The global healthy snacks market size was estimated at USD 95.61 billion in 2023 and is expected to grow at a CAGR of 6.2% from 2024 to 2030. Busy lifestyles, in-creased urbanisation, and changing dietary preferences are driving the demand for convenient, on-the-go snack options. Consumers are looking for ‘grab and go’ that are easy to consume and aligned with their dietary preferences. The rise in dietary restrictions and preferences for gluten-free, vegan, and organic diets have prompt-ed manufacturers to innovate and diversify their product offerings to accommodate these needs.
The Innovation in healthy snacks includes the incorporation of trendy ingredients such as ancient grains, plant-based proteins, and functional ingredients like probi-otics and adaptogens. In addition, there is a growing emphasis on snacks that are free from artificial additives, preservatives, and allergens, catering to consumers seeking clean-label and minimally processed options. Skinni Snax meets these requirements.
As a small and dynamic company, with a quirky, unique voice, our message attracts millennials who have a higher interest in legume snacks, compared to other generations. Millennials are driving brand awareness through the middle classes and urbanisation. Their interest outpaces Gen Z, Gen X and Baby boomers in plant-based foods, wellness, and healthy snacks.
We understand that consumers are making purchasing decisions with a level of mindfulness for themselves, society, and the planet. With our sustainability and en-vironmental policies in place; our message to the consumer is not only ‘to be healthy’ but also to be ‘foods that give back’.
One of the prominent trends in the Gulf is the shift toward plant-based and vegan snacks. With a rise in the number of people adopting a plant-based diet, there is a growing demand for snacks that are healthy and align with their dietary prefer-ences. Another trend gaining traction in the Middle East is the preference for snacks free from gluten, dairy, and other allergens.
Hunter's
Hunter's is a prominent brand within the UAE, known for offering a variety of high-quality savoury snacks. The brand focuses on traditional and local flavours, appeal-ing to both local consumers and expatriates. Their product range includes popular items like crisps, nuts, and crunchy snacks made with a blend of natural ingredi-ents, often incorporating Arabic spices for unique flavours.
Lay’s
Part of PepsiCo, Lay’s is a global leader in the potato chip market. Known for its diverse flavours and innovative marketing, Lay’s has a strong presence in many countries, including the UAE, offering a wide variety of savoury snacks, from classic potato chips to healthier options like baked crisps.
Pringles
Pringles, owned by Kellogg’s, is known for its unique stackable potato crisps. The brand is internationally recognized for its diverse range of flavours and iconic packaging. Pringles appeals to a broad audience, offering both classic and limited-edition flavours, making it a favourite for casual snacking.
Doritos
Another brand under the PepsiCo umbrella, Doritos is famous for its bold flavours and triangle-shaped tortilla chips. The brand has a strong appeal among younger consumers and often incorporates creative marketing campaigns and collabora-tions to launch new limited-time flavours.
Kettle Chips
A UK brand, Kettle Chips, is known for its premium, hand-cooked potato chips, em-phasizes quality and flavour. This brand prioritizes natural ingredients and bold taste, appealing to consumers looking for artisanal and gourmet snack options.
Cheetos
Cheetos, also from the Frito-Lay family, is recognized for its distinctive cheese-flavoured corn snacks. The brand has gained immense popularity through its play-ful marketing campaigns and fun, puffy texture, appealing particularly to children and young adults.
These brands exemplify the range of offerings in the savoury snack market, cater-ing to diverse tastes and preferences while continuously innovating to attract con-sumers.
Pepsico - Known for brands like Lay's, Doritos, and Cheetos, PepsiCo is one of the largest players in the snack food segment.
General Mills - Known for brands like Nature Valley and Cheerios, General Mills has a notable share in healthy snack options.
Oman Refreshment Company - Known for its local offerings including chips and snacks, it has a good presence in the market.
Al Ain Food and Beverages - A local brand that offers a variety of snack products and has built a loyal customer base.
Snack brands specific to the Middle East like Al Bayan, Hunter’s and other local food companies have been gaining popularity, especially with regional flavours.
Competition
The COVID-19 pandemic resulted in a range of opportunities for many snack food players to emerge into markets to cater for inflated consumer demand. Skinni Snax was perfectly placed to meet this growth and is already well placed for the Gulf marketplace. Our unique health product and the intrinsic quality of the chickpea is required to be promoted to further develop consumer awareness. The growing demand for innovated healthy snack products is consistently growing in the Gulf. Healthy snacks continue to be a quick and convenient source of nutri-tion and energy.
In the Gulf, the trend toward healthy snacking is influenced by various consumer demographics and factors. The characteristics associated with this trend can be established as the following:
• The Health-Conscious Millennials and Gen Z**: Younger consumers, particularly millennials and members of Generation Z, are increasingly focused on health and wellness. They seek convenient, portable, and nu-tritious snack options that fit into their busy lifestyles.
• Working Professionals**: Busy professionals in the Middle East, especially in ur-ban areas often prefer healthy snacks for quick energy boosts during their workdays. They tend to gravitate toward snacks that are low in calories, high in protein, and free from artificial in-gredients.
• Fitness Enthusiasts**: Individuals who regularly engage in fitness and wellness activities are more likely to choose healthy snacks. This demo-graphic seeks protein bars, nuts, dried fruits, and other nutritious options that support their active lifestyles.
• Parents**: Health-conscious parents are increasingly looking for nutri-tious snack options for their children. They are more inclined to buy snacks that are low in sugar and high in essential nutrients, as well as organic and natural products.
• Expats and International Residents**: The diverse expatriate community in the UAE often brings varied dietary preferences and health trends, leading to an increased demand for healthy snacks from different cul-tures, including gluten-free, vegan, and organic options.
• Diet-Conscious Consumers**: Those following specific diets, such as keto, paleo, or vegan diets, are also a significant market segment for healthy snacks. They often seek snacks that align with their dietary re-strictions and health goals.
• Local and Cultural Influences**: Emirati consumers are increasingly em-bracing global health trends while also favouring traditional snacks that can be made healthier. This includes a growing interest in snacks made from local ingredients.
Overall, the demand for healthy snacks in the Middle East reflects a broader awareness of nutrition and wellness, driven by a combination of lifestyle changes, cultural influ-ences, and a growing array of available products in the market.
Companies with products in the snack bar market are benefiting and developing strategies to continue holding their positions by introducing new variants in the category. Consumers prefer innovations in the products, such as the addition of fla-vours and the inclusion of health-promoting ingredients.
Skinni Snax, is quirky and is considered ‘trendy’ to the millennials and generation X. Moving away from other traditional brands, “Skinni” strikes a ‘modern’ approach and heavily targets millennials, as this will drive the brand awareness from their and into other consumer segments., i.e., middle class. Urbanisation is also on the increase and will also drive the healthy snacking ethos to new consumers in the UAE. The role of females, as the prime purchaser and decision maker for the pur-chaser of food for the family, is highly significant to Skinni Snax.
Expansion Potential
United Kingdom 
