US Better for You Snacking Market Report 2024
As snacking replaces main meals, the BFY snack is critical to meeting nutritional needs. Despite a crowded market, consumers want ideas for BFY snacks that are easy, satiating, and delicious.

US Better for You Snacking Market Report 2024

£ 3,695 (Excl.Tax)


Stay ahead of the curve and future-proof your business with Mintel’s US Better for You Snacking Market Report 2024. Our full report is packed with consumer-led market intelligence, the latest market research, US snacking trends and consumer behaviors affecting your business. Get a 360° view of the US snacking market including market size, share and forecasted growth to help you align your business strategy with the needs of your audience.

Topics Analyzed in this Report

  • The profile of the typical snacker and how often consumers are snacking.
  • What snacks are considered always healthy and sometimes healthy.
  • Interest in better for you snacking innovations.
  • Snacking habits and related behaviours.
  • Attitudes around better for you snacking.

US Snacking Market Outlook

Snacking continues to rise as a consumer behavior, and now it’s encroaching on meals. The shifts are led by Gen Z and Millennials. As society generally moves towards a more casual vibe, there is a clear blurring between snacks and meals, creating space for BFY to step in as a nutritional solution.

  • US Snacking trends: 34% of Gen Z snacks 3 or more times a day.

Better for you Snacking: Key Takeaways

Increased snacking makes BFY snacks a must

As consumers turn to snacks to replace meals, they may be missing out on nutrition. Consumers have a clear interest in seeing more protein-rich snacks, and in seeing vegetables as an ingredient.

  • Better for you snacking trend: 45% of consumers are looking for protein in BFY snacks.

Snacking eases the pressure for women

Men and women have different social pressures when it comes to food, and some of those may be pushing women in the direction of snacks. Conflicting messaging collide, leaving women in a place where they want to fuel their bodies well and even indulge guilt-free, while not going “overboard.” Smaller portions may offer easier balance, with plenty of space for better for you snacking options to play.

  • US snacking trends: 25% of US women snack 3 or more times a day.

Purchase our US Better for you Snacking Report to receive a five-year forecast, consumer behavior analysis, and recommendations for market opportunities. Readers of this report may also be interested in our US Snack, Nutrition and Performance Bars Report, or our range of Snacks Market Research.

Brands Featured in the Full Report

Marshmellow, Made Good, Sinless, Rhythm, bfruitful, Sargento, Yumi.

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Expert Insights from a Food and Drink Analyst

This report, written by Michele Scott, a leading research analyst, delivers in-depth commentary and analysis to highlight Us snacking trends and add expert context to the numbers.

As snacking replaces main meals, the BFY snack is critical to meeting nutritional needs. Despite a crowded market, consumers want ideas for BFY snacks that are easy, satiating, and delicious.

Michele Scott, Associate Director of Mintel US Food and Drink

Michele Scott
Food and Drink

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

  2. Consumer Insights

    • Consumer fast facts
    • Snacker profiles
    • Graph 1: snacking frequency, 2023
    • Graph 2: snacking frequency, by gender, 2023
    • Graph 3: snacking frequency, by generation, 2023
    • Graph 4: snacking frequency, by financial situation, 2023
    • Perceptions of healthy snacks
    • Graph 5: health perception of snacks, 2023
    • Graph 6: health perception of snacks, by generation – always healthy, 2023
    • Graph 7: health perception of snacks, by financial situation – healthy in moderation, 2023
    • Attributes of healthy snacks
    • Graph 8: perception of healthy snack attributes, 2023
    • Graph 9: features looked for when choosing a healthy snack, by gender, 2023
    • Graph 10: features looked for when choosing a healthy snack, by generation, 2023
    • Desirable features of healthy snacks
    • Graph 11: important snack attributes, 2023
    • Graph 12: important snack attributes, by gender, 2023
    • Graph 13: important snack attributes, by generation, 2023
    • Innovation interest
    • Graph 14: interest in snack innovation, 2023
    • Graph 15: interest in snack innovation, by financial situation, 2023
    • Graph 16: interest in snack innovation, by parental status, 2023
    • Snacking behaviors
    • Graph 17: snacking behaviors, 2023
    • Graph 18: snacking behaviors, by generation, 2023
    • Graph 19: snacking behaviors, by parental status, 2023
    • Snacking attitudes
    • Graph 20: snacking attitudes, 2023
    • Graph 21: snacking attitudes, by generation, 2023
    • Graph 22: snacking attitudes, by parental status, 2023
  3. Competitive Strategies

    • Launch activity and innovation
    • Marketing and advertising
    • Opportunities
  4. The Market

    • Market context
    • Graph 23: changes in snacking in the last year, 2023
    • Graph 24: snacking more since last year, by various demographics, 2023
    • Graph 25: efforts towards healthy eating, 2023
    • Market drivers
  5. Appendix

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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2024 Sample Consumer Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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