May 28, 2025 – US salty snacks continue to grow, albeit at a conservative pace. This growth is organic, driven slightly more by volume consumption than by increased price. Increased salty snack consumption among Generation Z and Millennials is the catalyst, powered by not just more occasions but also diversification of snacks chosen. Innova Market Insights’ research looks at the latest salty snacks trends in the US, including consumer insights, product launches, and future opportunities to grow in the salty snacks market.
US Snack Consumer Polarization
Snackers in the US exhibit polarized needs; they are almost equally divided between choosing healthier options (37%) and opting for whatever is available, without concern for health or indulgence (39%). This implies that even indulgent snacks can benefit from better-for-you ingredients that offer essential nutrients, if taste and texture remain intact.
Furthermore, healthier options can help products stand out in a crowded snack market. Consumers face a dilemma with flavor as well; while they are eager to explore new tastes, they still come back to the comfort of familiar flavors. Innovations that tap into nostalgia and pop culture, such as brand collaborations, can skillfully balance the desire for exploration with the enjoyment of established favorites, thus minimizing risk.
Salty Snacks’ Role as an Affordable Source of Sustenance
Nearly 46% of consumers in the US report that their financial situation has worsened in the past year. As a result, health considerations and budget constraints are the main factors driving a decrease in salty snack consumption. However, these same factors can also lead to increased snack consumption. While consumer perceptions about healthy snacking are evolving, there is still room for improvement. Certain salty snacks, including nuts, meat snacks, and veggie puffs, offer a more affordable alternative to full meals, especially when combined. Brands can help by providing suggestions for healthy snack pairings that enhance overall nutrition.
US Consumers Seek Better-for-You Options
Outdated stigmas surrounding snacking are fading, yet they aren’t completely gone. With modern lifestyles leading to increased snacking, consumers expect snacks to play a more significant role in achieving their nutritional goals. Clean label cues rank as the most sought-after indicator of a healthy snack. Meanwhile, snack trends reveal that 32% of US snackers look for claims such as “high in” or “source of” on snack packaging. Additionally, 39% of US snackers report that they are consuming more snacks fortified with added health benefits, including vitamins, fiber, or calcium.
Weight Loss and Nutrition Create Room for Smaller Options
Considering that weight management is the leading health concern among Americans at any age, it stands to reason that as awareness rises, more research is done, and certainly, if drug costs continue to drop, consumers may take a second look at GLP-1 drugs. 25% of US consumers using a GLP-1 drug said they actually increased their consumption of snacks. Portion control, coupled with fiber and protein, align with many types of diet or lifestyles, not just GLP-1s.
The Rise of Private Label in Snacks
Even in these uncertain times, snacking prevails, demonstrating a fundamental shift in the role snacks play in routine and wellbeing. Rather than cutting out snacks, the majority of consumers are finding ways to maintain their snacking habits or even increase them. Snack trends show a rise in private label popularity, with 31% of US consumers saying they increased their purchase of private label products compared to the previous year. While value is the core reason, perceptions of quality, availability, and exciting variety are strong. Still, collectively, the leading brands are a dominant force, controlling more than 60% of the very diverse and competitive salty snacks market.
Texture and Flavor Layering Inspire Brand Extensions
Despite often gravitating to the familiar, new taste discovery is one of the most important drivers of enjoyment and pleasure in food, especially among Generation Z and Millennials. Brand extensions, even in new, mostly adjacent, territories, can ease consumers with the familiarity of brand trust. For example, Hershey’s launched Cookies and Creme Popcorn Drizzled with White Creme and Cookie Bits, leveraging brand familiarity while creating a new product in the salty snack category.
Protein-Centric Snacks are Top Launches
Protein is the leading product attribute sought in snacks. Snack trends show that 63% of consumers seek protein from a snack, pointing to signs that even in “indulgence”, consumers want sustenance. This tracks with the physical functions sought by snackers of sustenance and energy. Examples of product launches highlighting protein are Kindling’s Protein Pretzels with Garlic Parmesan Flavor and Wilde Protein Chips, which offers a crunchy salty snack with 10g of protein.
What’s Next in US Salty Snacks Trends?
Although meal consumption remains a large part of US diets, the role of snacking is expected to expand. The increasing fluidity of family lifestyles means targeting in-between meal occasions can drive further growth in salty snack consumption. Product pairings, particularly those that are nutritious, will facilitate the transition of salty snacks into new occasions. Snack brands will strategically use nutrition and portion sizes to appeal to new eating occasions and underserved demographics.
As the number of snacking occasions increases, consumer demand for variety will create expanded opportunities within the snack aisle. To succeed in the US salty snacks market, brands must innovate through meaningful partnerships and emphasize nutritious, functional offerings that cater to evolving consumer preferences.
This article is based on Innova’s Salty Snacks in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
