The whole grain salty snacks market reached USD 24.3 billion in 2025. The industry is expected to grow at a CAGR of 6.8% over the forecast period (2025 to 2035), ultimately reaching a sales value of USD 46.8 billion by the end of 2035.
The industry for salty whole grain snacks is steadily rising, being fueled by the mounting consumer requests for healthy snack choice alternatives that contain both a good taste and nutrition. Whole grain snacks, comprising popcorn, multigrain chips, whole wheat crackers, and quinoa puffs, are all rich sources of protein, polyunsaturated fat, vitamins, and minerals, which make them suitable for dietary preference.
The main reason that industry growth is due to the rising people's awareness of the health benefits linked to whole grains. Customers are turning to more nutrient-dense snacks that help digestion, heart health, and weight management together with, tastes that are not affected by these.
Also regarded as a better choice than the traditional fried and processed snacks, whole grain salty snacks are now preferred for many health-conscious people, including which are particularly popular among the young generation as well as those who are concerned about health, fitness enthusiasts.
Additionally, the growth of the convenience food and on-the-go snacking segment also affects positively the industry demand. The fast-living lifestyle together with the eating habits changing have caused the demand for portable, easy-to-consume whole grain snacks that provide a sustained energy boost to increase. Moreover, the product range is being driven by customer demands for organic, non-GMO, and low-sodium variants.
In addition to what has been mentioned, the technology changes in the food processing sector and ingredient formulation that are being made mean the product whole grain salty snacks not only taste better but also last longer and are of better quality overall.
The innovation of techniques for air popping, enhancing flavors with natural seasoning, and plant-based flavors is what makes these snacks more attractive to consumers. Furthermore, the companies are also implementing sustainable packaging to fulfill their social responsibility towards the environment and to meet the customers' preference for eco-friendly products.
Yet, the industry also has some issues to deal with, including the high production costs, competition from typical snack foods, and the notion of consumers that whole grain snacks are not as satisfying as traditional salty snacks. Additionally, the task of consistently delivering the same flavor while sodium and artificial additives are reduced is a problem for the manufacturers.
| Metrics | Values |
|---|---|
| Industry Size (2025E) | USD 24.3 billion |
| Industry Value (2035F) | USD 46.8 billion |
| CAGR (2025 to 2035) | 6.8% |
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The industry is witnessing an upsurge in demand based on increasing consumer interest in healthier snack options. With increased concern regarding diets high in fiber, clean-label foods, and functional nutrition, health-oriented consumers are influencing innovation in the industry.
Retail shoppers remain the largest segment of buyers, with strong brand loyalty to familiar names. But the most rapidly expanding group is health-oriented shoppers, who go out of their way to purchase organic, gluten-free, and non-GMO products. Institutional purchasers, including schools, airlines, and business offices, prioritize cost-efficient bulk buying with an eye to nutritional content.
Online retailing is gaining momentum, with e-commerce websites providing convenience, variety, and personalized suggestions. The industry is also seeing a rise in whole grain and plant-based and protein-rich snacks, as companies innovate with distinct flavors, functional compounds, and eco-friendly packaging to engage with the new-age consumer.
The following table provides a comparative analysis of the variation in CAGR over six months for the base year (2024) and current year (2025) for the industry globally. This analysis identifies key changes in performance and reflects revenue realization trends, thereby giving stakeholders a clearer picture of the growth pattern over the period. The first half of the year, or H1, comprises January through June. The second half, or H2, consists of the period between July and December.
| Particular | Value CAGR |
|---|---|
| H1 | 5.8% (2024 to 2034) |
| H2 | 6.4% (2024 to 2034) |
| H1 | 6.3% (2025 to 2035) |
| H2 | 6.8% (2025 to 2035) |
For the first half (H1) of the 2024 to 2034 decade, the company is forecasted to grow at a rate of 5.8%, while in the second half (H2) of the same decade, the rate of growth will be higher at 6.4%. Transcending to the next phase, between H1 2025 and H2 2035, the CAGR is anticipated to rise to 6.3% for the first half and stay significantly high at 6.8% for the second half. During the first half (H1) the industry saw a rise of 50 BPS and during the second half (H2), the company saw a rise of 40 BPS.
