Snackification Nation
The Death of the Three-a-Day Meal
AUC's take on what the 2025 Sweets & Snacks Expo reveals about the future of eating.
The lines are blurring. At this year's Indianapolis expo, we didn't just see snacks—we saw the future of how Americans eat. And it's not what you'd expect.
The Great Meal Migration
Snackification isn't a trend. It's a fundamental shift in how we fuel ourselves. Gen Z leads the charge as the most active snackers, especially in the morning, turning coffee moments into protein-packed popcorn breaks. When 50% of confections disappear within an hour of purchase, according to a Hartman Group study, we're not looking at planned consumption—we're witnessing spontaneous sustenance.
The implication? The rigid breakfast-lunch-dinner framework that's defined food marketing for decades is dissolving. Smart brands are designing for the in-between moments that are becoming the main event.
From Guilty Pleasure to Functional Fuel
Here's where it gets interesting: consumers want their cake and want to eat it functionally. The expo floor showcased snacks pulling double duty—ashwagandha and L-theanine gummies, collagen popcorn, vitamin A/B/C boosted candy. High protein everything: chips, popcorn, even candy. This isn't health-washing junk food; its junk food growing up into snack-supplement hybrids.
Yet 52% still cite pure pleasure as their confection driver, while 59% watch sugar intake (Hartman Group Study). The winning formula: Indulgence + Function + Performance. Brands that crack this code won't just capture market share—they'll redefine categories.
The Flavor Passport Generation
While Millennials discovered sriracha, Gen Alpha is growing up with Dubai chocolate trending on TikTok and chamoy hitting mainstream aisles. We're witnessing America's most globally fluent taste generation, with yuzu, shine muscat, sesame, tamarind, and more stepping into the spotlight.
The brands already winning? Those bringing authentic international flavors stateside—Percy Pigs crossing the pond, BonBon Sweden, Jovy Candy. This isn't fusion; it's flavor immigration.
The Heat Wave
Hot honey has officially crossed over from artisanal to mainstream, appearing in everything from cheese balls to popcorn. Spicy-sweet mashups—mango habanero, chili chocolate—reflect consumers' sophisticated palate for heat. Brands are infusing jalapeños, ghost peppers, and chilis across categories, proving America's taste buds are heating up.
The Texture Wars
Touch is the new taste. Freeze-dried classics, peelable layered candies, foamy whipped gummies, jelly-filled centers—the expo revealed an industry obsessed with mouthfeel innovation. Belle's Matcha Latte Popcorn didn't just win Best in Show for flavor; it represented the texture-forward future where snacks become experiences.
Even legacy brands are leaning in. Ferrara is launching freeze-dried versions of SweeTARTS, Spree and Lemonhead candy in FY25—giving iconic treats a new kind of crunch. And in the gummy space, NERDS Juicy Gummy Clusters earned the title of Most Innovative New Product in the Gummy Candy category, proving texture isn’t just a trend—it’s the next frontier.
Generation Paradox: Gen Z's Complex Relationship with Brands
According to the shared Numerator study, Gen Z presents a fascinating contradiction: price-conscious enough to drive private label growth, yet purpose-driven enough to pay premiums for aligned values. They find ads both annoying (31%) and entertaining (15%), especially on social platforms. Their flavor preferences—Sour Punch, Takis, Trolli, Airheads—reveal a love for bold, tangy experiences.
The secret sauce? Nostalgia. Many cite emotional connections: "Been eating since I was a kid." Brands that can tap childhood discovery moments while delivering grown-up sophistication win.
Gen Alpha: The Global Native
Raised in increasingly multicultural households with foreign-born parents, Gen Alpha consumes culture through YouTube and video-first content. They're already influencing household purchases despite limited spending power, and they expect international flavors as the baseline, not the exception.
What This Means for Your Brand
The snack industry is telegraphing three massive opportunities:
- Meal Replacement Without the Shame: Position snacks as legitimate sustenance for the snackification generation. Stop apologizing for replacing meals—embrace it with functional benefits.
- Global Local: International flavors aren't exotic anymore—they're expected. Win by bringing authentic global tastes to American convenience, not watered-down versions.
- Performance Pleasure: The false choice between healthy and indulgent is dead. Consumers want both, and the technology exists to deliver ashwagandha-infused chocolate that actually tastes good.
The 2025 Sweets & Snacks Expo didn't just showcase products—it revealed a fundamental reimagining of American eating habits. For brands paying attention, it's a roadmap to the future of food.
Want to talk specifics for your brand? Let's connect.