The rise of better-for-you snacking does not necessarily mean consumers are turning away from indulgence. Instead, health is becoming another dimension of the snacking experience, alongside taste, comfort and sensory enjoyment.
According to Innova’s 2026 snack trends research, 34% of consumers say health is fundamental to an indulgent food or beverage experience. The research points to low-sugar and natural-ingredient approaches as ways brands can combine health with indulgence.
In practice, this means snack brands are not necessarily choosing between health and indulgence. Familiar flavours can provide comfort, while new formats, flavours and textures can add excitement, creating room for products that offer healthier attributes without sacrificing the pleasure of snacking.
Foodpanda’s consumer insights add another dimension. Even as shoppers become more cautious about spending, snacks and desserts remain relatively accessible ways to enjoy small moments of indulgence.
Balancing health, indulgence and value in snacks
According to quick commerce platform foodpanda, affordability is not the only factor shaping consumer behaviour. Snacks can also provide small moments to pause and recharge amid busy lives.
“We’re seeing everyday indulgences like snacks and desserts continue to resonate with consumers. They’re no longer simply impulse purchases, but intentional, affordable choices that offer a simple way to enjoy a busy day without a significant financial commitment. Ultimately, we’re seeing value increasingly defined not just by price, but by the combination of affordability, convenience and the everyday enjoyment these purchases can bring,” said Kevin Zagolin, senior director of foodpanda’s Quick Commerce APAC.
“Consumers across Asia Pacific are definitely becoming more mindful about their spending, but they’re not necessarily cutting out moments of enjoyment altogether. Even as consumers are making more deliberate trade-offs - cutting back on larger discretionary purchases - these smaller indulgences remain one of the purchases they’re still willing to prioritise.”
The implication for better-for-you snacks is that nutritional credentials alone may not be enough to win these occasions. Products still need to fit the practical and emotional reasons consumers reach for snacks in the first place.
For example, affordable treats like bubble tea, dessert or comfort meals have become accessible ways to take a break, reconnect with family and friends, or simply unwind after a busy day.
For better-for-you snack brands, the challenge is therefore not simply to make products healthier, but to retain the accessibility, convenience and enjoyment that make snacking attractive in the first place.
What consumers are seeking in snacks
Zagolin said consumers are gravitating towards mainstay brands, which he identified as one of the most striking trends.
“While consumers continue to be increasingly budget-conscious and discerning, they crave brands that deliver comfort and products they already know and trust. Food is deeply rooted in local culture, so purchasing decisions are often driven by familiarity as much as affordability,” he said.
“That familiarity gives them greater confidence that they’re getting good value for money, reducing any potential friction, especially as they become more selective about discretionary purchases.”
For better-for-you products, this creates another hurdle: consumers may be willing to experiment with new nutritional propositions, but familiarity can reduce the perceived risk of trying, and paying for, a product.
Recent FoodNavigator coverage also shows how the snack category is responding to these competing demands. Snickers, McVities, and Cadbury have explored experience and cultural moments in new product launches, while other snack brands are responding to consumers’ use of snacks for energy, convenience, and satiety.
This shift is blurring the line between snacks and meals, creating opportunities for products that combine nutritional value with the convenience consumers already expect from snacking.
How retailers can serve the snacking space
Snack brands and retailers need not necessarily turn an indulgent product into a health food. Instead, they could make a familiar occasion slightly more nutritious, functional, or balanced while preserving the taste and experience consumers already value.
Consumer preferences naturally differ from market to market, reflecting local food cultures and dining habits.
However, one common thread is that consumers are increasingly looking for the right balance of value, convenience and familiarity when making everyday food purchases, even if the relative importance of each differs by market, said Zagolin.
That means the right approach can vary considerably across regions.
“For example, in highly urbanised markets like Singapore and Hong Kong, convenience often plays a bigger role, with consumers looking for quick treats that fit into busy schedules,” he said.
“In markets such as Malaysia and the Philippines, value-led promotions and subscriptions tend to resonate strongly as consumers look to maximise their everyday spending. Meanwhile, in Taiwan, consumers continue to have a strong appreciation for local food culture while remaining open to discovering new flavours and products.”
In response, brands and retailers can explore how to offer the right combination of familiarity, affordability and convenience, allowing consumers to enjoy indulgent occasions without compromising on value.
“Across our markets, we’re evolving from standalone discounts to a more holistic approach to everyday value through enhanced pandapro subscription benefits, merchant partnerships, house-brand products and targeted campaigns,” said Zagolin.
The approach varies by market, but Zagolin said the focus is shifting from occasional promotions towards more consistent savings on everyday purchases, including delivery benefits, supermarket-linked pricing and house-brand products.
For the wider snack category, the lesson is that better-for-you positioning may appeal to health-conscious consumers, but it is unlikely to replace the fundamentals of snacking: taste, convenience, affordability and enjoyment. The strongest products may be those that make health another reason to choose a snack, rather than the only reason.
