In the United States, "better-for-you" snacks constitute a market worth tens of billions of dollars, with comfort food and frozen foods as the fastest-growing segments. In the Netherlands, this shelf category is still virtually nonexistent, even though demand for convenient and healthier snacks in retail is demonstrably growing. Retailers who enter the market now will be the first to establish a foothold in a virtually empty category.
What the U.S. Shows Us
The U.S. market is several years ahead in this category. Research firm Future Market Insights estimates the global market for “better-for-you” snacks at $40.9 billion in 2025, rising to $54.4 billion in 2035, with the U.S. showing above-average growth. Major U.S. retailers are now dedicating separate shelf space to this category, ranging from snack bars to the frozen food section.
Of interest to Dutch buyers: growth is occurring precisely in the areas where the Netherlands excels—comfort food and convenience. American consumers want to continue eating their familiar favorites and are increasingly choosing the higher-quality options within those categories.
Frozen Foods and Convenience Are Growing the Fastest
The American freezer section illustrates this point. According to the American Frozen Food Institute and FMI U.S. frozen food sales totaled $87 billion in the 52 weeks through September 2025, more than 45 percent above 2019 levels. Nearly 30 percent of shoppers plan to buy more frozen foods in the coming year. And about 40 percent are specifically looking for products that are high in protein, made with real ingredients, and minimally processed.
It is precisely at the intersection of convenience, comfort food, and a healthier nutritional profile that a fully-fledged category is emerging in the U.S. There, takeout classics are making their way onto supermarket shelves in improved versions.
The Netherlands: The demand is there, but the shelf space isn't yet
Dutch consumers are following the same trend. According to the [source], the out-of-home market grew FSIN by 3.9 percent to 23 billion euros in 2025; convenience is consistently the biggest trend in the food industry. At the same time, 42 percent of the Dutch population are flexitarians: people who want to eat less meat but still want to enjoy their bitterballen or burgers.
Next, take a look at the Dutch frozen food aisle. There you’ll find the traditional snack brands and the completely meat-free alternatives. The third option—the “better-for-you” classic for the flexitarian shopper—is virtually absent everywhere. Yet it’s precisely those classics that perform well in retail: shoppers recognize the product immediately, and brand recognition drives sales turnover.
That’s the opportunity: a demonstrably growing demand, a category that’s already proving itself in the U.S., and a shelf segment where almost no one is present in the Netherlands yet. Those who enter the market now will be the first to claim that position, help build the category, and immediately set themselves apart from private labels. Moreover, U.S. figures show that the higher-quality version within the comfort food category can command a premium position, with the corresponding margin.
Healthier Snacks for Retail: What SNX Already Offers
SNX, based in De Bilt, makes Dutch classics that fit perfectly on this shelf: bitterball, croquette, burger, and ground meat. The base is a hybrid recipe: Dutch beef supplemented with legumes and vegetables for a better nutritional profile. The burger and ground beef contain up to 50% beef, while the croquette and bitterbal contain 25% beef. The meat content is always 100% beef from the Netherlands. The result on the label: Nutri-Score A for burgers and ground beef, Nutri-Score B for croquettes and bitterballen.
| Per 100 g | Citizen | Chopped | Croquette | Bitterball |
|---|---|---|---|---|
| Energy (kcal) | 157 | 157 | 174 | 177 |
| Protein (g) | 16,1 | 16,1 | 8,74 | 8,44 |
| Fiber (g) | 4,91 | 4,91 | 5,98 | 5,98 |
| Nutri-Score | A | A | B | B |
Recognition has already come: the FSIN Foodcourt Award 2025 and a spot in the Chamber of Commerce Innovation Top 100. And the first major professional buyer is on board as well: caterer Levy, part of the Compass Group, is already working with SNX. For the shelf, this means a brand with a proven track record for both shoppers and buyers.
In practical terms, the product line fits into two categories: frozen snacks (croquettes and bitterballen, ready to fry at home) and the comfort food section (burgers and ground meat, for the skillet, grill, or oven). The full selection can be found on the product page.
Frequently Asked Questions
What are "better-for-you" snacks?
"Better-for-you" snacks are familiar snacks and comfort foods with a better nutritional profile—for example, with more protein and fiber and a higher Nutri-Score. This category is already large in the U.S. and continues to grow there, with frozen and convenience foods as the main growth segments.
Why is this relevant to Dutch supermarkets?
The demand is already there: 42 percent of the Dutch population is flexitarian, and the convenience trend is growing. The supply, however, is largely lacking. A retailer that builds out this category now will secure the top position and a unique selling proposition compared to private-label products.
Where should SNX be placed on the shelf?
In the frozen food section near the snacks (croquettes, bitterballen) and in the comfort food section near the burgers and ground meat. All products are frozen and come in retail packaging.
How is SNX already proving itself in the market?
With the FSIN Foodcourt Award 2025, a spot on the Chamber of Commerce Innovation Top 100, and Levy (Compass Group) as a professional client. The recipe was developed by Lekker500 chefs and international food technologists.
Would you like to be the first to stock this shelf? For your first order: Buy 3, pay for 2 (up to 3 boxes per product), with free shipping on orders of €150 or more. Order directly via snxfood.com or email orders@snxfood.com to schedule an introductory meeting.
