2026全球健康零食趋势洞察

360CategoryReport

HealthySnacks–Global

2025

360CategoryReport:HealthySnacks–Global–Nov2025

TableofContents

•

•

•

•

•

•

•

•

•

•

•

•

•

Introduction

3

ExecutiveSummary

4

IssuesandOpportunities

6

ConsumerInsights

13

MarketInfluences

24

BrandStrategies

29

TrendsinAction

32

NewProductLaunchTrends

39

TrendsinHealthyBakery

45

TrendsinHealthyConfectionery

49

TrendsinHealthySnacks

54

Methodology

59

Appendix

•ListofFigures

64

INNOVA

MARKET

3

INSIGHTS

Introduction

•Healthysnackinghasmovedfromnichetomainstream,nolongeran

alternativebutadailyritualformostconsumers.Healthisnowabaseline

expectation–protein,fiberandnaturalclaimsaretablestakes–while

indulgenceisbeingredefinedaroundbalance,functionalityandpermission.Thebattlegroundistheat-homeoccasions,wheremindfulroutinesandmealreplacementcreatenewanchorsforgrowth.Yetthelandscapeisunder

pressure:inflationforcessharpervaluescrutinyandregulationdemandstransparency.

•Amidthesechallenges,theopportunityliesonowningtheat-homemoment,blendingfunctionwithpleasureandharnessingtechnologytopersonalize

health.FromAI-drivenformulationthataccelerateshealthierinnovationto

mood-supportivebotanicalsandgloballyinspiredingredients,thenextwaveofhealthysnackswilldeliverbothpurposeandenjoyment.Thisreport

exploreshowhealthysnackingisreshaping–notjusttosatisfyhungerbuttobecomepartofeverydaywellnessandmodernindulgence.

INNOVA

MARKET

INSIGHTS

4

360CategoryReport

ExecutiveSummary

360CategoryReport

IssuesandOpportunities

360CategoryReport:HealthySnacks–Global–Nov2025

Moretimeathomeisreshapingfoodandbeveragechoices,withhealthatop

priority

Figure1:Howhaveyourfollowingactivitieschangedinthepast12months?(Global,2025)

32%34%

12%

SpendingtimeathomeSpendingtimeoutofhome(e.g.,

restaurants,pubs)

56%

48%

51%

17%

Increased

outdoors/

nature

32%

Spendingtimeoutdoors(e.g.,in

nature,countryside)

Increased

beingathome

LessThesameMore

Declining

eatingout

18%

Figure2:Whichofthefollowingaspectsinfoodandbeverageareyoulookingforwhenspendingtimeathome?

Selectallthatapply(Global,2025)

%ofrespondents

Topfiveaspects

0%10%20%30%40%50%60%

Goodvalueformoney

53%

Healthychoice/healthbenefits

40%

Good/premiumquality

40%

Indulgence(satisfymycravings)

35%

Fittingquantity(toavoidwastage)

31%

•

Overhalfofconsumersreportspendingmoretimeathome,pairedwithadeclineineatingout.Thisshiftispartofabroaderlifestyle

changethatincludesmoretimespentin

natureandgreaterfocusonpersonal

wellbeing.Inthiscontext,healthychoiceor.healthbenefitsrankamongthetoppriorities(40%),alongsidequalityandvalue.At-homeconsumptionismoredeliberate–people

havemoretimetochoose,compareandevaluatewhattheyeat.Whilethistrendspansallfoodandbeverage,itcreatesaclearopeningforsnacks:acategory

withfrequentat-homeoccasionsthatcan

leveragethishealthfocusthroughfunctionalbenefitsandpremiumingredientstories.

INNOVA

MARKET

INSIGHTS

Source:InnovaTrendsSurvey2025

7

Owntheat-homemomenttolockinhealthysnackingleadership

Figure5:Onwhichlocationsdoyoutypicallyconsumehealthysnacks?(Global,2025)

•Withconsumersspendingmoretimeathome–whetherforwork,leisureorwellness–thehomehasbecomethecorestageforsnacking.Healthysnacksalreadyhaveastrongfootholdhere,buttheopportunityistocementthatrolebefore

competitorsfillthegap.

•Brandscanblurthelinesbetweenmealsand

snacks,positioningproductsasbothaquick

hungerfixandasatisfyingpartofat-home

routines.Thismeansowningafternoonpeaks

withformatsthatsolvethemiddayhungerslump,offeringportion-rightpacksorpairingwith

beveragesforready-mademini-meals.Athome,

consumersaremoreopentomindfuleating,so

there’sroomtoamplifyfunctionalbenefits,mood

supportandbetter-for-youindulgencecues.Thosewhowintheat-homespacenowwillcarrythat

dominanceintoout-of-homeoccasionslater.

