Consumers Are Spending Less on Snacks. Now What?
Ardent Mills helps brands embrace the power of ingredients to stabilize snack sales.
With consumers spending less on snacks, leading companies and snack brands are exploring strategies for ensuring their products win on shelf. One approach? Leveraging the power of ingredients to give consumers what they want out of their favorite snacks.
As retail prices continue to rise1, consumers are becoming increasingly selective about where they spend their discretionary dollars. More and more, shoppers are turning to staples like meat and eggs, meaning categories like snacks are beginning to soften. In fact, leading companies with snack brands like “PepsiCo, Mondelēz and Campbell’s2 are among the companies noting a slowdown in chips, cookies and other treats as shoppers prioritize essentials3.”
The most immediate answer to addressing cautious consumer spending is to adjust pricing or pack sizes. Another option is to introduce more cost-effective SKUs to maintain brand loyalty and keep consumers returning to the snacks they love.
Mondelēz recently announced that its “focus on selling more offerings under $4 is helping to drive share gains4”. PepsiCo also launched smaller, single-serve items under $2 and smaller multi-pack options to encourage frequent, repeat purchases.
Even though these strategies work for many snack brands, there are those brands that need other options for increasing interest and driving purchases.
“Even though discretionary spending may be trending downward, what consumers want from their favorite snacks remains consistent,” said Jonathan Aplin, Vice President of Marketing & Research and Development, Ardent Mills. “Consumers are prioritizing their health and wellness. As a result, many of our customers are embracing strategies that help increase the nutrient density of their preexisting formulations so that they can deliver more of what consumers desire in the snacks they already purchase.”
It's true that the desire for snacks that pack a nutrient punch is becoming more top of mind. According to recent Ardent Mills research, consumers are actively adjusting their eating priorities in favor of health and wellness. Seventy-three percent of US consumers surveyed have changed eating behavior in favor of eating for health and wellness so far in 20255. Consumers are also willing to pay for these benefits regardless of how the category is faring overall. Sixty-six percent of consumers surveyed indicated “they are willing to pay more for foods that have a positive impact on their health6.”
And what is one of the main factors influencing product perception and driving consumer decision making? Ingredients.
Consumers believe that ingredients and the nutritional benefits they provide can help them achieve their wellness goals. In fact, 85 percent of US consumers claim that ‘ingredients’ play a direct role in the foods they choose to eat; often the first factor considered7. Grains and Pulses are given majority endorsement as a contributor to healthy eating overall8.
What does this focus on healthy eating and ingredients mean for brands as they navigate a more challenging snacking landscape?
Formulate for Nutrient Density
“Brands are working to balance taste with nutrition so that consumers can get the best of what they want – snacks that are delicious and also help them feel better about what they’re eating,” added Aplin. “Assessing formulations to uncover opportunities where grains and pulses can replace a portion of existing ingredients can be a win-win for brands and those consumers who are willing to pay more for the snacks that help them “have it all”.
“Ingredients like chickpeas are highly versatile, often replicating the taste, texture, and performance of what they replace,” said Aplin. “Our role is to partner with customers to refine formulations with ingredients like chickpea, test, and scale into production as efficiently as possible.”
Highlight Better For You Ingredients
As brands reformulate for health, they should ensure they’re capitalizing on their “Better For You” strategies by integrating consistent messaging on labels and at the shelf that showcases the benefits of ingredients. Communicating benefits like higher protein, higher fiber or wholesome and simple ingredients can be a difference-maker with today’s discerning consumer. In fact, 63 percent of those surveyed check ingredient lists at least occasionally9.
Partner with Ingredient Innovation Experts
Once a brand has decided that reformulating for health is the strategic move for their portfolio, it’s critical to work with a partner that has the ingredient expertise and commitment to innovation required to pivot with confidence. “At Ardent Mills, we partner with customers across every stage of their pipeline to drive success with minimal disruption,” added Aplin. “While we strive to engage early to help shape product development, we remain flexible—ready to step in wherever needed to support business goals and help products win on shelf.”
Reach Out Today
Snacking is a dynamic category with new consumer options launching almost daily. To succeed in this current moment where spending is declining and consumers are becoming more discerning, brands should pivot to creating products that give consumers more of what they want – snacks that can deliver on health goals and taste great. Learn more about how Ardent Mills can help you reformulate your snacks and win on shelf no matter how the markets may change.
2. Mention of a company or product does not imply a relationship between Ardent Mills and the company.
5,6,7,8,9 Ardent Mills Proprietary Research, US consumers 18+, May 2025