From 2020 to 2024, the global whole grain salty snacks industry experienced radical change as consumer tastes leaned towards cleaner labels, protein enrichment and globally-driven flavors. Health-conscious consumers favored familiar ingredients, and this gave rise to the leading brands eliminating artificial additives and emphasizing transparency. Protein fortification snacked foods became popular with busy food workers and gym-goers, giving rise to innovation in whole grain-legume floor mix.
Sales of global spice flavors began to explode, with companies introducing Korean, Middle Eastern and Latin American-style flavor profiles. Around the same time, sustainability became a prominent purchasing factor, including spending on regenerative agriculture and biodegradable packaging. Convenience pack innovations like reseal and portion-control packagings ramped up as consumers came out of lifestyle trends reflective of pre-pandemic times with an urge for convenience en route.
In 2025 to 2035, Bemis predicts even more plant-based composition, next generation sustainability and AI-driven personalization will hit the industry.
With a focus on flexitarian consumers looking to achieve a balanced diet, whole grains will depend more on diversified plant-based proteins. Stuff like carbon footprint labeling and regenerative agriculture will become widely accepted common practices, making brand authenticity important. Packaging will be the “new black,” reflecting consumer demand for green alternatives; biodegradable packaging, and QR-based interaction-driven sourcing transparency.
Artificial direct product suggestions will layer in closer personalization, creating unique snacking journeys. World flavor propositions will be finely tuned by brands, future flavor trends will be assessed through AI-inspired data, and a continual focus on protein enrichment and functional ingredients will hold consumer attention.
Comparative Market Shift Analysis (2020 to 2024 vs. 2025 to 2035)
| 2020 to 2024 | 2025 to 2035 |
|---|---|
| Strong demand for home-sounding ingredients and removal of artificial additives. | Clean-label norms will be industry standards, with full disclosure on sourcing and processing. |
| Higher protein levels in whole grain snacks through the use of legumes, seeds, and dairy proteins. | Foray into plant protein blends with enhanced amino acid profiles. |
| Growing appeal for global flavors such as Korean BBQ, Thai Chili, and Middle Eastern spices. | AI-driven flavor predictions will make hyper-personalized international flavor innovation possible. |
| Investments in regenerative agriculture, minimizing carbon footprints, and compostable packagings. | Advanced sustainability attributes, including biodegradable packaging and blockchain-source transparency. |
| Grain hybrid snacks containing legumes, vegetables, and seeds. | Greater focus on high-nutrient, plant-based compositions with enhanced micronutrients. |
| Higher growth in resealable, portion-controlled, and on-the-go snack package forms. | Smart packages with innovative interactive QR codes and AI-backed product suggestions. |
Supply chain risks in the industry are caused by the reliance on agricultural raw materials. Factors like climate change, fluctuating crop yields, and supply disruptions can lead to inconsistency in the availability and price of ingredients. In order to deal with these uncertainties, companies need to diversify their sourcing strategies and also invest in supply chains that are more resilient.
Consumer tastes is another factor to remain the main obstacle to the stability in the industry, as the demand for adequate snacks is not stable. For instance, the preference for plant-based, organic, or low-sodium alternatives might divert the consumers from the traditional whole grain salty snacks. Therefore, the companies need to focus on innovation, product diversification, and marketing strategies that automatically follow the alterations in consumer expectations.
The competitive pressure from the big snack food manufacturers and new companies endangers the industry with saturation risks. The well-known brands take up most of the space in the retail store, which diminishes visibility of small ones. The firms ought to set themselves apart through the production of unusually flavoured, functional, and direct-to-consumer products to gain a stake in the industry.
