The Snackification of Everything Just Got a Gut Check
For the past few years, we’ve watched snacks evolve from indulgence to identity. They’ve been functional, global, plant-based, regenerative, keto, paleo, adaptogenic, protein-packed—wrapped in values and vacuum-sealed in storytelling. Snack as status. Snack as self-care. Snack as survival. But recent market trends suggest a significant shift, Americans are snacking less.
General Mills reported a mid-single digit decline in U.S. snack sales. J.M. Smucker is down 7% in sweet baked snacks. Campbell's flagged softness across categories. Convenience store sales dropped 4.3%. Even dog treats aren't immune.
The culprit isn't just weight-loss drugs or flavor fatigue—it's a deeper collapse in consumer confidence. As Walmart's CEO bluntly put it: "You can see that the money runs out before the month is gone." Consumers are prioritizing essentials, scrutinizing even small luxuries.
So what does this mean for the food world?
It’s time to recalibrate. We're entering a phase where price increases no longer lift toplines and volumes haven't recovered. This isn't the death knell for snacks, but rather a design challenge that requires brands to earn their relevance.
The brands that will endure this moment will:
Lead with empathy, not ego.
Brands that thrive will recognize their customers' lived realities. This means:
Messaging calibration: Communicate with customers, not at them. Eliminate jargon and presumption.
Participatory feedback loops: Build systems for continuous community input through reviews, polls, and co-creation.
Direct engagement: Founders who manage customer relationships personally create lasting loyalty.
Deliver Tangible Value, Not Just Values
Consumer scrutiny demands substance behind storytelling:
Critical value proposition assessment: Would you purchase your own product if you weren't the founder?
Strategic bundling: Create perception of greater value through thoughtful packaging formats.
Transparent trade-offs: Articulate precisely why premium positioning justifies price—make sourcing, ingredients and ethical labor visible.
Make Function Accessible
Efficacy means nothing without accessibility:
Simplified communication: Make benefits immediately clear without scientific complexity.
Graduated entry points: Develop trial sizes and affordable SKUs that invite exploration.
Strategic distribution: Evaluate whether your channel strategy signals exclusivity or genuine accessibility.
We may be post-peak-snack, but we’re not post-snacking. The next wave will be smaller, scrappier, and far more attuned to what consumers actually need—not just what the industry wants to sell.
Snack wisely. Build boldly. Listen harder.
About Joann Jen
Joann Jen is the Co-Founder and CEO at Topi Ventures, a boutique venture studio dedicated to incubating sustainable CPG brands. With a career marked by successful brand leadership, a commitment to social equity, and a deep-seated belief in the power of innovation, Joann is a driving force in the global CPG landscape.
