Observed Signal · Nov 4, 2026 · Product Launch · Source: Mintel · Impact: 3/5
Benefit Stacking in Snacking
Mintel has published a new report titled 'Benefit Stacking in Snacking' on November 4, 2026, which explores the growing trend of consumers seeking snacks that combine multiple functional benefits, such as protein, fiber, and reduced sugar. The report uses Mintel's Demand & Supply methodology to identify opportunities in the US functional snacking market for 2027, highlighting two key benefit stacks: the gut-brain axis and the protein-energy-recovery stack. It provides insights on where to play, what to prioritize, and how to win, including five innovation principles and two product concepts for food and drink brands.
This report provides actionable insights for food and drink brands on a growing consumer trend, positioning Mintel as a thought leader in functional snacking and offering strategic guidance for 2027.
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Key Takeaways & Evidence Grounding
- Mintel published the report 'Benefit Stacking in Snacking' on November 4, 2026.
- The report focuses on the US functional snacking market for 2027.
- It identifies two key benefit stacks: gut-brain axis and protein-energy-recovery.
- The report includes five innovation principles and two product concepts.
- It uses Mintel's Demand & Supply methodology to highlight whitespace opportunities.
Connected Companies & Entities
“Market research agency that published the report on functional snacking trends for 2027.”
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Better-for-you brands prioritize taste over health claims
Startups in the better-for-you snack category are shifting packaging and marketing away from prominent health callouts toward imagery and messaging that emphasize taste, novelty and mainstream appeal. Feel Good Foods, founded 13 years ago, redesigned packaging from white to bright yellow and reduced repetitive gluten-free callouts while highlighting cooking convenience and protein; the brand expanded into Target, Publix and Kroger and reports a national door count of 25,000 and expected 60% year-over-year growth in 2026. GoodPop completed a refresh emphasizing bold colors, new novelty flavors (including a French-fry-inspired pop launched with Ore-Ida) and product attributes like 100% fruit and no added sugar. Consultants warn clearer, specific labeling is increasingly required amid regulatory scrutiny and class-action risk.
How to win with protein now that it’s a mainstream CPG trend
Zappi tested five high-protein food products across four US CPG categories and found that protein claims are now mainstream, with only Babybel standing out on distinctiveness thanks to its probiotics. Most products beat the advantage norm, but protein no longer commands a premium — Utz lost purchase intent when priced at $5.39, while Barilla gained because its pasta was priced at just $2.99. Zappi advises brands to pair protein with reassurance or a second benefit such as trust, taste, or probiotics to win.
How Snack Brands Turn Sports Into Spending
At an ADWEEK House Sports Summit session co-hosted with Ibotta, executives from Mondelēz International and Ibotta described how live sports moments and in-store merchandising drive snacking purchases. Mondelēz used World Cup activations—celebrities, limited-edition packs and experiences—to boost in-store performance, while Ibotta overlays targeted coupons and promotions to close sales. Mondelēz recently launched SnackWorks Perks with Ibotta, a rewards program spanning Oreo, Chips Ahoy, Ritz and Sour Patch Kids, that uses Ibotta transactional data and audience insights to build loyalty, tailor offers and enable more precise marketing.
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