ORLANDO, FLA. – Even amidst inflation, high grocery costs and the impending effects of tariffs, people are still seeking snacks.  

“Despite the macroeconomic headwinds, despite everything going on, consumers are still snacking,” said Sally Lyons Wyatt, global executive vice president and chief adviser of consumer goods and foodservice insights for the market researcher Circana. “However, what they are snacking on continues to evolve based on needs, trends and variety.”

Lyons Wyatt delivered the beginning keynote session at SNAXPO 2025, SNAC International’s conference held March 30 – April 1 in Orlando.

In a general overview, Lyons Wyatt identified frozen fruit, yogurt and granola bars and clusters as leading categories driving volume sales, signaling a continuation in “better-for-you” (BFY) units showing strength in key categories.

“There’s a lot of positivity in snacking, it just looks different than it may have looked five years ago,” Lyons Wyatt said. “Snacking is alive and well; consumers have just changed their consideration sets.”

After discussing a variety of micro trends evolving within the industry, including viral branding, convenience and various cheese categories driving unit growth, Lyons Wyatt delivered an analysis of four key snacks trends: wonderous snack demand, well-being in snacks, global exploration and snack equity.

“These are the four main themes that drove 2024,” she said.  

In a consumer’s world dominated by high grocery costs, value can mean more than low prices, and premium snack demand hasn’t faltered amidst economic uncertainty.

“Value can mean more than just price,” Lyons Wyatt said. “Sixty-eight percent of consumers state they purchase premium snacks.”

Value has become more about the value of the experience than the actual price, Lyons Wyatt said. The mindset aligns with the indulgence and treat-yourself culture popular across generations.

Circana’s Sally Lyons Wyatt emphasized that value means more to consumers than just price during her presentation at SNAXPO 2025.

| Photo: SNAC International

“Everyone still treats themself or rewards themself,” Lyons Wyatt said.

The second trend focuses on the relationship between snacking and well-being, signifying the importance of recognizing all three elements of well-being as essential to the world of snacking: physical wellness, mental wellness and social wellness.

“Snacking plays across all three,” Lyons Wyatt said. “Being able to talk about the physical, the mental and the social is key.”   

Even in a post GLP-1 world where dietary needs are at the front and center of snack production consideration, Lyons Wyatt advised that producers and emerging food brands should not run away from GLP-1s.

“GLP-1s should be an inspiration to continue to evolve our portfolio,” Lyons Wyatt said.

Lyons Wyatt said many GLP-1 users still participate in snacking, but their choices may just look different than before. For example, GLP-1 households lean more toward high-protein savory options as opposed to sweet snacks, according to Circana.

Other trends within the wellness theme included the importance of protein, Gen Z’s desire for brand’s social awareness and well-being and more transparency in front-of-pack labeling.

It’s not necessarily a new trend, but global exploration and global flavors were an integral part of 2024, Lyons Wyatt said.

“Flavors are seeing global influences and creative and exciting combinations,” Lyons Wyatt noted.

Peri Peri, matcha, turmeric, Tzatziki and wasabi were all referenced, with the potential for new flavors to pop in the second half of 2025.

“You have many different levers you can pull to drive innovation, and it can be fun,” she said.

Potential avenues for innovation include flavor mashups, LTOs and “branded flavors.”

Lyons Wyatt’s final theme was snack equity, where she discussed brand collaborations, sustainability and delivering excitement for consumers.

“Equity expansion is a two-way street,” she said. “Many snacking companies are showing up in even more aisles across the store.”  

What exactly does the future hold for the snack industry? Lyons Wyatt thinks it depends on how snack producers can respond to the current situation, but is hopeful for more growth and innovation.

   “There is growth potential for the snacking industry; it’s just going to look a little different than it did before.”