U.S. Healthy Vegetable Chips Market Trends
The size of the U.S. healthy vegetable chips market was estimated at USD 998.8 million in 2024 and will grow at a CAGR of 7.7% during the period of 2025-2035. Since consumers are increasingly health-aware, they proactively look for snacks which are healthier in terms of nutrition without compromising on the craving for something crunchy and tasty. The traditional potato chips and other processed snacks tend to contain unhealthy fats, sodium, and artificial ingredients, prompting consumers to seek alternatives that fit their health objectives.
The increasing health consciousness of lifestyle diseases including obesity, diabetes, and heart conditions has led to consumers opting for more conscious food choices. Vegetable chips, which are commonly prepared from vegetables such as kale, sweet potatoes, beets, carrots, and zucchini, offer a healthier option when compared with traditional snacks. They are generally lower in calories and rich in fiber, vitamins, and antioxidants, hence popular among health-focused consumers.
Moreover, clean-label trends are also driving purchase decisions, as most consumers are seeking snacks that are gluten-free, non-GMO, organic, or devoid of artificial preservatives. In response, companies are launching baked or air-dried vegetable chips rather than fried ones, which further boosts their popularity among health-conscious consumers. The popularity of plant-based diets and the growth of vegan and vegetarian lifestyles have also driven the demand for vegetable chips, as they appeal to consumers who prefer plant-based nutrition.
Additionally, advancements in processing technologies, including air frying and better packaging that lengthens shelf life, have ensured vegetable chips become more appealing and convenient. This, combined with their greater accessibility through both brick-and-mortar retailers and online platforms, is contributing to their market growth.
Another major driver is the increasing power of convenience. With lifestyle demands, American shoppers look for convenient on-the-go snack solutions that don't sacrifice nutrition. Healthy vegetable chips, in single-serve packaging and resealable containers, are right in line with this need. In addition, the power of social media, fitness celebrities, and diets like keto, paleo, and Whole30 have compelled consumers to try healthier snacking solutions.
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Consumer Insights
Obesity rates and the incidence of chronic conditions like diabetes, heart disease, and hypertension are causing consumers to turn to healthier diets.
Increasing health and wellness awareness prompts consumers to opt for healthier food choices, including snack foods. With greater health-consciousness over the connection between nutrition and health, consumers become more adamant about looking for snacks that provide nutritional value and contribute to their health. Whisps, known for its high-protein snack products crafted from 100% genuine cheese, revealed evolving American snacking trends in a survey.
The survey of more than 2,000 American adults in April 2023 shows the extent to which consumers are replacing a mean number of four weekly meals with snacks. As the day becomes punctuated with greater eating, fully 79% of adults seek out healthier snack alternatives. Such information reflects the expanding desire by Americans for easier, healthier, and more nutritious snacking on-the-go and emphasizes a more responsible approach to eating and seeking better snack alternatives.
Consumers are growing more aware of their snacks, paying attention to ingredients, portion sizes, and diversity. To illustrate, an October 2022 survey carried out by Mondelēz India indicated a remarkable change in consumer snacking behavior and taste in India. A majority of the respondents expressed opting for snacks that respond to the needs and nutritional demands of their body, with 86% snacking to improve mood, seek comfort, relax, and have some quiet time.
Big food companies are thus increasing their footprint in the healthy snacks category by taking over smaller, innovative brands with unique products and a loyal consumer base. These takeovers allow established players to penetrate new markets, improve distribution channels, and access diverse consumer bases, while giving smaller brands the resources and expertise required for growth and scalability.
For example, Garden Veggie Snacks introduced two new gluten-free tortilla chip flavors, Smoky BBQ and Sweet Tangy Chili, along with the existing Nacho Cheese and Zesty Ranch in March 2025 in their Flavor Burst line. The chips are made with five vegetables and non-GMO corn, without any artificial flavors or preservatives, highlighting a "better-for-you" strategy. Smoky BBQ is a Walmart exclusive, while Sweet Tangy Chili is offered at Kroger and Amazon. The brand targets customer demand for bold flavors and clean ingredients and expands its portfolio of veggie-centric snacks.
Product Insights
Root vegetable chips had a revenue share of 49.8% in 2024. Americans increasingly are gravitating toward root vegetable chips as a healthier snack alternative. Prepared from nutrient-dense alternatives such as sweet potatoes, beets, and carrots, these chips provide a lower-calorie, high-fiber snack that provides vital vitamins and antioxidants. As health awareness grows and demand for clean-label, organic products intensifies, consumers are drawn to their natural taste and crunch. Innovations in processing and packaging have also increased their visibility, and root vegetable chips now form an easy and enticing snack option for on-the-go consumption.
