Chicago — Bold flavors, functional benefits, and permissible indulgence are among the forces shaping the $198.2 billion U.S. snacking market, according to Conagra Brands, Inc.’s 2026 Future of Snacking report.
The company’s second annual report finds snacking has become the largest eating occasion in the U.S., with consumers increasingly looking for products that align with their individual preferences and priorities.
“Snacks are playing a bigger and more personal role in consumers’ lives, whether someone wants a boost of protein, lasting energy, or a moment of comforting indulgence,” says Bob Nolan, senior vice-president of Growth Science at Conagra Brands. “Our proprietary research looked at where consumers are moving — well beyond the traditional categories.”
The report identifies three forces influencing the way Americans snack.
Bold Flavors: Snacking Goes On An Adventure
Flavor remains an important purchase driver, with consumers increasingly seeking unexpected combinations and twists on familiar favorites.
Sales of elevated comfort flavors, including chocolate peanut butter, cinnamon bun, and cookie butter, increased 6.4 percent during the past year. Sweet-heat flavors are also gaining momentum, with chili lime generating approximately $1 billion in annual sales and sweet chili approaching $400 million.
Functional Fuel: Snacks That Work Harder
Consumers are also looking for snacks that provide functional benefits associated with protein, energy, digestion, and hydration. Products offering these benefits generated $19 billion in retail sales, an increase of 12.7 percent compared with the prior year.
High-protein snacks accounted for $12.1 billion in sales, while Conagra says consumers are increasingly interested in products combining protein with fiber, probiotics, collagen, hydration, and other benefits.
Permissible Indulgence: Enjoyment Without The Trade-Offs
At the same time, consumers are looking for ways to balance treating with wellness. Snacks featuring recognizable ingredients, simpler formulations, and fewer artificial additives represent approximately $69.4 billion in annual sales.
Products carrying nutrition-related benefits such as lower sugar, lower calories, and digestive health cues account for another $71.7 billion in sales.
Ingredient choices are also influencing this trend. Products containing avocado oil have increased volume 82 percent during the past three years, while grass-fed meat snacks generate approximately $720 million in annual sales and are outpacing growth in the broader market, according to Conagra.
The report was developed using an analysis of more than 53 million shopping transactions across 17,000 snack products. Conagra combined the findings with retail sales, eating occasions, search activity, restaurant menu trends, digital behavior, AI conversations, and social engagement.
