As Chinese consumers pay more attention to health, snacks are becoming healthier – having cleaner labels, low sugar content, and added nutritional or functional benefits. While traditional categories like salty snacks and candies are still dominant in the snacks market in China, the health-focused segment is emerging as the fastest-growing category. According to a 2022 CBNData survey, 61% of 1,000 respondents said they prioritize safety and health when buying snacks, after taste and flavor (83%). While health matters, the taste of snacks is also important. Brand awareness (44%) and packaging (22%) were not as important. This suggests that consumers care more about what’s inside the product than its appearance or the brand behind it – at least when purchasing for personal consumption rather than for gifting. As this health trend accelerates, the healthy snacks market in China, worth RMB 1.27 trillion in 2023, is projected to surpass RMB 1.6 trillion by 2028.
Download our China F&B White Paper
DIY yogurt turns from sweet treat to clean and personalized snack
Despite a majority of the Chinese population being lactose-intolerant, Chinese consumers are gradually consuming more dairy products, such as yogurt. According to a survey by nutrition company Glanbia, 78% of 800 Chinese respondents said they consider yogurt a healthy option. Yogurt is particularly popular among young, high-income women in cities for their health benefits and good taste.
However, many Chinese consumers became aware that many commercially available yogurts contain added sugar and preservatives, which would reduce their nutritional value. Therefore, they began to see plain yogurt as a purer replacement.
On social media platforms like RedNote (also known as Xiaohongshu in China), the DIY yogurt trend has gained traction as individuals can ensure there are no unwanted additives. Many influencers share different recipes and reviews encouraging people to make yogurt at home. E-commerce platforms have also made it easier to access the necessary tools and ingredients. Additionally, while plain yogurt is healthier, some consumers find it too tart or bland. This has led to creative DIY solutions, such as adding fresh fruit, honey, or nuts to enhance flavor without compromising nutritional value.
Nuts show that less is more
Nuts hold a strong position in the healthy snacks market in China. They are not only eaten for personal consumption, but symbolizing prosperity and good fortune, they are often given as gifts during the Chinese New Year.
In traditional Chinese medicine, certain nuts are believed to have specific health benefits. For example, walnuts are beneficial for the brain, and almonds moisten the lungs. While raw nuts are popular, they are also enjoyed with savory and spicy flavorings, such as chili-roasted peanuts or Sichuan peppercorn walnuts.
“Daily Black Chocolate” (每日黑巧) redefines chocolate as a healthy snack
In China’s chocolate market, dark chocolate surpassed milk chocolate in terms of market share, reflecting the growing demand for healthier products. A renowned brand is Daily Black Chocolate (每日黑巧). With its unsweetened, dark chocolate positioning, the brand surpassed RMB 100 million in revenue within one year of its launch.
The brand’s founding product is a 98% cocoa dark chocolate with zero added sugar and high dietary fiber. This starkly contrasts with the traditional perception of chocolate as a high-sugar treat. Recognizing the need for varied taste preferences, “Daily Black Chocolate” expanded its offerings to include 52%, 66.6%, and 98% cocoa content, allowing consumers to choose based on their bitterness tolerance.
Bestore’s Pure Authentic Nuts Series wins with simplicity and nutrition
Bestore’s “Pure Authentic Nuts” (本味甄果) is recognized for its natural flavors. Its clean label – free from additives – resonates with the growing demand for health-conscious and minimally-processed snacks. One reviewer on Tmall commented, “I love that there are no extra ingredients and just pure nuts. It feels like a truly healthy choice.”
A major selling point is the product’s nutritional value. Each serving offers 3.75 grams of protein and 21.7 milligrams of calcium per serving. It is often compared to other nutrient-rich foods like eggs (6 to 7 grams of protein) and milk (3.4 grams of protein per 100 grams).
Bestore also emphasizes sourcing premium nuts from trusted regions known for quality. For example, their walnuts are from Xinjiang and chestnuts are from Yanshan Mountains. This reflects a broader trend: while cost remains a key consideration, consumers are willing to pay more for trusted brands that offer quality assurance.
How snacking occasions are evolving in China
Snacks have become a functional part of modern life in China. According to a survey on 2,379 respondents in March 2023, 69.1% of consumers enjoy snacks for social gatherings and travel. This was followed closely by leisure activities like gaming and watching dramas (68.8%). Moreover, snacking during work or study breaks (59.6%) has also become more prevalent, particularly evident among younger, urban consumers who often face long work hours and busy schedules and turn to snacks for quick energy boosts or stress relief.
Furthermore, 47.7% of consumers say they consume snacks as a meal replacement. This contrasts with traditional Chinese dietary habits, which emphasize balanced, cooked meals with rice, vegetables, and protein. This suggests that urban consumers are skipping traditional meals in favor of quick, convenient alternatives. It also presents opportunities to innovate products that cater to specific occasions, such as satiety-focused snacks for work breaks or nutrient-dense options for travel.
The line between healthy snacks and meals is blurring in China
- The healthy snacks market in China was valued at RMB 1.27 trillion in 2023. By 2028, it is projected to surpass RMB 1.6 trillion.
- As Chinese consumers pay more attention to health, they are demanding healthier snacks – those with low-sugar, low-fat, and clean-label.
- Daily Black Chocolate appeals to health-conscious consumers by positioning itself as a product with no added sugar and high fiber.
- Nut brands are driving innovation with low-sugar formulas and natural, minimal ingredients, such as Bestore’s “Pure Authentic Nuts” series.
- Growing consumption of snacks during work, study, and even as a meal replacement shows that the line between snacks and meals is blurring. This shift opens opportunities for functional, purpose-driven snacks that offer nutrition, satiety, and convenience.
