Consumers increasingly seek healthier snack options, driving innovation in the chips category. Brands are responding with products like protein-packed chips and those fried in oils such as avocado. Recent market data from Circana shows the salty snacks category grew by 5 percent in the 52 weeks to April 21 this year, reaching $39.36 billion, with potato chips contributing $11.1 billion. Private label grew 24.5 percent. Dieffenbach’s Uglies Kettle Chips expanded its product line and distribution, despite operational challenges, underscoring the strength in upcycled food demand. Jackson’s, known for its avocado oil chips, reported a 287 percent growth year-on-year and expects something similar in the current year, emphasizing consumer preference for better ingredients. Quest Nutrition’s high-protein chips also gained traction, with their Hot and Spicy Tortilla Chips achieving a 49 percent repeat purchase rate in the year since their launch in Spring last year. Looking ahead, big brands may dominate, but innovation in better-for-you snacks will continue, driven by consumer demand for healthier, high-protein and unique flavor experiences.

Herbalife introduced Protein Chips in the US and Puerto Rico, offering a healthy, savory snack to support daily nutrition goals. These Gluten-Free Certified chips contain 8g of plant-based pea protein and no cholesterol, catering to the growing demand for convenient, protein-rich and healthier snacks. Ibi Montesino, Managing Director of Herbalife North America, highlights the evolving snacking culture, emphasizing the importance of protein in weight management and overall health. Dr. Luigi Gratton, Vice President of Health and Wellness, notes the increasing consumer focus on health, with a preference for plant-based diets. Herbalife's Protein Chips, available in mild barbeque flavor, are toasted, not fried, contain no cholesterol, and are suitable for vegetarians. The protein snacks market, valued at $3.64 billion in 2021, is expected to reach $8.20 billion by 2030, driven by younger demographics replacing conventional meals with snacks. With 6 in 10 US households purchasing plant-based foods in 2023, Herbalife aims to meet this demand through its science-backed, rigorously tested products, available exclusively through Herbalife independent distributors.

The tortilla chip market is booming, driven by adventurous flavors and healthier ingredients. Brands like Utz’s On the Border and Campbell Snacks’ Late July experienced double-digit sales growth, with grain-free Siete leading with a 28.1 percent increase in the 52 weeks to April 21. Private label was up over 15 percent but traditional brands like Doritos and Tostitos saw smaller gains. Innovative flavors, such as Late July’s Hawaiian Habanero, and unique ingredients, like cassava and chia seeds in Tia Lupita chips, cater to consumers seeking healthier options. This shift reflects a broader trend towards better-for-you snacks, despite challenges like inflation and the perception of fried snacks being unhealthy. Looking ahead, brands are focusing on expanding their product lines and improving packaging to highlight health benefits. Tia Lupita, after participating in PepsiCo’s Greenhouse Accelerator program, plans to launch new flavors and enhance its market presence. Hain Celestial’s Garden Veggie Snacks are also tapping into this trend with a gluten-free, veggie-infused tortilla chip.

Domestic brands are beginning to drive the snack market in India, with desi munchies like bhujia, dal and chivda accounting for half of salty snack sales in 2023-24, totalling ₹50,800 crore, according to NielsenIQ. The demand for hygienically packaged, branded ethnic snacks is growing, especially in rural areas. Haldiram's leads the market with ₹12,161 crore in sales, followed by PepsiCo and Balaji Wafers. Traditionally dominated by Western snacks, the Indian market is shifting towards regional flavors. Companies like Haldiram's and The Snack Company are innovating by blending traditional Indian spices with modern snacks, appealing to both local and global palates. These snacks often use functional ingredients, making them healthier alternatives. Around 40 percent of the market is controlled by smaller regional players, offering value through larger quantities and quick product launches. Traditional snacks make up 56 percent of the market by volume. Health-conscious consumers are gravitating towards snacks made with lentils, pulses and alternative grains like ragi and jowar. 

