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China Salty Snacks – Market Dynamics
2025-06-11T16:00:00+00:00
REP75F7FF29_6D39_4071_BF2F_5C968E82C3FD_MARKET_DYNAMICS
495
184688
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Report
en_GB
Consumers' core demands are becoming increasingly clear in salty snack segments. Brands should unlock category strengths and leverage innovative flavours, emotional resonance and interactive elements to provide a more novel…
China
Snacks
simple

China Salty Snacks – Market Dynamics

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  1. The market

    • Market size
    • Online short video platforms fuel the continuous growth of the nuts and seeds market
    • The excellent performance of marinated snacks/meat jerky is due to the domestic brands’ released potential
    • Puffed snacks are still stagnant in growth
    • Market factors
    • The Chinese government fully supports the development of the food industry towards enhanced nutrition
    • Short videos spread the message of the nutritional value of snack ingredients
    • Graph 1: short video mentions of ‘jerky’ and ‘nutrition’ (in thousands), 2023-25
    • Graph 2: short video mentions of ‘nuts’ and ‘nutrition’ (in thousands), 2023-25
    • Product innovations are increasingly concentrated in range extensions
    • Graph 3: proportion of salty snack launches, by launch type, rolling years, 2020-25
    • After snack wholesalers, WeChat Stores are here to bring new consumption momentum

  2. New product trends

    • Numbing and spicy flavour sees more innovation among spicy flavours, and master-stock-marinated flavour continues to show potential.

  3. The consumer

    • Packaging matters: occasion-linked designs enhance value
    • Salty puffed snack penetration has significantly declined
    • Consumers care about the taste and calorie content of salty puffed snacks
    • Graph 4: consumer interest, by category, 2025

  4. Appendix – market size and forecast, research methodology and abbreviations

    • Market size and forecast – nuts/seeds
    • Market size and forecast – marinated snacks/meat jerkies
    • Market size and forecast – puffed snacks
    • Methodology
    • Mintel’s Flavourscape AI methodology
    • Abbreviations

This Market Dynamics report features market data extracted from Mintel’s China Salty Snacks Market Report 2025. Giving you direct access to key market information and analysis from our category experts. This report is ideal for those looking for a topline summary of the China salty snacks market. The full China report is available to purchase here.

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