CSN is a strong and resilient category with a huge scale, worth over £5.25bn and growing in value +2% (Nielsen IQ).
In difficult financial times, the CSN category prospers as shoppers look for affordable tasty treats, representing a critical opportunity for retailers to grow footfall and sales. Treat occasions are growing in C&I, currently making up 10.2% of the top missions (Lumina).
Consumers will continue to shop more locally, turning to convenience and independent stores more often as they look to save on fuel, manage budgets and spend more evenings at home.
With one in five baskets in C&I including a CSN product (Lumina) and the Bagged Snacks segment growing ahead of Total Grocery at +16.4% vs +7.2% (Kantar), retailers can rely on the category to drive sales. “Launched last year, our ‘25 to Thrive’ ranging advice helps retailers capitalise on the thriving Bagged Snacks category,” comments Stuart Graham, Head of Convenience and Impulse at KP Snacks. “Providing a core recommendation of CSNP SKUs to stock from multiple suppliers, our impartial category-wide advice was crafted using the latest, in-depth category insights to ensure an optimised fixture.”
Shoppers are always looking for new and differentiated products and retailers can capitalise on this by stocking a strong core range with a complementary offering of NPD, creating variety and engaging shoppers. KP Snacks is committed to bringing innovation to the category with its NPD strategy, anchored in insight and delivered in a range of formats to bolster retailer sales.
This year, KP launched a new flavour in the nation’s favourite ridged crisps McCoy’s. The New Hot ‘n’ Spicy is available in both grab bags and PMP format. Providing McCoy’s signature crunch alongside the perfect blend of spice and seasoning, McCoy’s Hot ‘n’ Spicy caters to consumer demand, with “Spicy” representing the third-largest flavour partition in CSN.
PMP formats have seen significant growth in recent years and will stay increasingly relevant as the cost of living remains high. PMPs offer consumers great value for money, with clear pricing reassuring shoppers that they’re getting a good deal. Worth £324.8m (Nielsen IQ), the PMP format is popular within CSN, with 57% of impulse shoppers buying PMP (Lumina).
KP Snacks is growing with an extensive PMP portfolio, offering a range of tasty snacks at a variety of prices to suit all budgets and occasions. Smaller format PMPs include the UK’s number one best value brand, Space Raiders, in a 40p PMP, alongside classic heritage brands like Discos, Skips and Wheat Crunchies at 50p, and family favourites including Hula Hoops core range and Pom Bear at 65p. Meanwhile, KP also produces four of the top five large PMP SKUs, with Hula Hoops Big Hoops BBQ Beef (the best-selling PMP on the market), McCoy’s Flame Grilled Steak, Nik Naks Nice ‘N’ Spicy and Nik Naks Rib ‘N’ Saucy all available as £1.25 PMPs.
The singles segment is worth £604.5m and growing +1.6% (Nielsen IQ), with Food to Go missions also on the rise at +14.7% (Lumina). Treat-led FTG categories are growing, with CSN experiencing the highest change at +2.7% (Lumina). When buying Food to Go, 54% are always on the lookout for a meal deal (Kantar). Meal deals are an effective way to offer shoppers a good value for money option, making up 20% of CSN promotional sales (Lumina).
“It’s key that retailers offer the right core range in the right formats across categories to capitalise on the meal deal opportunity. 51% of lunch eaters say snack products make lunch more interesting (Kantar) and KP Snacks offers a range of tasty singles perfect for livening up lunch, from Hula Hoops Big Hoops BBQ Beef to McCoy’s Salt & Vinegar,” adds Graham.
“While the trend towards hybrid working has created a resurgence of at-home lunches, we’re likely to see the return of the packed lunch as consumers look to economise. As consumers lean towards more cautious spending, multipacks represent a great opportunity for retailers to capitalise on this growing trend. Hula Hoops and McCoy’s are both in the top 3 CSN multipack brands, with a 6.4% and 4.8% share of the segment respectively (Nielsen IQ).”
Nic Storey, Senior Sales Director, Impulse & Field Sales at PepsiCo, comments: “Enjoyment is the number one driver of choice when buying crisps and snacks (Kantar), so offering not just well-loved core brands but also a wide range of bold and different flavours will appeal to consumers looking for excitement and help to maximise sales.”
