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The 2023 healthy savory snack trends show how brands can use formats, flavors, functional ingredients—even sustainability—to develop the savory snacks consumers want.
Consumers today want healthy snack options throughout the day, reports Innova Market Insights. Nearly one in three global consumers say it’s important for a snack eaten at lunch or as an afternoon or evening snack to be healthy, while even more think so for a snack eaten at breakfast or dinner.1 A quarter of consumers say they would replace their current savory or sweet snack with a healthier version.2
In developing a healthy snack, taste and protein are key. For example, for savory protein and other protein snacks (which are popular for satiety, weight management, and workout support), “great tasting” (53%) and “high protein” (50%) are the two leading attributes US consumers say are important.3 “Gluten-free” and “natural” are also important snack claims, with these claims increasing more than other claims in recent US snack launches.4
At the same time, more consumers are looking to reduce their sugar, sodium, and fat intake. When purchasing a healthy snack, one in four global consumers says a claim of low, less, or no sugar is important, while about one in five feels this way about fat and salt.5
Consumers have more options than ever to satisfy their cravings for healthier savory snacks. Chips, crisps, puffs, pretzels, and jerky are popular healthy savory snack formats in the market, with attributes that range from high protein to whole grain to made from beans or vegetables.
An emerging format to watch is the savory bar—a convenient, on-the-go format that comes in flavors such as sesame, everything, chili, pesto, curry, and bacon. Savory bars can be made from ancient grains, beans, nuts, seeds, mushrooms, dried meats, and more. Functional ingredients are also trending, with consumers globally reporting they’ve bought foods or beverages for immunity (23%), digestive health (21%), and improving sleep (20%) in recent months.6
Novel flavors may grab consumers’ attention (particularly in the snack aisle), but tried and true flavors may be the best bet for appealing to the majority of snacking consumers. In looking at the top flavors for recent North American savory and salty snack launches, chili ranks first, followed by barbecue, sea salt, cheddar cheese, and cheese.7 (Chili, barbecue, and cheese are the top growth flavors.)8
Sustainability is another way to appeal to consumers and make a healthy snack stand out. Plant-based and natural claims, which continue to be important to consumers, are examples of environmentally friendly claims. Grain-free and low-carb are emerging claims that may also have sustainability associations.
Sustainable packaging is also becoming a key factor for consumers, with more than one in ten US consumers saying a sustainable packaging claim influences their purchasing decision for snacks.9 The upcycling trend offers a particularly compelling approach to sustainable snacks, as we’ve seen with bars that contain dried kale and other imperfect produce that would otherwise go to waste.
With more consumers trying to adopt healthier lifestyles—including healthier snacking—brands have an opportunity to address this need by formulating with functional ingredients, healthy nutrients like protein, and delicious, savory flavors that provide the taste enjoyment consumers seek from a snack.
Smart formulation is key to developing a truly healthy savory snack, with attention to salt, sugar, and fat, while fun formats and an eye toward sustainability can help win loyal consumers. At Glanbia Nutritionals, we provide the ingredients and support that help you succeed in the healthy snacks market, from savory snack solutions to our bar development services.
Contact us to learn more.
