A new report by Circana shows that the European snack market reached €234bn in value sales in 2024, growing by 2.9% year-on-year and adding €7bn in value, despite unit sales holding steady at 115 billion. The ‘Snack Unwrap: The Insatiable Craving for Growth’ analysis also reveals that snacks now make up 40% of all edible grocery value sales across Europe.
While inflation remains a factor, unit growth is being led by functional and health-forward categories such as Cereals & Breakfast Bars (83.6m; +6.0%), Dried Fruits & Nuts (160.2m; +4.9%) and dairy categories, such as Cheese (478.4m; +3.1%) and Yoghurt (303.2m; +3.5%), which now feature prominently in snacking.
Circana’s analysis draws on POS data from six major markets: France, Germany, Italy, the Netherlands, Spain and the UK. Covering 628 snack segments, including sweet, savoury, chilled, frozen and functional, it reveals how consumer behaviours are shifting and highlights the trends, innovations and brands set to drive future growth.
Ananda Roy, SVP Thought Leadership and Europe CPG Growth Advisor at Circana, commented: “The snack aisle has become a mirror of modern living, driven by new trends in diet, lifestyle and occasions beyond traditional snack consumption.
“To stay relevant, global brands need to balance local tastes with universal drivers like enjoyment, convenience and health. Success isn’t just about gaining market share; it’s about relevance. To win, brands must treat it less like a category and more like a culture; fluid, hybrid and always evolving.”
The report highlights that the snacking category is evolving faster than at any point since the pandemic, driven by a wave of new trends that reflect changing health priorities, lifestyles and emotions. From high-protein and gut-friendly options to clean-label, minimally processed snacks, consumers are making more intentional choices, whether seeking energy, balance, or comfort. Portion-controlled indulgence and plant-based alternatives are rising alongside viral trends and socially driven snacking moments, showing that growth today is fuelled by both function and feeling.
Supermarkets continue to dominate the European snacking landscape, accounting for 50% of total value sales and driving growth with a 2.1% rise in unit sales. Discounters also play a vital role, contributing €44bn in value and showing steady growth across both value and volume. In contrast, convenience stores saw a decline in unit sales, while hypermarkets remained flat. E-commerce and smaller specialist channels, though smaller in overall share, posted the strongest growth rates, highlighting emerging opportunities in digital and niche retail.
The Netherlands (44.6%) and Italy (43.2%) hold the highest snack category value share among the EU’s ‘Big 6’ markets, highlighting their strong consumer focus on snacking. Meanwhile, Germany (€60bn; +2.5%) and the UK (€53bn; +3.6%) lead in overall snack sales by value, reflecting the scale and maturity of their markets, and highlighting the central role snacking plays across Europe’s biggest grocery economies.
Circana’s recommendations for retailers and manufacturers:
- Shift from impulse to intention: Focus on portfolio strategies that match new eating occasions, before workouts, with meals, or late-night unwinding.
- Accelerate functional innovation: Leverage claims like high-protein, gut-health, energy-boosting, and low-processed to engage health-conscious consumers.
- Redefine success metrics: Move beyond unit sales to measure success in mission fulfilment, cross-merchandising, and relevance by daypart.
- Optimise ranges dynamically: Use granular data analytics to forecast demand, target promotions effectively, and track category performance by snacking occasion.
- Balance premium with permissibility: Support both indulgent and better-for-you formats, from smaller packs and nostalgic treats to chilled fresh fruit and protein snacks.
NAM Implications:
- A must-read pointer for suppliers in the category…
- …in terms of product sub-sets and channel optimisation.
- A benchmark for retailers.
- With rapid evolution an opportunity for fast reactors…
- NB. Circana’s 5-strategic pointers are worth assessing vs your business strategies.
