To snack or not to snack—it’s hardly a question. People routinely use snack foods to treat themselves, relieve stress and satisfy cravings. In the United States, for example, 60% of snack consumers say they buy salty snacks as a treata. Much opportunity still exists within the category, with traditional mealtimes evolving along with consumers’ routines. In fact, 60% of global consumers who skip meals say that they regularly substitute such occasions with a snackb. As people snack more, larger consumer behavioral shifts are impacting the snacking space, including flavor exploration, and proactively supporting their own wellness, as well as the planet’s. Snack brands that can crack the code on delivering each of these attributes will have great growth potential, and flavor innovation is key to getting there.