Where functional snacks were once about adding protein or listing functional claims, consumers now are looking for clear, real benefits, ingredients with a story and approachable yet indulgent formats, according to Spate’s 2026 trend report on functional snacks.
The ingredient landscape around functional snacking reflects a category evolving beyond simple nutrition into something more layered and emotional, according to Spate data tracking Google, TikTok and Instagram searches in the US from May 2025 to April 2026 vs. May 2024 to April 2025.
The most-searched ingredients fall into three distinct groups:
- Established anchors: protein (1.3 million search volume, +181.9K increase, +17.0% YoY), collagen (45.0K, +6.7K, +17.4%), chocolate (200.0K, +7.8K, +4.1%)
- Targeted functional benefits: energy (66.8K, +19.8K, +42.4% YoY), sleep (15.1K, +15.0K, +15.1K% YoY)
- Breakout cultural ingredients: black sesame (21.5K, +21.5K increase, +8.6M% YoY)
Protein still leads – but it’s no longer the whole story
Protein remains the dominant ingredient, with 1.3 million search volume and +17% YoY growth, reinforcing its role as the functional snack category’s foundation, according to Spate.
Protein’s resonance continues because it is easy to identify on the nutrition label – making it simple for consumers to immediately associate it with muscle building, satiety and an ally for consumers’ health goals.
“Protein is different. Consumers understand it immediately and can see it right on the nutrition panel. We’ve seen a return to macros as a primary decision-making tool, with protein, fat and sugar driving purchase decisions,” explained Jordan Buckner, founder, Foodbevy, an online platform for food and beverage startups.
Indulgence but make it healthy
Protein cookie dough, Spate says, is a native TikTok trend rooted in DIY recipes from creators using protein powder, Greek yogurt and cottage cheese – underscoring how consumers are looking to justify indulgence with healthier ingredients.
The “healthy indulgent” treat reached 2.8 million search volume, a 31.8% increase YoY growth and 74.8% popularity share on TikTok, according to Spate.
Brands looking to meet an audience interested in recipe experimentation should lean into TikTok with recipe-driven, high-protein and healthy diet content, according to Spate.
Benefit-led ingredients reflect an ‘optimize everything’ mindset
But while protein is still growing (despite some critics arguing its prevalence leans into marketing hype at this point), consumers are looking beyond macros and towards differentiated ingredients that deliver specific benefits, according to Spate.
The rise of mushroom highlights a growing focus on specific needs, especially around cognitive support and recovery.
This shift reveals that consumers choose functional snacks to deliver certain outcomes throughout the day and night – they should taste great, but they also serve as a tool to help with energy, recovery and everything in between.
Black sesame blends function with cultural appeal
Black sesame’s popularity across social media shows how the traditional Asian staple is moving into the mainstream.
With +8.6M% YoY growth, interest in black sesame is driven by DIY, TikTok-led discovery where creators are posting homemade recipes tied to hormonal health and holistic wellness, according to Spate.
While ready-to-eat packaged products featuring black sesame are gradually emerging across social media, the category is maturing quickly signaling an opportunity for CPG brands to combine novel and culturally meaningful ingredients with functionality, per Spate.
“Consumers are becoming much more open to discovering ingredients and flavors that come with a sense of authenticity and cultural heritage. Black sesame delivers something that feels both familiar and new at the same time. It has a rich, nutty flavor that is approachable, but still feels different enough to create excitement,” Buckner said.
