Snacking has evolved from a low-cost, indulgent habit to a lifestyle practice that delivers both nourishment and functionality throughout the day.
“Snacking is about what fits your life now,” said Liz Kang, co-founder and CEO of Mamame Whole Foods, at our Growth Asia Summit 2025 earlier this year.
She outlined the evolution of snacking from the 1950s – when snacks were greasy, salty, and addictive – to 2025, an era that focuses on mindful eating.
“The narrative has shifted. Gut health, blood sugar, energy crashes – consumers are paying attention. The wellness wave didn’t kill snacks, but it did kill the illusion that all snacks are created equal.
“We’re not just looking for taste. We want snacks that do something. More protein – fewer ingredients, no seed oils, no nonsense,” Kang said.
Today’s consumers are more conscious about how food affects their performance and well-being.
This in turn shapes product branding.
“People will still eat Doritos or Flamin’ Hot Cheetos because they’re tasty. But the modern professional, the modern mother, and the modern teenager – they’re asking: ‘Is this going to give me a crash before my afternoon meeting?’ Or, ‘Does this give me enough protein and fibre before I hit the gym?’
“All of these evolving thought processes are shaping the modern consumer – and they’re shaping our brand along with it.”
Understanding the market needs for snacking will therefore guide product development and branding.
The rise of functional heritage foods
According to Innova Markets Insights, 73% of global consumers seek functional benefits from their food.
Snack giant Mondelez International’s 2024 Global State of Snacking report showed that 74% consumers will switch to different snack brands with a higher quality, with 7 in 10 global consumers preferring snacks with high quality nutrition.
There is also a revival in heritage food preparation methods, such as fermentation – driven by growing scientific validation of probiotics and their benefits for gut and overall health.
“These superfoods, rooted in deep cultural histories, are now being adapted into modern formats to better reach today’s consumers,” said Kang.
For example, the market is seeing increased popularity of snack formats using traditional ingredients and fermentation methods like quinoa, millet, kombucha, acai, and kimchi.
Kang quoted findings from Innova Market Insights 2025, which showed that 60% of consumers are more likely to trust food with cultural heritage or tradition.
Additionally, brands emphasising origin and heritage see higher consumer engagement and repeat purchase intent – this is a key strategy for Mamame, which specialises in tempeh chips.
What is tempeh?
Tempeh is a traditional Indonesian food made from fermented soybeans, pressed into a firm, cake-like patty. Rich in plant-based protein and gut-friendly nutrients, it has a hearty texture and nutty flavour. Tempeh is especially popular among vegetarians and vegans as a versatile, meat-free protein option.
Redefining snacks for today’s consumers
“Tempeh isn’t supposed to be a snack. But in a world where function is the new flavour, it just makes sense,” said Kang.
Mamame’s tempeh chips retain the benefits of a centuries-old superfood with 10g protein per bag – which is equivalent to taking two eggs.
They also contain 0.8mcg vitamin D and 12mg calcium per serving – nutrients not commonly found in snack foods, said Kang.
She added that Mamame uses non-GMO black-eyed peas, which are non-allergic and environmentally friendly.
However, Kang acknowledged the complexities of navigating different market perceptions.
US and Europe consumers are open to embracing healthier snack alternatives, but education around tempeh is critical since it is an Asian ingredient.
In Asia, tempeh may be a familiar staple, but it is often perceived as a low value ingredient, especially in South East Asia.
The challenge is in shifting perceptions, said Kang, emphasising that Mamame is not launching another potato chip. Rather, the brand is building a category through storytelling by “honouring tradition while enabling access”.
“Mamame didn’t invent tempeh or tempeh chips – we simply gave a clean-label take on a beloved food, using black-eyed peas and coconut oil to offer an alternative for modern snacking,” said Kang.
She concluded by underscoring Mamame’s ambition to reshape everyday snacking habits by establishing new consumption “defaults”.
The goal, she said, is to become the snack of choice during casual, shared moments – whether it’s eating chips with dips at a party or watching TV with friends.
Kang drew a parallel to how popcorn became synonymous with movie-going after the Great Depression, thanks to a surplus of corn and oil.
Similarly, Mamame is actively exploring how its products can naturally integrate into consumers’ daily routines, identifying key moments in the consumer’s day where the brand can show up meaningfully.