Consumers crave healthy snacks

It’s no surprise that Americans love their snacks, but, increasingly, they want them to be healthier and do more than just satisfy a craving. In honor of National Snack Day, Shopkick by Trax surveyed more than 10,000 Americans to learn about their snacking habits and preferences.

From organic to gluten-free and vegan, healthier options abound, and consumers have a wide range of flavors to satisfy their hunger. A whopping 71% reported gravitating toward healthier snack options. And while Americans love their chips (80% of respondents said it was their favorite), fresh produce options are closing in: fresh fruit came in a close second, at 73%. 

Key insights:

• A whopping 71% of Americans report they are gravitating toward healthier snacks in 2025, and they’re willing to pay for it: 61% of respondents say they’re willing to pay additional for healthy items.
• More than half of consumers said they buy snacks regularly: 48% purchase snack foods a few times a week, while 10% purchase them daily. 35% buy them monthly and only 7% rarely buy snacks.
• When asked what labels influence snack purchases, 30% of consumers said “Organic,” 26% said “Sugar-free,” 18% stated “Non-GMO” and 7% said “Plant-based.” “GLP-1 friendly,” “Keto-friendly” and “Gluten-free” labels influence 6% of consumers respectively.
• When it comes to which nutrients are most important to healthy snackers, protein is the overwhelming winner at 55%. 17% of consumers prioritize fiber content, while healthy fats and vitamins & minerals tie at 14%.

[Related: Consumers demand health snacks, reject empty calories]

• 59% of snackers choose salty options like chips, crackers, popcorn, pretzels, nuts and jerky. Only about 20% go for sweet snacks like candy, cookies, granola bars and baked goods, while 13% choose fresh fruits and vegetables and 6% crave dairy snacks like cheese and yogurt.
• Chips are the most popular snack, enjoyed by nearly 80% of people, followed closely by fresh fruit at 73%. Nuts and crackers tie for third place, both favored by 59% of respondents.
• Taste was by far the most important influence on Americans’ snack purchases at 47%. Price was the second most important factor, for 36% of snackers.
• Despite Americans’ sweet tooth reputation, salty flavors win out. 72% of consumers go for salty snacks, while 63% choose sweet treats. 44% crave cheesy items, 40% say fruity is their favorite flavor and 26% of Americans are looking for spicy options.
• Americans overwhelmingly prefer pre-packaged snacks, with 69% saying they choose convenience over homemade.

[Read More: Consumers seek beverages with health benefits that go beyond hydration]

• The overwhelming majority of consumers purchase their snacks at grocery stores (84%) or big box stores such as Walmart, Target and Costco (65%). Convenience stores and online retailers like Amazon Fresh or Imperfect Foods each account for only 16% of consumer snack shopping, while subscription services account for just 1%.
• Nearly all snacking happens in the second half of the day. When asked what time of day they snack the most, 46% of Americans said the afternoon and 41% chose the evening. Late night only accounts for 8% of snacking, and morning is the least likely time at 5%.

“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,” said Brittany Billings, CMO at Trax. “Brands need to understand consumer preferences and adapt to meet their evolving needs. At Trax, we’re committed to providing actionable insights that help brands navigate these changes and capitalize on emerging opportunities.”