The Evolving Whole Grain Cracker Market Sees Seed Blends, Ancient Grains, and Low-Sodium Innovations Drive Category Premiumization
| Segment | Value Share (2025) |
|---|---|
| Whole Grain Crackers (By Product Type) | 38.5% |
The industry was led by the whole grain crackers segment with a sale share of 38.5%, followed by bread with a sale share of 15.7%, attributed to the demand for healthy snack alternatives from consumers with high fiber content of Low & No baked goods and less artificial ingredients. For instance, the growing shift towards the consumption of functional and nutrient-dense snacks is supporting the growth of the industry in North America and Europe, where consumers predominantly prefer whole grain-rich diets.
Whole Grain Crackers dominate the industry share, owing to their versatility, ease of use, and health benefits. Top brands like Mondelēz International (Triscuit), Kellogg's (Wasa), and Simple Mills produce crackers that are primarily grounded in whole grains, which are known for being lower in sodium and free from artificial ingredients, attracting the attention of health-conscious consumers. Moreover, an increasing preference towards gluten-free and organic variants further drives the growth of the industry. North America is still an important industry alongside Europe, where consumers actively search for clean-label snacks.
Bread, the second biggest line, is aided by increasing success of whole grain bakery items. In this space, we see up-and-coming companies like Bimbo Bakeries USA, Nature's Own, and Dave's Killer Bread offering whole grain-rich bread products to cater to this growing trend towards fiber-rich diets. With solid traction in Europe and North America where both artisanal whole grain bread as well as reduced carb varieties are being embraced.
The global industry for healthy snack options, including whole-grain salty snacks, is expected to grow as consumers become more health-conscious and manufacturers invest in adding variety to the snack's texture, flavor, and nutritional profile.
The Rise of Dedicated Health Food Sections in Supermarkets Driving Whole Grain Snack Trends
| Segment | Value Share (2025) |
|---|---|
| Supermarkets/Hypermarkets (By Distribution Channel) | 42.8% |
With easy availability and a wide variety of healthy snack options, the industry in 2025 is dominated by supermarkets/hypermarkets (42.8%), followed by convenience store (15.2%). The majority industry share of these retail formats are driven by increased distribution channels and the convenience of purchasing in-stores as per the need of the hour especially across North America and Europe.
Supermarkets/hypermarkets are the most prominent channel, with a widespread range of whole grain crackers, bread, and biscuits in stores, including Mondelēz International, Kellogg’s, and Bimbo Bakeries USA. Thanks to discounts, in-store savings, and private-label whole grain options, they are my go-to places to shop. To launch new products and capture attention, especially in urban and suburban areas, large shelf space and visibility result in higher engagement from consumers.
Convenience stores - the second largest segment - target consumers who are on the go and are in search of healthier snack options. Retailers with busy professionals and younger consumers, including 7-Eleven, Circle K and Wawa, sell single-serve whole grain bars, crackers and pretzels. Demand for this segment is buoyant in Asia-Pacific and North America, where adherence to impulse snack purchasing is escalating.
As consumer focus moves towards health of food; retailers have been expanding the availability of whole grain products, and with B2B channels like HORECA and quick-service restaurants widely adopting whole grain options in their menus - contribute to the growth in the industry.
| Countries | CAGR (2025 to 2035) |
|---|---|
| USA | 5.8% |
| UK | 4.4% |
| France | 4.5% |
| Germany | 4.3% |
| Italy | 4.2% |
| South Korea | 5% |
| Japan | 5.9% |
| China | 7.4% |
| Australia | 4.8% |
| New Zealand | 4.6% |
The USA whole grain salty snack industry will register a CAGR of 5.8% from 2025 to 2035. It is fueled by increasing consumer demand for healthy snacking, which is pushing major players to experiment with new nutrient-dense ingredients. Major players are revamping traditional lines and launching new whole-grain lines to appeal to health-conscious consumers.
Sustainable packaging trends are also picking up, appealing to green-aware consumers. The growth of multi-channel retailing channels such as e-commerce and convenience stores has even grown the visibility of products, driving industry growth.
