Select Page

4 Brilliant Customer Insights From Audience Analysis of Salty Snacks

Oct 17 –Sep 18 

Category Analysis Salty Snacks

Regions – Romania

As per market research, global snack food market is expected to reach USD 620 billion by 2021. With this large an opportunity, manufacturers are looking to tailor the offerings based on the major attributes that drive a consumer to buy snacks.  In this report we offer insights for snack manufacturers who can better align snack offerings according to the consumer needs and desires.


The analysis is based on customer reviews and conversations online in the segment. The analysis results presented are completely unbiased and not based on any subjective judgement. The source data used for the analysis are user conversations available publicly online like public forums and social media.


Total number of customer conversations analyzed

Top 4 Perception Drivers

Think of the last time you had a snack. Was it yesterday or just few hours ago or it could even be right now while reading this report?

Snacking is emerging as an alternative to a full-fledged meal. Consumers, who are busy, find it easy to snack at intervals, replacing the full-fledged meals. But what are the factors that are motivating a consumer to reach out to snacks?

Clootrack analyzed 10,215 online consumer conversations over a period of 12 months to identify the most important drivers that tempt consumers to choose a snack.  In this report, we will help you explore ways that can find a balance between health and indulgence:


1. Overall Taste

In snack industry, taste remains the trump card in determining product success. This is proved in the online conversations that Clootrack analyzed.

Snack food manufacturers should continually find ways to stay relevant in the changing market by adapting to the changing tastes of consumers.

Manufacturers should be committed to offering healthy snacking options without compromising on taste.  Unique taste, nice flavors, different range of flavors, mildly spicy, perfectly salted and spiced snacks is what consumers are interested to buy.

According to a Mintel survey, 38% of consumers would buy a snack if there is a new flavor. For snack consumers, taste comes before any other factor.

2. Healthy Ingredients

Do you think that consumes are looking at ingredients and the health impact before buying a snack?

Analysis of the online conversations conducted by Clootrack suggests that it is the number two driver for a consumer.

Health has occupied a position of an intense driver in numerous industries and the snack industry is no different. Manufacturers of snacks are now responsible to cater to consumers who are demanding healthier choices.  In addition to the diets that consumers follow, it has become more important to offer low fat, good fats, low cholesterol, healthy sources and local ingredients snacks.

As consumers are continuously aspiring for better health and nutritious snack products, the manufacturers of snacks should give more attention to bridge the gap between nutrition and indulgence by offering tasty yet healthy options which can break through the clutter.

3. Low Additives

The snacking industry is undergoing huge changes due to the changing lifestyles of the consumers worldwide. Today’s purposeful snackers know exactly what they want to snack and are very selective about what they want to eat. The online conversations analyzed by Clootrack have pointed out that consumers prefer snacks with ingredients that have low chemicals, low sodium, low artificial color and no artificial ingredients.

Consumers have gravitated towards food that is fresh which is free from additives or preservatives. These decisions of the consumers should drive the manufacturers and retailers to expand their offerings towards fresh snacks free from additives.

Consumers are leaning towards fresh snacks that give opportunities for the snack manufacturers to explore further and benefit from embracing the consumer preferences. For example, some snacks that were positioned as a simple indulgence can now be converted into a ‘no additive’ and ‘no preservative’ offering.

4. Natural Flavors

Natural flavors are derived from natural sources such as fruits, spices and vegetables. They are not just limited to this, but also extend to extracts from roots, barks, herbs, seafood, eggs, poultry and all other dairy products.  

Consumers are moving towards organic food which is free from chemical flavors and artificial flavors. This preference will drive the demand for organic snacks in the coming years. Snacks with ingredients that has real plant and animal extracts will open new opportunities for snack manufacturers who can create snacks that meet the needs of today’s consumers.  

Despite snacks being considered as an indulgence, today’s consumers are increasingly aware of the natural flavors that are included in snack products. Manufacturers should note that consumers are expecting to see protein, fiber and other nutrients that are derived from natural ingredients.

