Four Drivers Fueling the Functional Snacking Takeover

Nutritional and lifestyle demands accelerate innovation in this burgeoning category

Interesting consumer trends are colliding and waiting to be taken advantage of in the snacking space. Today's shoppers are more knowledgeable about tailored health and wellness solutions, with 59% globally saying they are interested in products customized to meet their nutritional needs ¹. Yet nearly 70% of those same consumers are turning to snacks for comfort at least some of the time, and 57% say moments of indulgence for self-care purposes are important ¹. This confluence of desires suggests the growing trend of "healthy indulgence" has made its way into snacking and can be powerfully leveraged by giving consumers a product with functional ingredients that still tastes like a treat.

This evolution is leading to more opportunities for innovation, like stretching snacks to fulfill more roles – from supporting active lifestyle goals to acting as meal replacements for younger generations and helping meet the nutritional needs of anti-obesity medication (AOMs) users. Familiar formats and uses still lead the category, but 58% of US consumers are interested in trying snacks that are more nutritious, 43% want snacks that are easier to eat and 33% are looking for unique flavors ², so there is ample room for branching out. At the same time, consumers are still cost-conscious with their snacking, as 41% are concerned about price ².
 
Given these patterns and trends, ADM has identified four drivers fueling the growth in functional snacking. From joyful eating and wellness to weight management, it’s a broad landscape with numerous avenues for snack makers to pursue. 

Driver 1: Life Stage and Lifestyle
Different generations are snacking more for the same reason: nutritional supplementation. But those nutritional needs vary greatly depending on life stage. Young adults may demand extra energy for school or job performance. The journey through menopause can require products that help improve bone density or reduce the frequency of hot flashes. Joint health is a considerable concern for healthy aging. And almost everyone, young and old, is looking to increase their protein intake.

In fact, protein was tied (with "low in sugar") for the top attribute sought out in a recent survey, with 34% listing it as very important when deciding which snacks to consume ². That's a 9-point jump since 2020. It isn't just traditional protein sources being tried, with 73% of global plant-forward consumers (defined as vegetarians, vegans and flexitarians) having had plant-based protein in snacks ³. With many individuals looking to consume 30 grams of protein per meal, functional snacks can help reach their lofty protein intake goals by adding 10 to 20 grams in quick, convenient formats.

From gut health to weight management, active nutrition goals, mood and sleep support, stress management and more, consumers want snacks to be purposeful. They also want snacks in a format that fits into their unique lifestyles, but they're not willing to compromise on flavor or functionality for that convenience. They wish for snacks that are not only easy to consume on-the-go but are also nutritious and satisfying ².

Trying to formulate for all these factors can be tricky – and the sensory experience must be kept at the forefront. ADM's suite of TasteSpark® flavor modulation solutions helps overcome the most challenging sensory hurdles. They ensure snacks don't compromise on the most important parts – taste and mouthfeel – while keeping the functional ingredients effective and stable.

Driver 2: The GLP-1 Effect
The use of AOMs, including GLP-1 receptor agonists, has permeated throughout all parts of the food industry, and that includes the snacking category. While the average consumer now generally examines product labels, this scrutiny has only intensified with the rise in GLP-1 usage. People want to see snacks with ingredients derived from natural sources and lower sugar and sodium content. They're concerned about excessive sweetness or digestive discomfort while also demanding attributes like high protein and fiber, all in a delightful taste experience.

When it comes to digestive support specifically, we've supplemented our portfolio of HarvestEdge® flours, specialty grains and blends with our new HarvestEdge® Gold Digestive Support Flour Blend. Developed for sweet goods and baked snacks, the blend features Bifidobacterium longum CECT7347 (ES1*) postbiotic and ADM/Matsutani LLC's Fibersol®** prebiotic dietary fiber, so manufacturers will be able to meet demand for products that taste great while also addressing digestive concerns.

For GLP-1 users, taste and nutritional value are equally important (both at 64%) when choosing food and beverage products. Coming in right behind these critical factors is portion control at 60%⁴, with AOM users increasingly looking for smaller, nutrient dense meals. Snacks inherently provide that portion control, and if they're functional and formulated for flavor, they stand to do quite well amongst this newer consumer cohort.