Parents have many decisions to make, and one of the most important is the nutrition they provide to their children, including the school-time snacks that can help kids power through their days. "Overall, snack consumption is on the rise, with some estimates indicating that nearly a third of kids' daily calories come from snacks,” points out Nancy Kalish, Founder and CEO of Rule Breaker Snacks. 

There is a shift going on in the aisle, though: “There has been a continued desire for cleaner, better-for-you products that balance what parents are seeking in flavors and formats that kids enjoy,” says Nicole MacNeil, Sr. Director of Brand, Once Upon A Farm. 

“Kids are known to be picky eaters, so many parents often battle to find options that are delicious and still offer good nutritional value,” adds Kevin Brouillette, President of The Sola Company. “However, we’re thankfully seeing a gradual shift to more foods and snacks for kids that offer better nutrition and less sugar.”

Taking a closer look at parent preferences, Jenna Behrer, Vice President, Marketing & Innovation at Dr. Praegers, says, “The primary attributes parents seek are minimally processed foods (#1 driver) and natural ingredients (#2 driver). These reflect a broader trend towards health consciousness, where parents do not want to compromise on health benefits for the sake of taste.” 

Wholesome ingredients, less sugar, more protein and fiber…parents are keen to see all of this. “Protein is a macronutrient that’s crucial for child growth and development, yet one in seven school-aged children do not meet their daily protein intake goals,” says Brouillette. “Most parents know that kids should be eating whole fruits and veggies every day, but if you have a picky eater at home you have to get creative. And working parents are busy, so they still need convenient options that they can feel good about giving their children every day. Because of this, the demand for nutrient-rich foods and snacks that can also sneak in added benefits without all the excess sugar is growing.”

Of course, taking classics and yummifying them also works.“'Better for you snacks' are definitely trending and we try to address the on-the-go element as well with single-serve sizes of our flavored pistachios,” says Christine Trageser, Senior Brand Manager for Nichols Farms, which focuses on the science backing protein as a healthy diet staple to deliver benefits to consumers. "All are concerned with the amount of protein in their diets. Pistachios are the only nut with all the amino acids needed to form a complete protein. So with a shift to more plant-based diets, the role of the pistachio should play a starring role to help supplement protein for kids, as well as adults. Adding all natural flavors to these snacks makes kids more likely to enjoy them, while getting those hits of protein!"

Beyond Nutrition: 3 Trends in Kids’ Snacks

Familiarity. Tina Pate, VP of Marketing, Mavericks, explains that demand is high for healthy options that are just as convenient and craveable as their mainstream counterparts. “As we look toward back-to-school, we foresee the trend of ‘healthful indulgence’ to continue flourishing. We also look at the role nostalgia plays in overall consumer shopping habits as something that informs our innovation pipeline at Mavericks. Parents want to share classic snacks they grew up with, but maybe aren’t as thrilled to bring age-old ingredients to the table. We’re focused on reimagining old school snacks with a new school spin, bringing those same amazing flavor profiles to life, but with cleaner labels fit for today’s modern family.” Mavericks is delivering with its latest launch: Sandwich Crackers that are clean-label, non-GMO, and filled with peanut butter and cheddar cheese.

There is also a return to classic flavors. Chocolate chip, brownie, and other timeless sweets are always on trend, Kalish says. 

"With parents looking to instill healthy eating habits in their kids at a young age, I think we’ll continue to see a trend toward nutrient-rich snacks that make it fun to eat your fruits and veggies,” says Maiko Shimano, Director of Marketing, Calbee America. “This aligns perfectly with our mission at Harvest Snaps, which is to craft tasty snacks that fuel healthy lifestyles. The first ingredient in our products is always real fruits or veggies! We also are seeing classic flavor profiles resonate among consumers, like the Sour Cream & Onion or BBQ found in our Crunchy Loops. In addition to featuring kid-friendly flavors, these ring-shaped snacks are fun to crunch and made with nutrition-packed red lentils as the first ingredient." 

Convenience. “The children’s snack category has evolved to include even more convenient, on-the-go options for busy families,” says Shimano. “Products like Harvest Snaps Mixed Snack Pack, which contains single-serve bags of our best-selling baked veggies snacks, along with Crunchy Loops Sour Cream & Onion, are an easy-to-eat source of plant-based nutrition and the perfect size for lunch boxes or fueling up for after-school activities.”

North Coast Organic delivers here, too, with apple sauce pouches sans added sugar.

Adventure. Brands are seeing taste as a way to expand palates. “Kids are increasingly becoming little foodies, showing an interest in more diverse and bold flavors such as pizza, taco, and even, spicy options,” notes Behrer. “This trend indicates a future where back-to-school snacks will not only need to be nutritious but also exciting and flavorful. At Dr. Praeger's, we are staying ahead of this curve with innovative products that cater to these evolving tastes.”

Kalish adds: “There is a trend toward culinary-influenced and multi-cultural flavors. Asian influences like seaweed snacks and Latin American influences like spicy chili-lime chips are becoming increasingly popular. I’ve also seen a rise in the popularity of spicy snacks as well as unusual and exotic fruit combinations.”

Related: Growing Strong: The Children's Health Market