From Cravings to Conscious Choices: The Rise of Intentional Snacking

Snacking has long been associated with indulgence – a moment to treat yourself with a burst of flavour and texture. Today, rising health consciousness and closer attention to ingredients and functionality are reshaping how consumers perceive snacks and what they expect from them. Snacking has become more intentional, whether for a sensory experience or functional benefits, ideally combining both.

51% of global consumers actively seek healthy ingredients in food and beverages and 37% carefully read nutrition labels

^{Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January to February 2025}

This focus on dietary features extends beyond main meals into categories like snacks, traditionally seen as impulsive and convenience-led.

Novelty attracts attention, but long-term success of new snack launches depends on pairing flavour and texture innovation with better-for-you formulations, convenient formats, and addressing specific usage occasions to reinforce snacking’s relevance throughout the day. Although producers are responding to rising consumer demand for healthier options, significant opportunities still exist.

Consumer demand for health-complementing snacks persists

Today’s snacks are expected to deliver not only exciting flavours but also improved nutritional value and healthier ingredients that fit seamlessly into daily eating habits. Per Euromonitor’s Voice of the Consumer: Lifestyles Survey, fielded January to February 2025, 21% of global consumers eat nutrient-rich snacks that complement their diet.

Consumer demand for healthier snacks is fuelling sales growth for products with health and wellness claims. Gluten-free snacks lead, significantly outperforming vegetarian claims, according to Euromonitor’s Health and Wellness Snacks data. Increased awareness around sugar reduction and higher fibre and protein intake is driving sales of snacks with these attributes, reflecting a move towards more mindful snacking.

While gluten-free products were originally intended for consumers with medically restricted diets, many more choose to avoid gluten for various reasons, with medical recommendations only coming in fourth place. Feeling healthier, supporting immunity, and maintaining digestive health are top priorities for consumers when choosing health and wellness product features, whether they are seeking protein, probiotics, fibre or avoiding gluten, according to Euromonitor’s Voice of the Consumer: Health and Nutrition Survey, fielded February 2025. A holistic approach to health and nutrition is expected to dominate in the coming years with more emphasis on gut health as a powerhouse to brain, immunity, skin, metabolism and reproductive health.

Targeted product launches capture demand from health-minded consumers

Snack producers are responding, launching new products aligned with changing consumer preferences. Popular brands like Oreo, Lindt and Reese’s have contributed to gluten-free snacks’ category expansion while meat snacks like Jack’s Links and snack bars like MyProtein have added to the growing high-protein snack sales. Between 2021 and 2025, gluten-free snack launches consistently ranked first among snacks carrying at least one attribute from Free From, Dietary or Health Claims groups. Most new launches are first seen on wellness-focused e-commerce sites like Well.ca, iHerb, and Thrive Market, reflecting producers’ focus on targeting specific consumer segments.

Private label is emerging as an important innovator in better-for-you snacks, with grocery retailers like Carrefour and Ocado actively launching healthier snack options that reflect evolving consumer priorities. In early 2025, Marks & Spencer introduced its Only Ingredients range, also listed in Ocado, capturing the attention of consumers seeking simplified formulations, no added sugar and higher protein or fibre content.

Functional snacks provide brands with opportunity to expand through targeting different consumer needs, consumption occasions, and reinforcing the relevance of snacking throughout the day. For instance, Biogena Moments snack bites claim to support relaxation, sleep, immunity and even beauty from within, whereas Evelyn’s The PMS Bar combines protein, fibre and functional ingredients like L-tryptophan, magnesium and vitamin B6, and offers to help curb cravings and improve women’s wellbeing during the menstrual cycle.

Texture, flavour, and format have traditionally driven consumer excitement and sales growth, but consumers are increasingly seeking products that pair strong sensory appeal with functional benefits such as fitness support, immunity, gut health, or mental wellbeing. As shoppers become more intentional with their choices, manufacturers must adopt a more purposeful and data-driven approach to snacks’ development, positioning and distribution.

Euromonitor’s Innovation solution helps to quickly discover new snack launches online and track which succeed and expand, and which fail. Contact us here to learn more on the latest innovations across FMCG categories.

Read our article, Trending Topics: Intentional Consumption, for more details how industries are shaped by purpose-driven consumers.

Download our report, Health and Wellness Innovation: Metabolism, Microbiome and Mind, for in-depth trend descriptions, case studies and strategic recommendations.