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"Evolving consumer expectations – including flavor, function and "free-from" claims – provide opportunities for brands to take salty snacks to the next level."
Jack Doggett, Food & Drink Analyst
Flavor remains the cornerstone of salty snacks despite growing interest in functional benefits and ingredient omissions. Consumers cite a variety of factors that they feel most impact flavor with freshness and quality ingredients ultimately leading the way, making them important points to hit for brands. Blended flavors, especially spicy ones, continue to see widespread interest among consumers, though there are opportunities to improve trial.
The rise of “free-from” claims has shaped consumer preferences, with artificial flavors, colors and high levels of sugar and sodium being the most avoided ingredients in salty snacks. Some claims, like seed oils, have gained media attention but don’t have as much of an impact on decision-making. However, demand for clean label salty snacks is strong. With over 80% of consumers indicating they’d avoid at least one ingredient, brands should address concerns with reformulations and new product lines.
Functional benefits should complement, not overshadow, the snacking experience. Consumers are interested in them but have differing views on how they should be ingrained in a salty snack. A continued focus on flavor paired with quality ingredients can help salty snacks continue to rise in the minds of consumers.
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