trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf

Table of Contents
Key issues covered in this Report..................................................................................................... 4
EXECUTIVE SUMMARY........................................................................................................................ 5
CONSUMER INSIGHTS......................................................................................................................... 8
Consumer fast facts .......................................................................................................................... 9
Interest in snack flavor preparation ...................................................................................................9
Graph 1: interest in snack flavor preparation, 2021-23 ...................................................................10
Graph 2: interest in preparation method inspired snack flavors, by generation, 2023 ...................11
Indulgent snack associations .......................................................................................................... 12
Graph 3: indulgent snack associations, 2023 .................................................................................12
Satisfying snack associations ......................................................................................................... 14
Graph 4: satisfying snack associations, 2023 .................................................................................14
Experience with and interest in flavors and ingredients in salty snacks..........................................16
Graph 5: experience with and interest in flavors and ingredients in salty snacks, 2023 .................16
Graph 6: experience with and interest in flavors and ingredients in salty snacks, 2023 .................17
Graph 7: Gen Z experience and interest in international snack flavors - NET - any interest, 2023 18
Salty snacks behaviors and attitudes..............................................................................................19
Graph 8: salty snacks attitudes, 2023 ............................................................................................20
Graph 9: salty snacks attitudes, by generation, 2023 ....................................................................21
Graph 10: salty snacks attitudes, 2023 ..........................................................................................23
Graph 11: salty snacks attitudes, by generation, 2023 ..................................................................24
COMPETITIVE STRATEGIES ............................................................................................................. 25
Marketing and advertising ............................................................................................................... 26
Opportunities................................................................................................................................... 27
Graph 12: frequency of food behaviors, 2023.................................................................................27
Graph 13: interest in salty snack innovation, by generation, 2023 .................................................28
Product development – Now – What's trending ..............................................................................29
https://clients.mintel.com/content/report/trending-flavors-and-ingredients-in-salty-snacks-us-2024
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© 2024 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Graph 14: textures of salty snacks, 2021-23...................................................................................33
Product development – Near – What to watch for ..........................................................................36
Product development – Next – What's in the pipeline.....................................................................38
THE MARKET ...................................................................................................................................... 41
Market context................................................................................................................................. 42
State of the market.......................................................................................................................... 42
Graph 15: total US retail sales and forecast of snacks, by segment, at current prices, 2021-23....43
Graph 16: changes in salty snack consumption, by gender, generation and financial situation,
2023 ................................................................................................................................................ 44
Market drivers ................................................................................................................................. 45
Graph 17: reasons for snacking less, 2023 ....................................................................................46
APPENDIX ........................................................................................................................................... 47
3

Consumer trends: key takeaways
Versatility is a common thread across consumers
The versatility of snacks provides different advantages for different consumers. While Millennials seek
more flavor exploration, Gen Z and X consumers prefer versatile for broader pairings and applications,
suggesting that snack innovation will connect on at least one level.
Flavor leads the way for indulgent occasions
Above all, flavor is what makes a snack feel indulgent to consumers. With taste at the forefront, brands
who want to participate in indulgent occasions can do so with straight flavor, collaborative efforts and
even pairing suggestions to elevate more basic snacks.
Planned and impromptu snacks purchases are split
Consumers are equitable in their snack purchases – just as likely to go for classics as they are to be
swayed by something new. Brands can keep their traditional offerings while also expanding into global
flavors and LTOs.
What you need to know
The purpose of snacks is evolving
Flavor remains highly important when choosing snacks, however, younger consumers, who are
snacking the most, are placing similar import on a variety of other factors like functionality that can have
connections to ingredients
Satiety can be simple
Consumers look to tangible flavors when it comes to satisfying snacks. More than just a quick fix,
snacks that are filling because they are nutritionally beneficial in addition to delicious are the best of both
worlds.
Despite higher prices, consumers continue to snack
Driven by younger consumers, snacking occasions continue to expand. While price sensitivity should
not be ignored, most consumers who are cutting back are doing so for health reasons.
6

Bold, indulgent flavors balance BFY aspirations
While health is the main deterrent for snacking, interest in preparation inspired flavors are getting bigger, bolder
and sweeter. This paradox reflects a generalized move toward flexible, quality-centric moderation, where
consumers choose balance in ways that treat themselves instead of taste deprivation.
US: interest in snack flavor preparation, 2021-23
Base: 2021: 2,000 internet users 18+; 2023: 1,973 internet users aged 18+ who snack
Source: Kantar Profiles/Mintel, October 2021; Kantar Profiles/Mintel, November 2023
10

