The snacking behavior of Germans has changed: while ready-to-eat snacks used to primarily be convenient and satisfy the “small hunger,” today they must also be healthy and provide additional health benefits.

Snack product manufacturers are responding with increasingly diverse product concepts, and the market for “healthy” snacks is growing larger, becoming more varied and, at the same time, more confusing for both consumers and shoppers.

• What do consumers understand by “healthy” snacks?
• Which product groups are associated with this category?
• Which snack brands are recognized by shoppers in this category?
• What is being purchased?
• What main benefit is expected from healthy snacks?
• What additional benefits are accepted in healthy snacks?
• Who are the target audiences for healthy snacks, and who already uses these healthy snack products?
• What are the purchasing motivators and barriers for healthy snacks?

With the mafowerk Trend Evaluation Consumer Insights “Healthy Snacks 2024,” mafowerk examines current attitudes, usage, and shopping habits of consumers, products, and POS. Both in the short term and compared to 2021 and 2019.

For continued successful marketing in the “Healthy Snacks” category.

Nuremberg/Fuerth, September 2024

Image: © shutterstock / SAG stock