Consumers are increasingly seeking healthy snacks with functional benefits such as improving gut health and promoting weight management, according to experts at a recent FoodNavigator-USA webinar. Melissa Dolan from Emil Capital noted a shift from focusing on what is absent in snacks to highlighting beneficial ingredients. Gen-Z consumers are particularly interested in snacks that support probiotics, brain health and mood enhancement, said Sherry Frey from NIQ. The demand for snacks mimicking the effects of GLP-1 drugs like Ozempic has also surged. Brands like Supergut and Rivalz are creating products that promote satiety and healthy blood sugar levels without the need for pharmaceuticals. Supergut's CEO Marc Washington emphasized that many consumers, dubbed "Ozempic curious," seek the benefits of these drugs without the cost or side effects. Despite the positive shift towards functional claims, reducing sugar and sodium remains a priority for many consumers. Innovations in non-caloric sweeteners are helping meet the demand for lower sugar content, while interest in low-sodium products continues to grow, particularly among those concerned with high blood pressure.

Healthier snacking brand Boundless has raised £1.5 million to solidify its position as the UK's top brand for gut health snacks. Founded by Cathy Moseley in 2017, Boundless offers 'activated' crisps, nuts and seeds designed to improve gut health. The recent funding follows a £650k investment in 2022, which included support from Graze co-founder Ben Jones, who continues to back the brand in this round. The new funds will fuel Boundless's rapid growth, enhance brand awareness and support both new and existing product listings. Moseley expressed pride in the brand’s achievement as the UK's leading gut health snack, including its role in growth of better-for-you crisp market. The brand aims to capture 1 percent of the better-for-you category by the end of the financial year and has seen its year-on-year retail value sales surging 110 percent, with volumes up 171 percent. Its products are available in major retailers like Lidl, Holland & Barrett, Ocado, WH Smith and over 3,000 independent stores, with foodservice distribution also expanding significantly.

Consumer preferences are shifting towards healthier diets, significantly impacting the global snack industry. This shift is driven by growing awareness of diet's role in health and the global health crisis linked to obesity and non-communicable diseases. Mondelēz is at the forefront of meeting these demands, focusing on nutritious, low-calorie and natural ingredients in their products. Mondelēz has implemented product innovations like reducing sugar in Bournvita biscuits and Oreo products, and fortifying snacks like Kinh Do cakes with vitamins. Its State of Snacking report reveals that 82 percent of consumers in Asia, the Middle East and Africa prioritize health-conscious snack choices, emphasizing energy, mood improvement and fitness. Mondelēz is also leveraging technology to enhance the snacking experience. This includes AI-driven initiatives like personalized birthday songs from Cadbury Celebrations and AI-powered sales platforms. The company ensures transparency with clear nutrition labeling, supporting mindful snacking habits.  

Kellanova aims to elevate Pringles into a $4 billion brand by diversifying its flavors and formats. After splitting off its cereal operations in 2022, the company focused on snacking brands to compete with Mondelēz International and PepsiCo’s Frito-Lay. CEO Steve Cahillane emphasized Pringles' potential for global growth through innovation. Pringles' strength lies in its precision manufacturing and extensive flavor replication capabilities, offering over 160 flavors worldwide. This adaptability allows the brand to cater to diverse cultural tastes, such as prawn in Asia and Texas barbecue in the US. Recent innovations include Pringles Mingles, a puffed snack in a bag, and Pringles Harvest Blends, made with multigrains and sweet potato for health-conscious consumers. These new products aim to drive transformative growth and attract new customer segments.  Despite high inflation, Pringles maintains strong consumer value, allowing it to command necessary price points and drive sales growth, as evidenced by a 5.4 percent rise in organic sales in its latest reported quarter.

