Snack Trends Shift Toward Indulgence and Functionality

Circana's Sally Lyons Wyatt discusses how consumers are seeking out snacks for function, fuel, and fun at the SNX conference in Dallas.

Mar. 31, 2026 at 4:05pm

Got story updates? Submit your updates here. ›

A photorealistic studio still-life photograph featuring a selection of premium snack products arranged elegantly on a clean, monochromatic background, conceptually representing the snack industry's focus on delivering function, fuel, and indulgence to evolving consumer preferences.Premium snack products arranged in a minimalist, high-end studio setting reflect the industry's focus on delivering function, fuel, and indulgence to evolving consumer preferences.Dallas Today

While better-for-you snacks have been popular in recent years, indulgent snacks are showing signs of a resurgence, according to Sally Lyons Wyatt of Circana. Consumers are looking for snacks that provide function, fuel, and fun, and are discovering new products through social media. Lyons Wyatt emphasized the importance of optimizing digital product descriptions to ensure snacks show up in AI-powered searches. She also noted that 'healthy enough' snacks that balance indulgence and functionality are resonating with consumers, who are willing to pay more for premium snacks that deliver value.

Why it matters

The snack industry is navigating shifting consumer preferences, with indulgence and functionality both playing important roles. Understanding these trends can help snack brands develop products that meet evolving consumer demands and stand out in a crowded marketplace.

The details

Lyons Wyatt explained that while better-for-you (BFY) snacks have been popular in recent years, indulgent snacks are showing signs of a resurgence. Consumers are seeking out snacks that provide function, fuel, and fun, and are discovering new products through social media. She emphasized the importance of optimizing digital product descriptions to ensure snacks show up in AI-powered searches, as many current descriptions may be too basic. Lyons Wyatt also noted that 'healthy enough' snacks that balance indulgence and functionality are resonating with consumers, who are willing to pay more for premium snacks that deliver value. Trending flavors include hot and spicy profiles, as well as layered and fusion concepts like chili lime and mango habanero.

  • The SNX conference was held from March 29-31, 2026 in Dallas, Texas.

The players

Sally Lyons Wyatt

Executive vice president and practice leader for Circana's Global CPG division.

Circana

A data and analytics company that provides insights to the consumer packaged goods industry.

Got photos? Submit your photos here. ›

What they’re saying

“Consumers are indeed embracing all types of snacks to meet their needs across the day.”

— Sally Lyons Wyatt, Executive vice president and practice leader for Circana's Global CPG division

“When we said to consumers, what is it that influences you to purchase a snack, friends and family come up first. But look at what has the biggest point change: social media.”

— Sally Lyons Wyatt, Executive vice president and practice leader for Circana's Global CPG division

“Those product description pages are going to make you show up or not be shown at all. You can be irrelevant if you don't get them right, because AI won't be able to pick it up.”

— Sally Lyons Wyatt, Executive vice president and practice leader for Circana's Global CPG division

The takeaway

The snack industry is navigating a shifting landscape, with consumers seeking out products that balance indulgence and functionality. Brands that can effectively leverage social media, optimize digital product descriptions, and deliver on evolving consumer preferences for flavor and value are poised to succeed in this dynamic market.