Platforms like TikTok/Douyin are significantly boosting snack sales as global e-commerce sales in the category have reached an estimated $57 billion, making it one of the fastest-growing segments in online retail, according to a report by Euromonitor International. The growth in snack sales has outpaced that of other retail sectors, trailing only warehouse clubs, discount retailers, and smaller distribution channels.
The report attributes the robust performance of snacks in the online sphere to high repurchase rates and the effectiveness of recommendation tools such as “frequently bought together” and “buy it again” features, which show superior performance compared to most fast-moving consumer goods (FMCG). Lower marketing activation costs, broader digital reach, and a strong alignment with younger, digitally native consumers, particularly millennials and Generation Z, have further propelled this growth.
Short-form video platforms like TikTok and Douyin have emerged as pivotal in driving snack discovery. Viral videos, creator recommendations, and trend-driven content have significantly enhanced sales figures. For instance, China’s Three Squirrels reported that sales on Douyin/TikTok Shop are growing three times faster than overall e-commerce. In the U.S., snack sales on TikTok Shop surged by 119% in 2025, compared to an 18% rise in total online snack sales. The UK market also saw a notable 56% growth through TikTok Shop.
The report emphasizes that consumer preferences on social commerce platforms exhibit regional variations. Influencer partnerships are playing an essential role in this landscape, with companies like Mondelez International and Dodo Chocolates collaborating with popular creators and public figures to drive both engagement and sales.
Generative artificial intelligence (AI) platforms, including Google Gemini, ChatGPT, and Perplexity AI, are increasingly influencing how consumers discover and assess snack products. A consumer survey conducted in 2025 indicated that 28% of users viewed more relevant product recommendations as the primary benefit of utilizing AI tools during shopping. Additionally, consumers are using these platforms to compare product labels, prices, and market trends.
While AI-assisted snack e-commerce currently accounts for just 4% of referral activity, it is anticipated to expand as retailers enhance their digital capabilities and manufacturers optimize product data for improved discoverability. The confectionery category is among the most searched snack segments on AI platforms, particularly for gifting, international products, and trending items. This segment represents nearly 40% of snack-related AI referrals to e-commerce sites, with referrals increasing by 37% in 2025.
Flavor innovation is also contributing to the growth of the snack category. Ingredients such as pistachio, cheddar cheese, apple, and mango are gaining traction in new product launches. More artisanal variations, including Iranian and Italian pistachios, spiced apple, and tropical fruit blends, are resonating with emerging premium and experiential snack trends.
The report further notes that descriptive elements like texture and flavor complexity are becoming increasingly vital in digital marketing. As AI tools analyze product descriptions, they significantly influence consumer purchasing decisions, reinforcing the importance of effective product presentation in the competitive online snack market.
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