Unique Snacks, a century-old family-run business, launched Puffzels in early 2023. Puffzels are gluten-free, non-fried and non-GMO puffed snacks made from clean ingredients like corn and whole oats. Available flavors include Wild Buffalo, Honey Mustard, Aged Cheddar and Homestyle. The company is now offering 1.8-oz. packages and 8-pack cartons of Honey Mustard and Aged Cheddar flavors for convenience stores. COO Justin Spannuth says Puffzels cater to health-conscious, on-the-go consumers and are designed to fit the limited storage space of convenience stores. Unique Snacks is known for innovative products, including Sprouted Pretzels, Pretzel Shells, Sourdough Craft Beer Pretzel Rings and the Original "Splits." 

Recent consumer trends show a persistent shift towards comfort foods and a decline in wellness-oriented products post-pandemic, according to Darren Seifer, from Circana, who presented the findings at the 2024 Sosland Publishing Purchasing Seminar. Key insights revealed a continued preference for enriched white flour over whole grains, with whole wheat flour production dropping by 19 percent since 2019. In the snacking sector, sweet snacks have gained popularity over better-for-you options. Before the pandemic, the number consumed of each was almost equal, but sweet snacks have since taken the lead, with a 20 percent higher average consumption in 2023. Savory snacks also outpaced better-for-you snacks, widening their lead to over 40 percent. There has also been a significant decrease in the number of adults avoiding gluten and seeking organic or plant-based foods. Seifer says inflation and economic pressures have affected food spending trends. 

Clessidra Private Equity SGR has acquired a majority stake in Italian better-for-you cereals manufacturer Molino Nicoli. The Nicoli family retains a 30 percent stake following the transaction, funded by Clessidra Capital Partners 4 buyout fund. Molino Nicoli produces organic and gluten-free cereals, baby snacks and cereal bars under the Vitabella brand for the US and European markets. It also offers private-label products, including muesli, granola, oat flakes, snack bars and baby food snacks. Clessidra plans to leverage Molino Nicoli's success to identify growth opportunities and build a leading platform in the healthy food market, emphasizing quality, traceability and clean label products. Molino Nicoli operates two gluten- and allergen-free plants near Milan and a commercial unit in Connecticut, USA. The company's annual turnover reached approximately €60 million ($65.14 million) last year, with half coming from international sales.

Love Corn is introducing new limited-edition multipacks featuring Illumination’s Minions, aligning with the upcoming release of Despicable Me 4. These crunchy corn snacks are made from whole roasted corn kernels and boast simple ingredients and bold flavors. They contain under 90 calories and are sugar-free, non-GMO, kosher, gluten-free and vegan-certified. Co-founder Missy McCloskey highlights the convenience and appeal of these snacks, especially for children. The new multipacks include individually portioned mini bags, making them ideal for lunchboxes, on-the-go snacking and post-sports activities. The collaboration with the Minions adds an element of fun to healthy snacking, appealing to both kids and parents. There are two variants: Sea Salt Multipack, with five mini snack packs; and Variety Pack, including nine mini snack packs with three different flavors. These multipacks are available at select Kroger, Target, HEB and Thrive, and on Amazon.com. 

Kind is launching its first ad campaign under CMO Osher Hoberman, themed "All Kinds of Good." This new approach aims to reestablish the Mars-owned snack bar brand’s distinctiveness, blending humor and purpose. The campaign, featuring comedians Atsuko Okatsuka and Eric Wareheim in a quirky school dance setting, targets two main consumer groups: busy parents seeking nutritious, convenient snacks and young adults who prioritize trustworthy, functional snacks. Hoberman, who previously led Snickers’ iconic "You’re not you when you’re hungry" campaign, aims to position Kind as more than just a healthy bar brand. The strategy is to offer snacks that taste good, feel good and do good. The media plan includes TV, online, social platforms, digital out-of-home and audio on Spotify, with a branded integration on "Late Night with Seth Meyers."

