Snacks in 2025: The big picture
In 2025, snacks in the US is posting an increase in retail current value sales though the rate of growth remains modest. This continued deceleration follows the sharp slowdown that began in 2024, reversing the robust double-digit or near double-digit increases recorded since the onset of the COVID-19 pandemic. Despite noticeable price slowdowns in 2024, consumer relief has been gradual. Economic uncertainty is further impeding market performance in 2025, reflecting persistent consumer concerns about affordability and economic stability. Overall retail volume sales continue to decline in a pattern that has been underway throughout the review period. Volume growth across snacks categories remains stagnant or negative, underscoring the critical role of price stability for sustaining progress.
Key trends in 2025
Intentionality in snack consumption, influenced by wellness considerations, budget constraints and social media trends, is a defining characteristic of US consumer behaviour in 2025. People are seeking snacks offering tangible nutritional benefits, transparency in ingredient lists and perceived functional advantages, driven partly by the increased prevalence of GLP-1 usage and rising product prices. With growing consumer scepticism towards broad health claims and ambiguous marketing terms, demand is surging for nutritionally dense snacks explicitly touting beneficial components such as high protein and fibre content. Meat snacks and dried fruit, despite their inherent processing, are benefitting from clear health claims, resulting in rising value and volume sales, though volume sales remain low.
Competitive Landscape
In the competitive landscape, PepsiCo maintains its leading position at GBO level, with its Frito-Lay Co at the helm of their extensive savoury snacks portfolio. However, the company’s dependence on this category leaves it vulnerable to market-specific challenges such as declining snack occasions and rising consumer health concerns. Targeting these threats, PepsiCo finalized an acquisition of wellness meal and snack company Siete Foods early in 2025. Public sources have estimated Siete’s total company revenue to near $500 million USD in 2024, inclusive of snacks products, such as their iconic tortilla chips, as well as other pantry items. However, wellness forward brands typically come at a cost, creating opportunity for value forward options. For example, private label is enjoying persistent expansion thanks to products’ affordability appeal.
Channel developments
Supermarkets and hypermarkets continue to dominate snacks distribution between them, though growth in these traditional channels remains sluggish. By contrast, e-commerce is maintaining robust double-digit growth, buoyed by consumer preferences for online shopping facilitated by social media influencers and engaging platforms such as TikTok. Meanwhile, discounters and warehouse clubs have enjoyed moderate yet notable growth as consumers hunt for bargains, while convenience stores and forecourt retailers have faced declining sales due to reduced impulse purchasing.
What next for snacks?
The US snacks industry anticipates ongoing value-driven growth during the forecast period, albeit with overall volume growth likely remaining constrained and marginal at best. Political uncertainties related to President Trump’s policies on trade, taxation and immigration, alongside global climate-related disruptions, are expected to heighten economic risks. Manufacturers and consumers will proactively seek measures against potential price hikes and supply disruptions, particularly affecting confectionery and sweet biscuits heavily reliant on imported premium ingredients. Further, legislative threats of deregulation will unfavourably impact consumer trust, which is presently eroded by concerns surrounding food safety, quality and corporate responsibility. However, despite challenges, and in part spurred by economic tensions, Americans will continue to seek out indulgences.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Snacks industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Snacks industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Snacks in USA report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Snacks in USA?
- Which are the leading brands in Snacks in USA?
- How are products distributed in Snacks in USA?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Snacks?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in USA?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Snacks in the US
Snacks in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for snacks?
DISCLAIMER
Chocolate Confectionery in the US
KEY DATA FINDINGS
Retail volumes fall amid persistent price rises
Hershey strives to save costs while Ferrero invests in local production
Inflation pushes Americans to shop online
Rising prices to further undermine volume growth
Innovation critical as costs increase
Small, nascent brands will struggle amid trade disputes
Gum in the US
KEY DATA FINDINGS
Rising health awareness subverts volume sales
Mars Wrigley leads with focus on innovation
Continued consumer shift towards value-oriented channels
Functional innovations drive cautious optimism
Bubble gum faces only limited novelty
Functional claims will become more prevalent in response to rising demand
Sugar Confectionery in the US
KEY DATA FINDINGS
Novelty and innovation support volume sales for sugar confectionery
Strong brand performances bolster leading player Ferrara Candy
Social media boosts e-commerce sales
Sugar confectionary should see volume sales rise despite persistent cost pressures
Wellness legislation likely to prompt product reformulations
Limited impact from GLP-1
Ice Cream in the US
KEY DATA FINDINGS
Mindful indulgence and measured spending drive ice cream’s evolving landscape
Unilever hones in on US growth
Supermarkets lead while convenience retail struggles under pressure
Ice cream faces further challenges to progress
Cocoa prices to put the squeeze on ice cream innovation
Melting demand: a potential effect of weight-loss drugs on ice cream sales
Savoury Snacks in the US
KEY DATA FINDINGS
Demand shifts across savoury snacks subcategories
Business strategies zero in on core brand growth
Growth disperses across channels amid cost-saving measures and the search for authenticity
Economic volatility will continue to impact demand
Calls for transparency and regulation influence innovation strategies
Hispanic and Asian Influence as key to growth and development
Sweet Biscuits, Snack Bars and Fruit Snacks in the US
KEY DATA FINDINGS
Prevailing wellness trends slow growth in 2025
Strategic focus on core brands
Value-conscious shopping directs growth across retail distribution channels
Health claims and product reformulations will inform innovation in forecast period
Influencer and social media marketing set to further drive brand engagement
Regulation changes and GLP-1 use reshape snack preferences
The following categories and subcategories are included:
Snacks
-
-
- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
-
- Bubble Gum
- Chewing Gum
-
- Boiled Sweets
- Chewy Candies
- Gummies and Jellies
- Liquorice
- Lollipops
- Medicated Confectionery
-
- Power Mints
- Standard Mints
- Toffees, Caramels and Nougat
- Other Sugar Confectionery
-
-
- Frozen Yoghurt
-
- Single Portion Dairy Ice Cream
- Single Portion Water Ice Cream
- Plant-based Ice Cream
- Unpackaged Ice Cream
-
-
- Bulk Dairy Ice Cream
- Ice Cream Desserts
- Multi-Pack Dairy Ice Cream
-
- Bulk Water Ice Cream
- Multi-Pack Water Ice Cream
-
-
- Nuts, Seeds and Trail Mixes
-
- Potato Chips
- Tortilla Chips
- Puffed Snacks
- Rice Snacks
- Vegetable, Pulse and Bread Chips
- Savoury Biscuits
- Popcorn
- Pretzels
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
-
-
- Dried Fruit
- Processed Fruit Snacks
-
- Cereal Bars
- Protein/Energy Bars
- Fruit and Nut Bars
-
- Chocolate Coated Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
-
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Snacks research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!