Consumers are becoming increasingly health-conscious and the trend is carrying over to the snack segment. An IRI report in February focusing on trends in consumer packaged goods showed that consumers are now routinely weighing health implications when purchasing packaged food and beverages.

Consumers are looking for more "functional" foods, essentially trans-fat-free items that contain specific ingredients to deliver specific health benefits, such as digestive-health items, antioxidants and immunity-boosting products.

The IRI report revealed eight critical trends affecting retailer and manufacturer growth this year, ranging from the evolving role of food and beverages as "health solutions" to consumers’ focus on multi-tasking, time-saving and "do-it-all" products.

The report found new energy delivery systems, everything from caffeine-infused snack products to natural herb-formulated foods and beverages, will be the hallmark of new product growth across numerous categories.

Some retailers are cautiously optimistic. "Manufacturers started pushing low-fat, baked and trans-fat-free snacks, but salty snack sales have nothing to do with health," said Tim Grossi, category manager for La Plata, Md.-based Dash In Food Stores, which operates 35 Mid-Atlantic units. "I think the traditional snack customer will buy a salty product if that’s what they want, trans-fats don’t effect their purchases. Manufacturers are using it as a selling point rather than making products healthier. If I want a salty snack, trans-fats won’t stop me from buying a traditional meat or salty snack."

Manufacturers could do a better job introducing wholesome snack foods, Grossi said. "In my opinion, there are not enough healthy snack alternatives," he said. "By reducing saturated fat and trans-fats, there are still a lot of calories associated with the traditional snack. We still have a lot of room to grow (or slim down)."

Twelve million people drive the Massachusetts Turnpike a year, and with 11 franchised Exxon Tiger Marts peppered along the stretch of highway, Gulf Oil is perfectly placed to serve every one of them. The company stocks a wide array of salty snacks to satisfy almost any craving.

"Pretzels were a big portion of healthy snacking because they’re low-fat. Then you watched Frito-Lay introduce Baked Lays. Now it’s the elimination of trans-fats," said Terri Murray, general manager for Gulf Oil. "We serve such a wide array of customers everyday, from vacationers looking for indulgence to business commuters that want something quick, but not necessarily ‘bad for them,’ that we have to offer it all. We want to make everyone happy and still grow our business."

The company doesn’t devote a ton of attention to stocking the "healthiest" salty snacks, but with its focus on variety, it’s Fbeen feeding hungry customers a better-for-them treat, and the customers probably didn’t even realize it.