January 5, 2026 – The global snacks market continues to rise in value, but within overall sales, individual subcategories are also realizing solid growth as the category sees increasing segmentation and brands build upon on-trend niches to develop consumer loyalty and enduring sales. For example, popcorn and corn chips are among the star performers in NPD, yet are not new snacking concepts; however, key brands are engaging with consumers by creating elevated snacking experiences. Tied into this is the increasing role of snacking in meeting emotional needs. Snacking can provide comfort and create feelings of happiness, and we can see brands tapping into these emotions, by creating multi-sensory experiences or adding a sense of luxury and premium to the snacking occasion.
Macro Factors Impacting the Global Snacks Market
Macro forces reshaping the global snacks market include cost of living, health, environmental concerns, and new technology. Rising living costs are pushing some consumers toward premium at-home snacks as an alternative to eating out, while others move to cheaper, economy options. Personal health is a leading priority, so consumers are seeking better-for-you salty snacks with less fat or salt, added nutrition, or cleaner ingredients. Environmental concerns, now the top global concern, are boosting demand for sustainably sourced ingredients and reduced-impact packaging. At the same time, digital tools and social media trends are giving brands new ways to influence snack choices and consumer engagement.
Health Consciousness and Changing Lifestyles
Global snack trends are driven by a stronger focus on health and conscious living, accelerated by the pandemic. Health concerns now act as a barrier for some consumers, who more carefully weigh the benefits and drawbacks of snacks before buying, considering both wellness and cost. Despite this, snacks still hold a clear role as treats and small rewards, offering affordable moments of happiness. More flexible lifestyles are also reshaping occasions for snacking, with products serving both as convenient on-the-go options and as items for at-home social gatherings, where affordability remains a crucial part of their appeal.
Major Players and Retail Chains are the Top Innovators
Major snacks and grocery brands lead in global innovation, namely PepsiCo, Intersnack, Calbee and Kellanova. Retailer brands are also highly active. Flavor innovation remains at the heart of most brand strategies, with recent NPD leaning toward social media trends, global taste influences, and co-branding.
Better-For-You and Premium Offerings Are Also Driving Innovation
For many consumers, health concerns are a barrier to consuming snacks. Brands therefore need to work hard to increase nutritional appeal. Clean label claims are among the top positionings across most regions, while positive nutrition claims, e.g., protein claims, are also a focus. Clean label NPD also builds into the further premiumization of the snacks category, along with indulgent flavors and ethical claims.
Healthier snack innovation can go further and be seen as an advantage for consumer retention in the category. In some regards, healthy indulgence is a theme driving snacks NPD, with protein and fiber-rich positionings seeing increases in penetration, but bad ingredient reduction remains an area for attention.
Younger Generations Ditching Meals in Favor of Snacks
For many, snacks are replacing meals, influencing increased consumption. As a result, consumers seek greater variety and snacks that fit into their daily lifestyles, not only for convenience but also for health considerations. Snack trends show that younger generations over-index for replacing meals with snacks, with 58% of Gen Z doing so regularly.
Global Snack Flavor Trends
Consumer preferences in salty snacks are distributed across a spectrum from mild and plain to strong, intense, and multi-flavor blends. Rather than one dominant taste profile, the market reflects diverse flavor expectations, creating space for both subtle and bold offerings. Globally, brands are using punchy, distinctive flavors to stand out within the broader snacks category. PepsiCo, for example, has introduced a range of coated nuts with various flavors inspired by its snack brands, including Walkers Salt & Vinegar and Smoky Bacon, Doritos Chilli Heatwave and Flamin’ Hot, Wotsits Really Cheesy and Walkers Max Paprika.
Global Snacks Positioning Trends
Recent global snack product launches show a shift in claims from natural and clean label toward indulgence, tradition, and protein. Although consumers say real ingredients and clean label are key to their choices, claims like no additives, GMO-free, organic, and natural have lost share in recent years. At the same time, vegetarian has become the top special diet claim. Global snack trends reveal that protein claims have edged ahead of fiber claims, and indulgent and traditional positionings are gaining ground as brands focus more on enjoyment and loyalty. With consumers upping their snack consumption mostly citing increased novelty and variety, brands expanding their ranges and NPD targeting niches, should find consumer appetite for all things new.
Global Snack Claims Trends
Different regions put different importance on claims and understanding these local variations matters to brands, particularly those with international interests. For example, Asia is the only region where indulgent and premium claims make the top five; so, adding value to snacks here should appeal to consumers and help brands retain a competitive edge. Vegan claims are the most important in Europe; whether this reflects eating trends or labeling, it does suggest that such claims can carry a lot of weight in this region, even if the snack product is intrinsically animal product-free.
Increased Innovation in Corn-Based Snacks
Corn-based snacks are seeing the fastest growth. These traditional snacks are seeing increased attention, not least due to brand activity that sees NPD enhancing the consumer snacking experience. For example, new from the Doritos brand in the UK is a Stranger Things limited edition product, alongside the launch of a black garlic dip, tying in not only with the series but also with Halloween. This linked-up innovation adds novelty, fun, and multisensory appeal.
What’s Next in Global Snack Trends?
Brands are developing more complete snacking experiences, as snacks become more premium and frequently replace traditional meals. Protein is taking center stage, both as a naturally occurring element and as a fortified nutrient. Collaborations and co-branding between iconic brands are increasing, and flavor innovation is now drawing inspiration from a wider variety of categories. Simultaneously, brands are embracing new technologies and interactive engagement tools to deepen connections with consumers.
This article is based on Innova’s Snacks – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more