Snacking Shows No Signs of Slowing. It’s Time to Differentiate in the Protein Space with Strong Messaging.

 

Will consumers’ appetite for protein eventually get satiated? It will. But when, nobody knows, so for now, Go Dairy, Go! 

Before it gets satiated, it should get differentiated. It is paramount processors emphasize the power of dairy proteins. A great place to start doing this is with dairy snacks. (And by the way, almost all dairy foods can be marketed as snacks. The exceptions are butter and creamer, and I’m sure some TikToker can make that happen.)   

“Snack Unwrap: The Insatiable Craving for Growth,” is a recent research report from Circana. It explains how health goals, economic pressures and evolving lifestyles are reshaping U.S. snacking habits. The report emphasizes the essential role of innovation in fostering growth within the fast-paced and highly competitive snacking industry. 

 

 

“Snacking continues to play a vital role in consumers’ lives, meeting needs ranging from quick hunger fixes to indulgent cravings and wellness goals,” said Sally Lyons Wyatt, global executive vice president and chief industry advisor for Circana. “While snacks have driven dollar sales growth for years, unit sales tell a more nuanced story, with declines in 2022 and 2023, a softened decline in 2024, and a renewed dip as 2025 begins. This underscores how consumer snacking habits are evolving. Brands have a significant opportunity to adapt by leveraging health trends, personalization and innovation to align with these shifting preferences and expectations.” 

Key insights include:

• Snacking Frequency Remains High: Despite economic uncertainties, snacking remains an integral part of daily life for U.S. consumers. Nearly half of Americans (48.8%) snack three or more times a day, a 2.7% increase year-over-year, with younger demographics (ages 18 to 44 years) leading the charge.
• Healthier Options on the Rise: Consumers are increasingly seeking snacks that align with their dietary and wellness goals. Approximately 64.1% actively look for snacks perceived as “good for them,” marking a significant 7.4% increase since 2020. Categories like yogurt, natural cheese and high-protein options are experiencing robust growth due to their nutritional appeal.
• Macroeconomic Influences Drive Value-Oriented Choices: Rising concerns about inflation and cost have led to more strategic purchasing practices. Consumers are still turning to multipack and variety options. In addition, sales growth of private-label snacks is outpacing branded products in several core categories.
• Innovation Fuels Consumer Demand: From functional snacks with health benefits to indulgent treats with nostalgic twists, brands are successfully appealing to diverse consumption needs. Viral flavor profiles such as ube, peri peri, and matcha are fostering curiosity, while collaborations between brands are creating buzz-worthy products.
• Emerging Channels and Trends: Online sales of snacks continue to climb, with nearly 50% of consumers stating they are purchasing snacks online in 2024. Convenience, flexible delivery options and price-surfing behaviors have all contributed to the growing prominence of e-commerce in the snacking sector.

“Snacking has evolved beyond simply satisfying hunger; it has become less about impulse and more of a reflection of personal values, priorities and lifestyle choices,” said Lyons Wyatt. “From the rise of health-forward products to the experimental exploration of bold flavors, brands must adapt quickly to meet consumer needs and keep pace with shifting trends.”

(Click on infographic to enlarge.)

According to research from 84.51, the retail data science, insights and media company helping Kroger and its partners create customer-centric shopper journeys, shoppers are increasingly prioritizing healthier food choices, yet they still face several challenges in balancing nutrition with value. This shift in consumer behavior is creating valuable opportunities for brands to connect with health-conscious shoppers in meaningful ways.

Key insights include:

• There are Challenges. Forty-one percent of shoppers describe their current eating habits as healthy, but many are still struggling with challenges such as cravings for unhealthy foods (69%), the cost of healthy foods (49%) and time (45%), all of which can make sticking to a healthy eating plan difficult.
• Focusing on Snacks. Despite these barriers, consumers are adapting their shopping habits to meet their health goals. Nearly half of shoppers are focusing on healthier snacking, with many planning to eat more fruits and vegetables (66%), limit processed foods (51%) and pay more attention to food labels (28%).
• They Want the Scoop. Fifty-seven percent of shoppers want to receive nutrition information while shopping, presenting an opportunity for brands to engage customers with informative content that helps guide their purchasing decisions.

The tariff insanity suggests that American may have a lot more dairy proteins to consume. It’s time to innovate with dairy proteins and market their ability to make the body stronger and more resilient. 

Dairy snacks—healthful and indulgent options--present an excellent opportunity to communicate the benefits of the branched-chain amino acids in dairy proteins and how they assist with muscle building. It’s very common in Europe to see refrigerated dairy desserts, such as mousse and pudding, enriched with protein. Happy Spring!