Protein Bars Reshape UK Snacking Habits

Britons Swap Biscuits for Healthier Bites as Office Returns Reshape Snacking Habits

In recent years, the clatter of keyboards in home offices often harmonised with the rustle of snack wrappers. Now, as commutes replace kitchen-table workstations, Britons are reaching for rice cakes over chocolate bars and halloumi sticks over crisps. According to retail analysts Kantar, at-home snacking occasions dropped by more than 15% between 2020 and 2024. Even when factoring in on-the-go nibbles, overall consumption has dipped by roughly 2% compared with pandemic peaks—and even slightly below pre-Covid levels.

Nathan Ward, a consumer behaviour specialist at Kantar, attributes this shift to changing work patterns. “Remote work undeniably fuelled snacking,” he explains. “With pantries just steps away, people grazed more frequently. Now, as offices reopen, routines are stabilising.” Ananda Roy of Circana echoes this sentiment, noting that while treats remain popular, the types of snacks dominating trolleys have evolved. “Fruit, nuts, yoghurts, and protein bars are edging out traditional indulgences,” he says.

Economic Squeeze and Health Awareness Drive Change

Rising living costs and heightened health consciousness are steering this transformation. Last year alone, Britons snacked at home 350 million fewer times than in 2022, Kantar reports. Circana data reveals a 1.5% annual decline in sweets and chocolate purchases, alongside a 6% drop in crisp sales since 2021. Meanwhile, fruit-based snacking rose by 4%, nut sales climbed 1.2%, and protein products—from bars to powders—surged by 16%, according to NIQ research.

The price of indulgence has become a key factor. Cocoa costs, for instance, hit a 46-year high in April 2023, pushing chocolate prices up by 11% since 2021. Crisps haven’t escaped inflation either: poor potato harvests and energy costs led Walkers, the UK’s top brand, to raise prices by 4.1% in 2023, resulting in 2.6 million fewer kilograms sold. Jonny Forsyth of Mintel summarises: “Shrinking budgets are forcing households to prioritise essentials over luxuries.”

Yet economic pressures aren’t the sole catalyst. Health campaigns targeting ultra-processed foods (UPFs) have gained momentum, with 67% of Britons now actively avoiding such products, per a 2023 YouGov poll. Waitrose reports soaring demand for “functional snacks” like crispy seaweed and roasted chickpeas, while supermarkets note a 12% annual rise in pre-cut vegetable sales. “Carrot sticks, apple slices, and olives are becoming pantry staples,” Roy observes.

Policy Shifts Reshape Retail Landscapes

Regulatory changes are also altering snack aisles. Since October 2022, UK supermarkets have been required to tuck high-fat, high-sugar (HFSS) items away from checkouts and aisle ends. Tesco, for example, replaced chocolate bars at tills with dried fruit and nuts—a move replicated by Sainsbury’s and Asda. Consequently, HFSS product visibility has plummeted by 38%, according to Diabetes UK.

Manufacturers, meanwhile, are reformulating recipes to meet stricter health criteria. Nestlé reduced sugar in KitKat bars by 10% in 2023, while PepsiCo launched “low-salt” Walkers crisps. Still, not all tweaks resonate: Mondelez faced backlash after altering Cadbury Dairy Milk’s recipe, with sales dipping 3% in Q1 2024.

Upcoming restrictions on promotions, including bans on “buy one, get one free” deals for HFSS products from October 2024, could further dent sales. The Obesity Health Alliance estimates these rules will cut annual crisp and biscuit purchases by 9%.

The Rise of ‘Better-For-You’ Alternatives

Protein-rich snacks are thriving amid this upheaval. Gym culture and plant-based diets have propelled brands like Grenade and Trek into mainstream popularity, with the UK protein bar market now valued at £1.2 billion. Even convenience stores are stocking hard-boiled eggs and Greek yoghurt pots. “Consumers want snacks that fuel their day, not just satisfy cravings,” says Waitrose’s buying director, Charlotte Di Cello.

Interestingly, younger demographics are redefining when snacks are eaten. Mintel found that 29% of 18–34-year-olds now replace meals with items like protein shakes or nut butter packs—a trend dubbed “snackification.” While volume sales dip, premiumisation offsets revenue losses: Lindt & Sprüngli’s UK revenue grew 8% in 2023, driven by its £5+ luxury chocolate bars.

A Glimpse into the Future

Emerging factors could accelerate these trends. Weight-loss drugs like Ozempic, though not yet widely available on the NHS, are gaining private-market traction. Early adopters report reduced cravings for salty or sugary foods, instead favouring gentle options like herbal teas or cucumber slices. Roy predicts such medications could reshape snacking habits long-term: “They’ll prioritise foods that don’t spike blood sugar or cause discomfort.”

