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As healthy snacking in China expands, these are the key trends in consumer preferences and snacking habits that brands should know to stay ahead in the market.
Snacking is a part of daily life for most Chinese consumers. While it’s easy to assume that today’s busy, on-the-go lifestyles prompt consumers to reach for snacks to curb hunger, boost energy, or replace a meal, there’s more to the story.
The biggest drivers of snacking for Chinese consumers are actually emotional reasons.1 This highlights the importance of taste, texture, and an overall enjoyable experience for any type of snack.
| To treat or reward myself | 34% |
| Makes me feel better mentally/emotionally | 27% |
| Provides comfort | 27% |
| Relieves boredom | 27% |
| Relieves stress | 25% |
At the same time, consumers are seeking snacks that are better for them, with many looking for snacks with protein (47%), probiotics (44%), vitamins (43%), minerals (35%), or fiber (32%).2 Snack companies in China have been quick to respond to this growing interest.
The number of new snack products with health claims has increased significantly over the past four years—including claims of vitamin/mineral fortified (+64.6% CAGR), high/source of protein (+51.0%), and high/source of fiber (46.2%).3 Functional ingredients that support specific health and wellness goals are also in demand.
While nutritional benefits have been central to consumers’ better-for-you snack choices, functional benefits are the next frontier. Nearly one in three Chinese consumers believe it’s worth paying more for functional ingredients that boost physical health, while nearly one in five feel the same for ingredients that improve mental health.4
In the past few months, Chinese consumers have purchased foods or beverages to improve sleep (26%), gut health (24%), immunity (22%), and bone or joint health (15%), as well as to destress/relax (21%), improve focus/alertness (15%), and enhance mood (14%).5
The claims consumers would most like to see on snacks, in particular, are aids sleep health (47%), gut health (47%), mental wellbeing (37%), weight loss (35%), and energy level (31%).6
Healthy snacks such as functional snacks are relevant for many different usage occasions and day parts. For protein snacks, for example, 33% of consumers use them for morning energy and nutrition, while 33% eat them while relaxing and watching sports or a concert.7 Other popular uses are for breaks during the day and before or after exercising.8
Addressing the demand for healthy snacks comes with its own set of product development challenges. Incorporating high levels of vitamins, minerals, or functional ingredients can negatively impact a product’s taste and lead to unwanted ingredient interactions.
Using microencapsulation before blending the ingredients into a custom premix can protect them from interactions as well as oxidation while providing flavor and odor masking. This technology is invaluable across product formats, from beverages to bars.
Aligning snack products with evolving health trends is essential for brands looking to stay ahead in a competitive market while building trust with today’s health-conscious consumers.
A strategic approach that leverages cross-functional teams for innovation can drive success by combining market insights with formulation expertise—ensuring snacks deliver on health and sensory enjoyment.
Glanbia Nutritionals can support the process with high-quality micronutrients ,and bioactive ingredients and function proteins—utilizing microencapsulation when needed—helping brands create snacks that meet consumer demands. Learn more about our innovative healthy snacking solutions by contacting us today.