The snacking market in India is expected to grow significantly, with a projected increase in value of 7.3% between 2022 and 2026. This growth is fuelled by younger consumers’ love for snacking, the rise of convenience-led urban lifestyles, increasing stress levels, and a growing emphasis on wellbeing.
As consumer behaviour around snacking grows fragmented and complex, brands will have to tailor a ‘divide and target’ strategy to address consumers’ diverse preferences and keep up with their evolving needs. Therefore, this report takes a deep dive into the snacking landscape, identifying four key consumer segments based on their attitudes: the Snack Enthusiast, the Mindful Social Snacker, the Conventional Health Seeker and the Health Rejector.
Each segment is examined in detail, uncovering unique purchasing drivers and consumption habits. From flavours and textures to spice levels and premiumisation trends, this report highlights key insights for developing innovation and marketing strategies for each of these consumer segments.
This report looks at the following areas:
- Consumer segmentation based on attitudes in the Indian snacking market.
- Break-down of snacking frequency, repertoire and types of salty snacks consumed by each of the consumer segments
- Purchase drivers and premiumisation features in snacking
- Flavour, texture and spice level preferences
- Product innovation and marketing strategies tailored for each of the consumer segments
- Emerging (claims, flavour and texture) trends in the Indian market
From flavours and textures to premiumisation trends, the Report provides key insights for innovation and marketing strategies tailored to the four types of snackers.
Tulsi Joshi, Senior Food & Drink Analyst, India
Market Definitions
For the purposes of this Report, the following food categories are considered in the context of snacking:
Sweet biscuits/cookies; savoury biscuits/crackers; snack/cereal/energy bars; bean-based snacks; cassava & other root-based snacks; corn-based snacks; potato snacks; rice snacks; vegetable snacks; wheat & other grain-based snacks; other snacks; sandwiches/wraps; popcorn; nuts; meat snacks; fruit snacks; snack mixes.
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EXECUTIVE SUMMARY
- Mintel’s perspective
- Key issues covered in this Report
- Overview
- Four types of Indian snackers
- Graph 1: total share of snacking consumer segments, 2025
- Meet the Snack Enthusiasts
- Targeted approach for Snack Enthusiasts
- Meet the Mindful Social Snackers
- Targeted approach for Mindful Social Snackers
- Meet the Conventional Health Seekers
- Targeted approach for Conventional Health Seekers
- Meet the Health Rejectors
- Targeted approach for Health Rejectors
- Mintel predicts
- The outlook of snacks in India, 2025
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KEY TRENDS
- What you need to know
- New players are heating up India’s snacking market
- Graph 2: % of launches in snacks and biscuits/cookies, by launch type, 2022-25
- An overview of sub-categories in snack launches
- Graph 3: top growing sub-categories in snacks and biscuits/cookies launches, 2022-25
- Graph 4: % of launches in snacks and biscuits/cookies, by sub-categories, 2022-25
- Claim trends
- An overview of claims in snack launches
- Graph 5: % of launches in snacks and biscuits/cookies with select claim category, 2022-25
- Graph 6: top three growing claim categories in snacks and biscuits/cookies launches, 2022-25
- L/N/R claims in snacks show a steady uptick
- Graph 7: top growing minus claims in snacks and biscuits/cookies, 2022-25
- Launch alert: snacks with L/N/R claims
- Palm-oil-free trend is rising
- Graph 8: % of launches with ‘palm-oil-free’ claim in snacks and biscuits/cookies, 2022-25
- Launch alert: Too Yumm! emphasises ‘no palm oil’ across all product extensions
- Launch alert: women-specific snacks are seen in the market
- Rising launches with resealable packs
- Graph 9: top three growing convenience claims in snacks and biscuits launches, 2022-25
- Flavour trends
- Status quo in India’s savoury snacks landscape: global cuisines, cheese and chilli variants and regional flavours gain traction
- Launch alert: Lay’s launches global-cuisine-inspired flavours
- Diverse cheese flavours gain traction
- Brands are innovating in flavours with a variety of chillies
- Regional Indian flavours are rising
- Status quo in India’s sweet snacks landscape: bakery, sour flavours and coffee gain traction
- Bakery flavours are flourishing in sweet snacks
- Brands are experimenting with sour flavours in sweet snacks
- Coffee flavour is making waves in sweet snacks
- Texture trends
- Status quo: crunchy dominates and continues to grow; novel textures also show steady growth
- Graph 10: top five textures in snacks and biscuits/cookies launches, 2022-25
- Graph 11: top growing textures in snacks and biscuits/cookies launches, 2022-25
- Launch alert: Saffola launches ‘Crunchiez’
- Brands are experimenting with niche textures in snacks
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WHAT CONSUMERS WANT AND WHY
- What you need to know
- Four out of 10 Indians snack daily, with Gen Z leading the way
- Graph 12: snacking frequency in the last month, by generation, 2025
- Graph 13: snacking frequency in the last month, 2025
- Brand credibility, lower price and value for money are the most popular differentiators in snacking
- Graph 14: features priortised when choosing one snack over the others, 2025
- Key factors driving premiumisation in snacks: premium brand image, a focus on natural ingredients and the availability of larger pack sizes
