According to a new report from Innovative Market Insights, consumers today tend to choose snacks with enhanced nutritional value.

Snacking has become an all-day habit in the States with 46% of consumers admitting they eat salty snacks between-meals in the afternoon, and 37% in the evening.

More consumers than ever are also replacing traditional meals with quicker bits. The numbers of consumers who are eating salty snacks at lunchtime (23%), dinner (17%) and even breakfast (8%) are on the increase.

This substitution of meals has encouraged many consumers to opt for snacks with added nutritional value. The salty snacks industry is working to meet this need, with launches of snack nuts and seeds growing at a CAGR of 11% between 2014 and 2018.

Snack mixes also appear to be benefiting from this trend, with introductions up at a 16% CAGR over the same period.

“Enjoyment is still a very strong driver behind snack purchases. When asked why they buy salty snacks, 40% of Americans named taste and a further 22% said it was to treat or reward themselves, so innovators need to balance nutrition and taste to ensure that salty snacks remain competitive for all snacking occasions”, said Lu Ann Williams, head of innovation at Innova Market Insights.

As competition for the U.S. snacking dollar intensifies, the pressure is mounting on the salty snacks category to adapt and diversify to maintain its relevance. NPD is already reflecting the industry’s push toward added value in both nutrition and taste.