• The snack market maintains its vitality both at the European and local levels, managing to balance consumers' desire for indulgence with increasingly demanding requirements related to health, convenience and value for money.
According to the latest analysis carried out by Lesaffre through its Biospringer division, the European snack industry ended the previous year with a value of 46,9 billion euros, recording a compound annual rate of 2,37% between 2020 and 2025. This expansion continues to be felt in the first months of 2026, supported by the demand for healthier options, convenient products and innovative flavors tailored to sophisticated consumer preferences.
European market: growth driven by innovation and choice "better-for-you"
Potato chips remain the dominant category in Europe, with sales of €14,9 billion by 2025 and a compound annual growth rate of 3% since 2020, attracting 78% of European consumers when choosing snacks. The most dynamic subcategory remains nuts, seeds and mixes."trail", which reached 11,9 billion euros, at a rate of 2,1% per year. These products benefit from the positive perception related to weight management, cardiovascular health and blood pressure reduction, despite their high fat content.
Current trends confirm the strong focus on plant-based formulations, clean labels and conscious indulgence. Taste remains the main purchasing criterion, and manufacturers continue to invest in bold flavors inspired by international cuisines – Asian (teriyaki, thai, katsu curry) or Mexican and Latin American (Tex-Mex, block and fajita). At the same time, 33% of Europeans report healthier snacking habits compared to the previous period, which maintains pressure on the industry to combine authentic taste with an improved nutritional profile.
Romanian market dynamics: balance between stability and growth
In Romania, the salty snacks category has demonstrated its resilience in an economic context still marked by volatility. The data YouGov Shopper Panel for the period February 2025 – January 2026 shows a stable buyer base, with a share of 95,2% at the household level. Purchase frequency increased by 2%, total value by 8%, and volume by 2%, confirming a cautiously positive trajectory that is maintained in the first months of 2026.
Puffs and savoury pastries remain the most purchased types, found in over three quarters of household shopping baskets. Crisps come in third place with 69%, but have the highest value share in the category – 39%. Crackers recorded the strongest comeback, with increases of 15% in the number of buyers and 12% in volumes, recovering from the declines of previous years. At the opposite end are vegetable crisps, savoury biscuits and popcorn, which continued to lose their consumer base.
The previous year brought moderate market growth, above the FMCG average, supported mainly by price adjustments and the focus on value-added products. Consumption "in-home" has consolidated, leading to a clear migration towards larger packaging (over 150-200 g), and promotions represented 20% of sales value, with a slightly higher share of national brands compared to private labels. These dynamics are also reflected in this year's evolution, with an emphasis on commercial offers and relevant product innovations.
Active players and their adaptation strategies
The local market performance continues to be supported by a balance between innovation, portfolio expansion and strong commercial strategies. The companies maintained stable volumes through launches that respond to the demand for intense flavors and adapted formats, consolidating their regional presence through high grammage and specialties with double-digit growth. Dedicated lines of protein chips or functional products, such as tortillas and puffs oriented towards healthier options (without artificial colors or flavors), contributed to diversifying the offer and attracting new consumption opportunities.
The distribution has adapted to a landscape omnichannel fragmented: discounters continued to grow rapidly, the convenience store segment gained ground for immediate consumption, and traditional commerce remained essential for accessibility. Strategies are differentiated on each channel, with a focus on shelf visibility, targeted promotions and solid partnerships with retailers, thus ensuring a constant presence in the shopping cart of Romanians.
Consumption trends and current directions
Romanian consumers have become more pragmatic, balancing the desire for indulgence with attention to value for money and perceived healthier attributes: natural ingredients, extra protein, clean labels and compatibility with vegetarian eating styles. The moments of consumption have become clearer – evenings at home, relaxation or socializing – and snacks are increasingly integrated into simple recipes or reinterpreted as functional alternatives.
In 2026, the market is expected to grow moderately, supported by continued interest in products with improved nutritional profiles. Manufacturers are investing in operational efficiency, production optimization and the expansion of high-weight portfolios, maintaining a cautious pace of development. Those who manage to combine authentic taste with advanced technological solutions benefit from a competitive advantage, being able to reduce salt and fat content, increase protein intake and amplify complex flavors, whether we are talking about vegan crackers with a superior Nutri-Score or seasonings inspired by Thai cuisine.
Both at the European and Romanian levels, the salty snack industry is going through a period of balanced transformation, in which innovation, adaptability and deep understanding of the consumer remain the keys to long-term success.
Article written by Gabriela Dan, Editor-in-Chief Arta Albă
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