Circana’s latest study reveals that the European snack market has reached a staggering €234 billion in 2024. The “Snack Unwrap” analysis highlights a year-on-year growth of 2.9%, equating to an increase of €7 billion, despite sales volumes remaining stable at 115 billion units. Notably, snacks now account for 40% of the total value of packaged food sales across Europe.
SNACK ECONOMY: GROWTH DRIVERS AND TRENDS
The transformation of the snack market is largely driven by functional and health-oriented categories. Key contributors to volume growth include breakfast cereals and bars (+6.0%), dried and dehydrated fruits (+4.9%), cheeses (+3.1%), and yogurt (+3.5%). Consumers are increasingly making intentional choices, seeking options that are high in protein, promote gut health, or are minimally processed. The category is expanding with portion-controlled offerings and plant-based alternatives, reflecting evolving health priorities and emotional needs.
DISTRIBUTION CHANNELS AND COUNTRY PERFORMANCE
Supermarkets continue to dominate the European snack market, representing 50% of total sales value and experiencing a volume growth of 2.1%. Discount retailers are gaining traction, generating €44 billion in sales with notable growth in both value and volume. Conversely, convenience stores are witnessing a decline in volumes, while hypermarkets remain stable. eCommerce platforms and specialized channels, although smaller in market share, are exhibiting the highest growth rates.
Among the six leading European markets, the Netherlands (44.6%) and Italy (43.2%) boast the highest value shares in the snack economy. Germany (€60 billion; +2.5%) and the United Kingdom (€53 billion; +3.6%) lead in total sales value.
Ananda Roy, Senior Vice President of Thought Leadership and Europe CPG Growth Advisor at Circana, emphasizes that the snack sector reflects contemporary lifestyles: “For global brands, success hinges on the ability to balance local tastes with universal motivations such as pleasure, convenience, and well-being.” Roy advocates for viewing snacks not merely as a category, but as a dynamic culture in constant evolution.
Circana’s strategic recommendations for key players in the snack economy include:
- Adapting portfolio strategies to align with new consumption occasions, transitioning from impulse to intentionality.
- Accelerating functional innovation, with a focus on high-protein claims and gut health benefits.
- Redefining success metrics to assess entry into new consumption occasions and merchandising synergies.
- Dynamically optimizing product assortments using analytics to forecast demand and manage promotions effectively.
- Balancing premium and indulgent offerings to cater to both indulgent formats and healthier options.