Mondelēz State of Snacking report finds holiday memories shape shopping
Mondelez at Sweets & Snacks Expo, is among companies investing in AI analysis for snack-range development. . Pic: Neill Barston
Holiday season memories are significantly responsible for shaping our choice of treats, according to sixth annual Mondelēz International’s State of Snacking report, writes Neill Barston.
As the company noted, its survey took place across 12 countries, and reveals that sharing snacks is a deeply ingrained practice, especially prevalent in Asian cultures, where it signifies communal experiences and honouring heritage.
A large majority of consumers fondly remember sharing snacks with parents, highlighting the role of snacks in strengthening bonds and celebrating traditions across generations.
Moreover, the well-established State of Snacking survey finds 80% of global consumers agree that snacking on their favourite foods from childhood makes them sentimental.
As Confectionery Production found at this year’s Sweets & Snacks Expo in the US, the concept of ‘newstalgia’ – combining classic family favourites that are given a modern twist, appears to be uppermost in both manufacturers’ and consumers minds.
According to the US-headquartered business, we are ‘Connected by Snacks’: some 76% agree, “Some of my fondest childhood memories include sharing a snack with my parents.”
Furthermore, some 78% of global consumers enjoy sharing their favourite childhood snacks with others. This is especially prevalent in the Philippines (90%), Indonesia (90%), China (86%) and India (86%).
In addition, snacks that span generations are making waves – 73% of global consumers agree that there are certain snacks their family eats that have been passed down through many generations. This resonates strongly in Indonesia (88%), India (85%), and the Philippines (84%).
“Snacking is about more than satisfying a craving – it’s about tapping into cherished memories and forging deeper connections, particularly during the holiday season,” said Melissa Davies, Senior Manager, Global Insights & Trendspotting at Mondelēz International. “Whether it’s recreating childhood memories or establishing new rituals, snacks play a central role in celebrating the holidays and strengthening bonds.”
Mondelēz International continues to offer a range of products that have been part of family traditions for generations. Additional findings from the State of Snacking report are available for download at www.mondelezinternational.com/stateofsnacking/.
