In Poland, health and wellness continued to drive snack innovation in 2024, with consumers increasingly expecting products that combine indulgence, convenience, and functional benefits. High protein, low/no sugar, gluten free, and plant-based options expanded across categories, while reformulated and clean label products with simple, natural ingredients gained traction. Traditional divides between healthy and treat snacks were disappearing, as consumers sought products that supported fitness, we

Health and wellness snacks in Turkey continued to develop in 2024, supported by rising consumer interest in healthier diets following the COVID-19 pandemic. As restrictions eased, manufacturers increased innovation activity, bringing new launches aligned with evolving snacking habits. This included a wider offer of vegan products and dietary and free from options, such as no added sugar and free from gluten snacks. While indulgence remained a core driver of many purchases, consumers increasingly

Health and wellness snacks in the United Arab Emirates continued to develop in 2024, supported by growing consumer interest in products that combine indulgence with clearer wellbeing credentials. Local shoppers increasingly sought snacks that support portion control and offer a more balanced nutritional profile, reflecting a wider movement towards guilt-free enjoyment rather than strict restriction. As a result, manufacturers and retailers continued to expand snack choices positioned around clea

In 2024, Swedish snack innovation was strongly driven by health and wellness, with high protein, low sugar, low fat, functional, and plant-based products across savoury snacks, chocolate, confectionery, and ice cream. Oat-based crackers, protein/energy bars, and functional chocolate or gums offered fibre, probiotics, and nutrients while maintaining taste and indulgence. Natural, clean-label ingredients and locally sourced foods reinforced the appeal of transparency and authenticity. Vegan and al

In 2024, health and wellness snacks in New Zealand continued to evolve beyond traditional “better-for-you” positioning, with stronger momentum behind products that can deliver a clear functional benefit while still meeting expectations for taste, convenience and permissible indulgence. Shoppers increasingly looked for snacks that help them manage everyday health priorities – particularly digestive comfort, weight management and emotional wellbeing – while simultaneously avoiding ingredients they

In Norway, snack innovation in 2024 was increasingly driven by health, plant-based ingredients, and premium indulgence, with fruit-based, gluten free, vegan, and no sugar products performing strongly. Smaller and emerging brands were pushing differentiation in dairy free, gluten free, and plant-based chocolate products, while major players respond with plant-based and ethically certified innovations. Natural and locally sourced ingredients, along with craftsmanship, were shaping launching snacks

Health and wellness snacks in China performed solidly on the whole in 2024, with the majority of claims developing positively in retail volume and current value terms. Beyond the wider trend towards rising health-consciousness in the country, demand continued to be buoyed by increasingly busy lifestyles, which are leaving less time for cooking and making people more likely to eat between meals and while on-the-go. Moreover, because snacks are often an impulse or indulgence purchase, sales were b

Despite rising prices and financial pressures, Swiss consumers showed a growing willingness to invest in their health and wellness in 2024, including when it came to their choice of snacks. With the pandemic over there was a renewed interest in products that could provide convenience and indulgence while at the same time offering solid health claims and addressing environmental and animal welfare concerns. Manufacturers and retailers have responded to these demands with an ever-growing range of

Since the pandemic, consumers in Chile have become increasingly informed about the impact of their dietary choices on their health and the environment. This is encouraging consumers to follow healthier diets, including when it comes to snacks. Consumers are not only looking for snacks with better for you claims, such as low sugar and low fat, but also natural and functional claims. Despite this focus on health and sustainability, consumers still want their snacks to taste good, which is pushing

Health and wellness snacks in Ireland faced a mixed year in 2024, with vegetarian claims remaining the most prevalent but recording a modest decline in current value terms. While vegetarian positioning continues to be widely used across snacks – particularly in sweet biscuits, snack bars and fruit snacks – its performance was constrained by persistent inflationary pressure, which encouraged consumers to prioritise value and indulgence over ethical or dietary claims. At the same time, demand incr

In 2024, snack innovation increasingly blended health and wellness claims with indulgent flavours, focusing on low or no sugar and fat, high fibre, plant-based, gluten free, and lactose free formulations while maintaining taste and texture. Xylitol-based confectionery, functional gums, protein/energy bars, and oat-based snacks were key growth areas, supported by rising interest in digestive health, oral health, and locally sourced ingredients. Vegan claims gained momentum, driven by sustainabili

