Snacking habits are changing, experts say, and fresh produce is an integral aspect of a shift from ultra-processed to fresh.
The Packer spoke with four industry experts for their insights about top produce snacking trends. Though health and wellness benefits and convenient packing are at the forefront, these analysts also emphasized the growing consumer demand for bold and contrasting flavors and a clear pushback against ultra-processed snacks, positioning produce as a premium choice for health-conscious consumers.
Convenience, taste and wellness
“Based on recent studies we conducted, we think produce snacking is going to proliferate in new and exciting ways in the year ahead," said Mitch Van Kampen, president for Curious Plot, a marketing communications agency representing produce commodity boards, associations and brands nationwide. "Each year we conduct the ‘Consumer Curiosity Report,' a study of more than 800 early-adopting, trendsetting consumers throughout the U.S. to measure their curiosity around key culinary, nutrition and sustainability topics. Why? Because curiosity data allows produce and all food marketers to understand and prioritize marketing opportunities and nurture and amplify trends in the making.”
Curious Plot's most recent study found that curiosity about new ways to prepare vegetables (71%) and new snack ideas (69%) was particularly high.
“The increased desire for convenience, global flavors and health-focused products also show a strong consumer drive toward snacks that are not only easy but offer added value in terms of taste and wellness benefits," Van Kampen said.
Looking through the data, here are three trends Van Kampen sees for produce snacking:
Snack-sized, easy-to-prepare produce packs — As produce shoppers continue to seek simplicity and convenience, it's thought that pre-packaged, snack-sized produce options will thrive. The trend is driven by the increasing demand for quick, 30-minute-or-less meal solutions, which 76% of shoppers in the Consumer Curiosity Report found appealing.
Van Kampen said snack-sized options, like ready-to-eat fruits and veggies or vegetable-based snack packs, cater to this time-strapped demographic while offering healthier alternatives to traditional snack foods. These innovations highlight the potential of easy-to-consume snacks that require minimal prep time.
This is expected to grow, with the convenience factor continuing to shape consumer behavior in 2025. It aligns well with the growing curiosity around new snack ideas, with 69% of early adopters expressing interest in this category.
Global and bold flavors in produce snacks — Global flavors are projected to continue capturing consumer interest, as 65% of those surveyed in our Consumer Curiosity Report expressed interest in discovering new cultural flavors. From spicy, flavor-packed snack packs to globally inspired ready-to-serve meals, there will be a noticeable shift toward exciting flavor profiles.
Van Kampen said this is likely to be a major trend in 2025, driven by both curiosity and an appetite for diversity in everyday eating experiences. Younger age groups are particularly influential in pushing the demand for these flavors.
Produce as functional snacks for health benefits — Produce that offers functional benefits, such as immunity-boosting, cognitive or gut health benefits, will see significant growth in 2025, Van Kampen said. According to the Consumer Curiosity Report, 67% of respondents are highly curious about foods with cognitive benefits, and 69% are interested in snacks that improve gut health.
This opens the door for functional produce snacks like smoothies with adaptogens, fermented veggie snacks and immune-boosting fruit bars, Van Kampen said, adding that the health-conscious shift, coupled with shoppers' interest in food as medicine, reflects a growing awareness of the role produce can play in improving well-being.
Van Kampen said this trend is poised to grow significantly, especially as younger generations increasingly seek out functional foods that support overall health. This demand for health-forward snacks aligns with the broader trend of produce serving dual purposes: both as nourishment and as a functional solution, he said.
Flavor and nutrition
FullTilt Marketing says experiences shape people's lives, so the company specializes in content marketing and influencer engagement, with a goal to promote specialty and fresh food brands.
Melissa Edwards, marketing manager for FullTilt Marketing, highlighted these trends for 2025:
Flavor combos — “Sweet and savory” flavor profiles in produce snacks are gaining traction, with a 71% year-over-year increase in online discussions and a 35% rise in the past month, Edwards said. This is an opportunity for vegetables to grab a bigger share of the snacking market by incorporating these popular flavor combos.
This is seen in everyday products like trail mix with salty nuts and dried fruit and popular flavor profiles like sweetpotato fries, she said. By creatively blending sweet and savory tastes, vegetable-based snacks can resonate with evolving consumer preferences and stand out as versatile, flavorful options.
That said, even with the sharp rise in sweet and savory, sweet snacks remain the favorite, Edwards said. Data shows they account for nearly 20% of online conversations around produce and snacks, keeping fruit ahead of vegetables in the snacking game. These trends show how snacking is evolving, balancing traditional favorites with emerging flavor and snacking innovations, she said.
Convenience and portion control — Another snacking trend FullTilt Marketing spotted and expects to continue through 2025 shows a growing preference for "mini" snacks. Statistics show these bite-sized options saw nearly 7% year-over-year growth, now accounting for nearly 23% of the total share of relevant online conversations, Edwards said.
It's no surprise the rise of mini snacks aligns with well-established consumer demands, such as portion control, convenience and variety, making them increasingly popular in modern snacking habits, she said.
"You've probably seen an uptick in fresh snack packs in your stores' deli departments and coffee shop coolers containing fruits, veggies, nuts and cheese," Edwards said. "We hope to see this trend open the door to more produce snacking options, highlighting a shift towards smaller, more flexible snacking choices that cater to on-the-go lifestyles and mindful consumption."
