Today is National Snack Day, and Americans’ love affair with our sweet and salty treats is known worldwide. We have a staggering variety of choices at our fingertips–but which items do we reach for? Recent trends indicate that our collective preference is shifting toward healthier choices, and the demand for more nutritious options is influencing the snack market in significant ways.
To give retailers and CPG brands a comprehensive insight into consumer snacking habits, Trax surveyed over 10,000 Americans to uncover how snacking habits have evolved, what preferences dominate the snack aisle, and how health-conscious products are shaping the future of food.
Healthier Snacks on the Rise
Americans love their snacks, and it’s no surprise given the broad variety available in today’s market. Yet, a new trend is emerging: consumers are increasingly gravitating toward snacks that not only satisfy cravings but also offer health benefits. According to data from Trax, 71% of Americans are choosing healthier snacks in 2025. Consumers are more conscious than ever about what they’re eating, and this shift is being driven by a desire for nutritious, better-for-you options.
What’s even more compelling is that this desire for health-conscious snacks comes with a willingness to spend a little extra. The survey reveals that 61% of consumers are willing to pay a premium for healthier snack choices. With a growing emphasis on health, taste, and nutrition, consumers are aligning their snack choices with broader lifestyle goals. Whether it’s for weight management, better digestion, or simply to feel better overall, the demand for healthier snacks is taking a significant bite out of the snack market.
Snack Frequency and Consumer Preferences
The data also shows that snacks are an integral part of the American diet. More than half of consumers say they purchase snacks regularly, with 48% of people buying snack foods a few times a week, and 10% purchasing on a daily basis. Only 7% of respondents report rarely buying snacks. This indicates that snacking is not just a once-in-a-while indulgence but a regular part of people’s routines.
While consumers are reaching for healthier snacks, the type of snacks they crave remains diverse. The most popular snack remains chips, with 80% of respondents indicating that they enjoy them. However, fresh fruit is making a close run at the top spot, with 73% of Americans naming it as a favorite. Nuts and crackers come in tied for third place, both at 59%, highlighting that crunchy, satisfying snacks are still king. Yet, the data reveals an interesting trend: consumers are seeking out alternatives to the traditional snack options that once dominated the aisle.
Health-Conscious Snacking: Protein, Fiber, and More
When it comes to the nutritional content of their snacks, consumers are prioritizing protein. A substantial 55% of respondents say protein is the most important nutrient when selecting a snack. This shift toward protein-rich snacks is a clear sign of how consumers are becoming more health-conscious, particularly in light of the growing popularity of high-protein diets and fitness regimes.
Fiber is another important factor for 17% of respondents, with healthy fats and vitamins & minerals tying for 14%. These numbers indicate a marked shift from the typical sugary snacks and treats of the past. Consumers are choosing snacks that not only satisfy hunger but also provide essential nutrients that support overall health and well-being.
Sweet vs. Savory: The Great Snack Debate
While snacks like chips, crackers, and popcorn are often considered “savory,” America has a reputation for having a sweet tooth. However, salty snacks dominate in the data. A clear 59% of snackers prefer salty options, with the most common choices being chips, pretzels, nuts, and jerky. On the other hand, only 20% of people crave sweet snacks, such as candy, cookies, and granola bars. Fruits and vegetables account for 13% of snacking preferences, and dairy snacks like cheese and yogurt make up 6%.
Interestingly, the salty snack trend seems to be growing stronger, despite the general reputation Americans have for a sweet tooth. The preference for salty treats reflects a shift away from sugary options and toward snacks that provide more savory satisfaction.
Leaning on Labels: What Influences Snack Purchases?
As consumers become more health-savvy, certain labels are gaining traction in influencing snack purchases. Organic products top the list, with 30% of respondents saying it’s an important factor when choosing a snack. Following closely behind are “sugar-free” (26%), “non-GMO” (18%), and “plant-based” (7%) labels.
The survey also highlighted that 6% of consumers are influenced by “GLP-1 friendly” and “Keto-friendly” labels, signaling an increasing interest in niche dietary trends that cater to specific health needs. This shows that health-conscious snackers are paying close attention to the nutritional claims on packaging, and brands need to recognize that marketing these labels effectively can help attract more consumers.
Convenience: The King of Snacking
Despite the demand for healthier options, convenience remains a critical factor for many consumers. A staggering 69% of respondents prefer pre-packaged snacks over homemade alternatives. This trend towards convenience speaks to the fast-paced nature of modern life, where busy schedules and on-the-go lifestyles make grab-and-go options more appealing.
Moreover, the convenience of snack shopping is clear in the places consumers are most likely to make their purchases. A massive 84% of consumers buy snacks at grocery stores, with 65% purchasing them at big-box retailers like Walmart, Target, and Costco. Only 16% shop for snacks at convenience stores or online retailers like Amazon Fresh or Imperfect Foods. Subscription services, while growing in popularity, remain a small fraction of the market, accounting for just 1% of snack purchases.
The Time of Day for Snacking
The data also reveals when Americans are most likely to indulge in a snack. The afternoon is the most popular time to snack, with 46% of respondents reporting this as their peak snacking period. The evening follows closely behind with 41%. Late-night snacking only accounts for 8%, and morning snacking is the least common, with only 5% indulging early in the day.
The Road Ahead for Snack Brands
As the snack market evolves, brands must recognize the growing consumer demand for healthier, more protein-packed snacks that align with modern lifestyle choices. Health-conscious labels, convenience, and the preference for savory over sweet will all play a role in shaping the future of snacking. For brands, this means evolving their offerings to meet these changing preferences and making smarter, data-driven decisions.
Brittany Billings, CMO at Trax, summarized the findings succinctly: “It’s clear that the snacking landscape is undergoing a shift as consumers increasingly prioritize healthier snack options. Consumers want healthier options, and they’re willing to pay for them.”
For companies looking to succeed in this rapidly changing market, understanding and responding to these evolving preferences is key. With AI-powered data solutions from companies like Trax, brands can stay ahead of these trends, ensure they’re meeting consumer demands, and ultimately, unlock new opportunities for growth in the snack aisle.
In conclusion, National Snack Day serves as a reminder of the evolving tastes and habits of American snackers. As demand for healthier, protein-packed options increases, the snack industry must adapt to meet these consumer desires, ensuring that the future of snacking is both delicious and nutritious.
Survey Methodology: Trax conducted this survey via Shopkick, collecting insights and market research from more than 10,000 American consumers between January 15 – February 3, 2025.
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