29 August, 2025 – In the past, healthy snacking called for compromising or having the discipline to choose a healthy snack. Now healthy snacking is mainstream as a majority of US consumers both snack and make mindful food choices. They expect snacks to be healthy and also to meet expectations for flavor and texture.
Nutrition, Comfort, Energy, and Wellness Drive Snack Choice
US consumers seeking healthy snacks look for more than just protein and fiber; they also seek comfort, energy, and wellness. Healthy snacks that are likely to resonate with the US consumer are craveable, meet sensory expectations, have natural and clean ingredients, deliver value, and support health, reflecting current snacks trends.
Just because a snack has a wellness claim doesn’t mean it will retain consumers. US consumers go back and forth among health, indulgence, and availability. They choose snacks based on the situation, their mood, and whether the snack products are convenient. That is why healthy snacks in the US need to be enjoyable, match conventional and indulgent snacks for packaging and satisfaction, meet consumer expectations for value, and be convenient.
Sensory Experiences are #1
US consumers of healthy snack products expect sensory experiences, including taste and texture. Snack products that are not enjoyable to eat are unlikely to retain consumers, even if the products offer health benefits. Healthy snacking trends highlight the need to balance health with sensory enjoyment, as consumers are not always willing to trade taste and texture for nutrition. US consumers may think that healthy snack products are not as exciting and also don’t provide the comfort and reward they seek. This is a call to action to health snack brands to innovate around texture and flavor to make healthy snacks – including those eaten alone at home – satisfying and indulgent.
Brands cannot compromise on the combination of indulgence plus functional benefits. US consumers expect taste and texture along with health features such as protein and fiber. Health cannot be an excuse for not delivering on sensory enjoyment.
Healthy Snacks to Match Eating Habits of the US Consumer
One way to boost consumer loyalty in the US is by tailoring snack products to match the eating habits of the US consumer. Consumer trends research conducted by Innova Market Insights shows that US consumers tend to eat snacks at home and by themselves. Snack manufacturers can resonate with US consumers by matching the format, type of packaging, and labeling messages on healthy snack products to the snack habits of the US consumers. This approach rather than one that promotes healthy snacks to share with others or enjoy at social occasions could attract repeat purchases and build loyalty among consumers in the US.
US snackers go back and forth between health and indulgence, depending on their mood, the time of day, and what is convenient. Healthy snacking trends show that brands need to market themselves on snacking occasions and adaptability to different times of day. A winning healthy snack could be one that can be eaten at home and alone; home consumption could be a key selling point to build loyalty for a healthy snack brand. Also keep in mind that the lines between snacks and meals are blurring.
Healthy Snacks Support the Mind Too
It’s easy to think of healthy snacks as fuel for the body. However, healthy snacks also can be brain fuel that supports mental health. Consumer trends research shows that US consumers are motivated to purchase products that address their stress, personal needs, and mental wellness. That is why US consumers look for healthy snacks as much to meet their emotional and mood elevation needs as to benefit their body. Snacks trends highlight this as a key opportunity for healthy snack brands to enter the mental health space.
Be Judicious with Package Claims
Consumers in the US are wary regarding health claims and claims regarding functional benefits. While they want health benefits, they may not trust the numerous claims on packaging. A typical response is to pay attention to just a couple of claims, for example, high protein or high fiber, and to forget or overlook the rest. Simple, honest, transparent claims that are free of marketing jargon can build trust with radical simplicity and transparency, aligning with current snacks trends.
Value is Essential to Health Snackers in the US
The expectations of healthy snacks of US consumers are high, especially regarding value and convenience. Consumer trends research shows that US consumers want good value for their money. They shop for healthy snacks across multiple retail channels, meaning that affordable, healthy snacks need to be widely available. Brands could lose US consumers if their products are hard to find or priced at a premium. These insights reflect ongoing healthy snacking trends in the US market.
What’s Next in Healthy Snacking in the US?
Bold flavors, ingredient transparency, and physical and mental health benefits could make healthy snacks irresistible. The combination of self-care and pleasure without compromise raises the bar for innovation in healthy snacks. Focus on mental wellbeing as the driver for snacking. Consumers are likely to turn to snacks to reduce stress, manage their mood, and improve their mental wellbeing. These will become more influential than nutrition for physical health. Watch for expansion of snacks into meals. As US consumers turn to snacks in place of meals, they are likely to seek healthy snacks that are satiating, high in protein, balanced, and suitable for all meal and snack occasions. Expand distribution into broader channels such as subscription, direct-to-consumer, and digital, especially to reach younger, trend-setting consumers. Trade health hype for functional claims that are relevant and can be supported by research. Consumers want benefits that are easy to understand. Consumers will learn to blend health and indulgence and will choose snacks to meet their habits and occasions.
This article is based on Innova’s Healthy Snacking in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more