Snacking: from indulgent to mood food

There is now a trend among consumers to adopt a healthier diet, and this is particularly evident in the snack foods sector. By definition, snacks are those products that are best avoided according to the guidelines for a healthy diet but which, in spite of this, consumers just can’t do without. Whether out of gluttony, out of boredom, as a distraction, or even to replace a meal, eating a snack – from biscuits to potato crisps – is associated with a moment of pleasure despite knowing that such products are considered unhealthy. 

In recent years, the needs of consumers have changed greatly: nowadays, snacks not only have to offer a moment of diversion but must also be healthy to avoid the “sense of guilt” that comes immediately afterwards. We now refer to “unguilty pleasure”, in other words eating something good but without any such feeling of guilt. Modern consumers pay great attention to the list of ingredients: according to a study conducted by Spins and presented during the Fi Global webinar “Healthy snacking”, two thirds of the consumers interviewed check the label when buying snacks. Moreover, according to the “Staying Sharp” trend pointed out by Mintel, consumers are demanding products – including snacks – that can be beneficial to their cognitive and concentration capacity, and even reduce stress or change their mood. 

We are thus witnessing a transition from “indulgent food” to “mood food”, which is a huge opportunity for snack brands to innovate their products not only in terms of health but also taste, with the creative use of appealing claims on the product packaging. 

Sugar reduction, gluten-free, fibre-rich, and plant-based: latest trends in the snacking sector. 

The main topics facing the snack foods sector concern the request for more natural products, with a reduced sugar content and “clean” ingredients, also favouring fully plant-based recipes. According to the report “A year of innovation in snack bars, 2023” by Mintel, consumers in Europe are turning to products with less sugar, prompting producers of snack foods to find alternatives to traditional sugar. This topic is particularly relevant to people who regularly eat snack bars: in the United Kingdom, 32% of these consumers define the “low-sugar” claim as the most important in their choice of purchase. There is also increasing demand for gluten-free snacks, which are gaining in popularity even among people who are not gluten-intolerant as they are considered healthier. The United Kingdom, France, Germany, and Italy are currently leading the way in launching gluten-free products in Europe. 

In Asia, all the attention is on the use of natural ingredients, rediscovering ancient grains or plant proteins as the base ingredients for these products. The claim “rich in fibre” seems to be gaining interest among consumers as it is associated with a healthy gut, and thus a general well-being. In America, enthusiasm is directed towards all plant-based products, especially protein bars, with a focus on snacks that can satisfy consumers’ energy needs through plant-based ingredients with specific properties. 

Flavours, functional ingredients, and challenges 

While there are many inputs for innovation in the industry, topics such as sugar reduction or the development of gluten-free products continue to pose challenges for the industry. Reformulating a product to reduce its sugar content means changing its taste, followed by a change of consistency and the shelf-life of the product. Various alternatives to sugar are being explored, such as stevia, barley malt, or the more common fructose. Erythritol also makes an excellent substitute for sugar, as it has zero calories. Its use is under scrutiny, however, as recent studies have shown an association between high erythritol concentrations and an increase in cardiovascular risks. 

Another topic that is not without its obstacles is the development of gluten-free snacks. This is because consumers are demanding wholesome products that not only taste good but are also healthy, which means that many ingredients that are used to enhance taste and texture, as in gluten-free products, must be avoided to keep the label as “clean” as possible. The trend for reformulating snacks thus offers plenty of space for innovation, in terms of new ingredients with specific properties (plant-based proteins, antique grains, mushrooms and prebiotics), as well as new flavours (chocolate and mint, biscuit, cream, and even fruit blends). We are curious to see what happens over the coming years, as more and more interesting and innovative products are expected to appear that will promote diversity in the category to meet the needs of all consumers.