Moreoutofhome,6%

Equallybetweenat

homeandoutofhome,

31%

Moreathome,63%

INNOVA

MARKET

INSIGHTS

Source:InnovaSnackingSurvey2025

8

360CategoryReport

ConsumerInsights

360CategoryReport:HealthySnacks–Global–Nov2025

Healthisthebaselineinsnackchoice;tastecarriesthewin

Figure10:Whichofthesearethemostimportantwhenchoosingyoursnacks?(Global,2025)

•Tasteremainsthetopmotivatorforsnackchoice,buthealthinessandquality

ingredientsareasimportant,reflecting

anocompromisemindsetinwhich

consumersexpecttoenjoysnacks

withoutguilt.Thisisreinforcedbythe

normalizationofbetter-for-youclaims

acrossbothhealthyandindulgentsnacks.

•Forbrands,thechallengeistomakehealthbenefitsintegraltotheproductexperienceratherthananafterthought.Messagingthatintegratestasteandhealth,backedby

74%

80%70%60%50%40%30%20%10%0%

%ofrespondents

43%40%38%

14%14%13%

Taste/flavor/texture

DietarylimitsEthicsandsustainability

transparentingredientstories,willresonatemoststrongly.

IngredientsHealthinessConveniencePackagingdesign

Boomers

GenerationX

Millennials

GenerationZ

Packagingdesign

6%

10%

18%

19%

Healthiness

35%

42%

42%

36%

Ingredients

39%

43%

47%

41%

Convenience

39%

39%

41%

32%

Taste/flavor/texture

77%

73%

75%

73%

Ethicsandsustainability

8%

13%

16%

14%

Dietarylimits

10%

12%

16%

16%

INNOVA

MARKET

INSIGHTS

Source:InnovaSnackingSurvey2025

10

360CategoryReport

MarketInfluences

360CategoryReport:HealthySnacks–Global–Nov2025

Healthysnackers:Agrowingconsumerprofile

Asconsumerslookforeverydaybalance,snackspositionedashealthy–whetherthroughfunctionalingredientsorminimalprocessing–arebecomingpartofthedailywellnessroutine

Motivationandmindset:

•Healthysnackersarepurpose-driven:

Topmotivationsarehungerrelief(34%),energy(35%)andanutritionboost(28%).

Demographicsandfrequency:

•Healthysnackersaremainstream:79%snackatleastoncedaily,with42%

snackingtwotothreetimesperday.

•Usagespansallagegroupsandhouseholdtypes,thoughyoungerconsumersaremorelikelytousesnacksasmealreplacementsandtrynewhealthyclaims.

Productpriorities:

•Functionalbenefitsarenon-negotiable:35%expecthighprotein,33%fiber.

•Functionalingredientsareseenasawaytoboostnutrition(22%).

•Ingredientsimplicitymatters:68%lookfornaturalingredients,39%forno

artificialingredientsand38%fornoadditivesorpreservatives.

Occasionandlocation:

•Homeistheprimarysnackingenvironment

–63%consumehealthysnacksathome.

•Healthysnackingpeaksintheafternoon

(62%)andevening(49%),withadditionaloccasionsinthemorning(29%)forenergyandmealreplacement.

INNOVA

MARKET

INSIGHTS

Source:InnovaSnackingSurvey2025

12

Governmentsregulationsimpactsnacking

•Policypressureisbecomingadecisivemarketforce.Across

regions,governmentsareintroducingfront-of-packnutritionlabels(fromwarningsymbolsinLatinAmericatoNutri-ScoreinEurope)thatmakenutritionmoretransparentandhardertospin.Atthe

sametime,restrictionsonpromotinghigh-fat,sugar,saltproducts

–fromBOGOFdealstocheckoutplacement–arerollingoutinmarketssuchastheUKandarespreadingglobally.

•Forsnacking,thiscreatesasharpersplit:productsthatcan

genuinelyclaimhealthcredentialsstandtogainvisibilityandtrust,whilethoserelyingonvagueorhealthhalopositioningriskbeing

penalized.IntheUS,movementssuchasMakingAmericaHealthyAgain(MAHA)reinforcethisregulatorytide,linkingconsumer

wellnesstopublicpolicy.

