The snack category has always been characterized by impressive growth, creativity and indulgence. Since the pandemic, that growth has been even more incredible, but for 2024, that all seemed to level out as price fatigue finally caught up with consumers. Please don’t take a slowdown in sales to mean the snack industry, especially the salty snacks side, is weakening. If the amount of acquisition interest from giants like Mondelez International, Chicago; Hershey’s, Hershey, Pa.; and Mars Inc., McLean, Va., is any indication, snacks are a sure bet in the food industry. 

There are plenty of opportunities for growth ahead. Most notably, the rise of GLP-1s has caused some concern among food manufacturers. No one is quite sure the full impact these drugs will have on sales, but the “suppressing appetite” part doesn’t bode well. However, we see increasingly growing interest among consumers around snacks that pack a nutritious punch. A wide range of consumers, not limited to those using weight-loss drugs, are looking for snacks that offer protein and fiber to ensure they’re getting good nutrition on limited calories. 

This gives a clearer picture of the ever-present yet vague demand for “better-for-you” (BFY) snacks. We even see it in indulgent categories like cookies: Those with protein claims saw double-digit dollar and volume growth, according to Circana, as reported in this magazine last year. 

That doesn’t mean BFY is the only way to grow, however. Consumers still want to indulge those taste buds. Across the salty snacks categories, growth came to those brands touting spicy flavors, according to Circana data for the 52 weeks ending Jan. 26. Frito-Lay North America, a subsidiary of PepsiCo, Purchase, NY, continues to find success adding its Flamin’ Hot Cheetos seasoning on every sister brand it can. Barcel USA, a subsidiary of Mexico City-based Grupo Bimbo, saw impressive growth in every category it plays in with its vibrant colors and flavors. The pretzel category’s buzzworthy seasoned products keep expanding with Stellar Snacks, Carson City, Nev., throwing its hat in the ring with varieties like French Dijon, Maui Monk, Bold & Herby, and Sweet & Sparky. 

Despite a slowdown in sales, the snack industry shows zero interest in slowing down on innovation. In this issue of Baking & Snack, you can read about a company that understands this: G&S Foods. The Hanover, Pa.-based company recently invested in a state-of-the-art greenfield facility to provide not only much-needed capacity, but the capabilities to create cutting-edge snacks across both BFY and indulgent varieties.