Social media and AI drive snack e-commerce growth to $57b

Platforms like TikTok/Douyin drive discovery and sales growth.

Global e-commerce sales of snacks have reached an estimated $57b, making the category one of the fastest-growing in online retail, according to a report by Euromonitor International.

Growth has been outpaced only by warehouse clubs, discount retailers, and smaller distribution channels in recent years.

The report attribute the strong performance of snacks online to high repurchase rates and the effectiveness of recommendation tools such as “frequently bought together” and “buy it again” features, which perform better in this category than in most fast-moving consumer goods (FMCG).

Lower marketing activation costs, wider digital reach, and strong alignment with younger, digitally native consumers, including millennials and Generation Z, have further accelerated growth.

Short-form video platforms TikTok and Douyin are key drivers of snack discovery. Viral videos, creator recommendations, and trend-driven content have boosted sales.

China’s Three Squirrels reported sales on Douyin/TikTok Shop growing three times faster than overall e-commerce. In the U.S., TikTok Shop snack sales rose 119% in 2025, compared with 18% growth in total online snack sales. The UK saw 56% growth via TikTok Shop.

It also noted that consumer preferences on social commerce platforms vary by region.

Influencer partnerships are also playing a crucial role. Companies such as Mondelez International and Dodo Chocolates are collaborating with popular creators, chefs, and public figures to drive engagement and sales.

Generative artificial intelligence (AI) platforms, including Google Gemini, ChatGPT, and Perplexity AI, are increasingly shaping how consumers discover and evaluate snack products.

According to a 2025 consumer survey, 28% of users cited more relevant product recommendations as the main benefit of using AI tools while shopping. Consumers are also using these platforms to compare product labels, prices, and trends.

Although AI-assisted snack e-commerce currently accounts for just 4% of referral activity, it is expected to grow as retailers improve digital capabilities and manufacturers optimise product data for discoverability.

Confectionery is amongst the most searched snack categories on AI platforms, particularly for gifting, international products, and trending items. The segment accounts for nearly 40% of snack-related AI referrals to e-commerce sites, with referrals growing by 37% in 2025.

Flavor innovation is also supporting growth. Ingredients such as pistachio, cheddar cheese, apple, and mango are gaining popularity in new product launches.

More artisanal variations such as Iranian and Italian pistachios, spiced apple, and tropical fruit blends, are aligning with emerging premium and experiential snack trends.

The report added that descriptive elements such as texture and flavor complexity are becoming increasingly important in digital marketing, especially as AI tools interpret product descriptions to influence consumer decisions.