Better-for-you, natural, specialty and wellness snacks are significantly outperforming conventional snacks, according to a recent Spins webinar.
Although the majority of snack sales stem from conventional snacks, which grew only 1% during the 52 weeks ending March 2026, better-for-you snack sales and other specialty snack sales increased by 10% and 9%, respectively, in the same period, according to Spins MULO and Circana data.
Out of the 10 snack categories Spins reviewed, seven categories saw better-for-you snacks outperform conventional counterparts.
While snacks are still viewed as treats, consumers increasingly are seeking options that balance indulgence and nutrition, especially as 56% of Americans are replacing traditional meals with snacks or smaller eating occasions, according to Evonne Chan, senior market insights analyst at Spins.
Further, Spins’ survey found that 84% of Americans view meals as the easiest format in which to make healthy choices, whereas 16% said snacks, reflecting a potential opportunity for snack brands to tap into consumers’ varied usage occasions for satiating and healthy snacks.
Across both brick-and-mortar and e-commerce, better-for-you and natural snacks are growing the fastest, per Spins.
Unsurprisingly, conventional snack sales are lagging in natural channels, as consumers in this space are receptive to specific benefits and positioning, Spins noted.
Natural-channel shoppers are seeking clear messaging around nutritional benefits, clean ingredients, less processing, seed-oil-free formulations and high protein.
Refrigerated yogurt, bars, jerky and fruit snacks drive growth
Among the largest snack categories, Chan pointed to refrigerated yogurt, nutrition bars, jerky and fruit snacks as top-selling products. According to Spins, better-for-you shelf-stable jerky and meat snacks grew 48%, while better-for-you fruit snacks increased by 27%. Better-for-you wellness and snack bars also increased 10%.
Other better-for-you snack categories showing growth included nuts, trail mix and fruit (+15%), granola and muesli (+14%), chips, pretzels and snacks (+6%), and crackers and crispbread (+5%), according to Spins.
Protein remains a key purchase driver
Protein continues to garner consumer attention, but the quantity of protein in a product matters, according to Spins. Some experts note that protein quality and functionality also matter as ingredient suppliers are increasingly exploring beyond a one-note macro nutrient.
The research firm found that snacks containing less than 10 grams of protein grew 3% in dollar sales while unit sales declined 1%. By comparison, snacks containing 10-20 grams of protein grew 13% in dollar sales and 9% in units, while snacks containing 20 grams or more of protein grew 19% in dollar sales and 16% in units.
Despite consumer sentiments about “protein fatigue,” the protein trend remains strong. Among emerging snack segments, snack mixes containing at least 10 grams of protein grew 195%, while high-protein tortilla chips (+34%), crackers (+16%) and toaster pastries (+12%) also posted gains.
In inherently high-protein categories, yogurt containing at least 15 grams of protein grew 39%, followed by jerky with 25 grams or more of protein (+35%) and cottage cheese with at least 15 grams of protein (+22%).
“It just goes to show that when the functionality and the taste and price match, that’s when these kind of products can come back,” Chan said.
‘Fresh and real’ foods gain momentum
Another area of sales growth includes “fresh and real foods,” Chan said. According to Spins, refrigerated bars grew 15% in unit sales, while cottage cheese increased 13%. Yogurt and fresh fruit each increased 3% in unit sales, and ready-to-eat oatmeal cups posted 8% unit growth.
Products like yogurt, cottage cheese, fresh fruit, refrigerated bars and ready-to-eat oatmeal cups are perceived by consumers to be less processed, more nutritious and better meal replacements. Spins also found refrigerated bars grew 12% faster than shelf-stable bars.
Non-ultra-processed and seed-oil-free snacks resonate
The natural retail channel shows that non-ultra-processed snacks are declining less sharply in units than ultra-processed snacks, despite total snack units declining overall, Spins reported
In natural channels, non-ultra-processed snacks posted unit declines of just 1%, while comparable ultra-processed snack segments experienced declines ranging from 6% to 9%. Spins noted that both channels are in the midst of a transition to cleaner-label options, with ultra-processed snacks feeling the greatest pressure.
As the industry awaits a federal definition of UPFs since FDA and USDA issued a request for information last summer, Chan cautions that consumer definitions of “ultra-processed” may not ultimately match the formal one.
Seed-oil-free products continue to gain traction in both dollars and units, according to Spins.
Seed-oil-free snacks grew 2% in dollar sales and 9% in natural channels, compared with declines of 2% and 4%, respectively, for seed-oil-containing snacks. Unit sales also outperformed, with seed-oil-free snacks growing 3% in natural channels while seed-oil-containing snacks declined 7%. Among the top-performing seed-oil-free categories in natural retail were refrigerated yogurt (+14%), shelf-stable chocolate candy (+11%) and shelf-stable potato chips (+26%).
