Savory snack flavors have been on Trendincite’s radar as the snack market proliferates. Classic flavors like cheese, salt, salt and vinegar, and BBQ are mainstays. In 2019, snacks inspired by bold and savory culinary foods and seasonal holiday flavors began emerging. In 2021, snack flavors inspired by condiments and fast food were on trend. 2022 saw the rise of spicy flavors. Tacos and grilled cheese food-inspired flavors started to appear in snacks in 2023 and early 2024. Consumers continue to crave unique and innovative flavors and the evolution of snacks is more complex. Flavors that mimic meals, collaborations with food and beverage brands, and the emergence of alcoholic beverages inspired by snack flavors are on trend.
TASTE & FLAVOR REIGN SUPREME IN SNACKS
According to SNAC International, the overall salty snacks category posted a healthy 6.9% growth to over $31.1 billion in sales for the 52 weeks ending January 28, 2024. Insights from 84.51°’s Consumer Digest: Snacking Trends May 2024 report revealed that Taste/flavor (75%) is most important to shoppers when choosing the perfect snack, followed by fulfilling a craving (55%), convenience (46%), and curbing an appetite (41%). According to Circana’s data, 46% of Americans eat three or more snacks each day and 83% of consumers reported they choose snacks that have a flavor they prefer. Frito-Lay’s fifth annual U.S. Snack Index echoes 84.51° and Circana’s research. Across generations, nearly three-quarters of consumers (74%) refuse to sacrifice taste when selecting their snacks. Baby Boomers are the most unwilling to compromise on taste (84%), followed by Gen Xers at 75%.
SNACK FLAVORS INSPIRED BY CONDIMENTS, SAUCES & MARINADES
Snack flavors inspired by condiments, sauces, and marinades continue. For the summer, Ruffles introduced LTO Korean-Style Sweet & Spicy Chili chips that highlight both sweet and spicy flavor notes. Takis dropped two new flavors in its range. The Cobra is a spicy Worcestershire sauce-flavored chip, while the limited-edition Kaboom flavor is a mix of ketchup and spicy sriracha. Fritos launched Flavor Twists, which blends two flavors. The limited-edition Fritos X Twisters features Flamin’ Hot and Ranch in one bag. Doritos released Sam’s Club exclusive Collisions Nacho Cheese & Loaded Taco flavor. As part of Lay’s global-inspired flavor drop, Lay’s Wavy Tzatziki, Lay’s Masala, and Lay’s Honey Butter are hitting shelves for a limited time. Celebrity Chef Joe Sasto from Bravo’s Top Chef and The Food Network launched Tantos, a puffed pasta chip in four flavors: Classico, Cacio e Pepe, Marinara, and Pesto.
SNACK FLAVORS MIMIC MEALS
In addition to snacks inspired by condiments, sauces and marinades, complex snack flavors that mimic meals are gaining momentum. Buffalo Chicken Sandwich joined General Mills, Inc.’s Chex Mix Remix product line. “The new snack mix consists of distinctly flavored pieces inspired by late-night cravings such as Spices & Herbs Chex, Ranch Flavored Wing Puff, Toasted Breadstick, and Buffalo Sauce Chex.” Pringles added Texas BBQ Brisket crisps to its portfolio as a limited-edition spring and summer flavor. The Texas BBQ Brisket chips “are more smoky and savory than the BBQ Pringles and are more well-rounded, like actual brisket itself, rather than just your traditional barbecue seasoning.” Herr’s annual Flavored by Philly Local Eats contest featured three finalist flavors: Mom Mom’s Kitchen Potato Pierogi, Romano’s Stromboli: Special Hot, and Talluto’s Cheese Ravioli and Marinara. All flavors were available for a limited time and consumers were encouraged to vote. Hippeas released a Mexican Street Corn flavor described as “Zesty lime with a mellow cheezy vibe delivers a delicious elote puff!” In the UK, Kettle Chips launched a Chorizo & Red Pepper flavor that “is a combination of smoky chorizo and sweet red bell pepper [which] transports taste buds straight to a Spanish summer.” Doritos Australia introduced Doritos Coffee which “combines the taste of coffee with the iconic Doritos crunch.”
FOOD COLLABORATIONS EXTEND INTO SNACKS
Cross-promotions and collaborations with iconic food and beverage brands are inspiring savory snack flavors. Popcorn Factory and Kraft Heinz have teamed up on Kraft Mac & Cheese Flavored Popcorn and Oscar Mayer Bacon Cheddar Popcorn. Funyuns and Maruchan partnered on Hot & Spicy Chicken Funyuns, an instant ramen flavor with onion rings. McCormick & Co. and San Diego-based bagel company CaliBagels co-created Old Bay Bagel Chips, which are seasoned with a mix of 18 herbs and spices, including black pepper, paprika, celery salt and red pepper flakes. The British brand Marmite collaborated with the Tayto Group to launch a Marmite-branded portfolio of crisps and snacks. The range “delivers an authentic Marmite [a savory spread made from yeast extract] taste” and includes Marmite Crisps, Cheese and Marmite Puffs, and Marmite Tortillas.
LIQUID SNACKS
Savory snack flavors are being translated into alcoholic beverages. Doritos collaborated with Copenhagen-based Empirical on the Empirical x Doritos Nacho Cheese Spirit. “This limited release offers a multi-sensorial beverage experience that smells and tastes just like the real thing,” according to the press release. YouTube series Hot Ones by First You Feast and New Amsterdam Vodka dropped Heat Check, a limited edition hot pepper-flavored vodka. It is described as “a blend of hot pepper flavors from deep, earthy Serrano and Fresno to the fruity, bright notes of Habanero.” For the 2024 Super Bowl weekend, Truly Hard Seltzer launched its first-ever Hot Wing Sauce Hard Seltzer for a limited time.
Savory and spicy flavors inspired by condiments, sauces, marinades, and meals are steadily appearing in the snack aisle, while snack flavors are inspiring limited-edition alcoholic beverages. Expect to see more complex and unique flavors and innovations in the snack aisle.
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