Are you thinking of starting a business that sells healthy snacks? Or adding a healthy snacks line to an existing business? Then surely, you are wondering who the ideal target market for your new business can be.

The truth is that the target market for healthy snacks is growing every day. Growing both in numbers and in diversity. As people become more health-conscious, they are looking for snacks that will help them stay fit and energized. They are looking for ways to keep their energy up at the same time avoid overeating during the day.

Everyone has different health goals and so has different dietary needs and preferences. And their choice of a healthy snack will reflect these goals. This makes it necessary to study people’s motivations to understand why they look for a healthy snack.

In this article, we’ll study the target market for healthy snacks by analyzing people’s needs and reasons for turning to a healthy snack for nourishment when there are always other, more tempting, and less healthy options available.

What are Examples of Healthy Snacks?

Before we start talking about the target market for healthy snacks, let’s first look at what we mean by healthy snacks. As you can imagine, one person’s definition of a healthy snack may not be the same as that of another’s. So for the sake of this article, let’s list some healthy snacks.

Some of the most popular healthy snack options include:

  1. Fruit: Apples, bananas, oranges, grapes, strawberries, avocado, etc.
  2. Vegetables: Carrots, peppers, cherry tomatoes, broccoli, cauliflower, etc.
  3. Whole grain bread: Bread made from whole wheat, rye, oats, etc.
  4. Low-fat yogurt: Yogurt (or Frozen Yogurt)that is lower in fat than regular yogurt.
  5. Nuts and seeds: Almonds, pistachios, walnuts, sunflower seeds, pumpkin seeds, etc.

Healthy snacks can also include processed foods like protein bars, energy bars, and carob bars that are made with natural and healthy ingredients.

Who is the Target Market for Healthy Snacks?

To best understand the target market for healthy snacks we analyze people’s motivations to turn to a healthy snack rather than an unhealthy one.

Why do some people choose fruit, whole grain bread, low-fat yogurt or avocado when they could just as easily go for a doughnut, chips, pies or cheese? How do they overcome or suppress the temptation and stay on their diet?

To answer these questions we look at people’s needs. When the need is strong enough, the performance follows.

So, following needs-based segmentation, we get the following main segments of the target market for healthy snacks:

  1. People who are health-conscious
  2. People with dietary restrictions
  3. People who are calorie-conscious
  4. People who want an energy boost
  5. Parents looking for a healthy snack for their children

Let’s look at each of these segments more closely.

1. People who are health-conscious

Health-conscious people look for snacks that will help them stay fit and energized. They try to avoid overeating and still maintain their energy levels throughout the day.

These people will not just eat healthy snacks but, in general, eat healthy food during meal times. They are broadly interested in health and wellness topics and may very well also do yoga, go to the gym, do pilates or exercise regularly.

They are very label-conscious and will read through all the ingredients before making a purchase. They want to know exactly what they are putting into their bodies. They will likely track their food intake using fitness apps.

Health-conscious people might also have allergies or be vegan, which means that they have even more restrictions on what they can and cannot eat.

2. People with dietary restrictions

This segment of the target market for healthy snacks includes people who would love to eat things they are not permitted to.

This includes people who are unable to eat unhealthy snacks because of dietary restrictions.

For instance, some people cannot digest greasy or fried foods because of intestinal tract problems and so need to stay away from them. Others who have diabetes need to avoid sugary snacks.

Some people may have a heart condition or have high cholesterol which forces them to choose healthy snacks that are low in saturated fat.

3. People who are calorie-conscious

People in this market segment are looking for snacks that will help them control their weight. They prefer to avoid high-calorie snacks that will sabotage their diet.

Since many calorie-conscious people are on a diet to lose weight, they may also visit fitness centers as part of their weight loss plan. And so they may carry a healthy snack to the gym to eat after their workout.

People watching their calories are likely to avoid snacks that are high in sugar, fat, or carbs. During meals, they are also likely to avoid desserts and stick to healthy foods.

4. People who want an energy boost

Some people turn to healthy snacks for an energy boost. They are looking for a snack that will give them the nutrients they need to power through their day. And a healthy snack can be a better alternative to an energy drink.

These people might be students who need to focus during long hours of studying. Or they might be working professionals who need to stay energized during long meetings or projects.

People who are looking for an energy boost might also be athletes or those who exercise regularly. Many athletes take nutritional supplements to make up for any losses in nutrients after a game or match.

But they also look for healthy snacks and healthy drinks to replenish their energy levels and help them recover from a workout.

5. Parents looking for a healthy snack for their children

Parents are always on the lookout for healthy snacks that their children will enjoy. They want to make sure their children are getting the right nourishment without killing their appetites just before dinner.

Many parents feel guilty if they give their children sugary snacks or snacks that are high in calories. Cookies are a common snack that kids love but they are not the healthiest of options and so parents often look for healthier alternatives that will still satisfy their children’s appetites.

Parents might also buy healthy snacks for their children if their child is participating in a sport. They want to make sure their child has enough energy to perform well and recover quickly after the game.


The target market for healthy snacks includes people who are conscious of bad snacking habits and are looking for alternatives that will give them the energy to get through the day or recover from a workout or game.

Broadly speaking, people who consume healthy snacks are health conscious. They may also have dietary restrictions that limit their ability to eat unhealthy snacks which could be greasy, fatty or sugary.

People trying to lose weight and therefore watching their calories would also prefer a healthy snack like baby carrots rather than a chocolate chip cookie or a chocolate muffin. While a sugary snack can give people a temporary boost of energy, those looking for a sustained boost turn to healthy snacks.

And finally, parents are always on the lookout for snacks that are not just healthy but which their children will agree to eat with minimal complaints. And so, healthy (but tasty) snacks are a parent’s dream option.

So, if you are considering getting into the healthy snack business in some form or the other make sure you are clear about which segment or segments of the target market for healthy snacks you plan to address so that you can make or carry the right products and use the most effective marketing strategies to reach your target audience.

Good luck!