- Graph 15: features for driving premiumisation in snacks, 2025
- The four types of Indian snackers
- Four types of Indian snackers
- Graph 16: total share of snacking consumer segments, 2025
- Meet the Snack Enthusiasts
- Consumer cluster #1: Snack Enthusiasts
- Graph 17: % of respondents who strongly agree to select statements, by consumer segment, 2025
- Graph 18: % of respondents who strongly agree to select statements, by consumer segment, 2025
- Consumer cluster #1: Snack Enthusiasts
- Snack Enthusiasts: demographic profile
- Snack Enthusiasts: consumption behaviour, purchase drivers and key innovations of interest
- Snack Enthusiasts: snacking frequency and repertoire
- Graph 19: types of packaged salty snacks consumed in the last month, by select consumer segment, 2025
- Graph 20: snacking frequency in the last month, by select consumer segment, 2025
- Snack Enthusiasts: types of salty snacks consumed
- Graph 21: select types of packaged salty snacks consumed in the last month, by select consumer segment and index value, 2025
- Snack Enthusiasts: purchase drivers
- Graph 22: features priortised when choosing one snack over the others, by select consumer segment and index value , 2025
- Snack Enthusiasts: premiumisation drivers
- Graph 23: features for driving premiumisation (slightly more expensive) in snacks, by select consumer segment and index value , 2025
- Snack Enthusiasts: intention to snack healthily
- Graph 24: frequency for healthy product when choosing snacks, by select consumer segment, 2025
- Snack Enthusiasts: texture preference
- Graph 25: top three preferred texture of snacks, by select consumer segment, 2025
- Snack Enthusiasts: spice metre
- Graph 26: preferred spice level in savoury snacks, by select consumer segment and index value, 2025
- Snack Enthusiasts: flavours favoured in salty snacks
- Graph 27: flavours of interest in packaged salty snacks, by select consumer segment and index value, 2025
- Snack Enthusiasts: channels for purchasing groceries
- Graph 28: channels for typically buying grocery products (eg snacks, biscuits/cookies, bread etc) , by select consumer segment and index value, 2024
- Key recommendations for targeting Snack Enthusiasts
- Provide larger, shareable packs – ideal for social gatherings
- Position variety as a key differentiator
- Take an indulgence-first approach in better-for-you variants to address their health-indulgence conundrum
- Portion-control pack size can help Snack Enthusiasts address the health-indulgence gap
- Offer value proposition with quality and lower pricing
- Experiment with (mild and moderate) chilli flavours
- Explore fusions of Indian and global flavours
- Provide combination crunchy and light textures
- Innovate with international cuisine flavours to drive premiumisation
- Innovate international cuisine flavours to drive premiumisation
- Mintel Spark develops snacks for Snack Enthusiasts
- Meet the Mindful Social Snackers
- Consumer cluster #2: Mindful Social Snackers
- Graph 29: % of respondents who strongly agree to the select statements, by select consumer segment, 2025
- Graph 30: India % of respondents who strongly agree to select statements, by select consumer segment, 2025
- Consumer cluster #2: Mindful Social Snackers
- Mindful Social Snackers: demographic profile
- Mindful Social Snackers: consumption behaviour, purchase drivers
- Mindful Social Snackers: consumption frequency and repertoire
- Graph 31: types of packaged salty snacks consumed in the last month, by select consumer segment, 2025
- Graph 32: snacking frequency in the last month, by select consumer segment, 2025
- Mindful Social Snackers: types of salty snacks consumed
- Graph 33: select types of packaged salty snacks consumed in the last month, by select consumer segment and index value, 2025
- Mindful Social Snackers: purchase drivers
- Graph 34: features priortised when choosing one snack over the others, by select consumer segment and index value , 2025
- Mindful Social Snackers: premiumisation drivers
- Graph 35: features for driving premiumisation in snacks, by select consumer segment and index value, 2025
- Mindful Social Snackers : intention to snack healthily
- Graph 36: frequency for healthy product when choosing snacks, by select consumer segment, 2025
- Mindful Social Snackers: texture preference
- Graph 37: top three preferred texture of snacks, by select consumer segment, 2025
- Mindful Social Snackers: spice metre
- Graph 38: preferred spice level in savoury snacks, by select consumer segment and index value, 2025
- Mindful Social Snacker: flavours favoured in salty snacks
- Graph 39: flavours of interest in packaged salty snacks, by select consumer segment and index value, 2025
- Mindful Social Snackers: channels for purchasing groceries
- Graph 40: channels for typically buying grocery products (eg snacks, biscuits/cookies, bread etc), by select consumer segment and index value, 2024
- Key recommendations for targeting Mindful Social Snackers
- Offer healthier snack multipacks for social gatherings and special occasions
- Take inspiration from Moon Cheese Snacks to innovate and build brand equity based on sharability and healthfulness
- Justify premium pricing by making a compelling health and value proposition
- Leverage nuts to appeal to Mindful Social Snackers
- Offer a fun and adventurous experience
- Go hyperlocal with Indian regional flavours
- Give an offbeat Indian street-style flavour twist to snacks
- Take inspiration from global markets for bakery-inspired flavours
- Draw flavour inspiration from popular fast food chains/restaurants
- Hone the crunch factor!