The market for legume-based chips is predicted to expand at a CAGR of 8.2% during the period 2025-2035 as people demand protein-dense, high-fiber snacks that are consistent with health-oriented and plant-based diets. Produced from ingredients such as lentils, chickpeas, and black beans, these chips provide a healthy substitute for conventional potato chips, targeting consumers seeking gluten-free and high-protein alternatives. Furthermore, the increasing trend of plant-based and sustainable diets has motivated producers to create new flavors and textures, further fueling demand for legume-based chips in the healthy snacking industry.
Nature Insights
Traditional healthy vegetable chips held a revenue share of 79.8% in 2024 as consumers are looking for healthier alternatives to snacks that do not compromise on taste or crunch. With growing consciousness regarding the nutritional disadvantages of conventional fried snacks, most Americans are switching to chips produced from kale, sweet potatoes, and beets, which are rich in vitamins, antioxidants, and fiber. Improved baking and air-frying methods have reduced the fat and calorie content of these chips, while their tasty flavors and easy-to-open packaging satisfy contemporary consumers' demand for convenient snacking on the go.
Healthy vegetable chips based on non-GMO are likely to register a CAGR of 9.9% between 2025 and 2035. Most consumers view non-GMO food as more natural, wholesome, and unaltered by artificial changes, and this appeals to their desire for clean-label and minimally processed foods. In addition, increased consciousness regarding sustainable agriculture and the need to promote organic and non-GMO farming pushes demand for such chips even more. Consequently, non-GMO vegetable chips are emerging as a popular snacking option for health-food consumers looking for nutrition and authenticity in what they eat.
Processing Insights
Fried healthy vegetable chips held a revenue market share of 37.6% in the year 2024. These chips provide the ideal mix of crunchy texture and full-of-flavor goodness while being well perceived as a healthier option compared to classic potato chips. These chips stay with the natural health of vegetables while delivering the indulgent crunch food enthusiasts desire. Other techniques of frying, including vacuum frying, have also contributed to oil absorption reduction, presenting a more desirable choice for health-aware consumers.
Air-fried & dehydrated healthy vegetable chips are anticipated to increase at a CAGR of 8.7% during 2025-2035. U.S. consumers are finding air-fried and dehydrated vegetable chips more desirable due to the healthier nutritional content compared to conventional fried snacks. These chips are more natural in flavor and nutrient content and lower in fat and calories, thus appealing to health-conscious consumers. Moreover, the increasing demand for clean-label, gluten-free, and minimally processed snacks has further increased their popularity, as consumers look for guilt-free snacks without sacrificing taste and texture.
Distribution Channel Insights
Offline store sales comprised a revenue percentage of 84.4% in 2024. Offline sales of healthy vegetable chips are on the rise as consumers desire in-store shopping experiences that enable them to gauge product freshness, ingredients, and packaging on their own. Supermarkets, specialist health stores, and convenience stores are key drivers of sales, providing an extensive array of choices and promotional offers that appeal to health-conscious consumers. In addition, impulse buying at checkout lanes and in the snack aisles accounts for greater sales.
U.S. healthy vegetable chip sales through online distribution channels are forecast to increase with a CAGR of 9.7% between 2025 and 2035. Online channels enable customers to see an extensive array of brands, flavors, and product types, typically with the advantage of elaborate product descriptions, nutritional facts, and customer ratings. Such openness makes internet purchasing attractive for health-conscious consumers who are increasingly looking for products that cater to their individual dietary requirements, for example, non-GMO, organic, or vegan vegetable crisps. Additionally, home delivery and the possibility to purchase in bulk are attractive to busy consumers seeking an easy shopping experience.
Flavor Insights
Plain and salted healthy vegetable chips for commuters represented a revenue proportion of 45.9% in 2024. Plain and salted vegetable chips are favored by American consumers because of their uncomplicated, clean ingredients and balanced taste. Plain and salted chips present a healthier choice compared to strongly seasoned or artificially flavored foods, which is desired by individuals preferring minimal processing and natural flavor. The mild seasoning boosts the inherent flavor of vegetables without making them too salty, keeping sodium content moderate and thus presenting a great choice for health-oriented snackers. Also, the compatibility of plain and salted vegetable chips with dips and spreads further makes them popular among consumers seeking a healthy but filling snack.
Spiced & seasoned nutritious vegetable chips are projected to develop at a CAGR of 8.7% during 2025-2035. American consumers are being attracted by spiced and seasoned vegetable chips because they are looking for intense flavors and interesting taste experiences in their snacks. The chips beautifully blend indulgence and health by uniting the crunch of vegetables with savory, tangy, or spicy flavorings. As global flavor discovery increases, consumers are turning to distinctive spice blends reminiscent of the world's cuisines.
