Mondelēz International, has unveiled the fifth edition of its annual State of Snacking report. This global consumer trends study provides yearly insights into consumer snacking preferences and decision-making. The latest report shows that despite persistent global economic instability, consumers still prioritize, buy, and favor snacks.
Developed in collaboration with The Harris Poll, this report was first introduced five years ago to further Mondelēz International’s commitment to shaping the future of snacking. Over the past five years, the report has consistently tracked attitudes and behaviors of thousands of consumers across 12 countries, revealing an ongoing trend of consumers favoring snacks over traditional meals.
This year, Mondelēz is also rolling out a standalone, complementary “State of Snacking: Future Trends” report. This report highlights long-term consumer macro trends that are shaping the future of snacking. The identified macro trends encompass a changing demographic landscape, evolving lifestyles, a growing emphasis on sustainability and environmental impact, the widespread focus on health and well-being, and the resurgence of the experience economy. These macro trends offer a broader perspective on shifting consumer behaviors and provide insights into the potential evolution of the snacking industry in the future.
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This year’s State of Snacking report indicates that snacking behaviors are on the rise, with a significant increase in mindful snacking observed. Notably, the chocolate category is strongly linked with feelings of joy.
Consumers are snacking:
- Consistently: Snack spending has remained consistent, with 66% of consumers indicating that they have not significantly altered their snack expenditures, even though they are more price-conscious.
- Mindfully: 85% of consumers state that they often enjoy the taste, flavor, and texture of snacks while eating them; meanwhile, 78% indicate that they value snacks more when consumed with mindfulness.
- Adventurously: Surveyed consumers are utilizing social media (62%) and actively seeking novelty, with six out of every ten identifying as “snack adventurers” who enjoy experimenting with new snacks.
- Purposefully: More than two-thirds of global consumers indicate that they frequently select brands that resonate with their values, driving an increasing demand for snacks that offer sustainability benefits.
Dirk Van de Put, Chairman and CEO of Mondelēz International, said, “The trend lines of the past half-decade of our State of Snacking report reinforce that despite a continued dynamic environment and changing preferences, snacking remains an integral pillar in the lives of global consumers.”
“As a more intentional consumer evolves, embracing mindful snacking, we continue to help empower them with choices across our brands as we aim to become a global snack leader,” he added.
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The survey highlights an increasing consumer demand for snacks that provide both enjoyment and resonate with personal and environmental values. A significant portion of consumers turn to snacks for benefits like boosting energy (75%), enhancing mood (74%), and supporting fitness objectives (70%). Moreover, 63% of the surveyed consumers look for snacks that aim to reduce their environmental footprint.
Further insights from the report reveal:
- The Evolving Snacking Mindset: Snacking continues to be a favored eating pattern, with 88% of consumers stating they snack daily. Six out of 10 respondents prefer having multiple small meals throughout the day rather than a few large ones.
- Mindful Snacking: Portion control is gaining importance, as 67% of consumers express a preference for portion-controlled snacks. Seven out of 10 respondents indicate they would opt for a smaller portion of a rich snack over a larger serving of a low-fat/sugar alternative. Additionally, 72% of those surveyed believe that a “world without chocolate would be a world without joy,” a sentiment that resonates consistently across generations and regions.
- Snack Curation: Social media is pivotal in snack discovery, as more than half of the surveyed consumers show interest in an “instant buy” option for snacks discovered online. 74% indicate that the uniqueness of flavor and texture combinations is a significant factor when selecting a snack. Furthermore, 56% of consumers find new snacks through social media, a figure that is even more pronounced among younger generations.
- Snacking with Purpose: 63% of the surveyed consumers look for snacks that aim to reduce their environmental footprint through practices like using carbon offsets, emphasizing local ingredients, and optimizing supply chains for sustainability. 74% indicate that they frequently recycle their snack packaging, marking a notable three-percentage-point rise from the previous year. Millennials are the most inclined to prioritize snacks with minimal plastic packaging to start with, at 71%.
“We have seen that snacking has helped consumers navigate the last five years,” said Martin Renaud, Chief Marketing and Sales Officer at Mondelēz International. “At Mondelēz International, we continue to work towards meeting the rising demand for more sustainable snacking options and mindful snacking, as the category remains a consistent daily ritual.”
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