Is healthy snacking on the rise in the US?

By Grace Galler

3 April 2024

According to a YouGov report, 32 percent of consumers in the US are “healthy snackers”, with the majority sharing they will pay more for organic food.

A recent YouGov survey has revealed that 32 percent of adult consumers in the US are “healthy snackers”, consciously opting for nutritional food items throughout the day.

In fact, the survey also found that a total of 64 percent of healthy snackers in the US “do not mind paying more for organic food”.

According to Statista, total revenue in the snack food market in the US stands at $114.20 billion in 2024, however with the increasing demand for snack foods, the market is expected to grow annually by 3.84 percent.

In the report, titled “US Healthy Snackers Trends Report 2024”, YouGov outlines research into food purchasing decisions in the US, and highlights that two thirds (66 percent) of consumers claim that advertising influences their purchasing decisions.

In addition, it shared that many healthy snackers are willing to adapt their diet, with 63 stating that they are considering lowering their meat and dairy intake.

However, the research also found that 47 percent of respondents found it difficult to make time to prepare and cook food at home.

Commenting on the findings, Kenton Barello, VP at YouGov America, said: “Americans are more health-conscious in their snack choices than ever before, and food brands need to understand what drives their purchasing decisions.

 “Our report shows that organic food options and advertising are especially powerful to the healthy snacker. These consumers will buy from brands that sponsor their favourite sports teams and prefer brands that support social issues,” concluded Barello.