To cater to this demand, PepsiCo has launched a number of taste-led NPD over the last year, which more recently includes two new Doritos flavour innovations as part of the brand’s A Minecraft Movie partnership. The new A Minecraft Movie-inspired flavours, The Creeper Vinegar and The Ghast BBQ, are reminiscent of key characters and available in custom 180g A Minecraft Movie-themed packaging. Through this, Doritos is supporting retailers in attracting gaming fans to the brand and driving trial of products that will transition into permanent offerings post movie launch.
“Gen-Z have become a huge focus for a lot of our brands, as we know that they are demanding bolder snacking experiences (Kantar),” adds Storey. “To deliver on this, retailers should look to stock a combination of flavours and formats, so that there is always something new to try and to keep these consumers engaged.”
The spicy snacking trend shows no signs of slowing down, with the flavour segment having grown +8.7% year-on-year (Kantar). To tap into this consumer demand, last year, PepsiCo launched the Extra Flamin’ Hot portfolio which includes Walkers MAX, Doritos, Wotsits Crunchy and more recently, the new Doritos Dinamita.
Cheetos went through a major relaunch in the UK in March this year. The relaunch kicked off with the introduction of a brand-new flavour, Fiery Jalapeño and Cheese, which is now available in a 105g sharing bag (£2 RRP), and two price marked packs (PMPs) – 70g (£1.49 RRP) and 27g (49p RRP).
PepsiCo also updated the packaging across the existing Twisted Sweet & Spicy range, which is growing +31.1% (Nielsen), bringing a bold, eye-catching design that resonates with Gen Z and emphasises its American heritage.
Cheetos are also optimising its existing Twisted Sweet & Spicy PMP range by upweighting its packs from 65g to 85g – a 30% increase. The move comes as younger shoppers are becoming more conscious about getting the best value for their money, with 74% of Gen Z comparing products to find the best deal (Ipsos).
The relaunch is being amplified with a significant media spend in 2025, spanning in-store shopper support, as well as a new campaign which will include content on TikTok, which will see the brand partner with Gen Z influencers to drive awareness and excitement of Cheetos. The media burst was live from late April, with additional support appearing later in the year.
As shoppers continue to enjoy elevated snacking options as part of their mealtimes, Doritos is on a mission to help retailers leverage this trend with a shakeup of its ‘Dippers’ sharing range. Now available in a 230g sharing bag, with an MRSP of £2.50, the range is rebranding with a new look, flavour and bold call-to-action for consumers to Dip or Load their snacks with their favourite accompaniments. Through this, a new Zesty Lime offering is set to join the non-HFSS line-up, which already features Original Salted and Pinch of Paprika, alongside the core Doritos range.
Walkers has brought back the fan favourite Worcester Sauce and Tomato Ketchup flavours. Walkers has also joined forces with the nation’s favourite ketchup brand, Heinz, to deliver the iconic, rich tomato flavour that consumers know and love. It follows on from the brand’s collaboration with Heinz last year to create three limited-edition sandwich inspired flavours – Walkers Sausage Sarnie with Heinz Tomato Ketchup flavour, Cheese Toastie with Heinz Baked Beanz flavour and Roast Chicken with Heinz Mayonnaise flavour.
Walkers Lea & Perrins Worcester Sauce and Heinz Tomato Ketchup flavours are now available in a range of formats, including a 45g grab bag (RSP: £1.10), 70g PMP (RSP: £1.25) and 6pk multipack (RSP: £2.00).
Becky Allan, Marketing Manager, Takis, comments: “When it comes to shopper attitudes to snacking, bold and strong flavour choices are dominating purchase decisions.”
While planned purchases lend themselves to ‘weaker’ flavours, impulse purchase (57% of shoppers buy bagged snacks at least once a week) is where intense flavours, such as chilli and paprika, have their moment to shine.
In fact, snacks are growing at a rate of +13.9% value sales year-on-year and Takis sales over-index on distribution (IRI). The ‘Need for Heat’ is not showing any signs of stopping, as 33% of snackers are looking to explore new intense flavours in the category, suggesting a continued interest in spicy flavour profiles.
“The younger shopper is looking for bold flavour profiles to satisfy boredom and snacking urges that aren’t part of the weekly shop, and Takis meets this need,” adds Allan. “Putting Takis on shelf is an opportunity for retailers to appeal to this audience, as Takis is a product ripe for the Gen Z market. They are the super-snacking generation who are on the hunt for foods that stimulate their senses (Mintel). Brands are pulling out all the stops when it comes to this trend as there is huge demand within Gen Z when it comes to this flavour profile, driven by social media. The snacking brand went viral in the US first, and has since found online fame internationally, leading to its UK launch.”
