As we move into 2025, retailers are gearing up for an increasing consumer demand for healthier eating and drinking options, particularly in the wake of New Year’s resolutions. With more consumers striving for healthier habits, now is the time for convenience stores to focus on promoting their ‘better-for-you’ product ranges.
Recent research indicates that 53% of consumers make an effort to eat more healthily most of the time, with only 1% saying they never aim to eat healthily. However, the definition of “healthy” varies widely among consumers. For some, it focuses on positive health attributes like increased protein or fiber, while for others, it emphasizes portion control or calorie reduction.
The Snacking Market: A Shift Toward “Managed Health”
The snacking sector is particularly affected by these health trends, with growing demand for snacks that cater to dietary concerns. Consumers are increasingly looking for products that are lower in calories, saturated fats, salt, sugar, and additives. This shift aligns with new regulations around high fat, salt, and sugar (HFSS) products, with brands like KP Snacks prioritizing healthier ingredient choices without compromising on flavor.
“Consumers now expect snacks that support a balanced diet and active lifestyle,” said Matt Collins, sales director at KP Snacks. The company has committed to reformulating popular brands like Tyrrells and Popchips to align with these expectations, and proudly states that 98% of their products are free of artificial sweeteners.
The Growing Demand for Plant-Based and Protein-Rich Snacks
Plant-based diets are gaining traction, particularly among younger consumers. Nearly half of 25- to 44-year-olds believe plant-based foods are healthier, and many are opting for snacks like nuts, which are seen as a natural and functional energy source. These snacks offer a valuable combination of fiber, protein, and healthy fats, with many brands, including KP, focusing on educating consumers about the benefits of fiber in nuts.
The flexitarian diet, which incorporates plant-based foods while still allowing for some animal products, is also driving interest in healthier snack options. Brands like Dole are capitalizing on this trend by offering convenient, plant-based snacks such as fruit-in-juice cups, which are vegan, sugar-free, and low in calories.
Health-Conscious Energy Drinks and Clean Energy
The popularity of functional drinks is also on the rise, especially among Gen Z and Millennials. Many are seeking clean energy drinks that provide natural energy without artificial additives. Products like Sneak Energy are meeting this demand by offering beverages that are free of preservatives, refined sugars, and artificial ingredients, while providing benefits such as enhanced focus and mental clarity through natural caffeine and added vitamins.
Consumer Behavior and Retail Strategy
Retailers are recognizing that consumers are willing to pay a premium for higher-quality, healthier snacks. More than half of shoppers are now looking for snacks with healthier ingredients, and there is an increasing demand for snacks that are nutritionally balanced, containing key macros like proteins, carbs, and fats.
Health-conscious bars are particularly popular, with many wellness-focused consumers opting for protein-packed snacks. At the same time, functional drinks and sugar-free sweets are seeing a surge in demand, further pushing retailers to expand their healthier product offerings.
Conclusion: Health-Conscious Snacking as a Year-Round Trend
While January is traditionally a peak time for health-conscious purchases, the growing awareness of healthy eating is now a year-round trend. Consumers no longer see healthier snacks and drinks as a temporary shift, but as a lifestyle choice. Retailers that adapt to this demand and provide accessible, healthier alternatives will be well-positioned for success in 2025 and beyond.
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