Keeping bodies fuelled, minds alert and emotions in check, snacking can be a meaningful experience meeting a range of consumer needs. Sue Bancroft, director healthful solutions EMEA at Ingredion, considers how brands are keeping up with the growth in clean label and plant-based snacking behaviours as consumers search for treats with specific health benefits.
For too long, snacks have been seen as an indulgence in a balanced diet. But as consumers become more conscious of wellness and nutrition, food and drink brands are finding that clean label, plant-based and ‘functional’ snacks are helping satisfy the need to fill the hunger gap while delivering a health boost.
Figures show the annual volume per person in the snack food market was expected to reach 5.2kg in 2025. Consumers want snacks with minimal, easy to recognise ingredients, which presents a clear opportunity for manufacturers to reshape the future of snacks and the choices available to buyers with clean label reformulation.
Helping consumers make intentional snack choices requires convenience, enjoyment and clear nutritional cues. While many people seek alternatives to traditional indulgent snacks, plant‑based formats that offer satisfying taste and texture can support long‑term mindful eating habits, including higher protein or fibre intake.
Meeting consumer demand
The healthy snacks market in the UK generated $5.7 billion in revenue in 2023 according to Grand View Research – and this is expected to reach more than $8 billion by 2030. It’s a stat that stands up to reason when, aside from brand loyalty, insight data shows us some of the most important purchase drivers for consumers in 2026 are the ingredient list, nutritional information and ingredient claims.
Research by the Food Standards Agency (FSA) shows that salt, sugar, fat and calorie content remain top concerns for UK shoppers from April to June 2025. The agency’s Eatwell guidance encourages people to review food labels to help them compare products and choose a balanced diet.
Meanwhile, the latest Mintel report on UK consumer snacking trends shows 54% of those surveyed deliberately choose snacks to boost their daily nutrient intake, showing clear demand for options that offer meaningful nutritional attributes.
Protein has long been in the nutrition spotlight, but the days when protein powders and shakes were only for the fitness elite have long gone. Today, there is growing consumer interest in increasing protein levels, as it is widely associated with supporting overall health and wellness.
Now there are other similar drivers creeping into the consumer consciousness. Added fibre, often associated by consumers with supporting digestion, gut health and the regulation of blood sugars, aligns with the priorities of health-driven snack eaters. Hydration products, and food and drink which prioritise reduced sugar and plant-based sweetener alternatives, are also on the rise in response to consumer preferences.
In fact, sugar content is probably the most sought-after information for snack eaters. This means manufacturers are increasingly under pressure to reduce sugar while keeping their products enjoyable and affordable. Plant-based stevia sweeteners, extracted from pure stevia leaves, have long been used as a sugar substitute, while the latest innovations in sugar reduction technology combine the Reb M molecule found naturally in the plant with sugar reduction solutions to balance taste, affordability and consumer appeal.
Prioritising transparency
Today’s snacks must meet increasingly varied consumer preferences. Assessing and comparing products is becoming a deliberate part of the process when consumers choose the best snacks to enjoy.
Functional snacks are growing in popularity because they often allow consumers to indulge ‘guilt-free’ by combining properties such as low sugar, high protein, added fibre and great taste. Convenient, easy to digest and able to deliver a sustainable energy boost, the new norm of functional, healthy snacks is breaking down the snacking taboo.
As demand for high-protein snacks continues to grow, brands are under increasing pressure to deliver stronger nutritional credentials without compromising on taste or texture.
The acceptability of ‘clean label’ ingredients comes as consumers seek clarity from manufacturers, with 77% of snack eaters finding products with only a few ingredients most appealing. In addition to looking for ‘added value’ options, shoppers are increasingly checking product details against label claims.
This is where plant ingredients are becoming more important. Clean label ingredient solutions enable manufacturers to replace what consumers perceive to be undesirable content without compromising on factors such as taste or texture. Starting with the right plant-based ingredients and flavour solutions, food and drink products with nutrition, health and wellness properties will naturally follow.
Benefits for consumers
Snacks remain a means of refuelling or fulfilling an emotional need like stress or boredom. But thanks to advances in food labelling practices, ingredient technology and reduced sugar or alternative plant-based sweetener options, manufacturers can better align their products with consumers' lifestyle choices. The value placed on being able to access healthier vegan and vegetarian snack options is motivating manufacturers to develop their product offering and lead the way in snacking innovation.