New Zealand wine brand Brancott Estate teamed up with premium snacks brand Made for Drink to introduce crisps to the UK designed to pair perfectly with their award-winning Sauvignon Blancs. This innovative collaboration features two unique flavors: Pickled Onion and Chilli & Lemon, tailored to complement Brancott Estate’s Classic Sauvignon Blanc and Flight Sauvignon Blanc, respectively. Pickled Onion crisps balance the acidity of pickling spices with the passionfruit notes of the Classic Sauvignon Blanc. Chilli & Lemon crisps, with fresh lemon and a hint of bird’s eye chilli, enhance the citrusy aromas of the lower-alcohol Flight Sauvignon Blanc, highlighting its tropical fruit flavors. They are vegan and do not contain any of the 14 major allergens stipulated by the Foods Standards Agency. This trend of wine and crisp pairing, driven by social media and increasing Google searches, is becoming popular among millennials and Gen Z, especially for picnics and BBQs. 

Nantucket Crisps’ new South Wharf Cocktail Sauce chips, inspired by British prawn cocktail potato chips, offer a tangy, sweet flavor reminiscent of New England shrimp cocktail. They are gluten-free, Non-GMO, dairy-free and Kosher. Founded in 2022, Nantucket Crisps are made in small batches, appealing to health-conscious consumers seeking unique, nostalgic flavors.

Alpine Tortilla Company launched El Nacho Tortilla Chips, targeting health-conscious snackers with non-GMO, gluten-free ingredients. Using traditional Aztec ‘Nixtamalization’ techniques, these chips offer a firm yet delicate texture, ideal for dipping. The brand features fun, inclusive fictional Luchador characters to appeal to a diverse audience. Unique flavors like Ms. Mango's Hot Honey & Lime and Diablo's Sweet Heat, combined with bold packaging, differentiate El Nacho in the competitive market. Available at specialty grocers and mainstream retailers, these chips aim to meet the growing demand for healthy, flavorful snacks while positioning Alpine Tortilla Company as a leader in the tortilla chip category.

BEST Cereal, launched by the Sidemen and developed by Mornflake, is now available in Morrisons in the UK, marking its third national listing, following Tesco and Iceland/The Food Warehouse. Since its debut, the cereal has sold over 500,000 boxes in its first three months, becoming the fastest-growing cereal in the UK. With HFSS-compliance and competitive pricing, the brand's successful campaigns, featuring YouTube influencers, celebrities and appearances on ITV’s Love Island, have boosted its visibility. BEST Cereal’s partnership with Magic Breakfast, donating profits to support children facing food insecurity, enhances its appeal to socially conscious consumers.

According to the CDC, only 1 in 10 US adults meets the daily recommended intake of fruits and vegetables, a statistic even lower among children and financially disadvantaged groups. Adequate consumption of these foods can protect against chronic conditions, leading some manufacturers to innovate by incorporating fruit and vegetable ingredients into diverse products, including snacks and cereals. General Mills’ Cheerios Veggie Blends, for example, showcases how major brands are integrating fruits and vegetables into popular products. These innovations use concentrated ingredients like powders and purees to retain nutritional benefits without compromising flavor or color, addressing sensory and nutritional goals effectively. Functional benefits of fruit and vegetable ingredients include natural sweetening, thickening, stabilizing and preservation. 

A recent survey by Farmley reveals that 73 percent of Indians read ingredient lists and nutritional values before buying snacks. The Healthy Snacking Report 2024, which surveyed over 6,000 people, shows that 93 percent of respondents want healthier options, with a strong preference for natural, additive-free products like nuts, seeds and whole grains. Makhanas (foxnuts) and dry fruits are particularly popular, with 67 percent favoring these snacks. Millennials, Gen Z and Gen X all show significant interest in makhanas, especially during evening tea or coffee time. However, price remains a barrier for over 58 percent of consumers. 