Key U.S. Healthy Vegetable Chips Companies Insights
Healthy vegetable chip manufacturers increasingly leverage advanced food processing technologies to enhance product quality, taste, and nutritional value. Techniques such as vacuum frying, air frying, and freeze-drying help preserve vegetables' natural flavors and nutrients while reducing oil content. In addition, manufacturers are incorporating smart packaging solutions, including resealable and biodegradable options, to improve convenience and sustainability. AI-driven quality control systems ensure consistency in texture and taste, while data analytics help brands optimize production efficiency and predict consumer trends. Customization is also on the rise, with brands offering a variety of seasoning blends, organic options, and personalized snack packs to cater to diverse consumer preferences.
Key U.S. Healthy Vegetable Chips Companies
- TERRA (Hain-Celestial)
- Kibo Foods
- GoPure
- Rare Fare Foods, LLC
- PepsiCo
- Lantev Industries
- Hunter Foods Private Ltd
- Rivera Foods
- Troovy
- Calbee Harvest Snaps & WorldPantry.com
Recent Developments
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In March 2025, Garden Veggie Snacks, a brand under the Hain Celestial Group, introduced two new flavors to its Flavor Burst Tortilla Chips lineSmoky BBQ and Sweet Tangy Chili. These chips are part of the brand's commitment to providing better-for-you snack options, featuring no artificial flavors or preservatives and combining five types of vegetables (spinach, beet, red bell pepper, carrot, and tomato) with non-GMO corn. The brand aims to meet the growing demand for healthier snacks that do not compromise on taste, aligning with consumer preferences for adventurous flavor combinations and wholesome ingredients.
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In August 2024, Kibo Foods launched its new Veggie Crunch Chips, offering a healthy and sustainable snack option powered by green peas. These bite-sized 3D triangular chips provide 7 grams of plant-based protein per serving, are free from preservatives, added sugar, gluten, dairy, GMOs, and high saturated fat, and contain only 110 calories per serving. Available in three flavors-Sea Salt, Sour Cream & Onion, and Hot Chipotle-the chips cater to diverse taste preferences.
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In July 2023, Taylor Farms, North America’s leading producer of fresh foods, launched a new range of Snack Packs designed for convenient, healthy snacking. These packs combine fresh vegetables like carrots, celery, radish chips, and grape tomatoes with flavorful dips from brands such as Good Foods, Fresh Cravings, and Taste of the South. The five new varieties include Chicken Salad, Veggies & Guacamole, Pimento Cheese, Dill Pickle, and Roasted Hummus, catering to diverse taste preferences.
U.S. Healthy Vegetable Chips Market Report Scope
|
Report Attribute |
Details |
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Market size value in 2025 |
USD 1.08 billion |
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Revenue forecast in 2030 |
USD 1.56 billion |
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Growth rate |
CAGR of 7.7% from 2025 to 2035 |
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Actual data |
2018 - 2024 |
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Forecast period |
2025 - 2035 |
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Quantitative units |
Revenue in USD million/billion, CAGR from 2025 to 2035 |
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Report coverage |
Revenue forecast, company ranking, competitive landscape, growth factors, and trends |
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Segments covered |
Product, nature, flavor, processing, distribution channel |
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Country scope |
U.S. |
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Key companies profiled |
TERRA (Hain-Celestial); Kibo Foods; GoPure; Rare Fare Foods, LLC; PepsiCo; Lantev Industries; Hunter Foods Private Ltd; Rivera Foods; Troovy; Calbee Harvest Snaps & WorldPantry.com |
|
Customization scope |
Free report customization (equivalent up to 8 analysts working days) with purchase. Addition or alteration to country, regional & segment scope. |
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Pricing and purchase options |
Avail customized purchase options to meet your exact research needs. Explore purchase options |
U.S. Healthy Vegetable Chips Market Report Segmentation
Product Outlook (Revenue, USD Million, 2018 - 2035)
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Root Vegetable Chips
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Sweet Potato Chips
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Beetroot Chips
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Carrot Chips
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Others
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Leafy Green Chips
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Kale Chips
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Spinach Chips
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Others
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Legum-based
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Lentil Chips
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Chickpea Chips
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Pea Chips
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Others
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Others
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Nature Outlook (Revenue, USD Million, 2018 - 2035)
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Organic
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Conventional
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Non-GMO
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Flavor Outlook (Revenue, USD Million, 2018 - 2035)
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Plain & Salted
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Spiced & Seasoned
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Cheese-flavored
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Others
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Processing Outlook (Revenue, USD Million, 2018 - 2035)
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Baked
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Air-dried & Dehydrated
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Fried
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Others
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Distribution Channel Outlook (Revenue, USD Million, 2018 - 2035)
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Online
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Offline
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Hypermarkets & Supermarkets
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Convenience Stores
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Others
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