Momentum in European consumer snacking trends is turning toward better-for-you options supported by functional ingredients like protein, according to recent research from Glanbia Nutritionals. One in six surveyed are weekly consumers of protein-fortified snacks, which they consider to be a healthier option to ‘traditional’ snacks.

While many consumers are now choosing snacks they perceive as healthy over more traditional options, respondents still expressed a desire for ‘treat yourself’ moments, demonstrating taste remains a key consideration for many consumers. The research suggests consumers are turning to protein fortified snacks which are seen to deliver both indulgence and health.

Survey results indicate that for inactive or less active consumers, protein snacks meet needs around satiety, a healthy hold over between meals, wheras for more active consumers, protein snacks are used for managing daily nutritional intake, refueling and improving sports performance.

Sonja Matthews, Senior Manager Strategic Insights EMEA & ASPAC, Glanbia Nutritionals, said: “Across Europe as consumers begin to emerge from varying degrees of lockdown, people are determined to put their health at the top of the agenda whether than be physical, mental, or a combination of both. For many, this is impacting the choices made in the food and drink aisle – especially when it comes to snacking.

“Our research has found there has been a surge in the demand for healthier snacks. Consumers are seeking out better-for-you, not necessarily best-for-you, as they are not prepared to compromise on taste. Protein fortified snacks is set to continue to be an exciting and dynamic growth category as it continues attract new consumers, demonstrating there is room for growth from both existing brands and new players entering the market.”