Snacking in focus: Plant-based proteins and functional fiber prove popular, reduced sugar, salt and fat claims corner the category

16 Aug 2023 --- Food formulators are streamlining the presentation of snacks as consumers scrutinize nutrition labels and ingredient lists. Free-from, fiber and high protein content are among the most sought-after claims consumers use to determine the selection of snacking products they buy.

Food Ingredients First, speaks with a range of key players to get the latest perspective on what food manufacturers should pay attention to when formulating new crackers, chips, chocolate, bakery and extruded snacks.

“Some of the most important factors influencing snack purchases are ingredient lists, perceived health benefits and sustainability claims. Sixty-four percent of those global consumers who check nutrition labels when shopping for snacks are most likely to monitor sugar, calorie, fat and sodium and protein content,” says Clara Faustina, senior category marketing manager, sweet goods, EMEA at ADM.

Approximately two-thirds of global consumers prioritize indulgent snacks like chocolate and confectionery, while 36% favor better-for-you foods with attributes like added protein or less sugar.

Protein content and cost savings
According to Ingredion, the top claim for savory snacks is “higher protein,” followed by “no artificial colors and ingredients” and “whole grain/multi-grain.”

“Consumers want a balance between taste and nutrition and often choose snacks they perceive as healthier, such as snacks with high protein claims and plant-based ingredients. Sixty-three percent of consumers choose snacks made with premium ingredients and 69% choose delicious and healthy snacks,” says Michael Natale, global platform leader of plant-based proteins at Ingredion.

About 39% of consumers are willing to pay 10% or more for high protein claims. Approximately 44% look for plant-based ingredient claims, with a third willing to pay 10% for the claim.Ingredients lists are heavily driving consumer purchasing decisions. 

Ingredion has a complete portfolio of plant-based proteins to enhance the nutrition profile in extruded snacks, including pea protein isolates, pulse concentrates, flours (yellow pea, faba, chickpea, yellow lentil, red lentil) and pea starch. 

“Having a variety of bases and advanced scientific expertise gives us the flexibility to solve various challenges across multiple application segments,” notes Natale.

“Salty snack and nut mix launches have recorded a notable rise in Nutri-Score and traffic light labeling, particularly in private label. This aligns with consumer interest in nutritional messaging. As consumers prioritize sustainable food choices, sustainability labels such as Eco-Score are gaining popularity,” says Mikitsiura. 

ADM’s NutriStem bean and pulse ingredients are ideal for baked goods and snacks, providing functional and nutritional qualities, including protein and fiber. The “snackification” trend shows consumers want to save time and money. ADM leverages its MaxFlex systems of pea and wheat proteins here.

Ingredient solutions supporting satiety and key nutrient content claims will go far with consumers. About 67% of consumers agree that food high in fiber and protein helps keep them fuller for longer. “Our pea proteins are light in color, clean-tasting and have overall low total aromatics including less beany, earthy and bitter notes,” says Faustina. 

Symrise flags that amid the cost-of-living crisis, premiumization remains essential, given that snacking can serve as an accessible form of luxury. “Consumers strive for authentic, locally grown ingredients and simplicity in snacks can bring a touch of premium to the everyday,” says Mikitsiura.

“Consumers are willing to pay extra for locally grown ingredients, seeing such products as good value for money.” Symrise developed symlife taste-balancing solutions tailored to food manufacturers’ specific needs and formulas.

Sugar and sodium reduction
Reducing sugar and artificial sweeteners continues to be a key area of focus. Ingredion is partnering with brands to formulate complete sugar reduction solutions for healthier snacking options.

PureCircle Clean Taste solutions uses select stevia extracts, like Reb M. “To round out taste performance and mouthfeel, we include functional build back ingredients, like allulose and low sugar syrups, to replace sugar’s other functional properties,” says Adams Berzins, senior manager, PureCircle global stevia application at Ingredion. 

According to ofi, while plant-based snacks continue to dominate healthy eating trends, there’s also a growing focus on products with lower sugar, salt, and fat content. “When it comes to nuts, their versatility across flours, pastes and butters makes them the ingredient of choice for inclusion in sweet snacking products. Nut flours offer functional versatility and can add an interesting depth of flavor to formulations,” says Wouter Stomph, category lead, bakery and snacks at ofi.Snacks are expected to be indulgent without high sugar, salt and fat levels (Credit: ofi).  

