Consumers are most likely to have positive experience with flavors that have some grounding in the familiar, such as a flavor from another food or combination with something they have already tried. For more risk averse consumers, this can feel comforting, while more adventurous consumers can see novelty in a familiar flavor in a surprising format.

Increased interest in healthy and functional ingredients in snacks does not have to be mutually exclusive with indulgence. Consumers indicate that unique flavors make healthy snacks feel more indulgent, and brands that can deliver this uniqueness can win across the snacking spectrum.

Extreme flavor innovation in snacking is happening on social media via viral trends and ease of discovery. Paired with the opportunity to expand into online retail channels, snack brands can look online to foster their boldest and most expansive ideas.