PepsiCo, Hershey, Mondelez Say Mindful Snacking on Trend as Consumers Prioritize Health & Wellness

One of the biggest areas of opportunity is portion control, according to PepsiCo CEO Ramon Laguarta.

Mindful snacking is on trend. While it’s not necessarily driven by the increasing usage of GLP-1 medications, CPGs are keeping an eye on both of these consumer behaviors and catering to the wellness-aware crowd.

According to Innova Market Insights, 52% of North American consumers have become more aware of their mindful snacking habits and 51% believe snacking boosts their emotional well-being. Mondelez’s State of Snacking report from last year reported that consumers rely on snacks for perceived benefits such as boosting energy (75%), improving mood (74%), and aligning with fitness goals (70%).

Low-Sugar, Protein-Rich 

PepsiCo CEO Ramon Laguarta said in a recent call with investors that there’s been a multi-year evolution of the consumer in the U.S. — an awareness to the food and drinks they consume. He’s cited shifts in behavior as well as in social conversations, likely driven by the discourse around obesity drugs. 

While he reported very little impact in the business and its categories directly related to GLP-1 usage, there is a subset of consumers looking for more functionality — more protein and whole grain in their snacks, more plant-based options, he said. Kroger also predicted that 2025 would bring a protein renaissance as consumers look to maintain energy levels throughout the day and support overall health. 

One of the biggest areas of opportunity is portion control, said Laguarta, leaving room for CPGs to stay in their categories with smaller sizes of consumer favorites or by cutting down on sodium, fat, sugar, and artificial ingredients.

Also read: Unilever Perfects Micro-Format Ice Cream

“If you think about SunChips and how SunChips is innovating with whole grain and now legumes, if you think about Stacy’s with whole grain, if you think about Quaker with protein snacks, if you think about popping and baking and better frying, lower fat frying options that we’re putting on in front of consumers — those are all tools in our portfolio enabled by very capable R&D that we will continue to expand,” said Laguarta.

The company is also investing in the mini-meals category as a result, targeting consumers who are looking for a 200-calorie, 300-calorie solution “that takes them over for the next few hours into their next job or whatever they’re trying to accomplish.”