Meeting Snackers Where They Are

The snack category is incredibly diverse, satisfying a range of cravings and meeting diverse consumer preferences. “The way we snack isn’t static. It’s fluid, personal, and driven by deeper motivations than we might realize,” explains Keith Albright, senior insights manager for Cargill. “Manufacturers that meet consumers where they are—whether defined by who they are or the moment they’re in—will be best positioned to win.”

That is why recent “Snack Sense” research published by Cargill surveyed 4000 US consumers to identify how attitudes and need states are influencing snack behaviors. “What we found is snacking is deeply contextual,” says Albright. “For brands looking to innovate, the real opportunity isn’t just about identifying what people want to eat—it’s about understanding why they want it. That means recognizing the interplay between broader trends, personal attitudes, and specific need states that shape each eating occasion.”

As part of this research, Cargill identified several consumer need states that inform the types of snacks they gravitate toward. For example, a standout mindset is called “Honest Snacking,” which, as the name implies, emphasizes the idea that healthy snacks provide nourishing energy. These consumers gravitate toward products like nutrition bars and nuts. “We see potential to expand the category set for this need state, especially as consumers look for simpler ingredient lists and options that feel less processed,” says Albright.

Another notable need state is “Everyday Sustenance,” in which consumers snack to fuel their day and actively seek out nourishing, flavorful products. Within this need state, Albright identifies how consumers who take GLP-1 drugs fit neatly within this need state as they seek out products that offer structured nourishment. Of course, consumer need states perpetually fluctuate, and Albright points out that once GLP-1 drug users discontinue the treatment, these needs may likely shift to “Honest snacking.”

Nutrients like protein can play a big role in both these need states, but execution can vary depending on the experience you want to deliver. For example, Albright points out how protein bars have evolved significantly from “straight slabs” to providing a more nuanced sensory experience with nougat, crunchy, and chewy textural profiles. “That layered sensory experience is resonating strongly with a broader set of health-conscious consumers who want both nutrition and pleasure in the same bite,” he explains.

Portion control is another big factor to consider, namely the idea of “tiny indulgence,” which appeals to those looking for something decadent but still conscious about their health. “For consumers looking for balance and moderation, smaller formats allow them to indulge without overcommitting — and when they do indulge, they’re increasingly trading up to higher-quality, more premium experiences that make the calories feel worth it,” says Albright.

At the end of the day, brands need to understand they cannot formulate one product for everyone. “A great-tasting, fiber-rich chip doesn’t also have to be high in protein and low in sodium to succeed,” explains Chad Rieschl, principal scientist at Cargill. “The more jobs to be done, or positive nutrients you attempt to layer into one product, the more you risk losing the very essence of what makes a snack enjoyable.”