The global whole grain salty snacks market was valued at USD 24.3 billion in 2025 and is projected to expand at a CAGR of 6.8% from 2025 to 2035, ultimately reaching USD 46.8 billion by the end of the forecast period. This growth is being driven by changing consumer preferences that increasingly favor snacks offering both flavor and nutritional value. Whole grain snacks such as multigrain chips, popcorn, quinoa puffs, and whole wheat crackers are becoming popular choices due to their content of essential nutrients including fiber, protein, vitamins, and minerals.
The market is witnessing steady growth amid rising health consciousness and a global shift toward clean-label and plant-based eating. These snacks cater to consumers seeking better-for-you options without sacrificing taste. As lifestyles become more hectic, the demand for convenient, yet nutritious snacks is growing across all age groups—especially among millennials and Gen Z, who prioritize wellness and ingredient transparency.
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Key Takeaways:
- Market Value in 2025: USD 24.3 billion
- Expected Market Value by 2035: USD 46.8 billion
- CAGR (2025–2035): 6.8%
- Growth Drivers: Rising demand for healthy snacks, clean-label preferences, functional ingredients
- Key Product Types: Popcorn, multigrain chips, whole wheat crackers, quinoa-based snacks
- Top Growth Region: China, with a CAGR of 7.4%
Market Dynamics
Drivers:
- Increasing health awareness and demand for nutrient-dense snacks
- Urbanization and lifestyle shifts pushing demand for on-the-go healthy snacks
- Rising incidence of obesity and chronic diseases encouraging healthy food consumption
Restraints:
- Higher production costs associated with premium whole grain ingredients
- Limited shelf life and taste fatigue with some whole grain-based products
Opportunities:
- Innovation in flavor and ingredients (e.g., ancient grains, superfoods)
- Expanding retail distribution in developing economies
- Surge in gluten-free and allergen-free snack varieties
Recent Developments in the Market
- January 2025: A leading snack brand launched a new line of quinoa and chia seed crisps targeting the gluten-free consumer base.
- March 2025: A multinational food corporation announced a partnership with organic grain suppliers to boost its whole grain snack production capacity.
- May 2025: An emerging startup introduced sustainable packaging for its range of millet-based salty snacks, focusing on eco-conscious consumers.
Key Benefits for Stakeholders
- Manufacturers: Can capitalize on premium pricing and rising demand for healthy snack alternatives.
- Retailers: Opportunity to expand product variety and enhance shelf presence of functional snack categories.
- Consumers: Access to more health-forward, satisfying, and convenient snacking choices.
- Investors: Lucrative investment in a high-growth FMCG segment aligned with global wellness trends.
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Competitive Analysis
The market is fragmented, with both established global players and emerging local brands competing on product innovation, health benefits, and flavor diversity. Key players include:
- PepsiCo (Frito-Lay)
- General Mills
- Kellogg’s
- Mondelez International
- KIND Snacks
- Late July Organic Snacks
- Blue Diamond Growers
- Mary’s Gone Crackers
- Simple Mills
- Olam International
Emerging players are gaining traction by targeting niche consumer segments such as gluten-free, non-GMO, and vegan snacks.
Market Country-wise Analysis (2025–2035)
- United States (CAGR: 5.8%)
The U.S. remains a stronghold for whole grain salty snacks, driven by widespread health awareness and a strong snacking culture. Clean-label and plant-based product innovations continue to gain shelf space. - United Kingdom (CAGR: 4.4%)
UK consumers are embracing low-sodium, high-fiber snacks. Market growth is supported by growing vegan and organic food trends. - France (CAGR: 4.5%)
Health-conscious snacking is catching on, especially among younger demographics. Whole grain crackers and multigrain crisps are seeing a rise in popularity. - Germany (CAGR: 4.3%)
German consumers prefer whole grain snacks with clear health labeling. There’s rising demand in both traditional retail and online channels. - Italy (CAGR: 4.2%)
Market is slowly transitioning toward health-forward snacks, although traditional savory snacks still dominate. - South Korea (CAGR: 5.0%)
A strong wellness movement and urban snacking habits are boosting the adoption of quinoa and grain-based salty treats. - Japan (CAGR: 5.9%)
Japan shows growing demand for low-calorie, nutrient-rich snacks. Rice and multigrain crackers with unique flavors are gaining traction. - China (CAGR: 7.4%)
China is the fastest-growing market due to rising middle-class incomes and rapid urbanization. Local brands are introducing functional whole grain products to tap into the health-conscious millennial market. - Australia (CAGR: 4.8%)
Demand is rising for allergen-free, non-GMO, and whole grain options. Supermarkets are expanding their healthy snack portfolios. - New Zealand (CAGR: 4.6%)
A growing health and fitness trend is creating space for nutrient-rich salty snacks, particularly in urban regions.
Explore Snacks Industry Analysis: https://www.futuremarketinsights.com/industry-analysis/snacks
Segmentation
By Product Type:
As per product type, the industry has been categorized into whole grain crackers, whole grain chips, whole grain pretzels, whole grain popcorn, and others.
By Packaging Format:
By packaging format, this segment is further categorized into stand-up pouches, rigid containers, flexible films, and cardboard boxes.
By Distribution Channel:
By distribution channel, this segment is further categorized into supermarkets/hypermarkets, convenience stores, online retail, specialty food stores, and others.
By Region:
By region, industry analysis has been carried out in key countries of North America, Latin America, Western Europe, Eastern Europe, East Asia, South Asia & Pacific, and the Middle East & Africa.
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