There is no doubt that the snacking category is experiencing significant growth. Whether sweet, salty, frozen, or fresh, food manufacturers are eager to capture a piece of the $89 billion snacking market that is increasingly replacing traditional three meals a day for many Americans. However, recent reports indicate that the definition of snacks is evolving, as consumers lean towards healthier options. Originally, snacks were characterized by salty treats—such as pretzels and popcorn—with the potato chip making its debut in 1853. If Mintel’s forecasts are accurate, it appears that American consumers still have a strong preference for salty flavors even after 165 years.
While U.S. consumers continue to enjoy salty favorites, they are also gravitating towards larger quantities of healthier foods. Savory alternatives like yogurt, nuts, and dried fruits are now competing with classic chips and cheese puffs for quick, on-the-go snacking. Additionally, vegetable-based chips have surged in popularity, with food companies positioning themselves to capitalize on this trend. For instance, General Mills’ venture capital arm, 301 INC, has invested twice in Rhythm Superfoods, which has thrived by offering kale, beet, and broccoli chips. PepsiCo’s Frito-Lay division has introduced its Off the Eaten Path line, featuring rice, black bean, and chickpea chips.
Despite their variety, these snack options share one key characteristic: portability. As consumers find themselves with less time to sit down for full meals, many are seeking more convenient on-the-go products. These salty snacks, known for their convenience, are beginning to overshadow their frozen counterparts. Frozen snacks are typically designed for home consumption and often lack innovative, health-conscious options. The report suggests that companies producing frozen snacks should consider removing “red flag” ingredients, such as high fructose corn syrup, which may deter consumers from purchasing their products.
Although the frozen snacks category has faced challenges over the years, it has recently seen a resurgence in interest. The report indicates that while demand might be declining, there remains an opportunity for frozen snacks to recover. Notably, 85% of parents acknowledge that their children consume frozen snacks. Some of these snacks may be repurposed frozen appetizers, which are currently on the rise and contributing to the first volume growth in frozen foods in five years. This resurgence is driven not only by convenience but also by innovation, allowing manufacturers to move away from the outdated perception of frozen meals as lacking in nutrients.
Nonetheless, most frozen snacks and meals require preparation before consumption, whereas salty snacks are ready to eat immediately. This inherent convenience will likely continue to pose a challenge for the frozen snacks category as it competes with the grab-and-go appeal of salty options. Furthermore, health-conscious consumers might be looking for snacks fortified with nutrients, such as calcium citrate for joints, to support their overall well-being, which could influence future trends in both saltier and frozen snack markets.