ADM identifies six forces reshaping snack NPD: GLP-1, Gen Z, and clean label drive reformulation

London, United Kingdom — 20 July 2026

ADM’s new Snacking Research Report outlines six pivotal forces redefining new product development (NPD) in the snack sector, compelling manufacturers to pivot from product-led innovation to occasion-led design. The report, based on a survey of 1,000 consumers each in the US, UK, Mexico, Germany, and China, emphasises that while taste remains paramount, affordability, convenience, and multi-functional benefits increasingly drive purchasing decisions.

The six key forces identified are: the convergence of emotional and functional needs, adventurous flavour exploration, Gen Z’s demand for multi-functional products, reformulation and clean label expectations, affordability pressures, and the emergence of nutrition tailored for GLP-1 medication users. Mike Medina, ADM’s Global Category Marketing Director, stresses the importance of tailoring product formulation to specific market preferences, despite consistent global snacking drivers.

Functional and emotional factors now largely dictate snacking occasions, with 57% driven by emotional needs and 43% by functional requirements. Indulgent formats, enriched with plant-based ingredients like beans, pulses, nuts, seeds, and pea protein, alongside gut microbiome solutions (prebiotic fibre, probiotics, postbiotics), are cited as effective strategies. ADM highlights opportunities for snack-sized brownie brittles or pastry twists that fuse indulgence with targeted nutritional profiles. In the UK, hunger and indulgence remain primary drivers, aligning with US consumer behaviour.

Flavour innovation extends beyond traditional sweet vs. savoury, with 40% of snacking occasions incorporating both profiles. Sophisticated flavour modulation, such as ADM's TasteSpark platform, is crucial for balancing sweetness, enhancing umami, or building richness. Natural sources for flavours are preferred, signalling quality and aligning with consumer expectations for recognisable ingredients. This allows for complex combinations like sweet-savoury fruit, honey, and roasted nut trail mixes.

Gen Z consumers, who over-index in categories like flavoured milk and meat snacks, seek convenient, protein-rich options that simultaneously address mood, sleep, and sustainability. This demographic values multi-benefit options in portable formats, creating significant whitespace for hybrid or plant-based protein snacks incorporating diverse protein sources.

Reformulation is critical, with over two-thirds of consumers interested in enhanced snacks. 46% are prepared to pay a premium for products with added fibre and clean label attributes, while 26% are unwilling, highlighting a price sensitivity for a quarter of the market. Ingredients like soy and pea protein, beans, and seeds can boost protein and fibre content, while natural colours meet clean label demands. However, taste cannot be compromised; effective reformulation must balance nutritional improvements with sensory appeal.

Affordability remains a decisive purchase factor, rated important by 71% of US consumers. While value-conscious, consumers will pay more for products delivering perceived functional nutrition or enhanced experiences. Cost-optimisation through ingredients such as textured soy can maintain quality and nutrition without price compromise. Selective premiumisation via distinctive flavours or functional benefits helps products stand out. Lastly, the rise of GLP-1 medication users presents a new market. These consumers prioritise nutrient density, seeking high protein, prebiotics, probiotics, and postbiotics in lower sugar, portion-controlled formats. They consume 34% more snacks per occasion than the average US consumer, indicating a robust demand for indulgent, yet nutritionally optimised, options.

What this means for United Kingdom

UK supplement brand owners must strategically reformulate existing snack SKUs and develop new lines to align with the demand for multi-functional, clean label products. Prioritise accessible price points for core offerings while reserving premium pricing for innovative, high-value functional benefits. Invest in plant-based proteins and gut health ingredients for snack ranges to tap into both indulgence and health-conscious trends. Address the significant Gen Z demographic with portable, protein-rich solutions. Procurement teams should explore cost-efficient protein sources, such as textured soy, to mitigate raw material price increases, balancing affordability with maintaining desired taste and texture profiles. Regulatory teams must ensure all functional claims are substantiated and comply with UK labelling standards (FSA, MHRA).

Brand owners increasingly rely on contract-manufacturing partners such as Supplement Factory to navigate these requirements.