Snacking Trends 2025: Flavor, Function & Nostalgia Collide

As 2025 unfolds, one message from the Sweets & Snacks Expo is clear: consumers want balance. Today’s snackers crave indulgence with purpose—nostalgic flavors, functional benefits, and a bold take (Progressive Grocer, CStore News, Canada CStore News).

From gut-friendly bites to high-protein treats, brands are blending fun with wellness. At BBI, we see exciting opportunities for innovation that meet consumers where they are seeking snacks that are smart, satisfying, and built for real life.

Snacking Becomes a Lifestyle

Nearly half of Americans (48.8%) now snack three or more times a day—a number that’s climbing, especially among younger consumers. Snacking has become a lifestyle, not just a bridge between meals, and brands are stepping up to meet these new habits with variety, innovation, and intent.

Wellness Meets Indulgence

This year’s biggest trends reflect a demand for balance. Consumers are seeking a balance between wellness and indulgence, favoring nostalgic treats with modern, better-for-you twists that satisfy both cravings and conscience. Healthier ingredients, smaller portions, and mood-boosting claims are winning shelf space without compromising on fun or flavor.

Value-Driven Choices

Value is also top of mind. With inflation still impacting spending, shoppers are becoming more strategic, opting for multipacks, variety bundles, and occasion-based packaging that stretch their dollars and reflect their lifestyles.

Bold Flavors, Big Experiences

The sensory experience is also evolving. Shoppers are gravitating toward mashups, bold flavor pairings, and layered textures that surprise and delight. A record-breaking 400+ new snack and candy innovations were showcased at the Expo, demonstrating the market's insatiable appetite for creative, craveable formats.

Purposeful Snacking

More than ever, consumers seek snacks that align with their values—clean labels, transparent sourcing, and sustainability. And they want excitement: limited-time offerings, seasonal flavors, and nostalgic brand partnerships are fueling the space, driving trial across all generations.

The BBI Outlook

At BBI, we see a clear path forward: deliver snacks that are functional, flavorful, emotionally resonant, and built for everyday life. The brands that win in 2025 will be the ones who blend innovation with intention, meeting consumers wherever they snack.

Let’s shape the future of food together.