Some classics, like salted, are picking up steam demonstrating a growing acceptance of snacking among older
consumers, but the taste changers are still Millennials, and their influence is clear. Interest in a wider range of
both savory and sweet cooking method/preparation inspired flavors among Millennials and even Gen X reflect
the draw of flavor complexity often found on foodservice menus and in global cuisines. While Boomers may opt
to stay close to the classics, Gen Z, the most frequent snackers, are likely to follow a similar path of flavor trial
that moves way beyond salted, smoked and toasted as they age. Portfolios should be balanced enough to be
inclusive of snackers of all ages, yet keep their eye on the prize; super-snackers.
US: interest in preparation method inspired snack flavors, by generation, 2023
Generation Z Millennials Generation X Baby Boomers
Changing tastes call for brands to look forward, and honor
classics
Base: 1,973 internet users aged 18+ who snack
Source: Kantar Profiles/Mintel, November 2023
11

Use texture as a gateway to flavor expansion, education
While some global flavors like furikake have relatively limited awareness, brands can use comps of other
growing or established foods and flavors to pique interest and trial. For example, drawing texture parallels
between flaky, crunchy toppers like furikake and chili crisp or tajin and trendy elotes can help consumers take
some of the perceived risk out of the equation. .
US: experience with and interest in flavors and ingredients in salty snacks, 2023
17

Help Gen Z travel with their taste buds
Partnering with diverse creators and inspiring versatile use cases for internationally inspired snacks can
connect and cultivate relationships with Gen Z snack consumers. Snack innovation that includes international
flavors is of interest to of Gen Z consumers, but less than one-third have increased their trial in the past
year creating an opportunity for brands to fill the gap between curiosity and action.
US: Gen Z experience and interest in international snack flavors - NET - any interest, 2023
18

Snack purchases are equally planned and spontaneous
Consumers are equally likely to be seeking new tastes as they are classics, while also drawn to food inspired
options to indulge, perhaps with less guilt or on the go. While keeping classics in the portfolio, brands can take
inspiration from global foods and even brands to create LTOs like Pad Thai chips, recipes like hot honey chex
mix or making pairing suggestions like a snack inspired "charcuterie" board.
US: salty snacks attitudes, 2023
20

Versatility does not mean one snack fits all. The appeal of versatility has emerged as a common thread that
brands can tap into to reach snackers across (most of) the ages, albeit perhaps for different reasons including
price accessibility, life stage (like parenthood) and using snacks to fill many moods, needs and occasions. While
Millennials remain the catalysts of snack and flavor exploration, Gen Z and Gen X share similar ideals and
behaviors suggesting that a super group of snackers is emerging that is as likely to be impulsive as planned in
snack flavor choice, yet willing to fill more needs with snacks.
US: salty snacks attitudes, by generation, 2023
Versatility may be table stakes, but it means more flavor(s),
pairings and applications
21

Use fuzzy lines to create a sense of versatility
The ease, value and convenience of snacks contributes to the increasingly blurred line between meal and
snacks that presents opportunities to market in both directions and flavor exploration can be the catalyst.
Brands can support snackers to take the concept of "girl dinner" across dayparts through pairings, especially
with BFY components that can balance consumer perceptions of both indulgence and satisfaction.
US: salty snacks attitudes, 2023
23

Younger adults need more than flavor from snacks
Given the evolving purpose of snacking, it makes sense that the importance of flavor remains steadfast yet has
become one of many influences instead of the primary one among younger adults, the most avid snackers. The
functionality of snacks, through flavors and ingredients is something that brands should continue to explore with
energy and beyond.
US: salty snacks attitudes, by generation, 2023
24

Fun and functional top younger consumers' interest in
innovation
As younger consumers snack more at a higher rate, connecting with flavors and function they seek is
paramount. Collaborations and limited-time flavors with brands that are already engaged with, even outside of
the food and beverage space can add a touch more fun as they look to treat themselves. In addition, helping to
guide younger consumers as they decide what functional benefits suit them the most can make snacks worth
more while still being convenient.
Base: 2,000 internet users aged 18+
Source: Kantar Profiles/Mintel, December 2023
28

