THE megatrend par excellence continues to gain in importance this year. It is becoming increasingly clear that this trend works almost without any categories: From confectionery and baked goods to meat products and cheese, it is changing the way customers consume products “spontaneously”. For manufacturers, this trend offers many opportunities for innovation and positioning. What is striking is that the snack sector is functioning independently of the consumer’s striving for health and well-being. When it comes to snacking, what counts most is the taste and stimulation of the reward center. Studies also show that a snack option can have a positive effect on sales, as price-sensitive consumers are also quite willing to accept a surcharge for tasty snacks.