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As the snacking sector continues to grow, manufacturers are navigating a complex landscape shaped by evolving consumer preferences, health trends, and innovative manufacturing solutions. In this two-part feature, FoodBev's Siân Yates explores two key segments of the snacking market – sweet and savoury – highlighting emerging trends, flavour innovations, health considerations and the manufacturing advancements driving growth. Part one focuses on the savoury snacking market.
The savoury snacks market has evolved considerably in recent years, driven by growing health consciousness, cultural influences and a desire for bold, exciting flavours.
According to Clara Faustina, senior marketing manager for sweet goods and bakery EMEA at ADM, the savoury snacking category is witnessing a shift towards simple, authentic flavours that resonate with consumers’ desire for genuine experiences.
She told FoodBev: “Consumers are turning to flavour profiles that reflect shared human experiences, especially in a world dominated by rapidly advancing technology”.
Emerging flavour profiles
Authentic and indulgent flavours
ADM’s 2025 flavour and colour trends outlook indicates that consumers are gravitating towards umami-rich profiles such as parmesan, as well as familiar spices like paprika.
Faustina noted that “creamy, cheesy and indulgent profiles that satiate are garnering increased traction in savoury snacks, particularly within better-for-you offerings”. This trend is crucial as more consumers seek healthier options without compromising on taste.
Adventurous flavour combinations
Playful and adventurous flavours are also gaining traction. Faustina explained that “these flavours resonate with consumers desiring exploration and meaningful food experiences”. She pointed to a rise in highbrow versus lowbrow concepts, such as popcorn with white truffle oil or caviar-flavoured potato crisps.
Additionally, tangy pickle seasonings and sumac flavours are making their way into snacks, appealing to curious palates.
Shannon O’Shields, VP of marketing at Rubix Foods, highlighted this trend in action: “In June 2024, Goldfish launched a spicy dill pickle limited-time offer, appealing to the 20% of Gen Zers who describe their love for pickles as an obsession”.
Meanwhile, co-branded collaborations continue to drive innovation. “Around the same time, Cheez-It partnered with Hidden Valley to introduce ranch-flavoured crackers – a smart move, considering 84% of Gen Zers say they currently have ranch in their refrigerators,” O'Shields added.
Identifying the right flavour extensions and partnerships can unlock innovative, high-impact solutions.
International inspiration
One of the most significant trends shaping the savoury snack market is the rise of global flavours.
“Gen Z and younger consumers are driving demand for international ingredients and cooking techniques, seeking excitement in their food and a deeper connection to other cultures,” said Mark Webster, VP of sales and marketing at T. Hasegawa.
Korean flavours, in particular, are gaining momentum. “Although still relatively niche, Mintel data shows that more and more consumers are trying and enjoying bulgogi-flavoured snacks,” Webster noted. “This Korean barbecue flavour has sweet and spicy undertones, making it highly versatile in the savoury snack category – and consumers can’t seem to get enough of it.”
Meanwhile, innovative ingredient pairings – such as chickpeas with seaweed or quinoa with black garlic – are elevating snacking occasions by introducing both crunchiness and complex flavour profiles.
Mexican-inspired flavours are making a significant impact in the savoury snacks market. Tajín, a zesty blend of dried chilli, lime and salt, delivers a tangy, salty kick without overpowering snacks like chips, nuts and puffed grains. Meanwhile, adobo, a rich combination of ancho chilli, garlic, cumin and paprika, adds a sweet and tangy depth to potato chips, crackers and corn-based snacks.
Richard Jefferson, marketing manager at healthy snacks wholesaler Epicurium, highlighted the broader appeal of global flavours: “Snacks inspired by international cuisine – such as Latin-inspired coated chickpeas, Indian masala crackers and Japanese wasabi peas – cater to adventurous palates.”
O’Shields echoed this sentiment: “Flavour profiles inspired by Asian, European, Caribbean and African cuisines are gaining traction in both foodservice and retail. Offering these adventurous flavours in snack-size bites allows consumers to explore a broader variety of tastes without committing to a full meal at full price.”
The heat factor
Spice continues to be a defining element in savoury snacking. Harissa and chilli oil are becoming increasingly popular, with Mintel reporting a surge in snacks focusing on ‘extra hot’ flavour profiles.
Epicurium's Jefferson noted the strong consumer demand for bold heat: “Ghost chilli, jalapeño and jerk are all highly sought after right now”.
ADM's Faustina agreed, adding: “Heat continues to be hot with savoury snack shoppers, with robust harissa and chilli oil coming to the fore”.
Additionally, the rise of ‘swicy’ seasonings (a fusion of sweet and spicy) reflects a shift in consumer preferences toward more complex and layered flavour experiences.
Balancing indulgence with better-for-you options
As health and wellness remain a top priority for consumers, manufacturers face the challenge of delivering indulgent flavours while meeting the growing demand for better-for-you snacks.
"Low-calorie, high-protein and nutrient-dense snacks are gaining popularity," said Jefferson. "Options like alternative grains, roasted chickpeas and seaweed snacks cater to this demand."
Research shows that 22% of consumers globally actively seek foods lower in salt, sugar and fat, while in the UK, four in ten shoppers look for healthy snacks all or most of the time. This dual demand creates exciting opportunities for innovation.
Faustina emphasised the company’s commitment to helping manufacturers develop better-for-you snacks without sacrificing taste. "We collaborate directly with our customers, leveraging consumer insights, technical expertise and a diverse ingredient pantry to build great-tasting, better-for-you snacks," she said.
One such solution is ADM’s TasteSpark Salt Modulation technology, which helps manufacturers reduce sodium levels while maintaining taste, texture and shelf life.
The rise of functional ingredients
Consumers are increasingly looking for snacks that offer functional benefits beyond basic nutrition.
"Snacks with added benefits – such as probiotics, adaptogens or iodine – appeal to consumers seeking foods that go further," Jefferson noted.
Mark Webster, VP of sales and marketing at T. Hasegawa, highlighted the role of adaptogens in this trend: "Ingredients like astragalus – an herb known for its immune-boosting properties – are being explored for new product formulations, along with nutrients like choline, which plays a pivotal role in cognitive and liver health."
This shift aligns with the broader movement towards clean label formulations, where minimalist ingredient lists resonate strongly with younger consumers.
Innovative manufacturing solutions
The integration of advanced technologies plays a crucial role in developing snacks that meet the growing demand for authenticity and wellbeing.
Flavour modulation technologies
Technologies like Boostract from T. Hasegawa are transforming flavour development, enabling manufacturers to enhance and blend flavours more effectively.
"As demand grows for compelling profiles, the flavour industry is responding with advanced technologies that help perfect and blend these profiles," explained Webster.
Developed through extraction, enzymatic and thermal reactions, Boostract helps mask undesirable notes while amplifying the best aspects of natural flavours. This ensures products deliver a more satisfying taste experience, aligning with consumers' desire for authenticity and depth in flavours.
AI and automation
AI's role in food production is set to revolutionise efficiency and transparency throughout the supply chain. As sustainable sourcing and eco-friendly packaging gain momentum, manufacturers must adapt to meet these expectations while maintaining operational efficiency.
"The integration of AI will enable smarter production processes, ensuring manufacturers can meet consumer demand without compromising on quality," Webster emphasised.
Faustina concluded: "We anticipate that AI will significantly impact the savoury snacking market, helping meet consumers’ desires for functionality, higher protein content, greater diversity, lower sodium, transparent sourcing, optimised costs and, most importantly, exceptional taste."