- Offer a pack full of freshness
- Mintel Spark develops snacks for Mindful Social Snackers
- Meet the Conventional Health Seekers
- Consumer segment #3: Conventional Health Seekers
- Graph 41: strong agreement with select statements, total vs Conventional Health Seekers, 2025
- Graph 42: strong agreement with select statements, total vs Conventional Health Seekers, 2025
- Consumer segment #3: Conventional Health Seekers
- Conventional Health Seekers: demographic profile
- Conventional Health Seekers: consumption behaviour, purchase drivers and and key innovations of interest
- Conventional Health Seekers: consumption frequency and repertoire
- Graph 43: snacking frequency in the last month, by select consumer segment, 2025
- Graph 44: types of packaged salty snacks consumed in the last month, by select consumer segment, 2025
- Conventional Health Seekers: types of salty snacks consumed
- Graph 45: select types of packaged salty snacks consumed in the last month, by select consumer segment and index value, 2025
- Conventional Health Seekers: purchase drivers
- Graph 46: features priortised when choosing one snack over the others, by select consumer segment and index value , 2025
- Conventional Health Seekers: premiumisation drivers
- Graph 47: features for driving premiumisation (slightly more expensive) in snacks, by select consumer segment and index value , 2025
- Conventional Health Seekers: intention to snack healthily
- Graph 48: frequency for healthy products when choosing snacks, by select consumer segment, 2025
- Conventional Health Seekers: texture preference
- Graph 49: top three preferred texture of snacks, by select consumer segment, 2025
- Conventional Health Seekers: spice metre
- Graph 50: preferred spice level in savoury snacks, by select consumer segment and index value, 2025
- Conventional Health Seekers: flavours favoured in salty snacks
- Graph 51: flavours of interest in packaged salty snacks, by select consumer segment and index value, 2025
- Conventional Health Seekers: channels for purchasing groceries
- Graph 52: channels for typically buying grocery products (eg snacks, biscuits/cookies, bread etc) , by select consumer segment and index value, 2024
- Key recommendations for targeting Conventional Health Seekers
- Focus on nutritional superiority to resonate with Conventional Health Seekers
- Innovate with low-calorie snack options
- Drive premiumisation and build credibility with clean label and ingredient transparency
- Innovate with light/airy textured snacks that embody healthfulness
- Extreme spicy flavours can find their niche among Conventional health Seekers
- Lay emphasis on all-natural claims to convey a health-focused message
- Mintel Spark develops snacks for Conventional Health Seekers
- Meet the Health Rejectors
- Consumer segment #4: Health Rejectors
- Graph 53: strong agreement with select statement, total vs Health Rejectors, 2025
- Graph 54: strong agreement with select statement, total vs Health Rejectors, 2025
- Consumer segment #4: Health Rejectors
- Health Rejectors: demographic profile
- Health Rejectors: consumption behaviour, purchase drivers and key innovations of interest
- Health Rejectors show lower engagement in snacking
- Graph 55: types of packaged salty snacks consumed in the last month, by select consumer segment, 2025
- Graph 56: snacking frequency in the last month, by select consumer segment, 2025
- Health Rejectors: types of salty snacks consumed
- Graph 57: select types of packaged salty snacks consumed in the last month, by select consumer segment and index value, 2025
- Health Rejectors: purchase drivers
- Graph 58: features priortised when choosing one snack over the others, by select consumer segment and index value, 2025
- Health Rejectors: driver for premiumisation
- Graph 59: factors that matter the most when choosing (slightly) premium snacks, by select consumer segment and index value, 2025
- Health Rejectors: intention to snack healthily
- Graph 60: frequency for healthy product when choosing snacks, by select consumer segment, 2025
- Health Rejectors: texture preference
- Graph 61: top three preferred texture of snacks, by select consumer segment, 2025
- Health Rejector: spice metre
- Graph 62: preferred spice level in savoury snacks, by select consumer segment and index value, 2025
- Health Rejectors: flavours favoured in salty snacks
- Graph 63: flavours of interest in packaged salty snacks, by select consumer segment and index value, 2025
- Health Rejectors: channels for purchasing groceries
- Graph 64: channels for typically buying grocery products (eg snacks, biscuits/cookies, bread etc) , by select consumer segment and index value, 2024
- Key recommendations for targeting Health Rejectors
- Offer Health Rejectors decadent soft textures in snacks
- Mintel Spark develops snacks for Health Rejectors
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APPENDIX
- Report definition
- Consumer survey methodology
- Segmentation: target groups/clusters
- Methodology for attitudinal scoring
- Repertoire analysis
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