Emerging cheese types in snacks
Source: Mintel Purchase Intelligence
Tangy adds an edge to familiar favorites
Consumers are not afraid of bold flavors, so upgrading favorites like barbeque and ranch with an emphasis
additional taste has made tangy a complimentary snack adjective. With high interest in sour snack flavors
like pickle, the tangy description works as an umbrella term for sharpening the flavor of any snack.
30

Tangy flavors in snacks
SWEET HEAT
of consumers have
tried and liked or are
interested in trying this
flavor
Sweet and spicy make the perfect couple
Marrying sweet and spicy can connect with consumers on multiple levels;
the combination itself appeals to more than half of consumers, sweet
flavors top interest and experience and the sweet and savory
combination is an indicator of an indulgent snack for the majority. Similar
to tangy, sweet and spicy can feel like an exciting addition to the familiar,
essentially an upgrade to what consumers already enjoy.
31

Sweet and spicy snacks
32

Light textures can hold heavy flavors
Texture can be just as important as flavor, especially to younger consumers who consider snacks to hold more
holistic value. Lighter textures can make snacks feel healthier while the flavor is able to do the work of
indulgence and exploration. of consumers say texture influences their snack cravings.
US: textures of salty snacks, 2021-23
Source: Mintel GNPD
33

Snacks with light textures and bold flavors
34

35

Mexican street food snack flavors
37

Dollar sales driven by inflation and steady consumption
Steady dollar sales growth has continued across snack segments, a combination of both increased prices and
consumers' steady consumption habits during this time. Snacking remains a permissible indulgence, with
typically less expensive segments like potato, tortilla and corn chips sales growing at the highest rates.
US: total US retail sales and forecast of snacks, by segment, at current prices, 2021-23
Source: based on Circana InfoScan® Reviews; US Census Bureau, Economic Census/Mintel
43

Consumer research methodology
For the purposes of this Report, Mintel commissioned exclusive consumer research* through Kantar
Profiles to explore consumer consumption of and attitudes and behaviors towards flavors and ingredients
in salty snacks. Mintel was responsible for the survey design, data analysis and reporting. Fieldwork was
conducted in November 2023 among a sample of 2,000 adults aged 18+ with access to the internet.
Mintel selects survey respondents by gender, age, household income, region, race, ethnicity, and parental
status so that they are proportionally representative of the US adult population using the internet. Mintel
also slightly oversamples, relative to the population, respondents that are Hispanic or Black to ensure an
adequate representation of these groups in our survey results and to allow for more precise parameter
estimates from our reported findings. Please note that Mintel surveys are conducted online and in English
only. Hispanics who are not online and/or do not speak English are not included in our survey results.
While race and Hispanic origin are separate demographic characteristics, Mintel often compares them to
each other. Please note that the responses for race (White, Black, Asian, Native American, or other race)
will overlap those that also are Hispanic, because Hispanics can be of any race.
* for further details see research methodology
Generations
Mintel defines generations as
Generation Overview
World War II/ Swing Generation
Born 1928 or earlier (WWII) and 1929-1945 (Swing), members of these generations are aged 78+ in
2023.
Baby Boomers Born 1946-1964, in 2023, Baby Boomers are between the ages of 59 and 77.
Generation X Born 1965-1979, in 2023, Gen Xers are between the ages of 44 and 58.
Millennials Born 1980-1996, in 2023, Millennials are between the ages of 27 and 43
Generation Z Born 1997 and 2010, in 2023, Gen Z are between the ages of 13 and 26.
Generation Alpha The newest generation began in 2011. In 2023, members of Gen Alpha are younger than age 13.
In 2021 Mintel made minor adjustments to generational definitions; size and age of each group may not match previous Reports.
Abbreviations and terms
AI Artificial intelligence
BFY Better-for-you
GDP Gross domestic product
GNPD Global new product database
LTO Limited time offer
48

Meet the expert
Sydney Riebe
Analyst - US Food and Drink
Sydney joined Mintel in 2021 after spending more than 4 years working
in higher education. She has a decade of experience in the food service
industry, where she gained a passion for following food, beverage and
menu trends. Sydney holds a BA in English Literature from DePaul
University and an MBA from Northern Illinois University.
Read more by this expert | Get in touch
49

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