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Jennifer Moss, chief R&D officer at Pladis, explores how shifting consumer priorities around health, personalisation and sustainability are redefining the future of snacking, and why brands must balance functional innovation, ethical sourcing and flavour to stay relevant and competitive.

From functional snacks delivering holistic benefits to a rising focus on generational health and sustainability, the future of snacking is being driven by a major shift in consumer priorities. No longer just about indulgence, today’s consumers want options that satisfy cravings while supporting their health, lifestyle goals and ethical values.

As the snacking landscape evolves, one truth remains: taste still leads. Brands face the challenge of balancing innovation for health- and eco-conscious consumers with the bold, satisfying flavours that keep them coming back.

Smarter snacking: The crossover between health, wellness and beauty

Attitudes towards ‘healthy’ eating have shifted to put more emphasis on getting the best out of what you consume, rather than restriction. With more information than ever at our fingertips and a constant stream of wellness advice on social media, people are more conscious about the nutritional value of the foods they eat and have a better understanding of how gut health interacts with our overall wellness – from immunity to mental health and skin.

This is creating increased scope for functional and fortified snacks that support both beauty and wellness. For example, added ingredients are turning chocolate into something more functional – from probiotics and prebiotics for gut health to collagen for skin health and adaptogens and vitamins for mood support.

The holistic wellness trend has been on the rise globally since 2020, with consumers increasingly seeking foods that support their physical, mental and emotional wellbeing – particularly in convenient, on-the-go formats. Today, this shift is especially evident among younger generations, who are prioritising health and fitness and viewing diet as key to improving mental health and boosting energy levels.

For the snacking sector, this presents both opportunities and challenges. It encourages brands to reimagine formats and experiment with functional ingredients that deliver meaningful health benefits while supporting increasingly active lifestyles. At the same time, they must strike the right balance between science and indulgence to ensure products remain enjoyable and accessible. The most successful innovations will be those that seamlessly combine functionality with flavour and convenience, embedding health benefits into everyday snacking.

Alongside the rising demand for healthier snacking, consumers also want personalisation when it comes to their diets. Technologies like nutrition apps and fitness watches that provide real-time health data, personalised health tests and tailored meal plans have enabled people to be more attuned to their individual dietary needs than ever before.

This creates a new frontier for brands: moving beyond broader ‘better-for-you’ claims to products that can adapt to individual goals – whether that’s supporting sleep, boosting focus or sustaining energy levels. As personal health data continues to advance, the challenge for brands will be turning individual insights into snacks that are both tailored and widely appealing.

Specialised snacking: Tailoring to generational needs

As longevity increases, the focus isn’t just on living longer but ageing well. By 2050, nearly 3.7 million people are expected to live beyond 100. Consumers want to extend their healthy years and are demanding nutrition solutions that cater to their unique needs.

For the snacking sector, generational changes are a major growth opportunity. For adults over 50, there’s an increasing need for snacks which support long-term health and target specific areas that start to decline as we age such as calcium boosts for bone density or choline for cognitive function. Meanwhile, health-conscious younger generations, are reaching for snacks that enhance energy, immune support and mental wellbeing.

We’re already seeing this trend take shape in fortified snacks with targeted health benefits such as protein-enriched snacks for muscle health in older adults and nutrient-dense options to support children’s cognitive and physical development.

For brands, this signals a clear shift away from a one-size-fits-all approach towards more precise strategies, where snacks are designed to deliver clear benefits aligned with different life stages and lifestyle priorities. Understanding – and meeting – the specific nutritional needs of each generation will be essential to serving an ageing population that’s living longer and actively seeking products that support sustained health and wellbeing.

Sustainable snacking: Ethical, transparent food sourcing

Sustainable food sourcing has become a defining factor in the future of snacking. As consumers grow more environmentally conscious, they’re looking beyond ingredients and nutrition labels – they want to know where their food comes from, how it was produced, and what impact it has on the planet.

This shift is driving companies to rethink their supply chains, prioritising ethically sourced ingredients, regenerative agriculture, and transparency from farm to shelf. Whether it's sourcing cacao through fair trade practices, using upcycled ingredients to reduce food waste, or switching to eco-friendly packaging, consumers are rewarding brands that take meaningful action.

In today’s ever evolving consumer goods landscape, sustainability is not just a competitive advantage but a business imperative, and those who lead on responsible sourcing will help shape a smarter, more resilient snacking industry for years to come.

Looking ahead

The ageing population, growing focus on healthy snacking and demand for sustainable food sourcing are key trends reshaping the future of snacking. To stay ahead, brands must respond with agility and purpose – developing functional, personalised, and planet-friendly products that align with shifting consumer needs.

In this fast-moving landscape, taste remains just as important. Those that push the boundaries of food innovation and create a well-rounded product offering – while continuing to deliver on flavour – will earn stronger consumer loyalty, drive lasting growth and gain a clear competitive edge.