ISM: 01.–04.02.2026 #ISMCOLOGNE

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From Clean Eating to Pizza-Cashews: Why Snacking Is Becoming More Selective – and More Inventive

When hunger strikes, more and more Germans reach for a snack – but not the way they used to. According to Innova Market Insights , it’s no longer crisps and chocolate that reign supreme in desk drawers or gym bags, but snacks that nourish both body and mind. An entire generation of consumers is rethinking the way they snack – driven by a desire for true wellbeing, natural ingredients, and a touch of adventure for the palate. It’s no surprise, then, that ISM in Cologne – the world’s largest trade fair for sweets and snacks – has tapped directly into this trend: with fascinating insights from Innova, innovative new products, and a clear view of the future of snacking.

Woman eating energy bar.

Smart Snacking: Healthy Between-Meal Options Are on the Rise. Copyright: iStock/ Innova Market Insights

Wellbeing Begins in the Mind – and on the Plate

Everyday stress, poor sleep, mental fatigue – around one in three Germans sees their mental health as their greatest personal challenge. It’s little wonder, then, that the trend towards “better eating” is gaining momentum. Nearly half now opt for fresh, unprocessed foods as part of a healthier diet. And when it comes to snacking, the same rule applies: less artificial, more natural.

Back to Nature – What Really Matters

“Clean eating” has long outgrown its Instagram-hashtag origins – it’s become a mindset. Today, 25% of Germans snack more healthily than before, and 22% consciously choose “free-from” products. Their favourite ingredients? As natural as possible: no additives, no GMOs, no artificial flavourings. And manufacturers are responding. Products promising naturalness have seen consistent annual growth – an impressive 11% increase year on year.

Functional Snacking: Protein & Fibre on the Rise

Admittedly, the number of new healthy snack launches has plateaued. But in terms of content, there’s plenty happening. Snacks featuring protein or fibre claims are booming (+6% and +7% per year respectively). Crisps and puffs are no longer mere indulgences – they’re becoming functional everyday companions. Brands like Inlead Protein Chips or Nu3 Organic Protein Flips show how flavour, nutritional value and natural ingredients can come together perfectly.

Playful Creations for Curious Palates

But health alone isn’t enough – a snack should also be fun. One in three Germans craves exciting new flavour combinations. The industry’s response? Pizza-style crunchy sticks or taco-flavoured cashews. These creative crossovers blend familiar comfort with an unexpected twist – perfectly capturing the desire for both enjoyment and wellness.

Two women eating chocolate.

Copyright: iStock/ Innova Market Insights

Sugar? Yes – But Reduced, Please

Especially in the sports and functional food sectors, sugar content is under increasing scrutiny. Those who stay active want to reward themselves – without the guilt. As a result, many products rely on natural sweeteners like stevia or sugar alcohols. Protein bars such as Fayn’s Butter Speculoos combine indulgent taste with minimal sugar – hitting the sweet spot of contemporary consumer demands.

Germany’s Snack Market Is Transforming

The German snack market is undergoing a shift – shaped by naturalness, functionality, and a spirit of experimentation. Those who attended ISM experienced these developments first-hand, gained early insights into emerging trends, and took home plenty of inspiration for the future.