As there is a continued pressure on shopper wallets, snack-packs (single serve packets) continue to appeal due to their convenience, and therefore ability to satisfy an impulse need such as hunger or boredom. Within the wider category selling 2.8bn packs of crisps, nuts and bagged snacks a year, sharing formats are the only format to see year-on-year growth in both value and volume, holding a 18% wider market share (Circana).
Takis’ 100g pack is proving to be popular with consumers as it works for multiple different consumption occasions – it can be a sharing bag, can sit over two consumption moments or be consumed in one sitting. This pack size makes it multi-functional and unique to the market. Given the current pressure on purse strings, to some consumers this format is justifiable as a sharing bag, whereas others can afford it as a single serve. “What’s more, retailers should consider stocking PMPs as their fixed prices lead shoppers to view brands as transparent, and honest with their pricing,” says Allan. “The fixed prices displayed on PMPs allows shoppers to feel confident in the brands they buy in to, making educated and informed purchases. From here, repeat purchase is more likely, as consumers gravitate back to brands they trust.”
“It is important to consider a snack-and-drink pairing offer exclusive to your store,” suggests Allan. “Placing Takis near the BWS aisle can drive incremental sales, due to the common pairing of beer and spicy snacks. Providing this offer to shoppers will capitalise on the impulse purchase opportunity, as the combination may not have been previously considered. Retailers should look to employ this strategy particularly around key drinking occasions, such as national football tournaments and other important sporting events.”
The fastest growing snack brand (Circana) with cult following, Takis is set to spice up aisles up and down the country with the launch of Blue Heat – the latest addition to its bold and intensely flavoured range of rolled tortilla chips. Following huge success in international markets, the striking blue snack that is the brand’s number two flavour in the US (Barcel), is available nationwide.
The launch taps into the continued demand for spicy snacks in the UK. The bagged snacks category continues to grow and is now worth £4.19bn in value (Circana), and within that, the ‘Heat’ segment is out-performing total crisps at +9% value sales in the last year (Circana). Takis is perfectly placed to cater to this demand as the brand is outperforming the market, growing in value sales by 10% in the last year (Circana).
Allan says: “There is no denying that UK consumers love a bit of spice. Gen Z in particular are leading the way with this and becoming more adventurous in their snack options. Takis Blue Heat has already seen incredible success in international markets, garnering a huge cult following. With its unmatched intensity across heat, flavour and visual appeal this new launch is set to resonate strongly with UK consumers and drive further growth within the category.”
Already a fan favourite across the globe, Takis Blue Heat delivers an explosive combination of chilli and lime flavours, designed for those who crave adventure in their snacking experience. The bold new offering joins the brand’s popular lineup, which includes best-sellers Fuego and Dragon Sweet Chilli.
Shaun Whelan, Jack Link’s Convenience/Wholesale and OOH Controller, comments: “The jerky and biltong category is one of the fastest growing segments within crisps, nuts, and bagged snacks, now worth over £40 million RSV and continuing to expand in both value and volume. As consumer demand for high protein, lower calorie alternatives rises, meat snacks are becoming an increasingly relevant choice for those seeking a satisfying and tasty yet healthier option.”
With fewer than one in ten households currently purchasing jerky, there is significant opportunity for further category expansion. The combination of protein-rich nutrition and great taste makes jerky a compelling snack for busy, health-conscious consumers. As a natural alternative to traditional crisps and snacks, jerky offers a balance of health, convenience, and flavour variety, catering to a broad range of shopper needs.
“Retailers can maximise the potential of the category through merchandising strategies that ensure jerky is highly visible alongside other bagged snacks on the main fixture where shoppers expect to find it,” adds Whelan. “Dual placement with crisps, nuts, and bagged snacks encourages trade-up purchases. Clip strips also help capture impulse sales. As innovation in flavour and packaging continues, jerky remains a high-growth, high profit opportunity for retailers to unlock evolving consumer demand.”
Jack Link’s has seen strong growth in the past year, reinforcing the increasing consumer demand for high-protein, flavourful snack options.
