Mintel’s snacks market research finds a surge in consumer interest in novel and adventurous flavors. However these innovative flavors need to be balanced with the classics, as familiarity remains a strong driver for consumer.
US Trending Flavors and Ingredients in Snacks – What’s New?
While almost half of US consumers agree that snacking is primarily about indulgence compared to less than a fifth who focus on nutrition, this doesn’t mean the two are mutually exclusive. Only around four in ten of shoppers stick to the same snack flavors, highlighting an openness to variety if the right balance is achieved.
But familiarity remains important, with old favorites like nacho cheese and pizza flavors maintaining their popularity. However, innovation within spicy and umami-forward profiles is sparking interest among adventurous consumers. Emerging flavors such as hatch chili, miso, and gochujang are enticing shoppers to experiment and explore new snacking options, also highlighting interest in global cuisine flavors.
The importance of crafting snack options that blend familiar and innovative flavors while aligning taste with nutritional and ingredient transparency is paramount. Combined with strong, appealing flavor descriptions, brands can cater to both curiosity and comfort, ensuring their products resonate with a broad audience.
US Trending Flavors and Ingredients in Salty Snacks Report – What’s Inside?
Key Topics Analyzed in the Report
- New snack flavor trial motivation
- Interest in international cuisine snack flavors
- Interest in and experience with flavors in salty snacks
- Snacking behaviors surrounding flavors and ingredients
- Snacking attitudes surrounding flavors and ingredients
Meet the Expert Behind the Analysis
This report was written by Sydney Riebe. Sydney joined Mintel in 2021 after spending more than 4 years working in higher education. She has a decade of experience in the food service industry, where she gained a passion for following food, beverage and menu trends. Sydney holds a BA in English Literature from DePaul University and an MBA from Northern Illinois University.
Expanded snacking occasions require flavors and ingredients to fill a variety of consumer needs, with opportunity to innovate across a spectrum of cravings, from nutritious to indulgent.
Sydney Riebe
Analyst – US Food and Drink
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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- What consumers want & why
- Opportunities
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MARKET DYNAMICS
- Market context
- State of the market
- Retail value growth has slowed across segments
- Graph 1: total retail sales and forecast of snacks, by segment, at current prices, 2022-24
- More than half of consumers snack daily
- Graph 2: snacking frequency, 2024
- Snacks are meal replacements for one in four consumers
- Market drivers
- GLP-1 usage is changing what consumers need from snacking
- Graph 3: GLP-1 usage, 2024
- Heightened conversation surrounding ultra-processed foods adds to snacking scrutiny
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CONSUMER INSIGHTS
- Consumer fast facts
- New snack flavor trial motivation
- Trial motivation is multi-faceted for snack consumers
- Graph 4: new snack flavor trial motivation, 2024
- On-pack descriptors and limited-time flavors can take interest to the next level
- Younger consumers explore snacking multi-dimensionally
- Graph 5: new snack flavor trial motivation, by age, 2024
- Interest in international cuisine snack flavors
- Emerging international flavors remain niche in the snacking world
- Graph 6: interest in international cuisine snack flavors, 2024
- Global cuisine interest driven by social media for younger consumers
- Graph 7: interest in international cuisine snack flavors, by age, 2024
- Global cuisine flavors offer endless opportunities for snack innovation
- Experience with and interest in salty snack flavors and ingredients
- Umami-based flavors and ingredients have strong interest among first-time consumers
- Graph 8: experience with and interest in salty snack flavors and ingredients, 2024
- Younger consumers continue to look globally for snack exploration
- Graph 9: experience with and interest in salty snack flavors and ingredients – NET – any positive trial or interest, by age, 2024
- Variations of spicy continue to engage consumers
- Graph 10: experience with and interest in salty snack flavors and ingredients, 2024
- Subtle snack flavors don’t have to be boring to connect with older consumers
- Graph 11: experience with and interest in salty snack flavors and ingredients – NET – any positive trial or interest, by age, 2024
- Snacking behaviors
- Most consumers change up their flavor choices when purchasing snacks
- Graph 12: snacking behaviors, 2024
- Subtle flavor innovation can motivate older consumers to break from routine
- Graph 13: snacking behaviors, by age, 2024
- Parents are putting in extra effort to make the most of snacking
- Graph 14: snacking behaviors, by parental status, 2024
- Snacking attitudes
- Let flavor share the spotlight with background benefits
- Graph 15: snacking attitudes, 2024
- Consumer age can inform flavor innovation and beyond
- Graph 16: snacking attitudes, by age, 2024
- Consumers who favor flavor also lean toward indulgence and familiarity
- Ingredients, nutrition and seasonality work in conjunction
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INNOVATION AND MARKETING STRATEGIES
- Product development – Now – What’s trending
- The popularity of pickle brings briny flavors forefront
- Briny-based flavors in salty snacks
- Seasonal flavors and ingredients are becoming a staple offering from snack brands
- Sweet and spicy continue to get creative
- Global sweet/spicy snack innovation
- High-protein snacking is helping consumers meet health goals, without sacrificing flavor
- Snacks with high protein claims
- Product Development – Near – What to watch for
- Umami flavors pique consumer interest and showcase global ingredients
- Umami-rich snacks
- Fibrous ingredients help consumers snack smarter
- Snacks with high fiber claims
- Product development – Next – What’s in the pipeline
- AI will transform and accelerate the potential of flavor innovation in snacking
- Marketing and advertising
- Chomps connects with on the go consumers
- PopCorners campaigns on the best of both worlds
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APPENDIX
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
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