Mondelēz's third annual State of Snacking report echoes prior findings: mindfulness and wellbeing are increasingly important among consumers

Mindfulness and wellbeing considerations are increasingly important in snacking, according to the third annual State of Snacking report released by Mondelēz International Inc. this week. Mondelēz’s latest survey was conducted online by the Harris Poll from Oct. 5 to 27 among 3,055 adults globally ages 18 and older.

Repeating findings in previous reports, the new study confirmed that consumers prefer snacking as a regular eating behavior over traditional mealtime for the third consecutive year (64% today, up 5% since inaugural findings reported in 2019). This trending preference for snacking spikes among younger generations, with 75% of Gen Z replacing at least one meal each day with a snack.

The 2021 State of Snacking report complements Mondelēz’s proprietary snacking insights knowledge estate – including macro trends informing the future of snacking – with new polling research conducted among thousands of consumers across 12 countries.

The snack giant said its findings demonstrate the expanded meaning of snacking in consumers’ lives – reinforcing aggressive global growth strategy.

Key findings

• Expanded definition: Nearly 80% of consumers globally say their definition of a snack has evolved over the past three years to include more or different types of foods, occasions for eating, or other elements.
• Beyond nutrition: 85% of consumers eat at least one snack per day for indulgence, 88% say a balanced diet can include a little indulgence, and 74% say they can’t imagine a world without chocolate.
• Integrating purchasing decisions with values: 85% of consumers worldwide want to buy snacks from companies offsetting their environmental footprint.
• Expanding snacking experiences through social connectivity: More than half of people globally say social media has inspired them to try a new snack over the past year.

The study also found consumers are seeking snacks that deliver a range of benefits beyond physical well-being and nutrition needs.

Consumers’ habits indicate both sustenance and indulgence are part of a balanced lifestyle, with 85% of consumers now eating at least one snack for sustenance and one snack for indulgence each day.

Additionally, snacking continues to serve as a vehicle for emotional well-being, with nearly eight in 10 global consumers agreeing that some snacks should be just for enjoyment or satisfaction, without worrying too much about nutrition (79%).

Mindfulness and values-centric consumption also are increasingly top of mind, as 86% of consumers believe in the importance of control over their snacking choices through portion size options and ingredient transparency.

Additional findings from the 2021 State of Snacking report, available for download at mondelezinternational.com/stateofsnacking, include:

Seeking snacks on demand

Consumers are experimenting with new channels to buy snacks, with more than half reporting shopping for snacks using at least three nontraditional or emerging channels in the last year (53%). These channels include delivery apps, online ordering for curbside or in-store pickup, and direct-to-consumer websites.

Majorities of global consumers expect to be able to buy the snacks they want whenever they want (80%) and using any channel they want (74%). This trend is especially strong in Asia and Latin America.

Snacking with a purpose

Consumers are growing more intentional about their purchase decisions as they become more in touch with their values. They are making more of an effort to learn more about the brands or companies they buy from and becoming more discerning over the sustainable nature of the snacks they choose.

Reducing waste is top of mind, as consumers say the number one environmental impact on their food choices is availability of low waste packaging (78%).

Social media as a snacking inspiration

Social media is a rising source of discovery as consumers increasingly find food trends, inspiration, and connection on their feeds.

More than half of global consumers (55%) say social media has inspired them to try a new snack in the past year, including even greater majorities of Gen Zs (70%) and millennials (71%).

“Consumers are becoming more discerning with their snacking choices as the trend toward conscious consumption grows, and we continue to find that balanced diets now often include a little indulgence for the majority,” said Dirk Van de Put, chairman and chief executive of Mondelēz International.

“Consumers also expect to be able to get their snacks whenever and wherever they want," Van de Put added. "The findings of this report help inform our strategy so that at Mondelēz International, we can continue to anticipate and address the evolving tastes and preferences of the global consumer as a global leader in snacking.”