State Of Snacking Report Unwraps Industry Insights

Sally Lyons Wyatt, EVP and global advisor of CPG and foodservice for Circana, took the stage May 13 to present the 2025 State of Snacking report at the Sweet & Snacks Expo in Indianapolis.

Among the takeaways from the early morning show: Nearly half of U.S. consumers continue to snack more than three times per day and much of what they are consuming varies depending on their needs, trends and variety.

According to Lyons Wyatt, several categories are driving volume sales across healthy, indulgent and everything in between. Yogurt and dried meat snacks are trending upward, while chocolate candy and potato chips are softening.

This slight decline is typical year to year, with 2022 and 2023 showing 2 percent declines as well.

Lyons Wyatt highlighted that “online is a ‘go-to’ for both core and expanded snack purchases due to price surfing and convenience.” Among consumers:

• 48.5 percent want their favorite brand at a regular price point.
• 49.9 percent have bought snacks online.

The report also noted that delivery is becoming more popular with households and snack purchases, many of which feature health benefits.

The effects of macroeconomic factors are driving consumers to seek value, however that can be perceived in different ways. Among consumers:

• 79.3 percent say snacks are a good value for the money.
• 62 percent state they have a low price point.
• 20.9 percent are paying more attention to price per serving.
• 17 percent are buying more larger-sized packages with the intention of sharing as a means of reducing overall snack expenditures.
• 13 percent are making smaller, more frequent snack purchases.
• 57 percent seek snacks to eat on the go and 53.5 percent of those eat them instead of a meal.

However, consumers still overwhelmingly value previous use and brand trust as top reasons to choose a product, with 70 percent remaining loyal.

The State of Snacking report also found that online influences are promoting snack sales, with 32 percent of consumers saying they heard about a product from a blog or social networking site. New snack demand is fueled by social media as consumers experiment with flavors, with brands jumping on the trends.

Other highlights from the State of Snacking report include:

• 57.5 percent of consumers look for authentic and/or unique experiences.
• 10.6 percent of shoppers seek bold and/or unexpected flavors.
• Branded flavors, mash-ups and sweet and savory are among the flavor themes.
• Textures are trending, with consumers fetching freeze-dried candy more often.
• 62 percent of consumers like to indulge when snacking.
• Snacks are an important part of social occasions to 65.1 percent of shoppers.
• Brand expansions and partnerships are delivering more excitement for consumers, and the collaborations generate intrigue, expand reach and create something new but familiar.

[RELATED: Popular Trends, New Flavors Highlighted At Sweets & Snacks Expo]