The Surprising Fibre Breakthrough Transforming Healthier Snacking
How fibre and protein are shaping more balanced, healthier snacking choices
HRA Global In The Grocer:
In The Grocer’s latest feature on healthier snacking, changing health habits, social media trends and functional ingredients are highlighted as key drivers shaping the category.
Lani Smith, Project Delivery Executive at HRA Global, shared insight on how fibre and protein are working together to support more balanced nutrition in snack products.
What we’re seeing is a shift from simple “better-for-you” claims to more functional benefits. Fibre is moving into the mainstream, while protein continues to anchor satiety and performance.
This points to a more joined-up approach to health. Rather than single benefits, shoppers are looking for products that support multiple needs at once.
For brands, the opportunity is clear — combine fibre and protein into credible, easy-to-understand propositions that fit everyday routines.
However, the challenge will be clarity. As health messaging becomes more complex, the brands that communicate simply will stand out.
You can also explore more consumer and category insight on our Category Expertise page.
