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"Crisps and savoury snack brands have a permission to play in the better-for-you space, including in nuts, seeds and pulses, but clear signposting is crucial."
Amy Bishop, Analyst UK Food & Drink Reports
Functional variants and nut, seed and pulse products hold untapped potential for crisp and savoury snack brands. Strong consumer interest signals the permission for these treat brands to play in the better-for-you space and capitalise on, rather than just weather, healthy eating trends.
Stretched household finances have brought mixed fortunes to the category, supporting food and drinks spend through retail over that out-of-home, but seeing pricier variants face scrutiny and own-label gain share. These pressures will continue in 2026. As they begin to lift in later years, this will open up trading up opportunities and health will become more front of mind.
The latter poses both a threat and an opportunity for the category. Variants deemed less health will face growing scrutiny, however, the strong consumer interest in better-for-you variants, including from crisp and crisp-style snack brands, signals scope for the market to lean into this trend.
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