In 2025, snacks in the US is posting an increase in retail current value sales though the rate of growth remains modest. This continued deceleration follows the sharp slowdown that began in 2024, reversing the robust double-digit or near double-digit increases recorded since the onset of the COVID-19 pandemic. Despite noticeable price slowdowns in 2024, consumer relief has been gradual. Economic uncertainty is further impeding market performance in 2025, reflecting persistent consumer concerns about affordability and economic stability. Overall retail volume sales continue to decline in a pattern that has been underway throughout the review period. Volume growth across snacks categories remains stagnant or negative, underscoring the critical role of price stability for sustaining progress.
Intentionality in snack consumption, influenced by wellness considerations, budget constraints and social media trends, is a defining characteristic of US consumer behaviour in 2025. People are seeking snacks offering tangible nutritional benefits, transparency in ingredient lists and perceived functional advantages, driven partly by the increased prevalence of GLP-1 usage and rising product prices. With growing consumer scepticism towards broad health claims and ambiguous marketing terms, demand is surging for nutritionally dense snacks explicitly touting beneficial components such as high protein and fibre content. Meat snacks and dried fruit, despite their inherent processing, are benefitting from clear health claims, resulting in rising value and volume sales, though volume sales remain low.
In the competitive landscape, PepsiCo maintains its leading position at GBO level, with its Frito-Lay Co heading up companies and supported by an extensive savoury snacks portfolio. However, the company’s dependence on this category leaves it vulnerable to market-specific challenges such as declining snack occasions and rising consumer health concerns. Meanwhile, private label is enjoying persistent expansion thanks to products’ affordability appeal.
Supermarkets and hypermarkets continue to dominate snacks distribution between them, though growth in these traditional channels remains sluggish. By contrast, e-commerce is maintaining robust double-digit growth, buoyed by consumer preferences for online shopping facilitated by social media influencers and engaging platforms such as TikTok. Meanwhile, discounters and warehouse clubs have enjoyed moderate yet notable growth as consumers hunt for bargains, while convenience stores and forecourt retailers have faced declining sales due to reduced impulse purchasing.
The US snacks industry anticipates ongoing value-driven growth during the forecast period, albeit with overall volume growth likely remaining constrained and marginal at best. Political uncertainties related to President Trump’s policies on trade, taxation and immigration, alongside global climate-related disruptions, are expected to heighten economic risks. Manufacturers and consumers will proactively seek measures against potential price hikes and supply disruptions, particularly affecting confectionery and sweet biscuits heavily reliant on imported premium ingredients. Further, legislative threats of deregulation will unfavourably impact consumer trust, which is presently eroded by concerns surrounding food safety, quality and corporate responsibility. However, despite challenges, and in part spurred by economic tensions, Americans will continue to seek out indulgences.
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