In the trillion snack market, consumers from various age groups, regions, and cultural backgrounds exhibit diverse needs. Gen Z favors novel and fun flavor experiences, office workers seek the emotional value snacks provide, and health-conscious consumers prefer high-nutrition, low-guilt products. Accurately targeting these niche markets has become the key for brands to break through growth bottlenecks.

- What's new in the 2025 snack market?

- What do consumers currently prefer? Which sub-category have the most potential?

- How can brands achieve differentiated innovation while managing costs?

Amid the rapid expansion of the functional food market, Chinese wellness snacks, with their unique "food therapy" benefits, are spearheading a new wave of upgrades in the snack industry. According to Leadleo, the scale of China's wellness snack industry is projected to reach 751.4 billion yuan by 2026. Riding this trend, wellness snacks that incorporate traditional Chinese medicinal ingredients like red dates, goji berries, and mulberries are becoming increasingly popular due to their convenience and health benefits.

How can brands leverage precise market insights, scientifically balanced nutrition, and a rich cultural heritage to transform wellness snacks from a niche category into a new mainstream consumer trend?

Data shows that 78% of respondents are willing to pay a premium for products labeled as "natural/all-natural." After switching to clean labels, companies saw an average revenue increase of 15%, a profit boost of 11%, and a price hike of 18%. A short ingredient list represents visible "health" for consumers. Leveraging the natural properties of raw ingredients is the key to striking the perfect balance between taste and health in snacks!

From ingredients to formulations, and from physical health to emotional well-being, snacks seem to be on a mission to redefine health. How can we shed the "high fat, high sugar, high calorie" labels and turn snacks into guilt-free indulgences for consumers? Let's explore the new trends in making snacks healthier!

"There isn't a single German who hasn't tasted Haribo!" As a national treasure of Germany, Haribo has been dedicated to gummy innovation since its founding in 1920. The introduction of the iconic Goldbear gummies in 1922 propelled the brand from a small-town factory to the global stage. Today, Haribo is sold in over 120 countries, earning its title as a true "candy ambassador."

With annual gummy sales reaching $3.3 billion, Haribo's key to success lies in "creating unique candies." From the classic bear shape to cola bottles, fruits, soccer balls, and even unicorns, Haribo continually introduces playful and creative products that cater to the tastes of consumers across different cultures and countries. Let's explore the colorful world of Haribo candies!

Have you ever imagined that customizing your nutrition could be as simple as building with blocks? The UK brand Nourished is doing just that with its patented 3D printing technology, stacking seven different functional ingredients into a single gummy. What's more, they allow consumers to customize these gummies based on their individual needs, creating a truly one-of-a-kind product.

(Image source: Nourished official website)

We all know sprouting potatoes can be toxic, but did you know sprouting nuts can unlock immense health benefits? During the sprouting process, enzymatic activity significantly enhances nutrient absorption while giving the nuts a unique, popcorn-like crunch. With its sprouted nut product line, Daily Crunch has become one of the fastest-growing food brands in the U.S., achieving an astounding 1547% revenue growth over the past three years! Let's dive into Daily Crunch and explore the limitless potential of sprouted nuts!

Baked goods have entered a dazzling era, where consumers seek not only a higher level of taste but also an elevated artistic experience. The rise of baking aesthetics is driven by an increasing appreciation for visual appeal, transforming baked creations into a sensory feast for both the eyes and the palate. This shift influences product design concepts, offering brands new creative directions that emphasize the fusion of innovation and art, showcasing the limitless possibilities in the world of baking.

From trendy health-focused bakeries to black sesame and herbal-infused cookies, the traditional "food as medicine" philosophy has captured the attention of young consumers, blending indulgence with wellness. The popularity of treats like tangerine peel cinnamon apple crisps and monk fruit blueberry sourdough hints at a new wave of growth in the market. What blue ocean opportunities lie behind the rise of these herbal-infused baked goods, which perfectly align with the wellness trends of today's "health-conscious but indulgent" generation?

