as the European Union’s Packaging and Packaging Waste Regulation (PPWR) that have accelerated the shift towards monomaterial packaging, which is designed to enhance the ability to recycle materials. This regulation aims to reduce packaging waste and support a circular economy. Setting targets for recycled content, restricting certain single-use plastics, and promoting reuse and refill systems, replacing the previous iteration by introducing common rules across the region concerning the full packaging lifecycle.
While plastic remains dominant in food packaging due to its safety and shelf-life benefits, suppliers and producers are gradually phasing out multi-layer plastics in favor of recyclable layers. This trend is supported by an increase in on-pack claims, although it remains relatively niche. Even if a growing number of consumers state that they choose recyclable packaging to be more environmentally responsible, it will have to be clear to them when purchasing food products.
Ingredients for Modern Health Expectations
Health-conscious snacking is one key area that represents a shift, highlighted clearly by the appetite for options with reduced sodium, protein rich claims, and plant-based ingredients. Consumers do not hang around when it comes to their health and to support that without compromising on taste or quality is key. One way of doing this is by replacing the type of salt within their snacks and food. Other consumers respond more positively to plant-based sources than to processed alternatives.
Focused on limiting or reducing ingredients perceived as harmful to their health. Innovation maintains flavor while meeting the demand for better-for-you snacks as far as the average consumer is concerned. As mentioned previously, one trend snack brands should consider developing is using alternatives in their formulas to reduce sodium content and promote heart health, in accordance with general health guidelines issued by governing bodies.
Flavor and texture innovation is pivotal for creating healthier and more sustainable snacks that are both tasty and exciting. Snack trends indicate that consumers are attracted to new flavors, seeking bold and unexpected experiences in their palates. These creative combinations help brands differentiate themselves while maintaining quality and satisfaction.
What’s Next in Snacks?
Brands can appeal to shoppers by providing snacks that bring health benefits alongside indulgence. Building on personalized, functional snacks will dominate future trends based on data in this report, and they will bring advantages like stress relief and cognitive support. Snack trends reveal that consumers prioritize health-conscious and sustainable snacks that offer more than flavor, such as snacks that claim to offer immunity support or stress reduction. Expect indulgent yet nutritious options featuring low-sugar, high-protein formulations, and clean label claims. A move towards sustainable packaging will also prevail, promoting the use of biodegradable materials, smart packaging, and reusable solutions.
The rise in eco-friendly and refillable options will become the standard, aligning with circular economy practices. Elsewhere, ingredient trends will emphasize sustainable sourcing, plant-based, and functional ingredients. Snack trends suggest that healthy ingredients, such as probiotics and adaptogens, will gain prominence, while upcycled ingredients will offer sustainable, nutrient-dense options. Clean label snacks will become further reliant on transparency and simplicity will continue to flourish. Future flavor trends may explore bold global fusions with regional and exotic ingredients, all while incorporating functional flavors that provide health benefits. Expect more innovative combinations and tastes inspired by international cuisines and unique cooking techniques.
This article is based on Innova’s Innovation in Snacks – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
