What does snacking mean to you? For some people, snacking is simply a way to top up calories between meals. But for most of us – according to Mondelez’s 6th annual State of Snacking report – it’s a whole lot more.
Snacking is universal. The State of Snacking report shows that 91% of global consumers enjoy at least one snack per day. They are looking for the right snack to enjoy at the right time, with the right people. And while they are loyal to their favourite brands, they are always looking for something new to try.
At TasteTech, we manufacture encapsulated ingredients and flavourings for use in confectionery, bakery, and nutritional products – so snacking is a big part of our (and our customers’) business.
Snack Time
Our attitudes towards food are shifting. Where once the norm was three meals a day, now 71% of Gen Z and Millennials prefer to eat many small meals throughout the day. This figure has grown 8% compared to last year.
In today’s busy world, taking the time to enjoy a favourite treat has also become an act of self-care. 81% of respondents agree that they snack “to find quiet moments to myself, or ‘Me Time’”.
Finding time for a snack is one thing, but location matters too. When asked if they “consider the location or context of snacking while choosing the snack”, 73% agreed.
But they don’t always get it right, with only 53% saying they can regularly find the best time of day for a snack, and 52% saying they can find a snack in the right moment to meet their needs at the exact time.
So, whether they’re tucking into a sharing bag with friends, or grabbing something on the go, consumers are craving those perfect moments for snacking.
The Joy of Snacks
Foods and flavours have a strong link to memories and our sense of identity. Nostalgic flavours have seen a resurgence globally over recent years, and the trend shows no signs of slowing down.
79% of global respondents agreed that “snacks evoke memories of my childhood home”, while 78% said they “like sharing my favourite childhood snacks with others.”
Consumers often crave familiar flavours for a feeling of comfort during difficult times, with 77% agreeing that “snacking is one of the few indulgences I have these days”. In today’s fast-paced world, many consumers see snacking as an opportunity to slow down and take time for themselves.
Savvy Snackers
During times of economic uncertainty, consumers will often prioritise buying small indulgences – like their favourite snacks – to provide comfort and self-care.
This has been the case over the last year when, while consumers are battling against inflation, they are still willing to pay for snack items, especially those they are already loyal to. In 2022’s State of Snacking Report, 75% of respondents agreed that “I always find room in my budget for snacks.”
In 2024, 59% of respondents said they had to change their snack purchasing habits due to inflation, and 66% said that they are “willing to visit multiple stores to find my favourite snacks”.
It seems that brands have been able to meet this need, with 94% of consumers agreeing that they can find a snack that fits within their budget.
And while brand loyalty is important – 80% said they have been loyal to certain snacks/brands for a long time – consumers are still interested in trying something new.
91% of respondents said they would be willing to try an alternative to one of their favourite snacks, and 81% would be willing to switch brands if a new snack is better than their current one.
Mindful Snacking
Consumers are increasingly interested in learning about the ingredients in their food and are looking for quality nutritional value – 78% prefer brands that prioritise quality ingredients over calorie counts. 74% said they prefer snacks with high quality of nutrition, rising to 80% among millennials.
We have also seen attitudes to healthy eating changing over the last few years, and the data shows this. Consumers are more likely to check the label for beneficial ingredients, rather than looking for those they are trying to avoid. This reflects a wider trend of consumers moving from restriction to moderation.
Sustainability is another important factor, especially for younger consumers. 33% of Gen Z and Millennial respondents have been paying attention to the sustainability of their snacks over the last 12 months.
Snacking is becoming more and more important to consumers and their wellbeing. There are opportunities for manufacturers to target snacking moments and tapping into the joyful nature of snacking.
Price sensitivity is less important for snacking but making sure your products are accessible reduces the likelihood that your loyal customers will seek out an alternative. High-quality and sustainable snacks will only increase in popularity as consumer become more invested in these values.
To find out how our products can solve your manufacturing issues, get in touch here.
You can read and download Mondelez’s State of Snacking report here.