According to a study from FMCG Gurus, the COVID-19 pandemic has heightened global consumer focus on health, with 66 percent prioritizing immune system health and 56 percent targeting digestive health. Consumers are actively improving their gut health by using probiotics and making dietary changes, particularly increasing fruit and vegetable intake for fiber and reducing sugar. Despite this, 60 percent are unaware of the gut microbiome, indicating a significant knowledge gap. Marketers must educate consumers about the microbiome's importance, promoting probiotic and prebiotic products in food and drink formats, which are preferred for their taste, naturalness, and convenience. Additionally, the growing interest in postbiotics offers a promising market opportunity for further education and product development in the better-for-you snack segment.

Germany’s Katjes Group has increased its stake in organic muesli maker Mymuesli from 10.1 percent to around 56 percent, becoming the majority shareholder. The Dusseldorf-based group's venture-capital arm, Katjesgreenfood, acquired the additional shares from Hamburg investor Genui. Mymuesli’s founders, Philippe Kraiss and Hubertus Bessau, still hold approximately 44% of the shares. To finance the acquisition, Katjesgreenfood plans to raise further capital through various measures, including capital market instruments. This investment is Katjesgreenfood's second majority stake, following its 2022 acquisition of UK gluten-free bakery Genius Foods. Mymuesli offers customisable organic mueslis and a variety of porridges and snacks across Germany, Switzerland, Belgium, France and the Netherlands.

Michele’s Granola collaborated with SIMPLi to launch a Limited Edition Strawberry & Red Quinoa Granola, combining organic gluten-free oats with SIMPLi's Regenerative Organic Certified® red quinoa. Featuring freeze-dried strawberries, sunflower seeds and coconut, it aligns with both brands' commitment to quality and sustainability with an emphasis on natural, allergen-free ingredients and the social impact angle, with 1 percent of sales supporting the nonprofit SOME. Available online from June 26th, this partnership highlights a growing consumer demand for health-conscious, ethically-produced snacks.

SimplyProtein, a B Corp certified brand known for nutritious plant-based snacks, has launched its first savory offering: Restaurant-Style Tortilla Chips. These gluten-free, vegan and kosher chips come in three flavors: Sea Salt, Hint of Lime, and Hint of Habanero. Each 50g serving offers 7g of protein, no more than 8g of fat and 12g of carbs, and 140 calories, providing a healthier alternative to conventional chips. The innovative chips are promoted through an integrated marketing campaign developed by Bobby Inc., featuring playful, pop culture-inspired ads on platforms including YouTube, TikTok and Google. The campaign emphasizes the chips’ delicious taste and high protein content with catchy phrases and humorous takes on AI-generated ad attempts. SimplyProtein aims to expand its market reach while maintaining its fun and approachable brand image. The new chips align with the company’s mission to offer better-for-you snacks without compromising on taste.

KP Snacks has announced a new partnership and campaign for its better-for-you brand, Popchips, with Live Nation in the UK. Popchips will be the exclusive snack brand at Latitude and Gunnersbury Park festivals, sharing samples with festival-goers to raise brand awareness. The campaign will feature out-of-home and social media promotions, including product and ticket giveaways. In 2025, the partnership will expand to include the Isle of Wight festival, with new marketing activations planned for all three events. Popchips aims to enhance the festival experience by providing a healthier snacking option without compromising on flavor. Valued at £46.4m, popchips holds a 16.2 percent share of the healthier snacking segment in the UK and is the top BFY bagged snack brand in the sharing pack format. All popchips products are non-HFSS. 

Shore the Scottish Seafood Company has launched its seaweed crisps in 62 Asda stores across Scotland. The supplier from Wick will provide 50,000 packets in flavors including Sweet Sriracha, Peking Duck, Lightly Salted and Smoky Barbecue. Shore’s snacks are made from sustainably harvested seaweed, which is collected, sorted, washed and dried at low temperatures to retain nutrients. Founder Keith Paterson highlights the natural umami flavor of seaweed and its health benefits, such as being lower in fat and sodium, while providing iodine, fiber and antioxidants. Paterson emphasizes the sustainability of their production process, noting that seaweed requires no fertilizer, feed, or fresh water to grow. 

