"Emotional connection, nostalgia and standout flavours offer routes for brands to defend market share. Novelty remains a key means to engage shoppers and add value."
Amy Bishop, Analyst UK Food & Drink Reports
Own-brand salty snacks are seen as just as flavoursome as branded ones by nearly two thirds of users. This view is particularly challenging as pressure on household budgets continues to drive a focus on price, favouring own-label. Emotional connection offers a much-needed means for brands to set themselves apart, including nostalgia.
Household finances remaining stretched means consumers remain cautious in their spending into 2026. This lends support to food/drink spend through retail, salty snacks benefiting from evenings in.
Innovation remains central to keeping users engaged. Continuous NPD has made new flavours an expectation, with many shoppers swayed by these. Improvements to household finances, though expected to be slow, will further dial up the need for NPD and for spotlighting it.
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