Mondelēz State of Snacking report finds majority of consumers “can’t imagine a world without chocolate”

Fresh industry research has revealed that consumers have continued to value taste, textures and flavours from their confectionery and sweet treats that are shareable, according to Mondelēz International’s sixth State of Snacking report, writes Neill Barston.

Significantly, research forming its latest study covering the 2024 period has shown that 69% of shoppers have valued environmentally-friendly sources of ingredients – underlining that sustainability is far from being a mere ‘nice to have’ – people are scrutinising their food choices in many instances more than ever before.

As evidenced at this year’s Sweets & Snacks Expo, an appetite for cookies, biscuits and chocolate continues to show an upward curve, with 5% growth in these areas in the past year, while 73% of global consumers agree they “can’t imagine a world without chocolate” – up 6% compared to 2019.

The latest research comes in partnership with The Harris Poll, and has tracked snacking behaviours among thousands of consumers across 12 countries, and comes as the business has placed a strong policy shift on delivering portion control. However, while this has been lauded for its health potential – it has not been a universally popular among consumers, with ‘shrinkflation’ moves reducing the size of some products, including a Cadbury Creme Egg (down from 2016g to 207g has met with concern from some fans of the brand who have noted a wider trend of brands slimming down the scale of their confectionery ranges.

As previously reported by Confectionery Production, the issue of products being cut in size has in part been motivated by major cost pressures upon manufacturers, including Mondelez, as cocoa prices have soared to $12,000 a tonne at the start of this year, impacting chocolate prices considerably. As broader industry research has shown in recent years, while consumers have claimed to be seeking out healthier options, their actions in many instances suggest otherwise, with many classic conventional confectionery ranges remaining as popular as ever.

For its part, Mondelez’s latest studies found that mindful consumption was a considerable factor in purchasing decisions, with  96% of global consumers say the engage in mindful snacking behaviours, and 79% agree they appreciate snacks more when greater care in their selection has been made. 

As our title covered, the company made a major appearance at last month’s Sweets & Snacks Expo, with a number of recent releases across its portfolio being showcased at the event in Indianapolis, which included a mixture of classic snacks and some better-for-you options within its portfolio. (Watch our exclusive review of the event below, featuring Grace Howard, of Mondelez International).

According to the company’s study,  81% of consumers say they pay attention to the sensory experience of their snacks, savouring the flavour, taste, and texture – which the research asserted that 69% of global consumers look for snacks that are portion controlled. 

The company’s research covered 12 key markets including  The United States, Canada, Mexico, Brazil,  France, Germany, The United Kingdom,  China, India, Indonesia, Australia, Philippines, and Vietnam. It also examined attitudes between age demographics including Gen Centennials ages 18-27, Millennials ages 28-43, Gen Xers ages 43-59, Boomers ages 60-78, and those aged 79-96.

Among its other crucial findings, it discovered that the majority of consumers (76%) of people sought out indulgent treats “without thinking too much of the ingredients,” which was especially true in the US (83%), Canada (82%) and UK (82%), which have a strong emphasis on impulse buying culture.

Moreover, its findings noted that 73% would “rather have a smaller portion of an indulgent snack than a bigger portion of a low fat/sugar alternative version,” including 86% of those in Indonesia and 80% in India. 

Another significant area in its findings established that there is  rising need for “me time” as 81% say they snack to find quiet moments to themselves – up 9% from last year. During the pandemic in 2020, consumers told us that snack time is one of the few moments of peace (64%) and bright spots in their day (63%); today, an even greater percentage (77%) say, “snacking is one of the few indulgences I have these days.” 

Melissa Davies, Senior Manager, Global Insights & Trendspotting at Mondelēz International believed that shoppers were in fact making more informed decisions about their purchasing, reflecting changing lifestyles.

She said: “Consumers are making more intentional choices about how they enjoy their favourite snacks. People are looking to balance enjoyment and wellness, and that’s driving a shift toward mindful eating. Smaller portions are one way for people to enjoy favourite treats without over-indulging. Many consumers are taking a more conscious approach to their eating habits, while still finding moments to savour their snacks.”