Still, analysts caution against writing off traditional treats. Kantar’s Ward highlights snacking’s emotional role: “During recessions, small indulgences provide comfort. Even now, a £1 chocolate bar remains an accessible pleasure.”

How Health Trends and Retail Innovation Are Redefining Snacking Culture

As Britons pivot toward healthier choices, the snack industry faces a dual challenge: meeting demand for nutritious options while retaining the allure of occasional treats. This balancing act has sparked innovation, with brands reimagining classics and retailers overhauling store layouts.

The Snack Aisle Gets a Makeover

Supermarkets are no longer battlegrounds for impulse buys near checkouts. Since the 2022 HFSS placement rules, stores have shifted crisps and sweets to less visible shelves, replacing them with items like dried mango strips and lentil curls. Tesco’s “Healthy Snacking” endcaps, introduced in March 2023, now contribute to 14% of its snack revenue, according to company filings. Similarly, Sainsbury’s reported a 22% year-on-year increase in nut and seed sales after expanding its “Free From” section.

Smaller retailers are adapting too. Londis, a convenience store chain, trialled “Grab & Go” chilled cabinets stocked with hummus pots and apple slices in 2024. Sales jumped 18% within six months, prompting a nationwide rollout. “Shoppers want freshness without fuss,” says Londis’s head of merchandising, Raj Patel.

Image Credit - The Grocer

Reformulation Frenzy: Healthier Recipes, Mixed Results

Brands are racing to tweak recipes, often with mixed success. Walkers’ “Reduced Salt” crisps, launched in January 2024, saw sales rise 7% by Q3. Conversely, Cadbury’s attempt to cut Dairy Milk’s sugar content by 20% backfired, with a 2024 YouGov survey revealing 43% of customers found the new recipe “less satisfying”.

Some innovations hit the sweet spot. Nestlé’s Wowsomes—chocolate with 30% less sugar—generated £12 million in UK sales during their first year. Similarly, PepsiCo’s Off the Eaten Path veggie crisps, made from black beans and lentils, now account for 9% of its UK snack revenue.

The Protein Boom: From Gym Bags to Office Desks

Protein snacks have transitioned from niche to mainstream, driven by fitness trends and busy lifestyles. The UK protein bar market, valued at £780 million in 2021, soared to £1.2 billion by 2024, per Mintel. Brands like Trek and MyProtein dominate, but supermarkets are launching own-label lines. Aldi’s “Nutri-Trek” bars, priced at 75p, outsell branded rivals by 3:1 in some regions.

Even traditional snacks are getting a protein boost. Tyrrells’ “Protein Popcorn”, launched in 2023, contains 10g of protein per bag. Meanwhile, Arla’s protein yoghurt pouches saw sales leap 34% last year. “It’s not just gym-goers,” says Arla’s marketing lead, Hannah Cole. “Parents pack them in lunchboxes, and office workers keep them in desk drawers.”

The Cost-of-Living Paradox: Trading Down, But Trading Up

While budgets tighten, a segment of shoppers is splurging on premium snacks. Lindt’s £5 “Excellence” bars saw UK sales climb 12% in 2023, while Hotel Chocolat’s subscription service gained 90,000 new members. “People buy less, but choose higher quality,” notes Jonny Forsyth of Mintel.

At the other end, discounters thrive. Poundland’s “Snack Heroes” range—50p nuts and £1 protein balls—drove a 9% increase in footfall last year. Similarly, Lidl’s “Vemondo” plant-based snacks, priced 30% below competitors, now make up 15% of its snack aisle.

Ultra-Processed Foods: A Growing Consumer Backlash

Concerns over UPFs have reshaped shopping habits. A 2024 Food Standards Agency survey found 58% of Britons actively avoid UPFs, up from 42% in 2022. This fear has boosted whole foods: carrot sales rose 8% last year, while apple purchases hit a five-year high.

Retailers are capitalising. Waitrose’s “Unprocessed” snack line, featuring air-dried fruit and unsalted nuts, achieved £28 million in sales since its 2023 launch. Even crisps are getting a makeover: Pipers’ “Artisan” range, made with three natural ingredients, saw revenue jump 19% in 2024.

The Snackification of Meals: A Generational Divide

Younger consumers are blurring the lines between snacks and meals. Mintel data shows 31% of under-35s replace at least one daily meal with snacks, compared to 11% of over-55s. Protein shakes, nut butter sachets, and chia pots are popular choices. “It’s about convenience and portion control,” says dietitian Dr. Emma Lawson. “But nutritionally, it’s a mixed bag.”

This trend alarms some health experts. A 2024 study by the British Nutrition Foundation found that 40% of “meal replacement” snacks exceed recommended sugar levels. Conversely, brands like Huel and Feed. position themselves as balanced alternatives, with Huel’s UK sales growing 27% annually since 2021.

