Innovation is vital in the impulse-driven snack market, and it appears both retailers and shoppers are becoming more receptive to new products than they were in recent years.

“Consumers show more interest in concepts that contribute to the taste and flavor of salty snacks compared to interest in certain BFY (better for you) attributes,” said Kelsey Olsen, food and drink analyst, Mintel. “Additionally, we have seen crossovers across a wide range of categories, pointing to the idea that anything can be a snack.”

Mintel’s 2024 “Salty Snacks report” noted 30% of consumers are interested in trying salty snacks with seasonal twists, 29% of them expressed interest in snacks made with flavors from other brands, 27% are interested in tasting products inspired by international flavors, 24% of consumers are looking for salty snacks that are diet-friendly and 21% of those surveyed would like snacks with functional attributes.

Moreover, 30% of salty snack consumers, led by Generation Z and millennials, report that they seek out new flavors, with 35% of them reporting they would consider purchasing more salty snacks if there were more interesting flavors, and 29% agreeing it’s fun to try snacks with unusual flavors.

Beth Carreon, president of Coco Bakery, an operating company part of Canadian-based Bond Bakery Brands that serves customers on both sides of the border, suggested the biggest hurdle for cookie and snack companies involves standing out from the pack where countless manufacturers and brands compete with one another.

“Consumers are looking for three things,” she said. “Functional ingredients to address health-and-wellness trends, snacks that allow them to indulge — but often in single-serve formats — and flavors that are either exotic and adventurous or bring a sense of nostalgia.”

She added Coco Bakery has focused on single-serve indulgences in on-trend flavors as an area of growth. The company launched macarons in nostalgic flavors like Birthday Cake and Peanut Butter and Jam.

“Similarly, our cake pops come in nostalgic flavors like Birthday Cake and Red Velvet, but in the single-serve format that is easy to say ‘yes’ to,” Carreon said. “Innovation is at the core of everything we do. Our ears are constantly on the ground for emerging trends in flavors and formats. We heard from our customers and consumers that ‘snacks on a stick’ were exciting for them, and launched our Mac Pops, chocolate dipped macarons on sticks, which have been a source of growth for Coco Bakery in the last six months. By constantly engaging with our customers and consumers and sharing feedback with our agile product development team, we are able to quickly address trends and launch new products.”

Cara Figgins, president, Partners, a Tasteful Choice company based in Des Moines, Wash., suggested the new product fog is lifting from the pandemic and supply chain issues of the past few years.

“I think there was sort of a COVID hangover that had lasted for a little while,” she explained. “People have regained their enthusiasm for bringing in new products. The buyers just needed more time to regroup themselves. Now everyone is looking for new items. What can they do to refresh? Are there price points that can be competitive but with items that bring consumers to their departments? We’re seeing a lot more enthusiasm.”