The UK whole grain salty snack industry is projected to grow at a CAGR of 4.4% during the forecast period. Demand is besieged by an intense desire for natural and organic products, and consumers are prepared to pay more for products that satisfy these requirements.
Local stores and multinationals are highlighting the importance of getting certified organic and locally grown ingredients. The comeback of ancient grains in contemporary packets of snacks has also been appealing to UK consumers looking for authentic and healthy snacks.
France's premium whole grain salty snack industry is also expected to witness a CAGR of 4.5% during 2025 to 2035. Gourmet and artisanal snack foods lead the French consumer, creating demand for premium whole grain foods. Companies are reacting by launching new flavor and texture varieties based on heritage French food ingredients. The focus on quality and novelty and increasing awareness about health propel the industry's steady but certain growth.
Salty snacking of whole grains in Germany will expand during the forecast period at a CAGR of 4.3%. Germans are ready to purchase organic-certified products as well as ancient grain-containing products like einkorn, emmer, and spelled and are shifting in the direction of such products.
Local and multinational companies are putting money into the process of procuring such certifications and marketing the heritage aspect of ancient grains as a promotional drive. This fits with the German industry's value of quality and genuineness in snack foods.
The Italian whole grain salty snack industry is predicted to grow at a rate of 4.2% from 2025 to 2035. Italian customers highly consume a Mediterranean diet with whole grains and natural food. The cuisine has created an appetite for more whole-grain snacks as an additive to conventional diets. Companies are launching products with typical Mediterranean tastes and ingredients, filling local demand with health benefits.
South Korea's total grain salty snacks industry is expected to grow at a CAGR of 5% for the forecast period. The industry includes a dynamic mixture of traditional Korean grains and stylish snack types. There is increased demand for refined products that bridge traditional flavorings with modern-day convenience.
Besides this, South Korean consumers are also becoming health-conscious, and this has pushed the industry for snack foods that have functional benefits. Thus, the manufacturers have come out with whole grains supplemented with additional nutrients.
The Japanese whole grain salty snack industry is forecasted to record a CAGR of 5.9% during 2025 to 2035. Novelty in taste and health worthiness are becoming increasingly significant for Japanese consumers when choosing snacks.
The addition of traditional Japanese grains like barley and brown rice to new-generation snack foods has been received positively. Aside from that, the aesthetic of the packaging and the unit size are also strong contributors to the manner in which an individual proceeds to make purchasing decisions, influencing product innovation strategies in the industry.
China's total grain salty snack industry will exhibit a strong CAGR of 7.4% over the forecast period. The effortless blending of old Chinese grains such as millet, sorghum, and black rice with modern snacking forms is propelling growth.
Firms are creating fusion foods that integrate centuries of grain knowledge with new snacking experiences, resonating with a huge population. The use of e-commerce websites has revolutionized distribution channels, and it is now possible for companies to reach individuals right across the country and customize products according to local tastes.
The Australian overall industry is estimated to expand at 4.8% CAGR from 2025 to 2035. The Australian population is health-oriented and well-being-centered, and hence, there has been immense demand for foods with natural ingredients and whole grains.
The industry has witnessed growth in food, not just being healthy but also having some dietary flavors like gluten-free and plant-based foods. Both domestic and international players are moving towards growing their whole-grain snack offerings to meet the changing needs of consumers.
The New Zealand industry for whole grain salty snacks is likely to witness a CAGR of 4.6% during the forecast period. The demand for entire grain salty snacks is focused on sustainability, together with local production of ingredients.
New Zealand shoppers are attracted by products that resonate with their environmental ideologies and help enhance local farming. This has caused manufacturers to focus on open source and environmentally friendly production methods together with the formulation of new whole grain snack food to meet shoppers' health-led needs.
The whole grain salty snack industry is highly competitive, and new players and international giants follow segmentation and differentiation marketing techniques. Industry giant firms like General Mills, PepsiCo (Frito-Lay) as well as Kellogg's control the industry with extensive distribution networks and aggressive brand penetrations.
