Snacking has become the largest eating occasion in the United States, with consumers increasingly turning to snacks throughout the day1. With so much interest in the category, Conagra Brands, Inc. released its second annual Future of Snacking report. The report provides a data-driven look at the forces reshaping the $198.2 billion US snacking market2.
“Snacks are playing a bigger and more personal role in consumers’ lives, whether someone wants a boost of protein, lasting energy, or a moment of comforting indulgence,” Bob Nolan, senior vice president of growth science at Conagra Brands., said in a statement. “Our proprietary research looked at where consumers are moving – well beyond the traditional categories. The brands that deliver the right balance of taste, function, convenience and trust will help define the future of snacking.”
The report focuses on three major forces shaping the future of the snack aisle:
Bold Flavors: Snacking Goes on an Adventure
Flavor remains one of the most powerful reasons consumers choose a snack, but today’s shoppers increasingly want tastes that surprise and entertain them. Elevated comfort flavors, such as chocolate peanut butter, cinnamon bun and cookie butter grew 6.4%3 during the past year. Fruit flavors are also evolving, with combinations such as pineapple mango, cherry vanilla and raspberry cheesecake bringing brighter, more indulgent experiences to familiar formats.
Sweet heat continues to gain momentum as well, as consumers look for a balance of sweetness, acidity and spice. Chili lime already represents approximately $1 billion in annual sales, while sweet chili approaches $400 million4.
Functional Fuel: Snacks that Work Harder
Consumers are on the hunt for snacks that provide benefits beyond satisfying hunger. Products delivering targeted benefits such as protein, energy, digestion and hydration reached $19 billion in retail sales, growing 12.7%5 versus the prior year.
Protein remains the foundation of functional snacking, with high-protein snacks generating $12.1 billion in sales6. However, consumers are now eyeing products that combine protein with fiber, probiotics, collagen, hydration or other benefits.
Permissible Indulgence: Enjoyment Without the Trade-Offs
Consumers are redefining what it means to treat themselves. Instead of choosing between indulgence and wellness, shoppers increasingly expect a snack to deliver both.
Snacks featuring recognizable ingredients, simpler formulations and fewer artificial additives now represent approximately $69.4 billion in annual snack sales7. Foods with more specific nutrition benefits, such as lower sugar, lower calories or digestive health cues, account for an additional $71.7 billion8.
Ingredient quality is emerging as a meaningful differentiator, with consumers increasingly gravitating towards products made with ingredients they perceive as simpler and less processed. As demand for seed-oil-free options grows, products containing avocado oil have increased volume by 82% over the past three years9. Grass-fed meat snack products are also gaining traction, generating approximately $720 million in annual sales and are outpacing growth in the broader market10.
The report leveraged proprietary demand science methods, including an analysis of more than 53 million shopping transactions across 17,000 snacking products11. Conagra combined those findings with retail sales, eating occasions, search activity, restaurant menu trends, digital behavior, AI conversations and social engagement to understand not only what people are buying, but also why they are choosing those snacks.
“The trends shaping the future of snacking constantly guide the work of our team,” Jill Dexter, president of grocery and snacks at Conagra Brands, said in a statement. “As an organization, we’re excited to deliver a closer look at the snacks and trends that consumers desire today.”
Access the complete Future of Snacking 2026 report.
Sources
1: Circana, LLC, National Eating Trends, Sourced from Home/Retail, Annual Eating Occasions, Between Meals, YE March 2026
2: Circana, LLC, Total US – MULO+ with Conv, Snacking Universe Aggregate, Dollar Sales, 52 Weeks Ended April 19, 2026
3: Circana, LLC, Total US – MULO+ with Conv, Snacking Universe Aggregate, Multi-Attribute Flavors, Sweet Flavor Profiles, % Change Dollar Sales vs. Dollar Sales YA, 52 WE April 19, 2026
4: Circana, LLC, Total US – MULO+ with Conv, Snacking Universe Aggregate, Multi-Attribute Flavors, Sweet & Spicy Flavor Profiles, Dollar Sales, 52 WE April 19, 2026
5: Circana LLC, Total US – MULO+ with Conv, Syndicated Hierarchy, 52 WE April 19, 2026;
NIQ Product Explorer, Powered by Label Insight contains aggregate on-pack claim “Functional Fuel” attributes
6: Circana, LLC, Total US – MULO+ with Conv, Snacking Universe Aggregate, Dollar Sales, 52 WE April 19, 2026
7, 8: Circana, LLC, Total US – MULO+ with Conv, Snacking Universe Aggregate, Dollar Sales, 52 WE April 19, 2026;
NIQ Product Explorer, Powered by Label Insight contains varying aggregate of on-pack claim attributes
9: Circana, LLC, Total US – MULO+ with Conv, Snacking Universe Aggregate, CAGR % Change Volume Sales vs Volume Sales 3 Years Ago, 52 WE April 19, 2026;
NIQ Product Explorer, Powered by Label Insight contains “Contains Avocado Oil” attributes
10: Circana, LLC, Total US – MULO+ with Conv, Snacking Universe Aggregate, Dollar Sales, 52 WE April 19, 2026;
NIQ Product Explorer, Powered by Label Insight contains “Grass Fed” attributes
11: Conagra Snacking Demand Landscape, meta-analysis conducted in June 2025 using Circana, LLC, Total US-MULO+ with Convenience, 52 Weeks Ended April 20, 2025