In a landscape where tastes and trends evolve with the speed of a scrolling feed, the European snack sector emerges as a paragon of adaptability and forward-thinking. Amid challenges of rising production costs and environmental scrutiny, this vibrant industry is more than just surviving—it’s setting the pace.  

Uncover the strategic endeavors and innovative breakthroughs steering the European snack market towards a future where every nibble tells a story of resilience, taste, and sustainability. Get ready to taste the future of snacking in Europe, where each bite is a step forward in a delicious revolution. 

By Sebastian Emig, Director General, European Snacks Association (ESA) 

Salty snacks sector: Resilient and evolving  

The European snacks market stands out in this changing landscape for its resilience. Despite soaring production costs and logistical challenges, the sector has remarkably adapted and thrived. The rise of “snackification” is a testament to this adaptability, highlighting a shift towards convenient, nutritious, and sustainable snacking options.  

This evolution is particularly evident in how snacks are integrated into regular meal routines.  

“Driven by time constraints and a desire for culinary creativity, consumers increasingly turn to snacks as between-meal fillers and as components of their diets.” 

The future of the snack market is bright, with significant growth anticipated, especially in healthier and more sustainable options. Consumers are increasingly aware of the impact of their food choices on their health and the environment, and this awareness is driving innovation in the snack sector.  

Manufacturers are responding with snacks that are not only tasty but also nutritionally enriched, meeting the demands of a discerning consumer base.   

Strategic opportunities in the snacking sector  

As we look towards the upcoming political cycle in Europe, ESA is strategically positioned to influence and shape industry strategies. Our commitment to sustainability, health, and nutrition has never been stronger.  

“ Through initiatives such as the EU Code of Conduct for Responsible Food Business and Marketing Practice, we aim to guide the industry towards responsible practices that align with consumer expectations and regulatory frameworks.” 

The upcoming EU Parliament and Commission elections present a unique opportunity for the ESA to advocate for policies and regulations that benefit the snack industry. Projections suggest that nearly 60 percent of the members of the European Parliament will be replaced, and the next European Commission will have to tackle fundamental drivers of food systems like declining food security amidst environmental degradation, resource depletion, and climate change.  

A further fragmentation and rise of the extremes in the European Parliament is expected and several national elections will change the political landscape in the Council. Migration and economic security will gain further importance on the EU agenda. With all this in mind, the EU may probably give up on some of the Farm to Fork ambitions, notably nutrient profiling and front-of-pack nutrition labelling. Your team in Brussels is dedicated to being a reliable partner for policymakers, striving to balance industry needs with consumer demands and environmental stewardship.   

Navigating inflationary pressures and consumer priorities  

Inflationary pressures are a significant concern in today’s market, impacting production costs and consumer spending power. The snack industry is not immune to these challenges. However, it is encouraging to see manufacturers innovate to maintain affordability while ensuring quality. This balance is crucial in retaining consumer trust and loyalty in a competitive market.   

Another critical aspect is the increasing consumer focus on sustainability and environmental impact. The snack industry is responding with initiatives that promote sustainable sourcing, reduce waste, and embrace eco-friendly packaging solutions. These efforts resonate with environmentally conscious consumers and contribute to the broader goal of a sustainable food system.   

Health, nutrition, and flavour trends  

Health and nutrition continue to be at the forefront of consumer priorities. Growing demand for snacks offering health benefits, such as those rich in protein, fibre, and essential nutrients. This trend is complemented by a rising interest in global flavours and culinary diversity as consumers seek snacks that offer nutritional value and exciting taste experiences.  

“The concept of ‘healthy indulgence’ is still gaining traction, where consumers look for snacks that satisfy their cravings without compromising health.” 

This trend reflects a more holistic approach to snacking, where enjoyment and well-being go hand in hand.   

The role of technology and innovation  

Technology plays a pivotal role in shaping the future of the snack industry. From advanced manufacturing processes to innovative packaging solutions, technological advancements enable manufacturers to meet consumers’ evolving needs more efficiently and sustainably.  

Innovation is not limited to product development but extends to how brands engage with consumers. Digital platforms, social media, and data analytics are transforming marketing strategies, allowing for more personalized and interactive consumer experiences.  

With AI’s rapidly expanding possibilities, our industry faces a crucial revolution that will touch all aspects: raw material sourcing and quality control, transport considerations, and more adapted and refined manufacturing processes for smarter and more agile marketing of our wonderful products.  

About the author  

Sebastian Emig, Director General, European Snacks Association (ESA) 

Sebastian has nearly 20 years of experience in advocacy and public affairs in and around Brussels. 

Since 2012, Sebastian has been the Director General of the European Snacks Association asbl (ESA), a diverse membership base of over 170 companies encompassing snack manufacturers, their suppliers, and national trade associations. 

For several years now, Sebastian has been chairing the FoodDrinkEurope Diet and Health Working Group that looks after the health and nutrition debate on the EU level and the FoodDrinkEurope Food Taxation Task Force. 

He is a member of various European industry platforms and stakeholder gatherings. 

This story first appeared in our “State of Snacking: Healthy, Tasty, and Indulgent” issue.