Evening Snacking Becomes Key Battleground for Food Brands
Nearly half of consumers worldwide snack in the evening, creating a major market where brands must balance indulgence with health and portion control to
Evening snacking is now one of the most significant dayparts for food and drink manufacturers, according to Mintel senior analyst Richard Caines. Data from Innova Market Insights shows that 49% of consumers worldwide regularly eat an evening snack, making it the second most popular snacking occasion after the afternoon.
The evening represents a time to relax, making snacks an integral part of activities like watching TV, streaming, or socializing. Unlike daytime snacking, which is often about convenience or hunger, evening snacking is closely tied to indulgence and reward.
What Consumers Choose
Snacking choices are highly dependent on the activity. During TV viewing or gaming, indulgence dominates. Salty snacks hold a 44% market share in this context. Sweet biscuits, sugar confectionery, and chocolate are also popular, each with a 34% share.
| Snack Type | Market Share for TV/Gaming |
|---|---|
| Salty snacks | 44% |
| Sweet biscuits | 34% |
| Sugar confectionery | 34% |
| Chocolate | 34% |
For drinks during these activities, carbonated beverages and energy drinks perform strongly, with a 35% share. Social occasions like parties show a broader mix, with carbonated drinks leading at 23%, followed by juices and smoothies at 20%, and cakes and pastries at 21%.
The Health and Indulgence Balance
Despite the focus on treat, health goals are not abandoned. Consumers increasingly seek products that balance indulgence with better-for-you credentials. Manufacturers are responding by launching snacks with added protein, fibre, and reduced sugar. High-protein yoghurts, roasted nuts, protein bars, and portion-controlled treats are all gaining traction.
The growing tendency to replace traditional meals with snacks is also driving sales. Grazing boards, cereal-based dinners, and protein-rich snack combinations are becoming more common as mealtimes become less structured. This presents an opportunity for products that deliver greater satiety and more substantial nutrition.
Future Trends and Innovation
The evening snack market is expected to evolve further. Brands will likely focus on smaller, portion-controlled products that offer a satisfying experience without overconsumption. Demand for simplicity and transparency will drive growth in products with shorter, more recognisable ingredient lists.
Functionality will play a greater role, but with a focus on evening-specific benefits like relaxation, mood support, and overall wellbeing, rather than the energy or focus claims of daytime snacks. Flavour innovation, including globally inspired tastes and fusion flavours, will remain central to capturing consumer interest as shoppers seek novelty in their evening routines. The brands that succeed will be those that can effectively balance indulgence, wellness, and innovation.
