INSIGHTS

How to win in today’s snack market – the latest insights from Hort IQ

Snacking is no longer a side habit – it’s a core eating occasion for Australians. While fresh fruit, vegetables and nuts remain popular snack choices, competition from packaged snacks is intensifying.

New insights from Hort IQ, drawing on NielsenIQ Homescan data, show that winning in today’s snack market isn’t just about health. Taste, convenience, value and ease now play an equally important role in what shoppers choose to snack on.

For growers, the opportunity isn’t to change what we grow – it’s to better align how fresh is presented, packaged and positioned for real snack moments.

One of the clearest messages from the data is that snacking is emotional, not rational. People snack when they’re bored, stressed or looking for a treat and taste is the strongest driver of choice.

The snack market at a glance

Snacking is a major part of daily life. Packaged snacks alone account for $14.7 billion in retail sales, with Australians snacking frequently between meals.

Fresh fruit, vegetables and nuts continue to perform well with regular snackers. However, packaged categories like chocolate, biscuits, frozen snacks and chips remain strong competitors, largely because they are easy, familiar, portable and perceived as good value.

While higher prices have supported dollar growth across fresh produce and nuts, retail volumes have softened, particularly where buying or eating fresh feels inconvenient.

Taste first, health still matters

One of the clearest messages from the data is that snacking is emotional, not rational. People snack when they’re bored, stressed or looking for a treat and taste is the strongest driver of choice.

Health still matters, but it plays a supporting role. Many shoppers read nutrition panels and look for snacks aligned with weight, gut or heart health goals. However, health works best as reassurance, not the lead message.

What this means for growers

Fresh needs to lead with flavour and enjoyment, with health reinforcing the choice - especially in formats designed for everyday snacking.

Where fresh is winning and where it’s under pressure

Apples and bananas

continue to lead as hero snacking fruits, winning the most buyers and occasions.

Snacking vegetables

such as baby cucumbers, baby carrots and snacking tomatoes are growing strongly, with clear headroom to recruit more households.

Pistachios

stand out as the fastest growing nut, driven by snack appeal and visibility.

These results highlight where snacking demand already exists – and where growers, supply chains and category partners can build momentum.

At the same time, overall fruit and nut volumes are being held back by fewer snacking occasions rather than lack of interest. In many cases, shoppers are still buying – they’re just snacking less often.

What will help fresh win more snack occasions

The data points to a clear pathway for fresh produce to compete more effectively in snacking.

Remove friction

Make fresh easier to grab, carry and eat. Smaller packs, ready to snack formats and clear snacking cues reduce barriers.

Add craveability

Focus on flavour, texture and enjoyment. Fresh doesn’t need to be positioned against packaged snacks – it needs to look just as tempting.

Reframe Health

Link fresh to how people want to feel – satisfied, energised and balanced – without over‑selling credentials.

Improve value cues

Value isn’t just price. Pack size, reduced waste, shelf life and versatility across occasions all influence confidence.

Think cross‑category

Fresh can win alongside other snacks, not only against them. Pairing fruit, vegetables or nuts with dips, yoghurt or other foods creates more relevant snack solutions.

Explore the data in more detail

To access the full report, Bite‑sized opportunities: winning in today’s snacking market, visit Hort IQ. You’ll find the complete report, a webinar recording and additional consumer insight to help inform category decisions and identify opportunities to win more everyday snacking occasions.

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