The brand has grown sales by over 18% in value and 17% in volume, making it a high-growth opportunity that retailers cannot afford to miss. Its Beef Jerky Original 25g has the highest unit rate of sale in the category, providing an accessible entry point for new shoppers, while its larger 60g pack continues to perform strongly in value ROS.
Flavour innovation remains key to driving engagement, and there is a strong appetite for spicy and bold flavours. Jack Link’s Sweet & Hot and Teriyaki varieties have been particularly popular – offering a balance of heat and indulgence with notes of soy, ginger, and sweetness. These flavours cater to evolving consumer preferences for global and adventurous tastes while maintaining the key nutritional benefits that set Jack Link’s apart.
“With increased focus on health-conscious snacking shaping the category, Jack Link’s provides a naturally lean, high protein, low calorie option that meets the needs of time poor shoppers who want tasty, ready to eat snacks. Our core audience, predominantly active males aged 16-45, values the convenience of an on-the-go snack that delivers lasting energy throughout the day. The bite-sized nature of our jerky makes it a convenient and satisfying afternoon snack, providing a flavourful chew that encourages repeat purchases,” says Whelan.
“As the demand for protein rich, convenient snacks grows, we see further opportunity to expand flavour innovation while staying true to our core proposition of quality and taste.”
Susan Nash, Trade Communications Manager at Mondelez International, comments: “We’ve recently seen a 6% (Kantar) year-on-year increase in on-the-go missions within healthier biscuits, with shoppers increasingly looking for healthier snacks while out and about, which aligns closely with the typical sweet biscuit occasion.
“We can anticipate that breakfast and brunch snacking options that can be taken out-of-home for easy and convenient on-the-go consumption will continue to grow this year, and as such, any retail range needs to cover both take-home and on-the-go missions to meet all potential need states and occasions, while also delivering on taste and healthier biscuit options.”
“Consumer choice is key! Whether it’s healthier options from brands they know and love or formats they can take on-the-go for their commute, it’s key there is something in your range to suit every shopper so make sure you include a selection of categories, formats and flavours across all snacking sub-categories,” advises Nash.
“Despite economic uncertainties putting pressure on household budgets, consumers are still looking for treats from trusted brands, so the biscuits category is incredibly important for the convenience sector. Retailers should ensure they stay on top of best-in-class innovation and tap into key seasonal moments to see sales success throughout 2025 and beyond.”
Cadbury Fingers, the beloved biscuit brand with 128 years’ history, is bringing back its brilliant Fingers Crossed on-pack promotional campaign for shoppers, giving consumers the chance to win if they find a crossed chocolate finger in their pack.
To be in with a chance to win, all shoppers have to do is pick up a promotional pack and if they find a Cadbury Crossed Finger biscuit inside with a winning ticket, they could win cash prizes ranging from £50 up to an incredible £20,000! Shoppers also have the opportunity to win thousands of cash prizes by following the QR code on pack and entering the barcode and batch code at fingerscrossed.cadbury.co.uk to find out how much they’ve won.
Rachel Austerberry, Grenade UK Sales Director, comments: “Consumers continue to look for healthier alternatives, that don’t compromise on taste which is shown in the growth of the protein bar category to £157.5m (6+%, IRI). The best-selling bars in the category are Grenade’s range which are low in sugar, packed with protein and in indulgent flavours that offer the consumer the chance to treat themselves guilt-free. Protein bars provide health-conscious consumers the opportunity to enjoy a sweet, chocolate treat and benefit from the additional protein each bar provides.
“Consumers are snacking all the time, with 88% snacking daily (Mondelez) so it’s vital retailers cater to different types of shoppers in order to meet their snacking needs. For those looking for a healthier alternative that will satisfy their sweet cravings, Grenade’s high protein, low sugar range hit the spot. With consumers picking up protein bars for all kinds of reasons, what’s consistent is that protein and sugar content remain the most important. Grenade’s range contains 20g protein and 2g sugar per bar, which consumers recognise as the sweet spot for the category. This is shown with the range making up 8 out of the top 10 best-selling bars with Grenade OREO as the number 1 best-selling protein bar (IRI).
Beyond this, customers now demand that snacks deliver on taste in order to keep them coming back for more. Taste is at the core of Grenade’s DNA, providing a range of iconic flavours that blur the lines between confectionery and protein bars, with striking taste similarities and credentials to their chocolate single counterparts. This is most apparent through the introduction of the Grenade OREO launch in 2023 which for a period of time became the 3rd best-selling chocolate single in the UK (IRI). This shows that consumers are prepared to buy into healthier alternatives as long as they meet their taste needs. Since that launch more consumers have been picking up protein bars in order to get their sweet fix, indulge in their chocolate moment but without the sugar.
