The Science of Snacking

The Rise of Healthy, Clean Label Snacks

In Mondelez International’s State of Snacking report, a notable 60% of consumers surveyed over the last five years prefer enjoying smaller, more frequent meals throughout the day instead of the conventional three-meal format (3).

Snacking has become a way of life for almost nine out of ten consumers worldwide, with 60% enjoying snacks at least twice a day. This trend is particularly strong among younger generations. An impressive 94% of Gen Z and Millennials include smaller, more frequent meals in their daily routines, with over two-thirds snacking at least twice a day and one-third indulging in three or more daily (3).

In North America, the reasons for snacking go beyond just feeling hungry. The primary motivation is “nutritional needs,” followed closely by the desire to “boost mood” and “stay energized” (3). This focus on nutrition has led to a growing demand for food and beverage products that carry a clean label claim. While the term “clean label” does not have a strict definition, it generally refers to products containing ingredients that consumers find familiar and wholesome. As a result, shoppers are increasingly examining product labels in search of these options, with 43% of global consumers checking ingredient lists while exploring store aisles. (2).

In the United States, consumers are actively seeking products that are minimally processed and feature recognizable ingredients, even in categories typically considered ‘unhealthy’ (5). In a survey of 1,910 Americans who had consumed chips in the last three months, 24% indicated that they prefer chip options made with all-natural ingredients (5). Furthermore, 74% of cracker consumers in the United States express a preference for purchasing crackers made with recognizable ingredients (4). Even brands of sweet biscuits and cookies are emphasizing their minimal and relatable ingredient lists (4).

NUTRITION THAT WORKS FOR YOU

The increasing emphasis on nutritional needs is driving the expansion of snacks within the functional nutrition sector. This movement is widespread; in fact, “42% of global consumers snack to fulfill their body’s nutritional requirements.” (2). Among their primary health goals, they aim to emphasize “support for brain, gut, heart, and bone health, boosting immunity, and offering a range of age- and gender-specific health benefits.” (2).

Consumers are increasingly looking for ingredients that address specific health functions, indicating a heightened awareness of the link between diet and overall well-being. This shift in preferences has resulted in a rising demand for creative food options that not only satisfy cravings but also provide real health benefits.

In Asia, the claims for “high/added fiber and protein” have been consistently increasing in the launches of salty snacks and fruit mixes (5). During their time in Australia and New Zealand, vegan and plant-based salty snack brands have been emphasizing their protein content (5). In the United States, Mintel reports that “snacks with added better-for-you attributes will attract the 35% of snack consumers who take nutritional content into account when purchasing snacks.” (5).

CHOCOLATE IS TRENDING

Even with growing worries about cocoa prices, chocolate continues to be a sought-after snack for consumers. According to a survey, “82% of global consumers believe that ‘chocolate is good for the soul,’” and 57% would prefer to forgo social media for a month rather than give up chocolate. In a striking acknowledgment of its influence, 72% of respondents “fear that a ‘world without chocolate would be a world without joy.’” (3).

Chocolate as a flavor is also surging in popularity. “Double chocolate, chocolate chip, and chocolate chip cookie dough and dark chocolate are all trending in 2024 as are marshmallow, strawberry, caramel, coconut, blueberry, and vanilla” (1). The balanced blend of indulgence, chocolate, and clean label seems to be a winning combination. Zero sugar added chocolate & fruit piece inclusions are an easy way to add such indulgence, while adding texture and increasing visual appeal.

THE FUTURE OF SNACKING

The snacking landscape is undergoing significant changes, influenced by a trend towards more frequent, smaller meals and an emphasis on functional nutrition. Consumers are increasingly on the lookout for snacks that not only curb their cravings but also provide functional health benefits. As innovation thrives within the snack industry and clean labeling takes center stage, it’s evident that snacking habits will continue to evolve to align with the diverse needs and preferences of consumers globally.

Moreover, the difference between genuinely clean label snacks and those that are simply marketed as such will become more pronounced following the implementation of the FDA’s TRUTH in Labeling Act. Introduced to Congress in December 2023, the Transparency, Readability, Understandability, Truth, and Helpfulness (TRUTH) in Labeling Act would require the FDA to establish new front-of-package labels for food and beverage products. If passed as it stands, manufacturers will have three years to prominently display information regarding added sugars, sodium, and saturated fat levels on product packaging.

Icon Foods is perfectly positioned to assist food manufacturers in adapting to these evolving consumer standards with our range of sweeteners and fibers, specifically designed to significantly reduce added sugar. Furthermore, our chocolate chips, coatings, and candies contain zero added sugar without sacrificing flavor or texture. Non-GMO and made with diabetic-friendly sweeteners, they enhance flavor and texture while reducing water activity. We have a plentiful supply of chocolate stock! Reach out to our team today for samples and specification sheets!

Sources

1. Gelski, Jeff. “Snack Flavors Keep Indulgence in Demand.” Baking Business, Baking Business, 14 May 2024, bakingbusiness.com/articles/61490-snack-flavors-keep-indulgence-in-demand.
2. “State of Snacking: Future Trends.” Mondelez International, 2023, https://www.mondelezinternational.com/assets/stateofsnacking/2023/2023_MDLZ_stateofsnacking_future_trends_report.pdf.
3. “The Fifth Annual State of Snacking.” Mondelez International, 2023, https://www.mondelezinternational.com/assets/stateofsnacking/2023/2023_MDLZ_stateofsnacking_report_global.pdf.
4. Kaczorowski, Mikolaj. “A Year of Innovation in Biscuits, Cookies and Crackers, 2024.” Mintel, 15 Mar. 2024, clients.mintel.com/content/report/a-year-of-innovation-in-biscuits-cookies-and-crackers-2024?fromSearch=%3Ffreetext%3D2024%26resultPosition%3D16.
5. Kaczorowski, Mikolaj. “A Year of Innovation in Salty Snacks and Fruit Mixes, 2024.” Mintel, 29 Apr. 2024, clients.mintel.com/content/report/a-year-of-innovation-in-salty-snacks-and-fruit-mixes-2024?fromSearch=%3Ffreetext%3D2024%26resultPosition%3D9.