Soul Grain, founded by a pastry chef and a nutritionist, reimagines granola with a soul food twist. Their innovative flavors include the new Purple Rain and the 2022 release, Sweet Potato. Other varieties are Banana Pudding, Coco Mango and Neutral Nelly. Each flavor features wholesome ingredients like oats, amaranth and Himalayan pink salt, combined with unique elements such as bananas, mango, sweet potato and vanilla bean paste. Coco Mango, inspired by Caribbean flavors, blends mango, coconut, cashews and turmeric. Neutral Nelly offers a nut- and fruit-free option with hemp hearts and flaxseed, coconut oil and a little maple syrup. Retailing at $13.95 per 10-oz. bag, Soul Grain granola emphasizes quality and cultural fusion, reflecting the founders' dedication to healthy snacking.

Kellanova has introduced a new High Protein Crunch Choc Malt flavor variant of Kellogg’s Nutri-Grain, blending the classic Nutri-Grain cereal with high-protein choc balls. This new product targets active Australians, particularly teens, to meet their protein needs with each serving providing 12.7g of protein, 25 percent of the recommended daily intake. The launch responds to the growing consumer demand for protein-rich foods, with 72 percent of shoppers prioritizing high protein in breakfast choices. The cereal aims to support lean muscle growth and development while offering essential nutrients for energy release. Dr. Gina Levy, Senior Nutrition Manager of Kellanova ANZ, highlights the importance of a protein-rich breakfast for appetite control, muscle maintenance and bone health. Nutri-Grain High Protein Crunch became available nationwide at Woolworths and Coles at the end of June.

Goodveda's new millet-based baked snack line, "Milletious" crunchies, aligns with India's "Millet Revolution" to promote healthier eating. Partnering with Barista, Goodveda offers these nutritious snacks nationwide, catering to health-conscious consumers, café patrons, and fitness enthusiasts. Milletious crunchies, available in flavors like Gazab Garlic and Hotshot Chilli, are gluten-free, sugar-free and preservative-free, made from millets, Bajra, Jowar and wheat flour. These baked snacks are rich in proteins, dietary fiber, and essential minerals, appealing to those seeking nutritious, low-glycemic options. The 80g and 200g packs come in four flavors: Gazab Garlic, Hotshot Chilli, Mad Masala and Masoor Methi. 

Salty options are leading the way in convenience store snacks in Canada, with fiery flavors and healthier choices. Generation Z prefers sweeter snacks, while millennials opt for salty snacks like chips and popcorn. Salty snacks outsell others, generating over $2.5 billion in sales in Canada. Spicy snacks are especially popular, with brands like Conagra’s Boomchickapop launching Sweet Chili Puffs and Pumpkin Spice Kettle Corn. Consumers are snacking more frequently, favoring options with nutritional value. Garden Veggie Snacks’ new Zesty Ranch and Nacho Cheese tortilla chips cater to the better-for-you segment with gluten-free, vegetable-based ingredients. Although better-for-you salty snacks have seen sales grow faster than conventional snacks, Ed Kaiser of Hain Celestial says the category still only accounts for 10 percent of all salty snacks. This has led the brand to launch bolder flavors in the BFY space, such as Terra Real Vegetable Chips. 

Gluten-free products continue to thrive as quality and variety improve, catering to the evolving better-for-you consumer market, and not just for the Celiac market, as it was a decade ago. Consumers now seek gluten-free options with cleaner ingredients, better nutrition, and enjoyable taste and texture. This is emphasized by brands like Tempo Granola, claimed to be a “better-for-you, healthy granola” because it’s protein packed, low in sugar and containing a prebiotic, and has gluten-free certification. Gluten-free certification, though costly, is valued by consumers for ensuring quality and safety. Retailers are urged to create dedicated gluten- and allergy-free sections to simplify shopping. Entrepreneurs are encouraged to innovate and create allergen-friendly versions of beloved comfort foods to meet consumer cravings.