Grenade’s new Revolutionary Snacking campaign is aimed at those consumers that are unaware how good Grenade’s protein bars taste and how there’s a protein bar for their indulgent moment. Coined “This is Chocolate 2.0”, Grenade’s range intends to appeal to consumers who want to enjoy chocolate, but don’t want to compromise with their taste on other low sugar alternatives.
Grenade’s range of low sugar, high protein bars offer retailers the perfect product for a popular and lucrative solution in impulse locations in-store. The Grenade range contains many HFSS-compliant products such as best-selling flavours Chocolate Chip Cookie Dough, Peanut Nutter and White Chocolate Cookie that are all delicious and meet the guidelines for sale in HFSS restricted areas. This is win-win for both the retailer and the consumer as neither has to compromise on their guilt-free snacking. With 20g protein and 2g sugar per bar, the Grenade range is a healthier alternative to traditional confectionery for consumers to pick and enjoy over again.
Adam Draper, Managing Director of Nurture Brands comments, “Since launching our seaweed crisps under the EMILY brand we have seen great success in the healthier snacking space, with the brand growing by 40% year-on-year (IRI). We took a risk with a snack that was outside the norm but the reaction has been superb. Healthy snacking is entering a new era which is being driven by exciting new concepts with more of a focus on minimal ingredients and functionality. We are also seeing lower calories helping to drive purchase as well as free-from and gluten free snacking growing as a lifestyle choice beyond consumers with dietary requirements.
“We find our impulse bags to be the most popular format in the on-the-go space, but we are seeing an increased demand for our larger sharing bags as people discover our crisps and want to enjoy a bigger serve or share with others. Once giving our Seaweed Crisps a go, people are pleasantly surprised by their unique taste and satisfying crunch. We have seen continued success since launching our re-branded EMILY illustrations on pack which offers great standout and a premium alternative within the crisp category.”
During the summer months, on-the-go occasions are popular with more and more consumers no longer eating 3 set meals a day and instead snacking at opportune moments, during work or after work while socialising. Likewise, picnic and cosy night-in occasions are where sharing bags are most popular.
Asian-inspired snacking is really helping to grow the category with +9% growth by 2028 and we’re seeing that reflected in sales of EMILY Seaweed Crisps. In fact, seaweed crisps are growing faster than traditional potato crisps as people seek out healthier options and look for ‘positive’ snacking options. They no longer see a compromise between a brand that can be both tasty and healthy and are actively seeking brands that deliver this.
EMILY’s Sea Salt Seaweed Crisps are the brand’s most popular flavour as people tend to give these a try first as a gateway into seaweed snacking before branching out to the brand’s other bold flavour variants. These are also available in a sharing bag where people use these as a topper on Asian-inspired lunches or to share with friends.
Sriracha joins EMILY’s existing seaweed crisp flavours of Sea Salt, Salt & Vinegar and Cheese.
Draper adds: “Asian cuisine is one of the fastest growing sectors in the UK and the popularity of Sriracha makes it a natural extension for us.”
The hot, tangy flavour balances beautifully with the unique umami crunch of EMILY Seaweed Crisps.
“Consumers are not shying away from new and exciting concepts and flavours,” says Draper. “We took a risk on seaweed crisps, but this has paid off. Our advice would be to push the boundaries of traditional British snacking and seek influence from other cuisines and cultures as these flavours continue to grow in popularity in the UK.”
The brand’s marketing support is focused on driving trial. Therefore, the brand will be sampling at key events across cities and working with lifestyle influencers and nutritionists across social media.
“Retailers need to give more distribution to snacks outside of traditional potato-based crisps,” Draper continues. “Consumers are looking for new taste sensations. Additionally, retailers need to think about signposting products that offer a unique selling point such as EMILY Crisps that are gluten free and less calories than many other snacks on the market.”
“At Filbert’s, we are renowned for making really interesting snacks, and we’re forever being asked to innovate – new textures, new flavours, all while maintaining quality along with good margins for our customers – it’s a challenge,” comments Mr Filbert’s MD, Mark Taylor.
