I saw an article on how airlines choose their snacks and I had a whole bunch of thoughts. I never thought that they did it on a whim but I expected some harder data to decide. My favorite snacks are the traditional pretzels and the cookies. Unfortunately, salted pretzels are nowhere to be found. I know why it is difficult to get peanuts with all the allergies around. But to suffice it to say that deciding snacks is a surprisingly complex decision-making process—one that starts with something airlines rely on heavily: customer feedback.
Every item onboard must meet a blend of customer preferences, logistical limitations, and strategic brand goals. Here’s a look inside how airlines decide what you munch on in the sky.
Customer Feedback: The Spark That Starts It All
Airlines closely track what passengers say—both the complaints and the compliments.
Where the feedback comes from:
- Post-flight surveys
- Social media (yes, your pretzel rant gets noticed)
- Customer service calls and emails
- In-flight crew observations (“Everyone asked if we had something sweet today…”)
- Loyalty member focus groups
Because snacks are one of the few free perks left in economy, airlines know passengers pay attention. So when travelers overwhelmingly say they’re tired of dry cookies or want healthier options, airlines take note.
Often, new snack ideas begin as trends flagged directly from these feedback channels.
Testing Trends and Dietary Preferences
Next, airlines compare customer feedback with broader food trends. More passengers are asking for:
- Gluten-free options
- Protein-rich snacks
- Lower sugar choices
- Plant-based alternatives
- Snacks with real, recognizable ingredients
If a trend appears consistently across multiple routes and demographics, airlines consider adding it to the testing phase.
3. The Snack Trials: Taste Tests at 35,000 Feet
One surprising challenge: food tastes different in the air.
Cabin pressure and humidity affect taste buds, making flavors duller and saltiness muted. Because of that, airlines conduct taste tests both on the ground and in the air.
They ask:
- Does this snack still taste good at altitude?
- Does the packaging open easily for passengers and crew?
- Does it crumble into a mess (looking at you, granola bars)?
- Does it hold up for months without refrigeration?
Only snacks that survive these tests move forward.
Logistics and Cost: The Behind-the-Scenes Reality
Even if customers love a snack, operational constraints can kill it.
Airlines must consider:
- Shelf life: Snacks need to stay fresh for long periods.
- Weight: Lighter snacks reduce fuel costs.
- Allergens: Airlines try to avoid major allergen risks.
- Packaging size: Space onboard is extremely limited.
- Vendor reliability: Can the supplier guarantee millions of units consistently?
Sometimes your favorite snack disappears simply because the supplier couldn’t keep up.
Brand Partnerships and Local Flair
Many airlines love featuring small, regional brands—especially on routes where local identity matters.
For example:
- A New York-based airline might feature local cookie or snack companies.
- A West Coast airline may highlight organic or artisanal bites.
These partnerships reflect airline brand personality while responding to what customers say they enjoy most.
Continual Monitoring: The Snack Menu Is Never Final
Once a snack is onboard, the cycle starts again. Airlines monitor:
- Consumption rates (did people take it or decline it?)
- Waste (how many come back unopened?)
- Crew feedback
- Ongoing customer comments
If a snack isn’t performing well, it gets swapped out. That’s why snack menus evolve every year or two.
Final Thoughts: Snacks Are Small, But They Matter
Airlines know they can’t control turbulence or air traffic delays—but they can offer you a satisfying bite mid-flight. And because food is one of the most memorable parts of the passenger experience, airlines take snack selection seriously.
What ends up in your seat-back pocket is the result of customer feedback, culinary trends, logistical puzzles, and a little bit of sky-high taste testing.
So the next time you open that tiny bag of pretzels, just remember: you may have helped choose it.