US

Aframeworkthatlaysthegroundwork

forstricterscrutinyofultra-processed

snackfoodsthroughlabelingpressure,reformulationincentivesand

ingredienttransparency.

•Theopportunityisforhealthysnackstoownthecompliant,

crediblespace:leaningintoreformulation,transparentlabeling

andcleaningredientlistsnotjusttomeetregulationbuttosignaltrustworthiness.Thisshiftspolicyfromacompliancecostintoacompetitiveadvantage.

INNOVA

MARKET

INSIGHTS

Source:

KerryHealthandNutritionInstitute

13

Fromcostcontroltopersonalization,AIisreshapinghealthysnackingmarkets

•AIisfastbecomingamarket-shapingforceinsnacking,influencing

everythingfromproductpipelinestoconsumerexpectations.Onthe

supplyside,AItoolsaccelerateformulationandreducecosts,enabling

brandstorespondquicklytoinflationarypressuresandshiftingdemand.

The3SSugarReductionSolution,forexample,deliverstailoredrecipes

thatmeetcalorie,costandtastetargetsinafractionofthetime,making

sugarreductionscalableacrosscategories.Similartoolsarebeingappliedtoproteinfortification,functionalclaimsandingredientoptimization,

allowingbrandstoinnovatefasterwhilecontrollinginputcosts.

•Onthedemandside,consumersareincreasinglyreceptivetoAI-driven

solutions.Overone-thirdbelieveAIcanimprovefoodandbeverage

development,andmorethanone-quarterwantAIsupportinmealplanning.Thatopennesscreatesapulleffect–shoppersareexpectingsmarter,

morepersonalizedsnacksandmayrewardbrandsthatmakethosebenefitsexplicit.

•Asamarketinfluence,AIisreshapingthecompetitiveset:itshortensinnovationcycles,helpsbrandsbalancecostandnutritionduring

inflationarytimes,andraisestheconsumerbarforwhatamodernhealthysnackshoulddeliver.

38%

IbelieveAIhashuge

potentialinhelpingtodevelopfoodandbeverageproducts

27%

Iaminterestedin

usingAItogenerate

mealideas

INNOVA

MARKET

INSIGHTS

Sources:InnovaTrendsSurvey2025,

FoodIngredients1st

14

360CategoryReport

BrandStrategies

360CategoryReport:HealthySnacks–Global–Nov2025

Guilt-freeindulgence:“Tasteslikeatreat,butit’sbetterforyou”

Snackanddessertblur,asbrandsdeliverindulgenceandflavorwithlowersugar,caloriesornocompromisehealthcues

Graze(UK):

Takesastraightforwardapproachtoindulgencewithsavory,better-for-you

optionsandboldflavorprofiles.

Zero(Asia):

Mergeslow-sugarappealwithcolorful,playfulvisualstopositionitselfasbothatreatandaguilt-freechoice.

WonderfulPistachios:

TheDon’tHoldBackSnackcampaignreframeshealthysnackingasthedefaultoptionandnolongerjustan

alternativetotraditionalsnacks.

INNOVA

MARKET

INSIGHTS

Sources:

CreativeSalon

,

Zero

,

FreshFruitPortal

16

360CategoryReport

TrendsinAction

ConsumerTrends

Fiveconsumertrendsframingourfoodandbeveragefor2025

360CategoryReport:HealthySnacks–Global–Nov2025

Authentic

Connections

Thereisgreater

appreciationofnature,closeconnectionsand

realexperiences.

Consumersareseekingthegenuine,tangibleandsecure.

QualityandIntegrity

Consumertrustis

declining.Theyexpect

greaterhonestyand

transparencyfrom

brandsandareassurancethatwhattheybuyis

worthitandalignswiththeirvalues.

TransformationalMoments

Consumersareseeking

experientialmomentsof

delightandentertainmentthatdeliverasenseof

connection,release,

adventureandwonder.

Savvyand

Self-Sufficient

Digitallyempowered

consumersareincreasinglywillingandableto

self-serveandself-

supportonaspectssuchashealth,finance,fitnessandcookingathome.

PositiveBest

Withfeelingwellthe

keydriverforpursuing

ahealthierlifestyle,

consumersareadoptingstrategiestohelpthem

lookandfeeltheirmentalandemotionalbest.

Source:InnovaMarketInsights

INNOVA

MARKET

INSIGHTS

18

InnovaTop10Trends2025:Overview

Asthedemandforaddedvaluebecomesstandard,elevatingqualitybeyondingredientsiskey.