Mr Filbert’s launched its range of Mochi Rice Crackers back in summer of 2024, and it’s been full steam ahead with this innovative snack since then, winning several Great Taste awards.
Says Mark Taylor: “While NPD is a crucial element here at Mr Filbert’s, we also listened to our loyal customers and created a truly original snack never tasted before in the UK – we’re now producing three distinctive flavours: Japanese Teriyaki, Thai Tom Yum and Oriental Black Pepper, to add to our existing firm favourite Korean Sweet Chilli Rice Crackers.”
Mr Filbert’s, known for its best-selling gourmet nuts, has seen substantial consumer demand for its authentic Asian-inspired Mochi Rice Crackers, fuelled by consumer desire for healthy, plant-based snacks that are big on taste.
Expanding on Mr Filbert’s Asian Savours range, the company is working on a number of new flavours and textures, including Thai Green Coconut Chilli Crackers, Sriracha Mochi Rice Crackers, as well as a new range of crispy coated gourmet nuts with Katsu curry and Kimchi flavours.
“Mr Filbert’s has also just launched its new Sweet and Salty Cashews, roasted buttery whole cashews tumbled in a delicate balance of cane sugar and sea salt, an addition to the gourmet nuts range that is proving very popular,” explains Taylor.
Mr Filbert’s has always worked hard with its wholesalers and retailers alike to support their hard work with innovative merchandising and advertising support. “Collaboration has always been the key to strong growth in the gourmet snack sector,” comments Taylor.
Steve Monk, Founder of Good Guys Bakehouse, comments: “When consumers look for healthier snacks, they don’t just want a tweaked version of an existing product – they want something that feels genuinely designed to be healthier.”
For legacy brands built over decades, adapting to meet the demands of the new health conscious snacker is challenging. They’re often restricted by existing formulas and production processes and can’t afford to stray too far from the original. ‘Healthier’ versions of existing products can feel like half-measures to consumers who may suspect the changes to remove the ‘bad stuff’ are superficial – reducing sugar but adding artificial sweeteners or reducing salt but adding additional ultra processed flavourings.
Instead of choosing a ‘compromised classic,’ shoppers are putting their trust in challenger brands who have rooted their identity in being healthier from day one.
“Clear and consistent brand messaging is key,” adds Monk. “At Good Guys Bakehouse, we create healthier snacks baked with real ingredients – our brand positioning on this is tight, focused, and consistent.”
Consumers are increasingly aware of what is in their food, they check for ultra-processed, weird ‘sciency’ ingredients and they read labels more carefully.
When given the choice between a snack made with real food versus one with a long list of modified starches and processed flavourings, healthier snackers are picking the cleaner option.
“As a challenger brand, one of our biggest advantages is that we’re able to make snacks that are less processed from the outset, with a commitment to baking with simple, recognisable ingredients,” says Monk.
Today’s health-conscious snackers aren’t just looking for less of the bad stuff, they want more of the good, seeking naturally healthier ingredients, often with clear functional benefits, from gut-friendly biscuit bars to protein packed snacks.
“At Good Guys, our commitment is to baking tasty snacks made with simple real ingredients that are naturally low in saturated fat and calories,” adds Monk. “We’re the only biscuit brand over-indexing on younger, health-conscious shoppers at Sainsbury’s, which is brilliant.”
Rhea Agarwal, Director of Business Development UK and EU at Haldiram’s Overseas Ltd, comments: “With consumers continually seeking new and exciting taste experiences, flavour innovation remains a cornerstone of this category. At Haldiram’s, we pride ourselves on staying ahead of the curve by offering distinctive flavours like Khatta Meetha, All in One, and more. Our makhana range, too, boasts a variety of innovative options, catering to diverse palates. By blending tradition with modern tastes, we ensure that our products resonate with both loyal customers and adventurous snackers alike.”
Value is a decisive factor for consumers, particularly in today’s economic environment. Shoppers increasingly prioritise products that offer both quality and affordability. Multipacks and sharing formats have become especially popular, as they deliver superior cost-per-serving value. Haldiram’s takes this a step further with its combo meals—convenient, complete meal solutions that include rice, curry, plates, and even cutlery, offering an unbeatable mix of value and quality.
