Fresh Produce Finds Its Snacking Sweet Spot

As traditional snack categories mature and consumers demand healthier, more functional options, fresh produce is stepping into the spotlight. New analysis from Circana, Snack Unwrap: The Insatiable Craving for Growth, reveals that fruits and vegetables are not only expanding their role in everyday consumption, but becoming pivotal to the future of snacking across Europe’s top grocery markets.

At a time when unit sales across the broader snacks category have stalled, fresh produce stands out for its consistent growth, strong emotional appeal, and alignment with wellness-led lifestyles. In short, the future of snacking might look a lot like your fresh produce aisle.

The European snack market reached €234 billion ($275 billion) in value sales in 2024, up 2.9% year-on-year, despite unit sales holding steady at $115 billion. According to Circana’s analysis, snacks now account for 40% of all edible grocery value sales across Europe.

Based on data from six major markets and 628 snack segments, the analysis offers a comprehensive view of how snacking is evolving across the region.

Circana highlights a fundamental change in when and why consumers snack. Gone are the days when snacks were confined to midafternoon pick-me-ups. Today, snacking happens around meals, replaces meals, and is used to support emotional well-being and health goals. Fresh fruits and vegetables are now a go-to choice for these expanded occasions. More than half of consumers (53%) report eating fresh produce with a meal, while 52% snack throughout the day.

More than half of consumers report eating fresh produce with a meal, while 52% snack on it throughout the day.

This shift reflects changes in how people view food. Snacks are no longer just a convenience or indulgence; they’re a form of self-care.

Nearly half of European consumers (47%) say regular snacking boosts their sense of well-being, a reminder that snacking is as much an emotional habit as a physical one.

DRIVING GROWTH IN A FLAT MARKET

While total snack unit sales across Europe’s top six grocery markets (EU6) have plateaued, fresh and chilled produce continues to grow. In 2024, chilled and fresh fruit posted a 4.4% increase in unit sales. Dried fruit, nuts, and seeds also performed strongly, with 4.9% growth.

Chilled and fresh fruit accounts for 8% of total innovation value across the snacks sector, according to the analysis. That may seem small, but it represents a growing recognition of produce as a viable platform for innovation.

Snackable formats, like portioned melon cups, fruit mixes with added protein, and ready-to-blend smoothie kits, are helping to redefine what a “treat” looks like.

Retailers are leaning in, too, investing in visibility and merchandising of fresh snacks alongside yogurts, dairy drinks and health foods.

Fresh produce needs to be presented, not just as healthy, but as exciting, satisfying and relevant. That may mean new packaging formats, improved chilled fixtures, and stronger storytelling.

THE FUNCTIONAL EDGE

Fresh produce also aligns strongly with the shift toward functional snacking. With more consumers seeking foods that help them manage weight, boost mood, or enhance energy, fruits and vegetables offer natural benefits.

As weight-loss drugs become more common, appetite suppression is changing consumer behaviors. Smaller, high-quality snacks that deliver satisfaction without excess are rising in relevance; a space fresh fruit can occupy with credibility.

Retailers and brands are increasingly positioning fruit and veg in the “better for you” snack zone, both in terms of messaging and placement. From prepared fruit packs to on-the-go veg pots, fresh produce is earning its place as a credible snack, not just a meal side.

And there is room to stretch the category further. For example, fortified fruit blends, immune-boosting citrus snacks, and prebiotic veg mixes could all ride the wave of health and functionality.

NAVIGATING PRICE PRESSURES

While inflation has impacted many food categories, fresh produce has remained competitively positioned. Circana shows that chilled and fresh fruits outpaced most categories in both value and unit sales growth, suggesting consumer willingness to pay for freshness, quality and convenience.

Still, price sensitivity matters. Success in this space depends on delivering value through smart portioning, transparent sourcing, and perceived health benefits.

There is also a renewed opportunity to highlight freshness as a value in itself, not just in terms of shelf life, but in the experience and satisfaction it delivers to health-conscious shoppers.

A GROWTH PLATFORM

The snack aisle of tomorrow won’t just be about indulgence; it will be about intention. And fresh produce, with its versatility, natural appeal, and health halo, is perfectly positioned to thrive.

For suppliers, marketers, and retailers working in the produce sector, the message from Snack Unwrap is clear: Think beyond the side dish. Snackification is no longer just a trend, it’s a growth engine, and fresh produce is firmly in the driver’s seat.

Ananda Roy is SVP Thought Leadership and Europe CPG Growth Advisor at Circana. Circana’s Snack Unwrap is the most comprehensive analysis of Europe’s snack market to date, offering commercially relevant insights essential for growth. Based on POS data from six key European markets (France, Germany, Italy, Netherlands, Spain and the U.K.), it examines 628 snack categories.