The Ozempic Effect: A Looming Disruptor

Though only 2% of UK adults currently use weight-loss drugs like Ozempic, their potential impact looms large. Early adopters report diminished cravings for sweet and salty snacks, opting instead for bland, low-acid foods. Nestlé has already responded, launching “Vital Pursuit”—a line of high-protein, low-sugar snacks tailored to Ozempic users.

Diabetes UK warns against overreliance on such drugs, but retailers are preparing. Boots now stocks  “Gastric-Friendly” snack boxes online, featuring ginger chews and alkaline water. “It’s a niche now, but could become mainstream,” says Ananda Roy of Circana.

Balancing Health and Indulgence: The Future of UK Snacking

As the UK’s snacking landscape evolves, the tension between health-conscious choices and the enduring appeal of treats reveals a nuanced picture. While crisps and chocolate face headwinds, they’re far from obsolete. Instead, the market is fragmenting, with innovation bridging the gap between nutrition and nostalgia.

The Resilience of Traditional Treats in a Health-Conscious Era

Despite declining volumes, classic snacks retain cultural cachet. Cadbury’s Dairy Milk, for example, remains the UK’s top-selling chocolate bar, with £437 million in 2023 sales—a 3% drop from 2021, yet still dwarfing healthier rivals. Seasonal campaigns, like Mars’ annual Christmas advert, continue to drive spikes in gifting sales. Meanwhile, KP Snacks reported a 5% revenue boost in 2023 for its Hula Hoops and Skips lines, attributed to retro packaging and “limited edition” flavours like prawn cocktail.

Even amid cost-cutting, 23% of Britons still treat themselves weekly to premium snacks, according to a 2024 YouGov poll. Hotel Chocolat’s £8 “Velvetised” drinking chocolate, for instance, saw sales rise 14% last year. “Luxury snacks serve as small indulgences when bigger splurges feel irresponsible,” says consumer psychologist Dr. Rachel Lowe.

Sustainability Emerges as a Key Purchasing Driver

Environmental concerns now influence snacking choices. A 2024 Ipsos survey found 61% of Britons prefer brands using recyclable packaging, while 39% actively seek plant-based options. Startups like London-based Nibs & Seeds capitalise on this, with compostable wrappers and carbon-neutral sourcing. Their beetroot-and-lentil crisps generated £2.3 million in sales within 18 months of launch.

Big brands are following suit. Walkers aims to make all packaging compostable by 2025, and Nestlé plans to reduce its UK snack carbon footprint by 25% before 2030. Such efforts resonate: a 2024 trial by Co-op found products with “eco-labels” outsold equivalents by 17%.

Tech and Personalisation Reshape Snacking Habits

Apps like Yumi and NutriScan are gaining traction, offering real-time nutritional scoring via barcode scans. Yumi’s users reportedly cut ultra-processed snack intake by 31% within six months. Meanwhile, Boots’ “DNA-based snacking” trial—where customers receive tailored recommendations based on genetic tests—sold out within 48 hours in March 2024.

Vending machines are also getting smarter. Network operator BiteNow installed 200 AI-powered machines in UK offices this year, stocking items based on employees’ dietary preferences. Sales of its gluten-free brownies and protein balls exceed traditional options by 22%.

The Road Ahead: Adaptation or Decline?

Analysts agree that flexibility will define winners and losers. Mintel forecasts the UK healthy snack market to grow by 6.4% annually, reaching £8.6 billion by 2027. Conversely, traditional crisps and sweets could see volumes fall another 4–6% in the same period.

For legacy brands, reformulation remains a risky yet necessary strategy. PepsiCo’s 2024 launch of “Walkers Edge”—a crisp line with 50% less fat and upcycled potato skins—avoided the backlash faced by Cadbury, partly due to transparent marketing. Early sales hit £9 million in Q2 2024, suggesting compromise can work.

Smaller players, however, thrive through niche targeting. Vegan snack brand Hippeas tripled its UK revenue since 2021, while Propercorn’s low-calorie popcorn secured listings in 1,200 Tesco stores this year. “The key is authenticity,” says Propercorn founder Cassandra Stavrou. “Shoppers reject ‘health-washed’ products but embrace brands that align with their values.”

Conclusion: A Nation Redefining ‘Treat’

The UK’s snacking revolution is less about austerity and more about reimagining indulgence. Protein bars now rival chocolate as afternoon pick-me-ups, while vegetable crisps share lunchboxes with biscuits. Yet, as Kantar’s Nathan Ward notes, “The emotional role of snacks hasn’t changed—only the ways we satisfy those cravings have.”

Economic uncertainty, regulatory shifts, and generational preferences will keep the market in flux. However, one trend seems certain: the definition of a “treat” will keep expanding. From seaweed snacks to sustainably sourced chocolate, Britons are crafting a new snacking ethos—one where health, pleasure, and ethics coexist. As Ananda Roy of Circana concludes, “The future isn’t about snacking less. It’s about snacking smarter.”