1.INGREDIENTSANDBEYOND

Brandsandconsumersmustfindabalance

betweenpersonalvaluesandproductchoices

togetaheadofan

ever-changingclimate.

6.CLIMATEADAPTION

Informationcultureraises

thebarbychallenging

brandstomeettargeted

nutritionalneeds,atany

lifestage.

2.PRECISIONWELLNESS

Withthecosmetic

industrybooming,now

isthetimetobring

beauty-enhancing

featuresintofood.

7.TASTETHEGLOW

Consumerscravethe

extraordinary,prompting

companiestodelight

themwithsurprising

the“wow”effect

mash-upsthatdeliver

3.WILDLY

INVENTIVE

Inaworldconstantly

evolving,consumerswishtorediscovertheflavorsoftheirculinaryheritage,embracingauthenticity

andtradition.

8.TRADITIONREINVENTED

Growingawarenessof

feedingthemicrobiome

createsaspaceforthe

nextingredienttostep

intothespotlight:fiber.

4.FLOURISH

FROMWITHIN

Asconsumersprioritizetheirmentaland

emotionalwellbeing,

brandsarecrafting

withtheirfeelings

9.MINDFULCHOICES

innovationsthatconnect

Theintensebuzzof

plant-basedalternativeshasquieted,rerouting

consumers’natural

andrecognizableform

5.RETHINKINGPLANTS

pursuitstoplantsinreal

BrandsarebeginningtounlockthefullpowerofAI,movingfrominfinitecapabilitiestoconcreteapplicationsthatelevate

10.BYTESTOBITES

consumerexperiences.

INNOVA

MARKET

INSIGHTS

Source:InnovaMarketInsights

19

360CategoryReport

NewProductLaunchTrends

360CategoryReport:HealthySnacks–Global–Nov2025

Confectioneryandbakeryremainthelargestopportunityforbetterforyou

•Cerealandenergybarsshowthestrongestalignmentwithhealth-forwardpositioning,withnearly9in10launchescarryingaclaim–asignalofthesegment’sconsistentroleasafunctionalbridgebetweenmeals.

•Othercategoriesremainmorevaried.Snacksnowseemorethan4in10launcheswithhealthclaims,reflectinggrowingeffortstoreformulateandrepositionproductswithbetter-for-youcues.Incontrast,bakeryandconfectioneryremainlargelyrootedinindulgence,withonly3in10launchescarryinghealth

messaging–leavingwhitespaceforfutureinnovationthatcanelevatenutritionwhilepreservingsensoryappeal.

•Barssetthebenchmarkforhealth-ledsnacking,butthebroaderopportunityliesintransformingtraditionalindulgentformatswherehealthremainsunderused.

Figure23:Globalsnacking:Penetrationofhealthclaimsbysnackingcategory(Jul2024-Jun2025)

Cerealandenergybars

Withhealthclaims,87%

Withouthealthclaims,13%

Ahealth-drivencategory

Withhealthclaims,42%

Snacks

Withouthealthclaims,58%

Healthcomesintofocus

Withhealthclaims,29%

Confectionery

Withouthealthclaims,71%

Withhealthclaims,30%

Bakery

Withouthealthclaims,70%

Healthclaimsdeveloping

INNOVA

MARKET

INSIGHTS

Source:InnovaDatabase

21

360CategoryReport

TrendsinHealthyBakery

Healthybakery

Corehealthclaimsinbakeryremainstable,withfibergainingground

360CategoryReport:HealthySnacks–Global–Nov2025

•Amongbakerylaunchesthatcarryhealthclaims,thetopmessageshaveremainedrelativelyconsistentovertime.Noadditivesorpreservativesandgluten-free

claimscontinuetolead,showingthatcleanlabelcuesstilldominatehowhealthiscommunicatedinthiscategory.

•However,vegetarianandfiber-relatedclaimshavegainedshare,suggestinggrowingalignmentbetweenbakeryanddigestiveorsatietybenefits.Protein-relatedclaimshavealsoseenmodestgrowth.Therewasmodestincreaseinsugar-relatedandfreefromclaims,thoughremainingsecondary.

