Consumer Digest: Snacking Trends April 2025

Welcome to the April Consumer Digest, our monthly newsletter, where we provide relevant, informative, and actionable insights around consumer trends. Browse the highlights here in our blog or download the full report here.

This month, we’ll take a bite out of snacking, including what shoppers are snacking on, where they do their snacking, and what time of day sees the most munchies. We also dig into snacking habits and drivers, as well as what shoppers are seeking in new product innovation. Lastly, we took an extra peek at pretzels in honor of National Pretzel Day!

What's on the snack menu

Snacks are as diverse as ever, but certain trends are rising. Health-conscious choices like fruits, vegetables, crackers, and yogurt have gained popularity, while cheese, potato chips, tortilla chips, cookies and other classic snacks remain staple picks. Better-for-you snacks saw the biggest year-over-year growth, reflecting shoppers’ increasing focus on nutrition.

Home is where the snacking is

While consumers snack in various settings—from work and school to while commuting or socializing—home remains the reigning snack haven. Across all snack categories, shoppers most frequently indulge in their favorites from the comfort of their own homes.

Timing is everything. When do we snack?

Snacking habits stretch across the day, but there are standout favorites:

Morning: Yogurt (40%), Fruit (36%)

Afternoon: Cheese is the clear winner, with 48% enjoying it mid-day

Evening: Veggies (51%) and popcorn (30%) dominate

Late Night: 7% sneak cheese into their midnight snack routine

Despite inflation, the frequency of snacking has remained stable, with 28% of consumers still snacking multiple times a day in 2025.

The grocery store is the #1 location for snack purchases

Shoppers ages 35-44 are more likely than any other age group to purchase snacks online.

How have shoppers' snacking habits changed versus last year

Compared to last year, shoppers are more focused on taking advantage of sales and coupons, and are prioritizing healthier snack options, while loyalty to national brands has notably declined.

How shoppers decide what to buy

For many, snack decisions are made before they even hit the store. While most know they’ll be buying snacks, fewer are sure exactly what or how much. That opens a window of opportunity for brands to inspire purchases both before and during the trip.

Impulse remains powerful, with 54% of unplanned snack buys driven by sales, followed by self-treating (47%) and hunger pangs (41%).

What matters most: taste, price, and protein

When choosing snacks, shoppers say:

• Taste (79%) and Price (61%) are top priorities

• Protein (25%) and Low Sugar (23%) drive healthy snack decisions

• Younger consumers (25–34) are especially drawn to clean labels and snacks free from artificial additives

Trends in snack innovation

Consumers are calling for innovation that checks both indulgent and functional boxes:

• Health-conscious snacks (low-calorie, nutrient-dense)

• High-protein options (bars, meat-based snacks)

• Global flavors (Indian, Filipino, and more)

• Varied pack sizes for portion control or bulk for better value 

• Sweet and salty combos

• Natural and clean ingredients

• Ready-to-eat and travel-friendly formats

• Dietary-specific options such as low-carb, gluten-free or dairy-free

Pretzel power

In celebration of National Pretzel Day, shoppers shared their top picks:

• Soft Pretzels take the crown

• Other faves: Mini Twists, Sticks, and Traditional Twists Favorite pairings? Cheese, soda, water, beer, and hummus—pretzel pairings are as diverse as the pretzels themselves.

Final bite: What we've learned

The snacking landscape is rich with opportunity. From taste and price to health and novelty, shoppers are navigating their cravings with intention. For brands and retailers, that means a chance to meet evolving needs with innovative products, targeted promotions, and timely inspiration.

For strategies on how your brand can activate against our insights, download the full Consumer Digest report.

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SOURCE: 84.51° Real Time Insights, April 2025