United States Healthy Snacks Market Assessment, By Product Type, By Claim, By Packaging Type, By Distribution Channel, By Region, Opportunities, and Forecast, 2018-2032F

United States healthy snacks market is projected to witness a CAGR of 4.93% during the forecast period 2025-2032, growing from USD 22.32 billion in 2024 to USD 32.80 billion in 2032. The United States' healthy snacks market has been transformed through leading health consciousness and veganism trends. The rising health-conscious generation with nutrition and high protein in the package is anticipated to lead the market in the United States. Advanced food research and technology are curating new food flavors that are healthy and tasty. The proliferation of brands producing healthy snacks, advanced food alternatives, and plant-based snacking options propel market growth. As disposable incomes increase, consumers will spend more on premium and healthier snack options. Snacks that cater to specific lifestyle, diet, and health needs are also trending in the market, including keto-friendly, cholesterol-lowering, and mood-enhancing snacks. The plant-based snacks market is growing rapidly, driven by increasing consumer awareness of health and environmental benefits.

For instance, in March 2022, Beyond Meat, Inc. and PepsiCo, Inc. announced the debut of Beyond Meat Jerky. The product comes in three different packets. It opened up new distribution channels and could be found in grocery stores, gas stations, club stores, and pharmacies, enabling more convenient and accessible healthier snacking.

The trend towards plant-based diets, veganism, and paleo diets aligns well with the growth of plant-based snacks, enhancing their appeal among environmentally conscious consumers. These developments not only cater to the growing demand for healthier and more sustainable snack options but also drive innovation and expansion in the market.

Rising Health Consciousness and Transforming Lifestyle Catalyses Market Expansion

The higher pace of life and need for convenience are major drivers for the healthy snacks market in the United States. More and more, consumers are looking for a convenient, ready-to-eat, on-the-go, healthy snack option that suits their lifestyle. The phenomenal growth of the snacking industry includes container innovations and product forms that make it possible to access and appeal to a big set of consumers for healthy indulgence. This revolution is complemented by retailers providing on-demand delivery worldwide, making access easier and more convenient.

As more people become health-conscious about their snacking habits, the market for nutritious and healthy snacks rapidly expands. It is motivated by the fear of chronic diseases, such as diabetes and obesity, leading consumers to seek low-calorie, low-fat snacks fortified with protein, fiber, and other nutrients. The focus is on higher protein and new flavors. Hence, brands are reintroducing their products with new flavors and nutritional twists.

For instance, in January 2023, Kellogg Co. (Kellanova) baked snacks brand named RXBAR launched its first granola line in three flavors: original, peanut butter, and chocolate. Sweet, salty, and crunchy, RXBAR Granola is packed with distinctive, simple ingredients and 10g of protein per serving.

Transforming Consumer Preferences and Marketing Trends to Fuel the Market Demand

Consumer-oriented choices and dietary trends are among the most influential drivers of the healthy snacks market in the United States. Growing preference among consumers for plant-based, gluten-free, organic, and functional snacking with added proteins and fibers has hopefully brought about healthy and green food trends. Such healthy and green food trends bring about innovations in snack foods as companies develop many healthy options for a multitude of diets and tastes.

Social media is a major contributor to the United States healthy snacks market. Social media platforms like Instagram and TikTok advocate for healthy eating and new snack products, thereby influencing consumer behavior. Brands leverage social media to market their products' health benefits and unique ingredient offerings. Hence, this online influence is likely to boost demand for specific snacks, such as organic and plant-based snacks, and encourage consumers to choose healthier options.

For instance, in July 2024, KIND LLC launched a new campaign to reignite consumer loyalty by addressing the inherent tension many feel when it comes to healthy snacking. This campaign primarily targets Gen Z consumers who are looking for tasty and healthy snacks. KIND hopes to revitalize loyalty among this important group by addressing this need.

Low/No Sugar Segment Holds the Majority of the Market Share

Based on the claim, low/no sugar snacks lead the market in terms of revenue. This dominance is largely due to increasing consumer awareness about health issues like obesity and diabetes, which are often linked to high sugar intake. The necessity for strict labeling regulations has also led manufacturers to promote the development of healthier snack products. Consumers have begun to look at nutritional labels and prefer less-sugar or no-sugar products for health purposes. The interest in healthy snacking is propelled by consumers choosing low/no sugar snacks as a better weight and heart health alternative. Good marketing campaigns from manufacturers promote awareness of low/no sugar snacks through varied channels.

For instance, in August 2024, Welch's (Welch Foods Inc.) launched a new zero-sugar juice line with "You Gotta Sip It, To Get It". It is available in two refreshing refrigerated flavors, Passion Fruit and Grape (59oz cartons), and three delicious shelf-stable flavors, Tropical Punch, Strawberry, and Concord Grape, offered in multi-serve (64oz) and single-serve (10oz) sizes.

Future Market Scenario (2025-2032F)

Innovations in eco-friendly packaging are likely to become more prevalent, aligning with consumer preferences for environmentally responsible products.

Continued development of plant-based snacks with enhanced nutritional profiles and flavors is anticipated to drive market growth.

Online platforms are expected to play a crucial role in promoting healthy snacks, leveraging social media and influencer marketing to reach a wider audience.

Snacks with functional benefits such as protein, fiber, and probiotics will gain popularity as consumers seek health-enhancing options.

Key Players Landscape and Outlook

In the United States healthy snacks market, competitive strategies are centered around innovation, consumer engagement, and strategic positioning. Key players are focusing on developing novel products that cater to evolving consumer preferences, such as snacks with ancient grains, superfoods, and plant-based proteins. There is a strong emphasis on clean-label and minimally processed options, aligning with consumer demands for healthier choices. Marketing strategies often involve engaging with specific consumer groups through targeted campaigns, highlighting attributes like vegan, gluten-free, and low sugar content. Additionally, companies are leveraging acquisitions to expand their portfolios and access new markets while also prioritizing sustainability through eco-friendly packaging and responsible sourcing practices. Companies launch new product lines that cater to different health needs.

For instance, in March 2024, Danone North America introduced the new REMIX line of Yogurt, a collection of mix-ins with new tastes, toppings, and nutrition. Danone's new REMIX collection spans three of its most beloved brands, Light + Fit, Oikos, and Too Good & Co. The Oikos REMIX, Light + Fit REMIX, and Too Good & Co. REMIX products give consumers portable snacking solutions that are delicious and convenient.