Figure28:Globalbakery:%ofbakerylauncheswithhealthclaims(Jul2024-Jun2025vs.Jul2020-Jun2021)

%ofglobalhealthybakerylaunches

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%

39%38%

26%25%

19%

16%

13%

9%

6%6%7%

4%

2%

22%19%

2%2%

15%

17%

15%

4%

6%

3%

7%

Jul2020-Jun2021Jul2024-Jun2025

INNOVA

MARKET

INSIGHTS

Source:InnovaDatabase

23

360CategoryReport

TrendsinHealthyConfectionery

360CategoryReport

TrendsinHealthySnacks

Healthysnacks

360CategoryReport:HealthySnacks–Global–Nov2025

Functionalclaimsexpandthewellnessnarrativeinsnacks

•Whilegluten-freeandnoadditivesremaindominantclaimsasinallsnackingcategories,thereisgrowthoffunctionalpositioning,suchashighprotein,fiberandemergingantioxidantclaims.Thisindicatesthatsnacksareincreasinglyviewednotjustasbetterforyoubutascontributorstoeverydaywellness.Thisshift

opensthedoorforbrandstobuildmorebenefit-ledstoriesaroundsatiety,digestionandcellularhealth–withoutcompromisingonindulgence.

Figure34:Globalsnackscategories:%ofsnackslauncheswithhealthclaims(Jul2024-Jun2025vs.Jul2020-Jun2021)

ches

45%

40%

39%

37%37%37%

%ofglobalhealthysnackslaun

35%

30%

25%

20%

15%

10%

5%

0%

24%

19%20%21%

15%

12%11%

15%

10%9%

3%4%2%3%2%3%

Jul2020-Jun2021

Jul2024-Jun2025

INNOVA

MARKET

INSIGHTS

Source:InnovaDatabase

26

360CategoryReport

Methodology

360CategoryReport

Appendix

360CategoryReport:HealthySnacks–Global–Nov2025

ListofFigures

Figure1:Howhaveyourfollowingactivitieschangedinthepast12months?(Global,2025)

7

Figure2:

Whichofthefollowingaspectsinfoodandbeverageareyoulookingforwhenspendingtimeathome?Selectallthatapply(Global,2025)

7

Figure3:

Areyouactivelylimitingthefollowingingredientsinyourdiet?Selectallthatapply(Global,2025)

8

Figure4:Whichofthesespecificingredientsareyoulookingforinyoursnacks?(Global,2025)

8

Figure5:Onwhichlocationsdoyoutypicallyconsumehealthysnacks?(Global,2025)

9

Figure6:Whichphysicalhealthbenefitsareyouinterestedin?(Global,2025)

11

Figure7:Howoftendoyousnack?(Global,2025)

14

Figure8:Whendoyouusuallysnack?(Global,2025)

14

Figure9:Howoftendoyoureplaceamealwithasnack?(Global,2025)

15

Figure10:Whichofthesearethemostimportantwhenchoosingyoursnacks?(Global,2025)

16

Figure11:Howwouldyoucategorizeyourpredominantapproachtohealthyeating?(Global,2025)

17

Figure12:Whichsnackcategories(healthyvs.indulgent)doyouassociatewiththefollowingtypesofsnacks?(Global,2025)

18

Figure13:Onwhichlocationsdoyoutypicallyconsumehealthyorindulgentsnacks?(Global,2025)

19

INNOVA

MARKET

INSIGHTS

29

ListofFigures

Figure14:Whichproductattributesmakeasnackindulgenttoyou?(Global,2025)

20

Figure15:Whichproductclaimsaremostimportanttoyouwhenpurchasingthehealthysnacks?Selectuptofive(Global,2025)

20

Figure16:Whatareyourkeyreasonsforconsuminghealthysnacks?(Global,2025)

21

Figure17:Whatareyourkeyreasonsforconsumingindulgentsnacks?(Global,2025)

21

Figure18:Whichofthefollowingisthebestwaytomakeindulgentsnackshealthier?(Global,2025)

22

Figure19:Whichproductflavorsmakeasnackindulgenttoyou?(Global,2025)

23

Figure20:Towhatextentdoyouagreewiththefollowingstatement?(Responsesforagreeandstronglyagree)(Global,2025)

26

Figure21:Globalhealthysnacksandtotalsnacks:%offoodandbeverage(Jul2020-Jun2021toJul2024-Jun2025)

40

Figure22:Globalhealthysnacks:Launchindex(Jul2020-Jun2021toJul2024-Jun2025)

40

Figure23:Globalsnacking:Penetrationofhealthclaimsbysnackingcategory(Jul2024

-

Jun2025)

41

Figure24:Globalhealthysnacks:Healthysnacksasa%oftotalsnackslaunchesbyregion(Jul2020-Jun2021toJul2024-Jun2025)

42

Figure25:Globalhealthysnacks:%oflaunchesbytophealthclaims(Jul2024-Jun2025vs.Jul2020-Jun2021)

43

Figure26:Globalbakery:Ov