Mondelēz International, the owner of brands such as Cadbury and Oreo, has announced the launch of the fifth annual State of Snacking report, a global consumer trends study examining how consumers make snacking decisions. This year’s report reveals that amidst ongoing economic uncertainty, consumers continue to prioritise and purchase snacks.
Other findings include notable growth in mindful snacking, with the chocolate category in particular closely associated with joy. Consumers are snacking:
- Consistently: snack spending remains unchanged with two-thirds (66%) of consumers agreeing they have not made significant changes to their spend on snacks, despite being more conscious of price.
- Mindfully: 85% of consumers report they regularly savour a snack’s taste, flavour, and texture while eating; 78% say they appreciate snacks more when consumed mindfully.
- Adventurously: consumers surveyed are leveraging social media (62%) and searching for novelty, with six in 10 considering themselves “snack adventurers” who like to try new snacks.
- Purposefully: over two-thirds of global consumers agree they often choose brands that align with their values, fueling a rising appetite for snacks with sustainability benefits.
“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,” said Dirk Van de Put, Chairman and CEO of Mondelēz International.
“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.”
The survey shows a growing consumer desire for snacks that offer both satisfaction and alignment with personal and environmental values. Consumers rely on snacks for perceived benefits such as to boost energy (75%), improve mood (74%), and align with fitness goals (70%). Additionally, 63% of consumers surveyed seek snacks that work to minimise their environmental impact.
Additional findings from the State of Snacking report and a complementary Future Trends analysis include:
- The Evolving Snacking Mindset
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- Snacking remains a preferred eating habit, with 88% of consumers reporting that they indulge in snacks daily.
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- Six in 10 agree that they prefer many small meals throughout the day, as opposed to a few large ones.
- Mindful Snacking
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- Portion control is increasingly important, with 67% of consumers saying they seek portion-controlled snacks.
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- Seven in 10 agree they would rather have a smaller portion of an indulgent snack than a bigger portion of a low fat/sugar alternative version.
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- 72% surveyed fear a “world without chocolate would be a world without joy,” a feeling that is consistent across generation and region.
- Snack Curation
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- Social media plays a crucial role in snack discovery, with over half of the consumers surveyed expressing interest in an “instant buy” option for snacks found online.
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- 74% report that the novelty of the flavour and texture combination are important to them when choosing a snack.
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- 56% discover new snacks on social media, and these numbers are even higher among young generations.
- Snacking with Purpose
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- 63% of consumers surveyed seek snacks that work to minimise their environmental impact with actions such as using carbon offsets, prioritising local ingredients, and optimising supply chains to promote sustainability.
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- 74% report that they often recycle their snack packaging – up three percentage points from last year – a statistically significant increase.
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- Millennials are most likely to say they prioritise snacks that have less plastic packaging to begin with (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, 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.”
