The Sweet State of Snacking

Highlights from the Sweets & Snacks Expo

 Zach Pappas

 Jody Wasbro

Estimated Read Time: 3 Minutes

The snacking landscape is evolving—one bite at a time. At this year's Sweets & Snacks Expo, the "State of Snacking" session served up plenty of tasty insights that show just how fast the snack category is changing and why brands need to stay ahead of the game.

Healthier, Choosier Snacking

First things first: consumers are still snacking three times a day. But they're choosier than ever, favoring options that are healthier and more mindful. The days of guilt-free grazing on anything within reach are gone; today's snackers want more from their snacks—taste, nutrition, and transparency.

Beyond the Usual Suspects

Non-traditional snacks are muscling in on territory once dominated by chips, cookies, and candy bars. Private label snacks are making a serious comeback, meaning retailers and store brands are winning the loyalty of shoppers looking for value and innovation. Branded flavors are also seeing a boom (Skittles and Oreo flavors, anyone?), helping brands stand out in a crowded market.

The "Feels" Factor

So, what's driving consumers to pick one snack over another? It's more than just taste. The snack brands that help consumers look and feel good—both physically and emotionally—are stealing the show. Think Poppi soda's fun, bubbly tone-of-voice, compared to Olipop's focus on function. Turns out, Poppi's got 15% more consumer interest. Why? Because "how a brand feels" is sometimes even more important than what the product does.

Shopping in a Digital Age

Omnichannel grocery shopping is the new normal with consumers expecting personalization at every click, tap, and store visit. And social shopping is challenging the traditional snack run to the grocery or c-store. TikTok is especially hungry for snack content: it's the #2 largest CPG category on the platform, driving 13.8% of TikTok's CPG category sales. Candy, sports nutrition, health powders, gum, chocolate, and meal snacks are leading the charge.

No Tradeoffs, Please

As snacking culture matures, consumers are less willing to compromise. They expect snacks that deliver satisfaction and mindful eating; no guilt required. Ingredient scrutiny is ramping up too. More shoppers care how their snacks are made and what's inside. Fresh, high-quality, minimally processed snacks are winning fans, and 59% of consumers are paying attention to sugar levels like never before.

Key Takeaways for Brands

To win in today's snacking scene, brands must:

• ✅ Balance flavor with function – don't make consumers choose between taste and wellness.
• ✅ Nail the feels – craft a brand experience that resonates emotionally.
• ✅ Embrace omnichannel and social shopping – meet snackers wherever they are.
• ✅ Prioritize ingredient transparency – consumers are reading the fine print.

Hungry for more insights? Connect with the team at WD. Our expertise in retail strategy and consumer trends can help your brand navigate the evolving snacking landscape with confidence—no sugarcoating needed. Let's turn snack-time challenges into opportunities for growth.