The global healthy snacks market is one of the most dynamic and rapidly expanding segments in the food and beverage industry, reflecting consumers’ evolving preferences toward nutritious and convenient eating options.
This insight comes from Vantage Market Research, Washington, D.C., in its Healthy Snacks Market Analysis 2024-2035: Growth Trends, Key Players and Opportunities. Vantage offers market research reports, consulting, consumer surveys, data analytics, industry trends, forecasts, competitor analysis and more.
“As health consciousness continues to rise worldwide, this market has become a cornerstone of modern dietary habits, bridging the gap between traditional snacking and wellness-focused nutrition,” the analysis said.
The healthy snacks market has undergone a “remarkable” transformation in the last 10 years, evolving from a niche segment catering to health-conscious consumers into a mainstream category that appeals to a diverse range of demographic groups, Vantage said.
“This evolution reflects fundamental changes in consumer behavior, driven by increased awareness of the relationship between diet and health, busy lifestyles that demand convenient nutrition solutions and growing disposable income that enables the purchase of premium products,” the company said.
The diverse range of products, which offer nutritional value and a high level of taste appeal and convenience, include nuts and seeds, dried fruits, protein bars, vegetable chips, whole grain crackers, yogurt-based snacks and innovative plant-based alternatives, the analysis said.
The definition of “healthy” in this context typically involves products lower in processed sugars, artificial additives and unhealthy fats while being higher in protein, fiber, vitamins and minerals, Vantage said.
Consumer demographics play a key role in shaping market dynamics, with millennials and Generation Z consumers—who prioritize health and wellness as core lifestyle values—representing a substantial portion of buying power in this market, Vantage said. These groups are more likely to read nutritional labels, seek out organic and natural ingredients and pay premium prices for products that align with their health goals. Also, busy professionals and parents seeking convenient yet nutritious options for themselves and their families significantly contribute to market demand.
Some key takeaways from the analysis:
- The global healthy snacks market was valued at $106.54 billion in 2024 and is projected to reach $207.8 billion by 2035.
- The market is expected to grow at a compound annual growth rate of 6.27% between 2025 and 2035.
- Product innovation and diversification continue to create new opportunities across various consumer segments.
- The competitive landscape features both established food giants and innovative startup companies.
- E-commerce and direct-to-consumer channels are becoming increasingly important distribution methods.
- Functional snacks with added health benefits represent a significant growth opportunity.
Convenience stores are getting in on the action
Convenience stores also have gotten in on the better-for-you snacks trend.
For example, at Waltham, Massachusetts-based Global Partners, which owns 364 stores including Alltown Fresh, protein-forward snacks continue to be a strong and growing category, particularly in North America where the segment is expanding about 9.9% compound annual growth rate (CAGR), said Jac Moskalik, vice president of culinary services and innovation, citing data from Legendary Foods, Santa Monica, California.
In this space, “Protein chips and crisps are emerging as high-growth products, showing around 8% CAGR, and represent a key area of innovation for savory snack alternatives,” Moskalik said. “In some cases, we’re seeing protein-forward snacks significantly outperform traditional snacking items. This growth is largely fueled by consumer demand for health-conscious, functional and convenient options, signaling a broader shift away from conventional sweet and salty snacks.”
Global Partners’ chain of convenience stores has enjoyed year-over-year growth in protein-focused products, Moskalik added. “While core drivers include energy bars and meat sticks, we’re also seeing strong momentum in newer protein-rich formats such as chips, popcorn, pretzels, beverages and sweet baked goods—including muffins, cookies and protein-enhanced toaster pastries.”
Brands contributing to this growth include Barebells, Built, Legendary, Cabot, Quest, Sweetwood and others, she said.
Chillbox c-stores, owned by New Haven, Michigan-based Bazco Oil, has an array of prepackaged high-protein snacks, for which consumer demand has shown “no signs of slowing, and our category performance reflects this momentum,” said Fady Bazzi, Chillbox operations manager and co-owner.
The chain’s largest dollar-growth subcategory in snacks, meat snacks, delivered a 4% increase in sales year over year (YOY) from July 31, 2024, to July 31, 2025, “reinforcing their status as a cornerstone of our snack assortment,” Bazzi said. “At the same time, protein bars led the way in unit movement, achieving an impressive 11% (YOY) volume increase—the strongest growth rate across all our protein-focused offerings.”
Chillbox also has added Pro-Go Protein Packs from Prime Foods in its grab-and-go sets that are proving to have staying power, he said.
Bazzi said Chillbox has built this success with protein “on a strong foundation of powerhouse brands that our customers know and love.” This includes Met-Rx Bars, Gatorade Protein Bars, One Bars, Muscle Milk Shakes, Core Power Shakes and Nesquik Protein Milk.
In the past year, Chillbox expanded its protein planograms further by adding new brands such as Clif Builders, Fitcrunch, Barebells protein bar, Built Puff protein bar, Quest Protein Cookies, Lenny & Larry’s Complete Cookie, Premier Protein Shakes and Oikos Protein Shakes, Bazzi said.
“Recognizing this shift in consumer preference, our expansion strategy has been deliberate—curating a broad mix of trusted classics and on-trend newcomers to meet evolving customer needs,” Bazzi said.
SunStop c-stores, owned by Southwest Georgia Oil Co., Bainbridge, Georgia, has also added protein-fortified items including some of the products mentioned above, said Michelle Weckstein, director of food and beverage brands. “These products, along with our traditional meat snacks, provide a variety of options for our customers seeking out quality protein snacks.”
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