Charcuterie board

Snacks today are much more than fillers between meals: they’re an expression of personal goals and values in our fast-paced, health-conscious world.

As we finalize our latest syndicated study, Future of Snacking 2024, a key emerging theme is that American snacking is becoming increasingly health-conscious and mindful.

The global healthy snacks market is booming: it is expected to reach $152.55 billion by 2030, growing at a compound annual growth rate (CAGR) of 6.7% from 2023 to 2030.1 This surge in demand mirrors what we’re observing among US consumers. While 61% of Americans indulge in snacks to satisfy cravings, 49% would like to consume healthy snacks more often.2 Snacking needs today are increasingly focused on Nourishment and Optimization.

Many consumers want to make positive changes to their snacking habits, from incorporating more low-fat, low-sugar options to eating more fresh fruits, veggies, and high-protein snacks. 62% of all snacking occasions reflect some need for Nourishment (up 4 points since 2020), signaling desires for mindful consumption and long-term health management.2

Another growing need is for snacks that boost both physical and mental performance. 36% of all snacking occasions involve some need for Optimization, up 5 points since 2020.2 Consumers are looking for a quick energy boost and other functional benefits that help them meet the challenges of their active and demanding lifestyles. This is especially true among Gen Z and Millennials, with 23% actively seeking snacks that have functional benefits.2

As consumers prioritize these higher-order needs, it’s no surprise that many are also looking to curb unhealthy habits. Nearly half of consumers aim to snack less when bored, while 37% seek to reduce their consumption of indulgent snacks and 38% wish to limit sweet snacks.2

Clearly, there's a growing demand for products that are not just nutritious but also meaningful and engaging. And while the pillars of Nourishment, Optimization, Pleasure and Distraction help food and beverage companies understand the modern consumer’s snacking needs, they don’t necessarily show what is missing in today’s snacking landscape.

To truly understand the implications of these findings and the resulting innovation opportunities, you’ll want the full suite of insights offered in Future of Snacking 2024 (publishing March 29).

Explore the study overview here and connect with Melissa Abbott to secure preferred pricing today:


  1. Yahoo Finance: "Global Healthy Snacks Market Outlook 2023-2030: A Shift in Consumer Preferences Leads to a Savory Snack Revolution"
  2. Future of Snacking 2024, Hartman Group