“While brand loyalty exists, today’s shoppers remain open to exploration, especially when exciting flavours or functional benefits are on offer,” adds Agarwal. “Products that emphasise attributes like protein content, lower salt, or unique taste profiles often capture consumer interest. However, at Haldiram’s, we recognise the importance of consistent quality and strong branding in building and maintaining trust, ensuring repeat purchases and long-term customer loyalty.”
Health-conscious snacking is redefining the market landscape. Consumers are turning to better-for-you options, including alternatives to traditional potato crisps, baked snacks, and gluten-free offerings. Haldiram’s has embraced this trend with its dedicated gluten-free and vegan ranges, catering to a growing audience that prioritises health without compromising on taste.
The brand’s Bhujia and Aloo Bhujia lead the way as consumer favourites, alongside unique flavours like Nimbu Masala. In addition, its gluten-free and vegan snack lines, as well as indulgent Indian sweets such as Gulab Jamun, Kaju Katli, and Rasmalai, have garnered widespread appreciation from its diverse customer base.
Recent developments include the Khaas range, new gifting solutions, and the addition of Paneer-centric products.
Newby Groves, Managing Director of Sigma Alimentos UK and The Mad Butcher, comments: “We’re seeing more interest in hot flavours, particularly amongst younger consumers, which will influence our NPD programme. What starts on Tik Tok often ends up in supermarkets, and with the rise of viral heat tasting challenges online, the spice trend shows no signs of slowing down. This trend influenced the Chilli Pork flavour we chose for the initial Mad Butcher SKUs.”
More discerning consumers will pay a higher price if it means better ingredients and quality, especially when it comes to meat. Consumers are much more aware of what goes into their food and want less processed snacking options that are made using better quality, natural ingredients. The Mad Butcher is a challenger brand that can offer a tasty alternative to the long-time market leaders, but still at an affordable price (RRP £2 per pack of seven salami sticks).
Meat snacking is a market that has grown to £410m from £385m in 2023. Chilled meat snacking has grown 4% YOY and is now worth £328m (Nielsen). These products are on trend, and there’s still a huge potential for long-term growth.
“It’s already an established market in Europe, with meat snacking and charcuterie being an everyday occasion. We believe this will be replicated it the UK and expect premium grab-and-go meat products to become even more popular this year, complimenting crisps and nuts as a great pairing to beer and wine. They lend themselves to so many social occasions and snacking moments,” adds Groves.
“Following the dominance of vegan and plant-based products in recent years, people are celebrating good quality meat again. The Mad Butcher offers a rich heritage, generations of experience and time-honoured methods, resulting in a truly authentic, more natural meat snack.”
Kieran Fisher, Founder at Warrior, comments: “Introducing new and exciting flavours in the snack bar category is vital to keeping consumers engaged in an increasingly competitive space. Particularly when we look at the younger demographic, bold, unique and fun flavour combinations are proven to appeal.
“Taking a closer look at the protein bar category in particular, 90 per cent of sales are being driven by four brands, and Warrior is one of those brands. So, retailers should prioritise range expansion of new flavours to keep pace with demand but should prioritise NPD from brands that shoppers know and trust.”
Value for money is the key driver in the market. Shoppers want good value, convenient snacks which taste great. They are far more price aware than ever before and are no longer willing to pay a higher price for a premium brand when they can get as good, or an even better-quality product from elsewhere. Warrior successfully combines this quality and affordability, reflected in the high rates of sale it achieves across its product portfolio. The brand is driving value growth through great quality at an everyday price that builds category value through greater frequency.
“Snack bar shoppers are brand loyal and often seek innovation from their favourite brands,” adds Fisher. “Retailers should capitalise on this by reducing the brands on shelf in order to expand choice on flavours – basically, give shoppers more of the flavours they want on the brands that they trust.”
Consumption of healthy snack products is increasing overall and becoming the new mainstream. Everyday consumers are substituting traditional, high sugar, snacks for products which deliver added benefits and help them manage their health and fitness goals.
Shoppers want snack bars which taste great and offer multi-functional health benefits and include proven, quality ingredients and supplements. There is a big increase in demand for creatine, where sales are up 18%. Warrior CRUNCH and RAW bars, which features the highest quality ingredients and maintains an affordable price point for our customers, is now the fastest selling protein bar in the UK. These products continue to fuel growth and outperform other brands in the protein bar category.
Newly launched Warrior Creatine Bars, which in addition to providing a high protein, high fibre, low sugar snack, also provides a daily intake of Creatine – one of the biggest growth trends in the category.
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