China’s Packaged Snack Market: Top Brands, Trends & Consumer Recall Insights

The packaged snack industry in China is experiencing a dynamic transformation driven by evolving consumer preferences, the rise of e-commerce, and impactful brand storytelling. By 2025, the market for snack foods in China is projected to exceed US $40.1 billion, with an annual growth rate approaching 9.6%, and anticipated volume projected to surpass 8.9 billion kilograms by 2030. In a sector characterized by a multitude of options and rapidly changing trends, only a select few brands manage to achieve consistent top-of-mind recall among consumers. This analysis explores the leading brands in the snack industry, their consumer awareness levels, and the key factors that contribute to their memorable presence in the market.

Who’s winning the Recall Race?

Brand awareness, particularly unaided recall, serves as a key indicator of brand health in China's fast-moving consumer goods sector. Among the leading packaged snack companies in China, three brands distinguish themselves:

Want Want has successfully maintained a strong cultural and nostalgic equity across generations, achieving over 60% unaided brand recall among consumers, especially in Tier-2 and Tier-3 cities.

Three Squirrels, previously a renowned direct-to-consumer (DTC) e-commerce snack brand, peaked at 40% unaided recall among Gen Z and millennial urban consumers.

Bestore, known for its premium positioning and diverse product offering, has reached an unaided recall of approximately 30% among mid- to upper-income consumers, particularly in Tier-1 markets.

These statistics are derived from sample studies involving 1,000 to 2,000 urban respondents, predominantly aged 18 to 44, across Tier-1 and Tier-2 cities. This demographic reflects China's snack-loving, digitally engaged middle class.

What Drives Brand Recall in China's Snack Arena?

1. Irresistible Taste and Texture

Recent surveys indicate that over 83% of consumers prioritize taste as their primary factor when selecting snacks. Additionally, crunchiness or crispiness is important for 59% of respondents, highlighting a significant sensory influence on purchasing behavior. Brands such as Want Want and Three Squirrels have capitalized on this trend by introducing bold flavors and innovative formats, including sweet-salty hybrids, locally-inspired spicy variations, and crunchy rice-based textures. These strategies are designed to create memorable associations related to mouthfeel and overall satisfaction.

2. Visually Iconic Packaging

Nearly 52% of consumers show a preference for individually wrapped snack formats, while 48% favor sealed bags for their freshness and portability. Convenience isn't the only factor driving choices; aesthetics also play a significant role among snack lovers in China. The use of cartoon mascots, cultural motifs, and brightly colored packaging transforms the snack shelf and digital storefront into a visual playground. Brands that embrace Guochao, the trend of fusing Chinese cultural elements with contemporary design, gain additional advantages in shareability and distinctiveness on the shelf.

3. Digital Domination and KOL Culture

China’s snack brands are evolving beyond traditional advertising and are now integral components of digital entertainment ecosystems. Brand recall has significantly increased when influencers, also known as KOLs, introduce new flavors, unbox limited-edition kits, or conduct flash sales through livestreams. For instance, Bestore has reported an impressive 200-fold increase in search volume following targeted influencer collaborations. By engaging consumers with “brand stories” on platforms like Douyin or Xiaohongshu, these brands effectively embed themselves in consumers' memories through emotional connections, humor, and nostalgia.

4. Massive Distribution Reach

The significance of offline presence continues to be substantial, with nearly 40% of snack sales originating from hypermarkets, supermarkets, and convenience chains. Brands that establish a strong presence across various retail formats, from local shops to large supermarket chains, enhance their opportunities for consistent brand visibility. Notably, Want Want has benefitted from decades of presence in retail settings and school canteens, which strengthens habitual brand recall among consumers.

5. Functionality and Health Trends

As consumers become increasingly health-conscious, there has been a notable shift in snack preferences. Approximately 72% of urban snack purchasers are now seeking out healthier options that are low in sugar, high in protein, and free from additives. Additionally, around 71% of these consumers are influenced by transparency in ingredients and labeling. This growing trend has propelled nut- and fruit-based snacks into the premium segments of the market, with brands like Three Squirrels and Bestore gaining significant recognition for their healthier product lines.

6. Pricing and Reputation Shocks

Brand recall isn’t permanent it’s fluid and can dip during times of crisis. Three Squirrels, despite its e-commerce dominance, saw declining recall after stock value crashed and physical stores shut down. Bestore too faced scrutiny after it slashed prices on hundreds of SKUs by up to 45%, prompting questions around its premium positioning. Reputation and price perception go hand in hand when disrupted, even well-known brands may slip in unaided recall scores.

What the Data Tells Us About the Consumers

Most recall studies in China’s snack sector are conducted with 1,000–2,000 respondents, typically online, segmented by age (18–44), gender, income, and geography (favoring urban Tier-1 and Tier-2 cities). The Gen Z and millennial cohorts are especially brand-sensitive and socially influenced making digital presence and peer validation critical.

It’s also worth noting that Want performs better among older or rural demographics suggesting that legacy brands enjoy broader geographic recall, while newer brands remain urban-centric.

Conclusion: What Can Brands Learn?

The China snack market is not merely a competition of flavors; it represents a high-stakes memory game. Leading brands achieve top-of-mind awareness by creating an intricate blend of emotional connection, sensory appeal, visual uniqueness, digital engagement, and consumer trust.

For companies aiming to understand the Chinese consumer mindset, the roadmap is evident:

• Develop a unique taste and textural experience.
• Invest in packaging that is both functional and has the potential to go viral.
• Utilize influencer marketing to enhance brand intimacy and relevance.
• Ensure maximum visibility across both digital and physical retail channels.
• Adapt to changing consumer health expectations while honoring local flavor nostalgia.
• Avoid pricing inconsistencies that could undermine premium perceptions.

The packaged snack market in China is not just expanding; it is becoming a benchmark in branding excellence. The brands that resonate with consumers remain top-of-mind and, ultimately, remain in their shopping carts.