Mondelēz International snacks study find consumers welcome healthier options
Global confectionery group Mondelēz International has confirmed the launch of its debut State of Snacking report, examining key consumer trends that focus on wellbeing and a desire for community connection.
As the company noted, its study found a general trend for growth in the sector, as well as regional patterns that revealed how the segment is set to play a key role in the future of food production in meeting demands for a broader range of products.
Among its key findings was the fact that 77% of consumers agree there is a time and a place for a healthy snack, and a time and a place for an indulgent one, as manufacturers grapple with formulating confectionery that meets flavour profile expectations, yet offers reduced sugar and salt content.
The research was conducted through consumer polling specialist, The Harris Poll, approaching more than 6,000 adults to gain their views, which complements Mondelēz International’s extensive snacking knowledge to uncover latest global consumer patterns. Data was obtained from a number of key markets, including the US, Canada, Mexico, Brazil, France, Germany, the UK, Russia, China, India, Indonesia and Australia.
Another significant finding was the fact six in 10 adults worldwide (59%) say they prefer to eat many small meals throughout the day, as opposed to a few larger ones, with younger consumers especially leaning into snacks over meals as that number rises to 7 in 10 among Millennials (70%).
As Mondelēz explained, the study found that the role food plays in health and wellbeing is increasingly top of mind; people are more commonly considering how smaller bites – snacks – effect their emotional wellbeing, as well as their physical health.
For more than 8 in 10 people, convenience (87%) and quality (85%) are among the top factors impacting snack choice, with 80% of consumers are looking for healthy, balanced bites.
71% of adults say snacking helps them control their hunger and manage their calories throughout the day.
However, moments of indulgence continue to have an important place in daily routines, as 80% of adults worldwide acknowledge the need for balance by appreciating the option of both healthy and indulgent snacks depending on the moment of need. The majority of people say snacks are just as important to their mental (71%) and emotional (70%) wellbeing as their physical wellbeing.
In addition, the study found that snacking is a key way for people around the world to connect to their culture and share their sense of identity with their communities and families.
71% say snacking is a way to remind themselves of home. A total of 7 in 10 adults make an effort to share their favorite childhood snacks with others (70%).
Around the world, more than 8 in 10 parents use snack time as a small way to connect with their children (82%), and 76% of parents use snacks to pass cultural snacking rituals on to their children. More than three out of four parents (78%) say the snacks they choose for their children reflect who they are as a parent.
“As the snacking market continues to grow globally, we’re living our purpose to empower people to snack right by constantly learning about the many different ways consumers around the world are snacking and evolving their relationship with food,” said Dirk Van de Put, Chairman and CEO of Mondelēz International. “We see that the average global adult now eats more snacks than meals on a given day, driven by a number of evolving demands largely associated with how we live today, including a growing need for convenience, yearning to share nostalgic and cultural experiences, expanded wellbeing preferences and the desire for choices that range from wholesome to indulgent.”
Mondelēz International launches the State of Snacking report a year after it announced a new business strategy and purpose. Over the last year, the company made strong progress on its mission to offer consumers the right snack, for the right moment, made the right way. This includes developing an ever-deeper knowledge estate of the demands that motivate people to reach for snacks while continuing to meet people’s more holistic understanding of wellbeing by focusing on sustainably sourced essential ingredients, evolving its product portfolio to a broader range of options and inspiring mindful snacking habits.
“We embrace the fact that snacking habits around the world are as diverse as the consumers who enjoy them,” continued Van de Put. “However people snack, they should not have to choose between snacking and eating right, or to worry about the impact their choices have on the world and their communities. That’s why we’re committed to empowering people to snack right.”