Super Bowl Snacking Trends 2025: What Consumers Are Craving & How Brands Can Win the Big Game
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Why the Super Bowl is a Snack Brand’s Biggest Moment
The Super Bowl isn’t just about football—it’s the biggest snacking event of the year. In 2025, Americans are expected to spend over $18.6 billion on Super Bowl-related purchases, including food and beverages, game-related merchandise, apparel, and decorations. (nrf.com)
With 81% of retail shoppers conducting online research before buying, (invoca.com) and e-commerce playing an increasingly critical role, brands can’t afford to miss this opportunity.
To better understand the current snacking landscape, Yogi analyzed over 5.4 million reviews spanning 1,220 products across 263 brands. These insights provide a deep look into what’s driving consumer sentiment, where brands are winning, and where they need to improve.
The Snacks Trending for Game Day
Using AI-powered review analysis, we examined the top snack categories that consumers gravitate toward during major sporting events, including the Super Bowl. Here’s what the data shows:
Salty Snacks: The MVP of the Spread
Chips remain a top choice for gatherings, making up 27.3% of snack review volume. However, they hold one of the lowest average organic star ratings at 3.6, indicating freshness and quality concerns are driving negative sentiment.
Pretzels and popcorn see high demand but mixed reviews, with ‘freshness’ being a top consumer complaint. Reviews show pretzels and popcorn often arrive stale, lowering overall sentiment.
Trail mix and nuts (15.1% of snack review volume) offer a premium, ‘better-for-you’ alternative, especially for consumers seeking high-protein, low-carb snack options.
Benchmarking Matters: Not all product categories have the same consumer expectations. A 4.0-star rating for chips may be competitive, while the same rating in another category, like premium snacks, could signal underperformance. Brands need to assess where their products stand within their category and optimize accordingly. (Why a 4.0 Star Rating Just Won’t Cut It)
Sweet Snacks: Rising Stars in the Snacking Space
Cookies and candy see strong positive sentiment, averaging 4.36 and 4.23-star ratings, respectively. Consumers continue to lean toward nostalgic and indulgent treats.
Gummy candy sales are increasing, with Nerds Gummy Clusters seeing a significant boost in organic written reviews over the past two years. Innovation in texture and format is a key driver.
Chocolate remains a staple for group gatherings, often paired with salty snacks to create the ultimate flavor balance.
Key Consumer Trends in Snacking for 2025
Beyond traditional favorites, here are three key shifts shaping consumer snacking habits this year:
1. “Better-for-You” Snacks Are Gaining Popularity
The rise of GLP-1 weight loss medications and a broader cultural shift toward health-conscious consumption are reshaping the snack landscape. Consumers are actively looking for lower-calorie, high-protein options that align with these health trends.
Mentions of ‘low-carb’ and ‘high-protein’ snacks have surged, particularly in categories like trail mix and alternative chips (e.g., lentil, chickpea).
SkinnyPop and other ‘guilt-free’ brands are seeing increased engagement, with consumers highlighting lower calorie counts and satisfying crunch.
Nutritional transparency is now a purchase driver, with consumers scrutinizing ingredient lists more than ever.
2. Consumers Expect Freshness—And They’re Vocal About It
‘Freshness’ ranks as the #1 negative sentiment driver across snack categories, particularly for popcorn, pretzels, and chips.
Amazon has the lowest freshness ratings, while Target outperforms competitors by 1.13 stars on the freshness theme.
Consumers complain about short expiration dates, stale chips, and pre-popped popcorn losing crunch—critical factors that can make or break repeat purchases.
3. Format Innovation is Driving Sales
Consumers are gravitating toward new snack formats and textures, with the biggest innovations happening in:
Gummies & candy – Nerds Gummy Clusters winning “Best in Show” at the Sweets & Snacks Expo.
Popcorn – Flavored, healthier alternatives (e.g., white cheddar, movie theater butter).
How Brands Can Win in the Competitive Snack Market
1. Optimize Product Pages with Real Consumer Language
Brands need to zero in on the exact language consumers use in feedback to refine their product messaging and better resonate with target audiences. Integrating voice of customer insights into PDP content, ad campaigns, and packaging can drive higher conversions and stronger consumer trust.
2. Use AI to Track Sentiment in Real Time
AI-driven consumer insights enable brands to quickly identify emerging trends and problem areas—such as declining freshness ratings—allowing for agile campaign adjustments, product reformulations, and positioning changes that keep brands competitive.
3. Leverage Retailer-Specific InsightsRetailer-level VoC insights help brands:
Optimize ad spend by identifying which retailer platforms drive the best sentiment and engagement.
Address fulfillment challenges before they escalate into widespread issues.
Deepen consumer understanding by analyzing differences in how customers at Walmart, Amazon, and Target interact with their products.
Final Thoughts: A Snacking Strategy for the Win
The snack industry is evolving, and consumer preferences continue to shift rapidly. Brands that stay ahead of sentiment trends, optimize product pages, and invest in product innovation will maintain a competitive edge.
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