Latest Mondelēz State of Snacking report reveals sustainability and portion control trends

The latest State of Snacking report from Mondelēz International has revealed a strong preference for six in ten consumers for smaller meals throughout the day rather than several larger occasions, writes Neill Barston.

Moreover, the study, which explored the views of thousands of consumers across 12 countries, found that people are actively trying to find products with controlled portions, amid a continued trends towards health and wellbeing considered a major factor by many shoppers.

Significantly, despite the continued  cost of living crisis experienced by many consumers around the world, the new research found that 66% of respondents said they had not made major changes to their spending on snacks.

Equally as important, 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.

Clearly, the advent of social media channels such as TikTok have had a notable impact on the market, with 62% of people searching  for novelty, with six in 10 considering themselves “snack adventurers” seeking out latest trends in flavours and varieties.

This was underlined by the results which found 74% report that the novelty of the flavour and texture combination are important to them when choosing a snack, while 56% discover new snacks through online platforms. This is particularly the case with younger generations.

This latest comprehensive survey, in partnership with The Harris Poll, this report was initially launched five years ago in support of Mondelēz International’s mission to lead the future of snacking. The past half-decade of tracking attitudes and behaviors among thousands of consumers across 12 countries has shown a consistent trendline of consumers demonstrating a preference for snacks over meals.

As the company noted, it is also delivering a complementary State of Snacking: Future Trends report showcasing longer-term consumer macro trends shaping the future of snacking.

These macro trends include: shifting demographic landscape, increasingly fluid lifestyles, people and planet impact imperative, health and well-being ubiquity, and resurgence of experience economy. These macro trends provide additional context on changing behaviours from a big-picture perspective, further exploring how the snacking world may evolve in the future.

Continuing trends
Furthermore, as the business asserted, its latest finding reveal that snacking behaviours continue to grow, including notable growth in mindful snacking, with the chocolate category in particular closely associated with joy.

In addition, they are also increasingly selecting products that are closely linked to their personal values and beliefs, which has driven a greater demand for sustainably produced ranges.

“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 demonstrates the 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.

According to the research, a total of  88% of consumers reporting that they indulge in snacks daily, with six in 10 agreeing that they prefer many small meals throughout the day, as opposed to a few large ones.

In terms of mindful snacking, two thirds of people claim to prefer portion controlled snacks, and 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.

However, as Confectionery Production has previously reported – this is an area that remains conflicted, with consumers often frequently offering complaints and concerns over ‘shrinkflation’ in which favoured treats and snacks are reduced in portion size – with many manufacturers making the move to cut costs in response to higher prices of ingredients that have posed a major challenge in recent years.

Other areas of results for the study found that 72% surveyed fear a “world without chocolate would be a world without joy,” a feeling that is consistent across generation and region.

Notably,  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.

Among other key findings, 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.

In relation to this, 74% report that they often recycle their snack packaging – up three percentage points from last year – a statistically significant increase. Millennials are most likely to say they prioritize 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. “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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