Cargill’s latest snacking study reveals how two rising consumer segments – health seekers and purposeful snackers – are reshaping product innovation amid tightening regulations.
Cargill’s first publicly released snacking study looks at the evolving behaviors of US consumers across 18 snack categories – highlighting two key segments: the Health Seekers and the Purposeful Snackers. Based on an online survey conducted in November 2024 with 4,452 participants (including adults and teens), the research explores how lifestyle choices and ingredient expectations are shaping the future of snack formulation.
“Over 90% of consumers are snacking at least once a day, and almost 60% are snacking two times a day,” Jana Mauck, category marketing manager for snacks at Cargill, said during an interview at Natural Products Expo West. “We fielded this study so we could better understand the needs and motivations behind consumer snacking choices to help in developing those next generation of snacks.”
Health seekers: Mindful choices with a focus on quality ingredients
The health seeker segment embraces snacking but demands fresh, natural, high-quality ingredients with functional benefits, according to the study. These consumers prioritize nourishment and sustainable energy, leaning toward high-protein, low-sugar products with mindful positioning.
Yogurt, nuts and protein bars are mainstays, especially when labeled with digestive support or artisanal cues, per Cargill. Claims like “no artificial colors” and “no artificial flavors” strongly resonate with this group – aligning closely with broader activity in the industry like the recent FDA guidance updates and ingredient bans like the removal of Red Dye No. 3.
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Purposeful snackers driven by functional snacking
Purposeful snackers on the other hand, snack with intention, Mauck explained. They seek everyday sustenance – chocolate, potato chips, fruit or high-protein products – often driven by convenience, bold flavors, and the function of the snack itself. That function may be nutritional, social or emotional, according to the study.
“They are not living to snack. They are snacking to live,” said Mauck. “They are the ones seeking out positive nutrition, like added fiber, added protein in their snacks.”
To meet both consumer demands and tightening regulatory standards, Cargill offers brands a wide ingredient portfolio – from plant proteins and fibers to sodium and sugar reduction solutions.
