According to Euromonitor International’s World Market for Snacks 2024 report, the snackification trend reflects a broad cultural and economic shift as people embrace flexibility in their eating habits. From India to the US, the global snack market continues to grow, propelled by a mix of tradition, innovation, and shifting dietary needs.
The global snacks market
The snacks market’s projected growth to $680bn in 2024 – up 3.7% from 2023 in constant value prices – highlights its increasing importance. North America leads the pack, contributing 28% of global snack sales in 2023. This dominance is fuelled by high demand for innovative, convenient options that cater to on-the-go lifestyles. The Asia-Pacific region follows closely at 24%, while Western Europe accounts for 23%.
Emerging markets such as the Middle East and Africa are poised for explosive growth, too, with a CAGR of 4.6% forecasted from 2024 to 2029. Rapid urbanisation and rising disposable incomes in these regions are driving demand for a diverse array of snack products.
The snackification leader
India remains at the forefront of the snackification revolution, with 18% of adults replacing meals with snacks in 2024, according to Euromonitor. Although this represents a slight decline from 21% in 2023, the country still leads the world in this trend. The dip reflects the evolution of India’s snack market, where affordability and premiumisation coexist to cater to a wide range of consumers.
The Indian snack market is projected to grow from $5.34bn in 2024 to $10.92bn by 2033, with a robust CAGR of 8.26%, according to Research and Markets. This growth is driven by shifting lifestyles, increasing disposable incomes, and urbanisation. The growing youth population and the influence of Western eating habits are further accelerating demand for quick, ready-to-eat snack options.
The pandemic also played a pivotal role in the exponential growth of the snack industry in India. Lockdowns and work-from-home arrangements increased the demand for packaged snacks like chips, instant noodles, and biscuits as consumers adjusted their eating habits to accommodate new routines. Snack manufacturers have responded with innovative, healthier products, a trend expected to persist in the coming years.
A nation embracing snack culture
In the United States, the percentage of adults replacing meals with snacks rose from 14% in 2023 to 17% in 2024, according to Euromonitor. This 3% year-on-year increase illustrates a clear shift in American eating habits, driven by busy schedules and a desire for convenient, flexible food options.
Statista forecasts the US snack market to grow by a 4.11% CAGR between 2024 and 2029. In 2024, per capita snack revenues exceeded $131, underscoring the category’s strong consumer demand. From protein bars and trail mixes to plant-based snacks, American consumers are embracing a diverse range of options that cater to their health and dietary preferences.
A hub of snack enthusiasm
The UK has also seen a rise in snackification, with Euromonitor reporting that 13% of adults replacing meals with snacks in 2024, up from 10% the previous year. Statista valued the nation’s snack market at over £3bn in 2023, projected to grow by 3.74% annually from 2025 to 2029.
While traditional favourites like crisps and biscuits dominate – approximately six billion packets of crisps and £5.6bn worth of biscuits sold every year, making it one of the most robust snack markets in Europe – healthier snack options are gaining traction. The UK snack industry is also a significant exporter, with £709m worth of chocolate and confectionery shipped to the EU in 2023. Despite some setbacks from Brexit, the market remains resilient, adapting to consumer demands for both indulgence and health-conscious options.
A universal trend
The snackification trend is far from limited to India, the US, and the UK, notes Euromonitor. Singapore, Canada, and Brazil have all reported a 3% increase in meal replacements with snacks over the past year. In these regions, fast-paced urban lifestyles and the demand for convenience are reshaping traditional eating habits.
Emerging markets in Latin America, Africa, and Southeast Asia, too, are experiencing similar growth, with manufacturers tapping into local tastes and preferences to expand their reach. These regions are becoming hotbeds for innovation, as companies develop culturally inspired snacks that resonate with local consumers.
Understanding consumer motivations
Snacking is no longer just about satisfying hunger – it’s about convenience, emotional comfort, and personal indulgence. Carl Quash III, head of Snacks at Euromonitor International, attributes the rise in snacking to the stresses of modern life.
“Consumers have been under unprecedented stress these past few years with the cost-of-living crisis among a number of other challenges,” he said. “Snacks have been leveraged for comfort and stress reduction by providing entertainment at gatherings, joy as affordable gifts or presents, and pleasure as self-treats or rewards.”
Recent data highlights another shift: consumers are seeking personalised snack options that cater to specific dietary needs, such as keto, paleo, and plant-based diets. This has led to a surge in innovative products designed for niche audiences. Busy lifestyles are also driving demand for convenient, high-quality snacks, such as single-serve packages or ready-to-eat bars.
Social media platforms like Instagram and TikTok are playing an increasing role in shaping consumer trends, as snack brands leverage these channels to connect with younger audiences. Viral marketing campaigns and influencer collaborations are helping brands stay ahead of emerging trends and preferences.
The future of snacking
The rapid growth of the snacks market presents both opportunities and challenges. Companies must navigate shifting consumer preferences, economic pressures, and intensified competition to remain relevant. Regional differences also play a significant role in shaping the market. For instance, affordability and tradition are critical in India, while health-consciousness drives demand in North America and Europe.
Manufacturers are also under pressure to innovate. From plant-based protein bars to culturally inspired flavours, the need for diverse, high-quality products has never been greater. Sustainable packaging, clean-label ingredients, and premiumisation are additional areas of focus as brands strive to meet consumer expectations.
As the global snack market continues to grow, its influence on traditional eating habits is undeniable. The rise of snackification signals a fundamental change in how people approach food, driven by convenience, emotional comfort, and evolving lifestyles. For businesses, this represents a chance to innovate and connect with consumers in meaningful ways.
The future of snacking lies in its ability to adapt to consumer needs. In a world where time is increasingly scarce, snacks are emerging as the go-to solution for busy, value-conscious consumers. The question is no longer whether snacks will replace meals, but how they will continue to redefine the global food landscape.