Page 20 - FoodFocusThailand No.244 August 2026

SPECIAL
SPECIAL FOCUS FOCUS

UNLOCKING THE POTENTIAL OF

THAI AGRICULTURAL INGREDIENTS

FOR INNOVATIVE HEALTHY SNACK BARS

Snackification has emerged as one of the major megatrends shaping the global food industry, transforming
traditional eating patterns from three main meals per day to multiple mini meals or snacking occasions
throughout the day. This shift is driven by changing consumer lifestyles, including increasingly busy
schedules, the rise of work-from-anywhere practices, population aging, and evolving consumption behaviors
among younger generations, particularly Generation Z consumers, who prefer smaller portions consumed
more frequently and seek convenient, on-the-go food options.

As a result, consumers now expect snacks to From Health Trends to Business Opportunities:
function as small, nutritionally balanced meals that The Growth of the Snack Market
provide not only energy but also essential nutrients According to Thailand’s Trade Policy and Strategy Office (TPSO),
such as protein, dietary fiber, vitamins, minerals, and the global retail snack market was valued at approximately USD
bioactive compounds. Consequently, snackification is 643.8 billion in 2023, with an average annual growth rate of 5.4%. In
no longer about simply eating more snacks; rather, it comparison, the healthy snack segment reached USD 315.4 billion,
represents the transformation of snacks into nutritious growing at 8.0%, significantly outpacing the overall snack market. In
mini meals. This trend aligns closely with the Food Thailand, the snack market was valued at approximately THB 105.2
as Medicine concept, which recognizes food as an billion, while the healthy snack segment accounted for more than
integral component of health promotion and disease THB 28.3 billion, representing nearly 27% of the total market and
prevention, and has positioned healthy snack bars recording an annual growth rate of 11.3%. These figures highlight
as one of the most promising product categories in substantial opportunities for developing value-added food products
today’s snack food market. within the healthy snack sector.

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