Nutrition — "We've all heard how high-protein diets continue to dominate consumer choices, reflecting a strong focus on health-conscious and fitness-driven lifestyles," Edwards said. "We've seen high-protein snack mentions online continue to rise in produce-snacking conversations with an impressive 36% year-over-year growth and an 11% increase just in the past month. It's hard to miss the many packaging labels that display their large protein claims. This really highlights the increasing demand for snacks that support nutritional goals and active living. For growers and retailers with protein-rich produce varieties, this is an incredible opportunity to capitalize on this trend."
While snacking trends continue to focus heavily on nutrition, Edwards said it is interesting how “balanced snacks” are emerging as a key theme. With nearly 17.5% year-over-year growth in online produce snacking discussions, this shift shows that consumers are looking for snacks that align with healthier, more balanced dietary choices. People want snacks that not only nourish them, but also fit conveniently into their busy lives, she said, adding that this balance of health-consciousness and practicality is reshaping snacking habits.
Together, these trends highlight a growing demand for health-conscious snacking options with new insights into consumers' desire for more balanced nutrition snacking options.
Change in consumer habits
The California Walnut Board represents the walnut growers and handlers in the Golden State. Christine Lott, the commission's director of integrated communications, weighed in on walnut snacking trends:Every bite counts — With the rise of consumers on GLP-1 medications, new eating patterns are emerging. These consumers are changing the way they shop, with a recent study showing grocery spending has dropped by 6%, Lott said. More specifically, purchases of calorie-dense, processed foods are the subject of reduction, according to the study, causing many CPG companies to rethink their offerings.
At the same time, NielsenIQ panel data shows that purchases of fruit are increasing and vegetables are holding steady among those using GLP-1 for weight loss, said Lott, adding that the continued interest in healthy, nutrient-dense foods bodes well for produce, including nuts, and other whole foods that pack a nutrient punch.
The California Walnut Commission sees this trend as an opportunity to position walnuts as a nutritious protein source that also serves as an excellent source of the plant-based type of omega-3 fatty acid known as alpha-linolenic acid, or ALA. This trend has grown significantly in the past year and is expected to become a major trend as the use of these medications continues to rise, according to the commission.
Wellness is a feeling — As the food and health nexus is more widely understood and embraced, consumers — especially Generation Z and millennials — are looking for nutrient-dense foods that help them feel good and fit in with their lifestyles, Lott said. Produce, with its long-held health halo, benefits from the inherent belief that whole foods equal good foods.
In addition, younger generations view wellness more holistically, with “wellness” encompassing not only nutrition and physical activity but also mental and emotional well-being and factors such as sleep, Lott said. The California Walnut Commission is increasingly showcasing how walnuts can be part of a wellness routine, highlighting research that's evaluated the impact of regular walnut consumption on stress, mood, sleep and more. This trend is growing, and its significance is rising as purchasing power of younger generations increases, she said.
Pushback on ultra-processed — Processed foods continue to get a black eye among consumers, policymakers and the public health community. In 2025 and beyond, scrutiny will continue, especially for foods considered ultra-processed, Lott said.
In early January, California Gov. Gavin Newsom signed an executive order aimed at investigating health risks linked to synthetic food dyes and other ingredients often found in ultra-processed food. Added scrutiny at the federal level is also expected. At the same time, consumers continue to demand convenience, and food makers, including those in produce, are exploring processing as a way to boost convenience and shelf life while increasing healthfulness, Lott said.
With minimal processing, the California Walnut Commission sees an opportunity to position walnuts as a wholesome, whole food that offers convenience and nutrition. Lott said California Walnuts leveraged the convenience of walnuts in a “Just Add Walnuts” nationwide retail program in summer 2024 that helped inspire shoppers with easy ways to add walnuts to variety of meals and snacks.
Mindful eating
Ten Acre Marketing is an agency that positions brands to advance agriculture and produce. Angela Sommers, account supervisor for Ten Acre Marketing, highlighted the following trends derived from various trends reports:
Nostalgia-inspired snacking with Ludacrisp apples — The Ludacrisp apple, with its playful name and candy-like sweetness, embodies the "newstalgia" trend, where nostalgic elements are updated for modern tastes. In 2025, this apple variety will continue to captivate Gen Z and millennial consumers seeking fun, easy and healthy snacks, Sommers said. The "Girl Dinner" trend, rooted in casual, snack-centric eating, has seen a meteoric rise on platforms like TikTok. Coupled with the expanding newstalgia movement, Ludacrisp apples are positioned to dominate in 2025 as a staple of snack plates and grazing boards. (Source: Specialty Food Association 2025 Trends Predictions)
Produce-powered success for GLP-1 weight-loss programs — As GLP-1 medications and weight-loss programs gain popularity, 2025 will highlight the critical role of fresh produce in sustaining weight loss and building healthy eating habits, Sommers said. Low-calorie, nutrient-dense snacks like snacking cucumbers, sweet mini peppers, cherry tomatoes, red radishes and leafy greens are essential for individuals using these medications to support their long-term goals. These fresh options align with the program's emphasis on balanced diets, prioritizing satiety and sustained energy. (Source: Tastewise, Flavor Chase: 2025's Most Disruptive Food & Beverage Trends)
Power snacking with tropical fruits — In 2025, mindful eating will drive consumers towards "power snacking" — nutrient-dense, visually appealing snacks for sustained energy. Tropical fruits like dragon fruit, passion fruit, kumquats and calamondins embody this trend with bold, indulgent flavors encouraging savoring, Sommers said, adding that rising interest in these nutrient-dense options makes them ideal for health-conscious snackers. This trend highlights tropical fruits as essential to power snacking and a delightful way to prioritize health, mindfulness and enjoyment. (Source: Harvard T.H. Chan School of Public Health. (n.d.). Snacking. The Nutrition Source. Retrieved Jan. 8, 2025)
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