Consumers are increasingly looking for everyday ways to add more protein and fiber to their diets. This shift has largely been reinforced by the rise of GLP-1 medications, which are shaping eating behaviours. Users are noticing smaller appetites and a greater focus on nutrient density when eating, elevating demand for snacks that are light, tasty, and functional. Within the snacking space, freeze-dried fruits are gaining attention due to its convenience and health benefits. This is substantiated by a Q4 2025 consumer survey*, in which 67% of consumers stated that they always or often prioritize how a product impacts their health and wellbeing when buying food, says GlobalData, a leading intelligence and productivity platform.
Good value for money is increasingly a top priority for consumers. Freeze-dried fruits’ long shelf life (often lasting years) helps shoppers cut food waste and avoid constantly replenishing spoiled fresh fruit. In GlobalData’s Q4 2025 survey, 45% of consumers said that long-lasting, time-saving, or large portion sizes defined “good value for money” when buying snacks.
Jessica Butler, Consumer Analyst at GlobalData, comments: “As cost-of-living pressures persist, brands should bring together affordable formats, bold value messaging, generous pack sizes, and products with long best-before dates to stay ahead. Brands should amplify this by making longevity and convenience highly visible on pack—for example, long best-before dates, pantry friendly, resealable, on the go, etc. The lightweight nature of freeze-dried formats also gives brands room to compete with larger-looking packs and multi-serve options without significantly increasing costs.”
Consumers increasingly drawn to foods with clean-label claims
In April, Vancouver-based snack manufacturer OHME! launched three new freeze-dried fruit flavors in Canada, Apple Fries, Crunchy Banana, and Passion Fruit Protein Crunch, featuring no added sugar, organic ingredients, and 6g of protein per 15g bag. The launch reflects rising demand for convenient, nutritious, clean-label products that still feel like an indulgent “sweet treat”. Snacks that are lower in sugar, higher in protein and/or fiber, but still deliver on taste, are gaining fast traction.
In a category such as snacks and confectionary, clear labeling and simple messaging are vital to help shoppers navigate the healthier sweet snacks they are looking for, among the sugary, often high-calorie options they are trying to cut back on. GlobalData’s Q3 2025 global consumer survey finds three-quarters (77%) of shoppers affirming that simple ingredients are an essential or nice-to-have product feature.
Butler adds: “Therefore, clear and simple labeling of claims such as ‘100% fruit’, ‘no added sugar’, and ‘no additives’ can be powerful purchase triggers. Freeze-dried fruit brands should respond by reflecting the product’s attributes through clear labelling: simple and clean.”
Fruity and sweet flavors in demand
Arbuckle’s Farm Shop in Dundee, Scotland joins a number of brands leaning into indulgence-led innovation to make healthy snacks more desirable, or rather, typical “sweet treats” a little healthier. The brand’s recent launch includes chocolate-covered freeze-dried strawberries, honeyberries, and raspberries coated in white, milk, or dark chocolate. This approach broadens the appeal of freeze-dried fruit to consumers looking for dessert-like occasions. GlobalData’s Q1 2026 survey found that over half (56%) of consumers globally said sweet or fruity flavors are the most appealing in snacks and confectionery. With the natural sweet flavor of fruit, freeze-dried brands are well positioned to capture a wide base of “sweet tooth” shoppers, but with a fruit-forward, healthier twist.
Butler concludes: “Overall, rising concerns and growing demand for healthier foods, even in traditionally indulgent categories like snacks, are making freeze-dried fruit a desirable option that is poised to grow in the years ahead. The opportunity for brands is to respond with appropriate innovation, including clear labeling and credible health claims, bold flavors and indulgent formats, and reinforced value cues through larger pack options and long best-before dates, to win in a cost-conscious market.” *GlobalData 2025 Q3, 2025 Q4, and 2026 Q1 global consumer surveys were conducted with 21,000 respondents across 42 countries
