Brussels, the heart of European policymaking, is no stranger to discussions on economic growth, sustainability, and innovation. Yet, one sector that seamlessly connects these themes often flies under the radar: the savoury snacks industry. Represented by the European Snacks Association (ESA), this vibrant sector is a small but important component of Europe’s food industry, blending tradition, innovation, and consumer delight.
A Growing Economic Powerhouse
The savoury snacks sector in Europe is far more than a simple pleasure. It is a dynamic industry with a significant economic footprint. Comprising a diverse range of products such as potato crisps, nuts, popcorn, crackers, and pretzels, the sector generates over €40 billion annually and directly supports more than 40,000 jobs, with more than a hundred production sites across the continent. ESA members, which include leading manufacturers operating worldwide and SMEs – but also suppliers to the industry (ingredients, equipment)- collectively embody a thriving ecosystem fostering innovation, competitiveness, and growth. The sector is expected to continue growing, driven by the “snackification” and the health & wellness trends.
Snacks: A Universal Language of Enjoyment
Savoury snacks hold a special place in consumers’ hearts. Whether it’s sharing a bowl of crisps at a party, enjoying popcorn during a movie night, or grabbing a handful of nuts for a quick energy boost, snacks are deeply woven into the fabric of European culture. Their universal appeal lies in their ability to unite people, offering moments of joy and indulgence.
The European savoury snacks industry is not just about indulgence but also about responsibility. Manufacturers are leading the pack in reformulating products to improve their nutritional profiles
Moreover, the variety of snacks available today caters to an increasingly diverse consumer base. From traditional recipes rooted in local heritage to modern innovations like protein-packed crackers and vegan-friendly options, the savoury snacks sector evolves continuously to meet changing tastes and dietary preferences.
Pioneering Nutrition and Sustainability
The European savoury snacks industry is not just about indulgence but also about responsibility. Manufacturers are leading the pack in reformulating products to improve their nutritional profiles. Over the past decade, ESA members have made remarkable strides in reducing salt and saturated fat content, introducing new cooking alternatives to frying, using new ingredients with improved nutritional composition, such as pulses (e.g., beans, peas, lentils, and chickpeas), and offering portion-controlled packaging to support balanced diets. In fact, thanks to these efforts savoury snacks are a minor contributor to European diets. The average daily intake of energy, salt, fat and saturated fat through the consumption of savoury snacks ranges only between 2 to 4% of overall intake! For instance, a 30g bag of potato crisps would only add about a pinch of salt to your diet.
Equally noteworthy are the industry’s efforts to improve environmental sustainability. From sourcing raw materials responsibly to adopting renewable energy in manufacturing facilities, ESA members are committed to reducing their environmental footprint. This includes, for example, working with farmers to promote sustainable practices, such as water conservation and soil health; investing in energy-efficient technologies and reducing waste generation at the production sites or reducing plastics use and innovating in recyclable packaging solutions.
These initiatives align with the European Green Deal’s goals and demonstrate the sector’s dedication to supporting Europe’s transition to more sustainable food systems.
Collaborating for Smarter Policies
While the savoury snacks industry is doing its part, the road to a sustainable and competitive future for the agri-food sector requires stronger collaboration. Policymakers play a crucial role in creating an enabling environment that supports the industry’s ambitions. To this end, ESA has identified several key policy priorities:
- Stakeholder Collaboration: Decision-makers should engage closely with industry representatives to understand the complexities of the food and drink sector, the largest manufacturing sector in Europe and help nourish more than 500 million of our fellow citizens! Collaboration ensures that policies are effective and practical, fostering shared goals around sustainability, competitiveness and innovation.
- Better Regulation: A rational, science- and evidence-based regulatory environment is essential to drive progress. Uninformed policies disconnected from real-world operations can stifle innovation and competitiveness. ESA advocates for clear, consistent, and predictable regulations that encourage investment in research, healthier product development, and modern manufacturing technologies.
- Funding Opportunities: Transitioning to more sustainable production methods, supporting farmers in their transition to more regenerative farming practices or modernising manufacturing processes to produce healthier snacks require significant investment. Public funding and support programs at both EU and national levels are crucial to accelerate this transition and ensure the European food and drink industry remains a global leader.
A Call to Action
The European savoury snacks industry is at a pivotal moment. With growing consumer demand for sustainable and nutritious products, coupled with Europe’s ambitious climate and health targets, the time is ripe for meaningful collaboration between industry and policymakers.
The European Snacks Association stands ready to engage, providing insights, expertise, and partnership opportunities to build a resilient and forward-looking snacks sector. Together, we can ensure that savoury snacks continue to delight consumers while contributing to Europe’s economic, social, and environmental goals.
Let’s make the next crunch count—for consumers, for the planet, and for the future of Europe.
Click here to read the latest ESA brochure “Balanced Bites, better World” and find out more about the world of savoury snacks