Trends & Market needs
Natural edges out healthy in snacks.
Snack bars are expected to develop further in Europe, being a healthier alternative to chocolate and sugar confectionery or sweet and savory snacks. Emphasizing exotic or gourmet flavors and combining a number of different textures can boost the appeal of BFY (Better For You) snacks whose healthy positioning may be seen as boring.
The trick for manufacturers is to find a way to make snacks that are healthy and tasty at the same time.
Our best answer
Look for big flavors from natural sources
Natural flavors from spices, vegetables, seeds, and other sources can add interest to a category in which the dominant flavors are safe and conventional.
Instead of "salt and vinegar" for example, there is room to investigate exotic alternatives. Evolve snack bars alongside better-for-you trends, which are moving away from low/no/reduced to positive nutrition.