Snacking: What’s Next After Protein?

Snacking is undergoing a fundamental transformation, driven by ever more frenetic lifestyles, the need for instant gratification, and growing attention to well-being. From “on the go” options to high-protein and plant-based solutions, snacks are no longer merely something to eat between meals, but a strategic eating choice. They are often enriched with protein, dietary fibre and micronutrients to ensure “proper nutrition” even at more indulgent moments.

Time for snacking: typical moments of indulgence

A study conducted by Glanbia Nutritionals shows that protein-based snacks, which are usually associated with very active individuals, are in fact consumed in a wide variety of daily contexts: savoury protein snacks are typically eaten at home while using a computer (43%) or before or after a workout (42%), whilst sweet protein snacks are preferred in relaxed moments, such as while watching TV (39%) or during a break from study/work (23%). This proves that health claims are now widespread: they no longer apply only to athletes, but to different target groups and times of day.

Health-conscious snacking

The study conducted by Glanbia shows that two in five consumers, at global level, have increased their consumption of healthier snack options in the last year, highlighting how snacks considered “better for you” are consumed more often than indulgent options. A trend that is gaining momentum in savoury snacks is the use of functional ingredients, with a strong emphasis on protein fortification: 57% of consumers worldwide say they consciously opt for snacks containing protein, making this the most sought-after ingredient.

According to a study conducted by GreyB, the future of snacking will move in four main directions:

High-protein, GLP1-friendly snacks
Functional snacks for gut health, stress management, and concentration
Clean-label products with added fibre
Sustainable and upcycled ingredients

Therefore, the main focus will be on high levels of protein and fibre, with a low sugar content, reduced portions and with straightforward, familiar ingredients that can sustain both body and mind all day long.

Ingredients that promote health and well-being

According to Mintel, in the last three years in Europe, the increase in snacking has been driven by three groups of ingredients: protein, fibre, and plant-based (vegetables, pulses, and legumes).

Established proteins

Declarations such as “high in protein” or “with added protein” have grown considerably, especially on the packaging of legume-based snacks. Protein-focused product launches have risen from 24% in 2023/24 to 40% in 2024/25, confirming protein as one of the most sought-after ingredients.

Is fibre the new protein?

Fibre content is gaining in importance, especially in protein bars and crackers. The concept of “fibre maxxing” (a deliberate increase in fibre consumption) is an emerging trend that is making fibre the ‘new protein’ in terms of adoption and awareness.

Vegetables and legumes: wholesome and nourishing

Vegetables and legumes are still the basic ingredient in many innovative new products on the market, and over a third of new crackers produced in Europe are high in these ingredients. At the same time, there is a rise in the use of legumes, which are appreciated for their nutritional benefits and natural origin.

Snacks are evolving past the notion of “instant energy” and embracing a more comprehensive approach, bringing together taste, well-being, and familiar ingredients. The increased use of protein, fibre, and plant-based ingredients shows how consumers are looking for snacks that not only give them a feeling of satiety, but also make them feel good.