The "big three" of funky snacks—stinky tofu, durian, and Luosifen—have long intrigued adventurous eaters. But these pungent snacks aren't content with being niche delights; they are now embracing cross-border innovation. From stinky tofu ice cream to durian-flavored spicy strips and Luosifen mooncakes, these bold flavors are tapping into consumers' curiosity and driving new growth in the snack market. Which funky flavors will become the next breakout hit? Let's dive into the emerging trend of niche flavors in the snack industry!

Over the past decade, truffle has become one of the fastest-growing flavors in the food and beverage market. According to Mintel, the number of new products featuring black truffle flavor has been growing at an annual rate of 51%. Once regarded as a symbol of European nobility and known as the "diamond of the kitchen," black truffle was synonymous with luxury. Today, its presence has expanded far beyond fine dining, appearing in everything from chips to fries, cookies, and even mooncakes.

As a rare and costly ingredient, black truffle delivers a high-quality, luxurious experience for consumers. The rise of black truffle-flavored products is fueled by consumer curiosity and the desire for affordable luxury, allowing this once-niche flavor to break through and enter the mainstream market.

For 75 years, Calbee has thrived on sharp market insights and continuous innovation, launching nearly a hundred snack products that have captured consumer attention worldwide. In 2023, its iconic potato chips and sticks achieved impressive sales of 90.9 billion yen and 40 billion yen, respectively. By enhancing texture, adopting unique packaging, and developing region-specific flavors, Calbee has pushed product excellence to new heights, becoming a beloved snack brand in Japan and beyond.

What led PepsiCo to acquire a Mexican-inspired snack brand, less than 10 years old, for a staggering ￥8.5 billion? Siete cracked the market by embracing the rich cultural heritage of Mexican flavours, while also revitalizing traditional snacks with innovative, health-conscious ingredients. By replacing conventional grains and dairy with alternatives like avocado oil and almond flour, Siete offers consumers the perfect fusion of regional flavor and health benefits. We'll explore how Siete has redefined traditional snack innovation and reveal how regional snacks can stand out globally.

Get ready for a snack celebration that crosses borders! In the "Global Snack Awards," we'll embark on a flavorful journey across the world, exploring exotic delights from Asia's spicy sensations to Europe’s sweet temptations, each with its own unique story. As we taste and share, we'll search for that one snack that instantly captivates your taste buds—the true "national favorite." Plus, don't miss the interactive voting session, where you’ll help decide the next big hit in the snack world!

The spotlight is on Mars or PepsiCo, as the snack industry witnessed a surge in investment activity throughout 2024. In February, Mars acquired premium chocolate brand Hotel Chocolat, followed by a massive 256.2 billion yuan acquisition of Pringles' parent company, Kellanova, in September. Meanwhile, PepsiCo secured the Mexican-inspired snack brand Siete for 8.5 billion. These snack giants are rapidly expanding their portfolios and targeting more niche consumer segments. What strategic intent lies behind these bold investments, and how are they reshaping the snack landscape?

Founded in 2005 as a bulk snack supplier for KA supermarkets, YanJin Food entered a new phase of growth after 2021, launching bold products like "Danhuang" quail eggs and the popular "DAMOWANG" konjak. In the first half of 2024, YanJin Food achieved revenues of 2.459 billion yuan, marking a 28.84% year-on-year growth. By focusing on the Chinese snack sector and adhering to a diverse, multi-category product strategy, YanJin Food is steadily building a uniquely Chinese snack brand through a balance of tradition and innovation.

How did Cui Sheng Sheng, once an unknown snack manufacturer for imported products, break through in the fiercely competitive potato crisp market and surpass 1 billion in annual sales? Its success lies in the precise identification of gaps in the fries market at the time, as well as continuous upgrades in its technological capabilities. This topic will dive into the key decisions behind Cui Sheng Sheng’s brand transformation, exploring how the company leveraged its supply chain advantages, technological innovation, and product strength to achieve a remarkable turnaround and claim a leading position in the market.

In October 2024, China’s State Administration for Market Regulation announced plans to include candy products and beverages in the health food registration category. With candy, chocolate, and jelly products being recognized as potential health foods, this opens up new channel expansion opportunities for the candy industry. As snacks enter pharmacies, how will consumer purchasing habits change? Is this shift a promising opportunity or a significant challenge? Join us as we dive into the potential impact of this transformation!