Permissible snack indulgence for most consumers tends to be later in the day, either as a dinner or late evening snack. However, the NPD’s recently released Future of Snacking study finds that indulgence has been growing in the morning.

That makes sense, says NPD, since breakfast tends to be an on-the-go behavior and snack foods offer the speed and portability needed in the morning. 

Brands are supporting their consumers’ quest for balance by offering snacks that walk the line between health and indulgence, like portion-control packs, thinner versions or nutrient-enhanced savory and sweet snacks, according to the Future of Snacking report. 

“The role of snack food is changing in different ways in reaction to Americans’ desire for balance, portable snack foods, and holistic wellness,” says David Portalatin, NPD food industry advisor and author of Eating Patterns in America. “It’s no longer about depriving yourself of something you enjoy eating. Today it’s about giving yourself permission to eat indulgent snack foods in moderation.”