The Contenders for the Crown: Survey Says...
Several recent surveys and market analyses have attempted to answer the perennial question: what is the #1 most popular snack? The results, however, are far from unanimous. Different studies, based on varying methodologies such as brand favorability, state-by-state popularity, and social media mentions, paint a diverse picture of consumer preferences.
A 2025 YouGov survey identified M&M's as the most popular snack brand in the U.S., based on brand favorability among respondents. This study ranked M&M's ahead of other heavyweights like Ritz, Oreos, and Reese's Peanut Butter Cups. Their iconic combination of soft chocolate and a crunchy candy shell, coupled with continuous innovation through new flavors, secures their high ranking.
In contrast, a different analysis conducted by HubScore in early 2024 crowned Rice Krispies Treats as the nation's favorite, claiming the top spot in 18 U.S. states. This success is often attributed to the snack's nostalgic appeal and simple, comforting ingredients. The findings highlight significant regional variations in snacking habits, with the Southeast, for example, showing a strong preference for Doritos.
Furthermore, Oreos, consistently ranked as the world's best-selling cookie, are a perennial contender. A Snipp Interactive analysis that tracked Instagram hashtags even found Oreos at the top, showcasing the influence of social media on perceived popularity. The versatile nature of the Oreo, enjoyed both on its own and incorporated into countless desserts, contributes to its massive and enduring popularity.
Factors Influencing Snack Popularity
Beyond simple taste preference, a multitude of factors influence what becomes the most popular snack. The market is constantly evolving, driven by consumer trends, marketing, and global economic shifts.
- Health and Wellness: The demand for healthier options is on the rise. Consumers are increasingly seeking snacks with functional benefits, such as high protein, plant-based ingredients, or reduced sugar. Innovators are responding with products like chickpea crisps, protein popcorn, and veggie chips.
- Flavor Innovation and Globalization: The market sees constant experimentation with new and exciting flavors inspired by global cuisines. Brands release limited-edition flavors to create buzz, from spicy kimchi to dessert-inspired options. The ability to cater to adventurous palates while also offering classic comfort foods is key to market dominance.
- Convenience and Portability: With increasingly busy lifestyles, on-the-go snacking remains a huge trend. Smart, resealable packaging and single-serve portions are crucial for attracting consumers looking for quick energy boosts that fit their hectic schedules.
- Digital Engagement: Social media plays a powerful role in shaping trends and influencing consumer choices. Mentions and engagement on platforms like Instagram and TikTok can amplify a snack's popularity and cultural relevance.
The Sweet vs. Salty Debate and Regional Differences
Comparing different types of snacks is like comparing apples and oranges, or in this case, chocolate and chips. The market is split between sweet and savory preferences, which can vary significantly by region. For instance, while M&M's and Oreos might top overall U.S. brand favorability, many surveys show strong regional allegiance to salty snacks like Doritos and Chex Mix.
Sweet vs. Salty Snack Preferences
| Snack Type | Popular Examples | Typical Consumer Motivation | Regional Patterns |
|---|---|---|---|
| Sweet | M&M's, Oreos, Reese's, Swedish Fish | Indulgence, treating oneself, comfort | Generally high across the U.S., but especially strong in places like Utah, which has a noted sweet tooth. |
| Salty | Chips (Lay's, Doritos), Cheez-Its, Chex Mix, Pretzels | Craving for flavor, satisfaction, pairing with dips/drinks | Especially strong in salty-preferring states like South Dakota. Classic chips remain a staple in many regions. |
| Healthy/Functional | Protein bars, nut mixes, plant-based chips | Wellness focus, meal replacement, on-the-go energy | Growing globally, with higher interest in health-conscious markets like Europe. |
The Evolving Definition of a 'Snack'
The very concept of a snack is also changing. Many consumers, particularly millennials and Gen Z, view snacks not just as an indulgence but as a functional part of their wellness routine. This has led to the rise of 'performance snacking'—powering up with protein and other functional ingredients. Furthermore, the lines between snacks and meals are blurring, with over 60% of adults globally sometimes replacing a meal with a snack.
The lack of a single, objective source compiling universal sales data on snacks means that no single brand can definitively claim the '#1' spot globally. Ultimately, the title of "most popular snack" depends on the methodology, the target audience, and the cultural context of the study. While M&M's and Rice Krispies Treats have each laid recent claim to the title in U.S.-focused surveys, the vibrant and fragmented nature of the snack market means that definitive rankings will always be debated.
Conclusion: A Crown Worn by Many
To state that a single brand is the undisputed '#1 most popular snack' is misleading, as the title shifts depending on the metrics used, the geographical area surveyed, and the specific consumer demographic. Recent studies have highlighted M&M's based on brand favorability and Rice Krispies Treats based on state-level market dominance, while Oreos maintain a strong global presence. The modern snacking landscape is defined by its diversity, with consumers increasingly driven by factors beyond simple cravings, such as health, convenience, and sustainability. The true winner is the consumer, who now has a wider variety of delicious, innovative, and often healthier options than ever before. For a closer look at market data, see the reports cited throughout this article, like this one on snack food trends from Innova Market Insights.