The customized blends, low glycemic index and an attractive nutritional profile of nut flours and nut protein powders can help brands deliver on a wide range of demands. 

ofi’s low fat and no-added-sodium deZaan cocoa powders, as well as our red alkalized cocoa powders, are ideal for creating sumptuous, functional snacks without compromising on the rich taste and color that draws consumers to chocolate.

“Spices are food producers’ best friends when it comes to sodium reduction. At ofi, we follow the reduce, replace, enhance model to support our customers with crafting lower-salt products consumers love,” says Stomph.

With the right blend of umami-boosting ingredients such as garlic, red pepper and onion, alongside bitter-blockers like oregano, rosemary or cayenne pepper, producers can create flavor without spiking sodium content.

Functional claims and ingredients
Global consumers are interested in functional claims on snack labels to support their wellness goals. About 40% of shoppers want support for mental and physical energy levels, while 34% are attracted to products that claim to support digestive and gut health.”

“Soy, pea and other plant-based proteins are highly popular in snack products, from crispy pea and soy crackers to crunchy bean chips,” says Faustina. 

“Many consumers perceive botanicals to be premium ingredients with favorable qualities such as ‘‘closer-to-nature and ‘better-for-me.’ Emerging and familiar botanical extracts provide a sense of sophistication and complexity to taste profiles, and many herbs, spices and edible florals are associated with wellness benefits.” 

Rooibos, guarana, green coffee and yerba mate are perceived to support cognitive performance and minimize fatigue.

Sweet notes and fruit-based flavors lead the snack category and there is little difference in preference for experimental (42%) and trusted flavors (44%). Dessert-inspired flavors such as cinnamon churro popcorn, honey vanilla nut clusters, strawberry cheesecake yogurt bites, or chocolate hazelnut sandwich cookies are geared to satisfy consumers. 

ofi observes a rising preference for snacks with simple ingredient lists. “This shouldn’t be at the expense of great taste and appearance. This is where ingredients like ofi’s deZaan TrueDark can help brands address multiple better-for-you trends at once,” says Stomph.

“This non-alkalized dark cocoa powder offers customers a punch of color while delivering a strong and fruity cocoa flavor profile in chocolate. TrueDark can replace alkalized powders and so can be labeled simply as ‘cocoa’ on ingredients labels, rather than ‘cocoa processed with alkali,’” he notes.Protein and fiber content are the main ingredients that meet consumer wellness goals.

According to Symrise, snacks’ product launches center around “free-from” ingredient claims and emphasize functional benefits. “Brands are explicitly highlighting the health benefits and energy boosting properties of their products on the packaging, providing extra information on the front of the pack to maximize their appeal,” says Julia Mikitsiura, junior marketing manager EAME, savory food and beverage, taste, nutrition and health, Symrise.

Good value experience
Many brands are positioning products as a good-value experience in the snack space. This can include an aspect of premiumization, such as incorporating high-quality ingredients or experimental flavors. 

Consumers also want to know the provenance of ingredients, including sourcing criteria and methods, specialized production techniques and brand heritage. Notably, 18% of consumers say they are willing to pay more for local ingredients, according to ADM.

According to Ingredion, one of the snack formats trending over the last few years is alternative snacks. These are typically extruded-type snacks that are plant-based, like pulse base, vegetable and root. 

“Their formats are differentiated from typical salty/savory snacks in that the format can be a puff, a straw or a plantain chip. They have great consumer appeal because they are traditionally more health-focused and have unique and differentiated textures and adventurous flavors that appeal to consumers,” says Ricardo Rodriguez, platform manager, bakery, snacks and confectionery at Ingredion.

“Every choice we make as consumers has the potential to impact the people and places that our food comes from. Which is why we all need to understand better where and how the ingredients in our snack bar or cup of coffee were grown and the footprint they’ve left behind,” says Stomph.

The ofi team manages supply chains through sustainability strategies such as Almond Trail, Coffee Lens and Cocoa Compass. “This origination experience allows us to drive traceability which is of increasing importance for both consumers and from a regulatory standpoint.” 

“We can create recipes that support sustainable choices, such as cascara-based drinks made from upcycled coffee cherries, which we’re currently developing for a wide range of food and beverage applications,” says Stomph.

By Inga de Jong