CHICAGO — Snacking now makes up more than 20% of global food and beverage sales, with consumers under 40 fueling the trend across every major market, according to Snack Unwrap: The Insatiable Craving for Growth in the Global Snackscape, a new report from Circana. The study sheds light on the evolving motivations, occasions, and product preferences shaping the worldwide snack category—and what brands must do to stay relevant.
“Snacking has evolved into a daily ritual worldwide, but the motivations behind it aren’t one-size-fits-all,” said Sally Lyons Wyatt, global executive vice president and chief industry adviser at Circana. “From functional wellness and premium experiences to indulgent breaks and social moments, the snackscape is defined by both shared needs and local preferences. Brands that recognize this balance and tailor their innovation and positioning accordingly will be best positioned to capture long-term growth.”
The report finds that while afternoon snacking is nearly universal, regional differences in habits and motivations are significant:
- The U.S. leads in late-night snacking, often tied to emotional and functional needs.
- Europe sees a surge in morning snacking, with consumers prioritizing variety and value.
- Australia and New Zealand favor lighter early-day snacks and bolder flavors overall.
Healthier snacks are gaining traction, especially in early mornings, while indulgent and savory items dominate later in the day. The study notes a growing consumer willingness to pay a premium for snacks that offer multiple benefits, such as high protein, functional ingredients, and added convenience.
Key market dynamics include:
- Healthier snacks dominate early dayparts, while indulgent and savory items trend in the afternoon and evening.
- Packaging remains a top purchase driver, acting as both a billboard and a trust signal in crowded aisles.
- Retailers are accelerating innovation through co-branded products, quick delivery formats and vending channels.
- Snacking motivations differ by region, with the U.S. leaning into functional and emotional needs, Europe favoring variety and value, and Australia/New Zealand embracing bold flavors and new formats.
“Snacking is no longer just about satisfying hunger — it’s a mirror of lifestyle, identity and intention,” said Ananda Roy, senior vice president of thought leadership and Europe CPG growth adviser at Circana. “Global brands must embrace regional nuance while staying grounded in the common drivers of enjoyment, convenience, and better-for-you benefits. The reward is more than share — it’s relevance.”
Watch the recent webinar or download the report to explore the full global snacking landscape and access strategic insights tailored to brand growth.