Brand Equity


Brand Equity

Top 5 Emerging Trends

The growth of snack industry is triggered due to the convenience that snacks give to the urban consumers. Consumers prefer to have healthy and nutritious snacks and this has led to product innovation. To keep the snack industry growing, snack manufacturers should study the emerging trends and align their strategies to the evolving taste preferences of consumers.

The emerging trend in snack industry is to have organic and local ingredient snacks in addition to low calorie and diet friendly snacks.

Consumer preferences are evolving, and there is high demand for more variety and sophisticated taste and flavor which not only satisfies hunger but also can become healthy alternative.

1. Organic And Local Ingredient Snacks

Just like many things change over time, snack products also seen new trends like organic and gluten-free options that are gaining popularity. Organic or plant based ingredients are taking over the snack industry like a storm.

Consumers want to eat more plant-based snacks that can add necessary nutrients to their diet. There is a trend to buy snacks that have many nutrients such as vitamin C and prebiotics which can be found in plants.

Mintel reports says that 84% of all consumers are choosing foods that say “free-from” claims as they are looking forward to snack on natural and organic food.

Now here is an opportunity for snack manufacturers to provide customers with the most valuable organic snacks that are made out of local ingredients. 

2. Low Calorie And Diet Friendly Snacks

Many a time consumers become very busy and simply don’t get time to prepare a healthy meal. A sudden craving for a tasty snack can tip over the calorie count and end up more than a full blown meal. Hence the latest trend has emerged where consumers want to have some healthy snacks on hand that are low in calories and do not disrupt their diet plan. Flavorful, low-calorie snacks are emerging as a trend in the snacking industry.

Many consumers avoid snacks because they fear that snacks contribute to weight gain. However, snack manufacturers should offer a healthy snack with health benefits that can be included in a diet program.

The manufacturers of snacks should offer snack that is low in calories but has a mix of carbohydrates, protein and healthy fats that is just right for the diet plans that consumers are practicing. 

3. High Protein/High Fiber Snacks

Snacking is undergoing a huge evolution. Snacks are moving away from being just a product that can satisfy craving to much healthier and wholesome options which can offer healthy and nutritious replacement to a full-fledged meal.

Plant-based protein is becoming a hot option now. Proteins such as soy, chia seeds, quinoa, peas, spinach and broccoli are gaining importance in the snack products.

Snack manufacturers should consider capitalizing on this trend by offering plant-based proteins in their snack products. Consumers should no longer complain that they don’t have time to make a protein rich salad before leaving for work! 

4. Traditional And Exotic Recipes

Normal snacks satisfy craving and offer health benefits to consumers. But the more recent emerging trend is to have snacks with traditional and exotic recipes. Consumers now are ready to experiment the exotic snacks that can be super delicious for some while it could not be their cup of tea for others.

Consumers are expecting snack manufacturers to release more exotic snacks. Manufacturers should gear up to techniques and familiarize with uncommon ingredients that can make a snack exotic. For example a snack can be an unforgettable blend of flavors from Asia and American traditions while it can be enjoyed by consumers in the UK.

Snack makers should get increasingly innovating around unique and exotic flavors and ingredients. There is an increased research happening in the snacking segment where even exotic fruits and vegetables are taking on different formats starting from freeze-dried to baked, fried, dried and puffed. 

5. More Nuts And Seeds In Snacks

Nuts and seeds have proved to be nature’s best snack foods and they can be eaten in a variety of ways. Consumers are well aware that adding some nuts and seeds into daily diet can have numerous health benefits. Nuts and seeds are good sources of unsaturated healthy fats which are considered good to prevent heart disease.

Imagine if your snack is rich in nuts and seeds!! This is next big emerging trend in snacking industry where consumers want to eat snacks that are rich in nuts and seeds. Consumers have started to understand that nuts and seeds are one of the best snack-food options for not just children but for adults as well.

Snack manufacturers are going out all the way to add nuts and seeds which are a convenient and healthy snack option and can take the edge off hunger without adding carbohydrates and sugar.

Detailed Report

Changes to the eating habits of consumers has evolved as a major factor behind the booming snack industry. Do you want to know more insights into the consumer behavior and their preferences.  You can download the pdf version of the complete report for free. Enter your email at the end of this report and we’ll send it to you for FREE.

Send this Report to Email