In 2024, health-consciousness continued to shape snacks in Greek, driving growth in claims such as low fat, low salt and no added sugar. Consumers increasingly sought snacks that combine nutrition with convenience, prompting innovation in both traditionally indulgent products, like potato chips and chocolate, and newer functional formats, such as cereal bars and pulses-based snacks. High fibre products continued to lead sales, while no added sugar options benefitted from rising awareness of suga

In 2024, health and wellness snacks in South Africa evolved through incremental but meaningful shifts rather than dramatic category disruption. Innovation focused on boosting nutritional value, simplifying ingredient lists and preparing for impending regulatory change. Protein-enriched products, cleaner formulations aimed at children, and growing scrutiny of front-of-pack messaging all played a role in shaping the snack landscape. While indulgence remains important, brands increasingly balanced

Indonesians are keen to make healthier snack choices, with many consumers tempted by products that provide a good source of vitamins, high fibre or natural claims. Nutritional labelling will come into effect in the near future requiring players to fully disclose the sugar, salt, and fat content of all products sold.

Consumers in Thailand are increasingly looking to make healthier and more ethical purchasing decisions when it comes to snacks, with healthy indulgence being on the menu. There is a strong demand for products that can offer, fresh, convenient and tasty snacks that are also better for your health, with better for you and functional claims attracting attention. There is also a growing base of consumers who are following vegan, vegetarian and flexitarian diets, which is encouraging brands and retai

In Spain, the gluten free trend is already well-developed in snacks, due to rising levels of intolerance and its perceived health benefits. Protein claims are gaining traction to meet growing demands for snacks delivering energy, as well as the broader trend towards healthy snacking in Spain.

Consumers in Brazil are becoming more aware of the importance of following a nutritionally balanced diet, with this being supported by new Front-Of-Pack (FOP) legislation, nutrition apps, social media, and health education campaigns. This is encouraging consumers to make healthier choices when it comes to purchasing snacks, which is in turn pushing manufacturers to respond with a wider variety of healthier options.

Czechs are increasingly drawn to healthier snacks, with natural and high protein lines showing strong growth in 2024. Gluten free is a prominent claim that is benefitting from wider availability via retailers offline and online, with brands and private label giving consumers a greater choice of products.

Health and wellness continued to gain importance in Saudi Arabia’s snacks market in 2024, as consumers increasingly reassessed everyday eating habits in response to rising obesity rates, lifestyle-related diseases and post-pandemic health awareness. Snacking shifted away from purely indulgent occasions toward products that deliver reassurance through natural ingredients, cleaner labels and added nutritional benefits. Consumers increasingly sought snacks that balance enjoyment with perceived heal

In 2024, health and wellness considerations continued to reshape the Canadian snacks market, as consumers increasingly balanced indulgence with better-for-you choices. While traditional snacking occasions remained important, shoppers became more attentive to ingredient lists, nutritional profiles, and functional benefits. Products positioned as gluten free, natural, high protein, or plant-based gained greater visibility, even as inflationary pressures constrained discretionary spending. As a res

In Denmark in 2024, snack consumption reflected a balance between indulgence and growing health awareness, with consumers increasingly seeking high protein, low sugar, low fat, and natural options such as nuts, seeds, trail mixes, and plant based ice cream. Protein/energy bars and functional snacks continued to grow, supported by convenience, nutritional value, and innovation in flavours and formulations. Vegetarian and organic claims drove sales as flexitarian diets and sustainability concerns

Italians are increasingly selecting healthier snacks with high fibre one of the most sought after claims in 2024. Players in sweet and savoury biscuits are rolling out new lines with added fibre, as Italians increasingly transition to healthier diets.

In 2024, health and wellness trends in Mexico’s snacks market continued to evolve without displacing indulgence as the core driver of consumption. Mexican snack consumers remain strongly flavour-oriented, with spicy and bold taste profiles dominating purchasing decisions. However, manufacturers increasingly sought to reconcile indulgence with better-for-you positioning by incorporating natural ingredients, functional benefits, and cleaner formulations. This balance has allowed the category to re

With the US economy remaining under pressure in 2024, consumers looked to balance their growing demand for healthy indulgence with price and value. While many consumers still looked for better for you snacks that are low in fat, sugar and salt, there was also increasing scrutiny of ingredient lists, with a preference for less processed and natural options. Functional claims such as high protein have also risen to prominence as consumers looked for more value per dollar.