Consumers are cutting processed foods and added sugar consumption and seeking healthier foods in convenient formats, according to the second annual snack report from better-for-you brand That’s it.
The maker of minimally processed fruit bars and chips That’s it. surveyed 175 registered dietitians from its NutritionFAM program and 1,000 US consumers. The report outlined three broad health trends influencing snacking, including consumers wanting to eat more fruits and vegetables, reducing added sugars and sugar alcohol intake, and consuming less ultra-processed foods (UPFs).
Nearly half of consumers (46%) and 70% of nutritionists plan to reduce added sugars and sugar alcohols in 2025, reported That’s it. Also, 24% of consumers and 45% of nutritionists say they want to reduce their consumption of UPFs.
Nearly all nutritionists (94%) and 64% of shoppers said they want to consume more fruits and vegetables in the new year, reported That’s it.
UPFs & politics: ‘I’m very happy that both sides seem to be agreeing on this’
That’s it. was “not necessarily surprised” by this year’s survey results, as many of the findings mirrored those from the company’s first annual snacking report, Lior Lewensztain, CEO and founder of That’s it told FoodNavigator-USA.
Over the years, consumers educated themselves on additives like dyes, sugars and alternative sweeteners and flavors and questioned their role in foods and beverages, Lewensztain explained.
This also comes as several state and federal regulators focus on UPFs, amid concerns about their human health impact.
At the start of the year, California State Governor Gavin ordered a “crackdown" on UPFs starting on April 1 in an executive order, designed to limit “the harms” of UPFs. This could include new warning labels on certain UPFs. The Center for Science in the Public Interest supports the warning labels proposed for certain UPFs, arguing that “these foods pose significant health risks.”
Additionally, president-elect Donald Trump’s appointment of Robert Kennedy Jr. to the Department of Health and Human Services is proposing harsher regulations for major CPG food and beverage manufacturers with a focus on promoting natural and clean eating.
“We really try to play in different areas where we feel fruit can have an impact. And that is our way of trying to complete our mission of really getting more people to consume fruit.”
Lior Lewensztain, CEO and founder of That’s it
Lewensztain said he is encouraged by regulators on both sides of the political aisle tackling food and health policy.
“I am very happy that both sides seem to be agreeing on this, and hopefully can push that momentum forward because there needs to be something done about it. And hopefully, now we can have enough momentum to really start pushing,” Lewensztain elaborated.
Including added sugar in the Nutrition Facts Label ‘was a pretty big move’
Regulations can shape consumers' perceptions about various health and nutrient issues, Lewensztain noted.
FDA’s decision to include an added sugar requirement to the Nutrition Facts Labels in 2016 “was a pretty big move,” as the labeling requirement informed consumers how much sugar was added to their product through the manufacturing process, he explained.
“In our space, fruit purees, concentrates and juices were byproducts of processing that had sugars built in, and they did not have to disclose it as an added sugar,” he added.
Accessibility remains a barrier for healthy foods
Food accessibility remains an obstacle for many consumers to eat healthier, Lewensztain explained.
A June 2024 American Heart Association and Research America survey of more than 2,300 consumers found that 77% would like to eat healthier, but many faced barriers to accessing healthy foods. More than half (60%) of shoppers said the cost of healthy foods was the top barrier, while 42%, 33% and 32% said stress eating, lack of time and lack of knowledge, respectively, prevented them from eating healthy.
“People really want better-for-you, minimal ingredients, less processed foods, especially on the snacking side,” he elaborated. “Unfortunately, there is still a long mission ahead of us, but that is why we are here and trying to chip away at it.”
That’s it. turns to product innovation to achieve goal of 250 million fruit servings in 2025
That’s it.‘s mission is to increase the number of fruits consumers eat by tapping into various need states. The company has a mission of providing 250 million servings of fruits in 2025, 50 million than its 2024 goal, Lewensztain explained.
In 2024, That’s it. released a line of organic energy bars made with caffeine from coffee and Fruit Crunchables, a snack for K-12 children made with 1 or 2 ingredients. Additionally, That’s it. launched a line of low-sugar dark chocolate-covered fruit truffles for those indulgent moments, Lewensztain said.
“We really try to play in different areas where we feel fruit can have an impact. And that is our way of trying to complete our mission of really getting more people to consume fruit,” he said. “We are just trying to meet them where they are and provide it in a fun and delicious way.”