At the same time, small entrepreneurial firms like Late July Organic Snacks and KIND Snacks are nicheing out in the industry with tailored ingredients and health positioning, which appeal to increasingly sophisticated consumers.
Grocers are instrumental in defining competition because conventional supermarkets prefer front-page brands with extensive shelf space. Still, specialty and natural food markets have more diversity to offer small brands that are penetrating. Private-label products are penetrating as well with innovative premium whole grain snack foods at affordable prices and head-to-head competition with national brands. The trend is created by heightened consumer demand for healthy snack foods at non-premium prices.
Big brands keep on introducing product lines to address evolving consumer demands. PepsiCo Frito-Lay, for instance, is the industry leader with new product innovations such as whole grain chips and savory snacks. General Mills also introduced new granola snack foods with convenience and health benefits. Kellogg's new Pringles taste innovations lean towards diversified taste to be the industry leader because of good taste options.
New product development is a consistent top concern for competitiveness. SkinnyPop and Olam International are two companies that are committed to unique recipes such as robust flavor and healthy ingredients. Hershey Co.'s foray into sweet-flavored pretzels on Dot's Home-style Pretzels brand is a more accurate description of how even indulgent heritage brands are moving into whole-grain varieties to meet evolving consumer demands.
Market Share Analysis by Company
| Company Name | Estimated Market Share (%) |
|---|---|
| PepsiCo (Frito-Lay) | 30-35% |
| General Mills | 15-20% |
| Kellogg's | 10-15% |
| Mondelez International | 8-12% |
| KIND Snacks | 5-8% |
| Other Companies Combined | 20-25% |
| Company Name | Key Offerings/Activities |
|---|---|
| PepsiCo (Frito-Lay) | Expands whole grain chips and multigrain snack lines to meet growing demand for healthier alternatives. |
| General Mills | Enhances granola-based snack portfolio with high-protein and gluten-free options for health-conscious consumers. |
| Kellogg's | Introduces new Pringles flavors, including Mexican-inspired and spicy variations, catering to diverse consumer preferences. |
| Mondelez International | Strengthens its presence with whole grain biscuit innovations, leveraging the strong branding of BelVita and Ritz. |
| KIND Snacks | Focuses on high-fiber, nutrient-dense snack bars featuring whole grains and natural ingredients. |
Key Company Insights
PepsiCo (Frito-Lay) (30-35%)
PepsiCo maintains industry leadership through its Frito-Lay division, continuously innovating with whole grain-based chips and multigrain snacks. Its strong retail partnerships and aggressive marketing solidify its dominance.
General Mills (15-20%)
The company is expanding its whole grain snack portfolio, particularly granola-based products, aligning with consumer trends toward healthier, high-protein, and gluten-free options.
Kellogg’s (10-15%)
Kellogg’s continues to introduce bold flavors in its Pringles range, including Mexican-inspired and spice-driven options, appealing to adventurous snack consumers.
Mondelez International (8-12%)
Mondelez leverages the strong reputation of brands like BelVita and Ritz to introduce new whole grain and fiber-rich biscuits, ensuring a competitive edge in the health-conscious segment.
KIND Snacks (5-8%)
KIND Snacks emphasizes natural, whole grain ingredients with high fiber content, catering to a niche audience prioritizing clean-label and nutrient-dense snacking.
Other Key Players (20-25% Combined)
The industry is expected to reach USD 24.3 billion in 2025.
The industry is projected to grow to USD 46.8 billion by 2035.
The industry is expected to grow at a CAGR of approximately 6.8% from 2025 to 2035.
China is expected to experience the highest growth, with a CAGR of 7.4% during the forecast period.
The whole grain crackers segment is one of the most widely consumed categories in the industry.
Leading companies 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, and Olam International.
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, this segment is further categorized into stand-up pouches, rigid containers, flexible films, and cardboard boxes.
By distribution channel, this segment is further categorized into supermarkets/hypermarkets, convenience stores, online retail, specialty food stores, and others.
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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Whole Grain Salty Snacks Market
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