Mondelēz’s 2024 State of Snacking: Mindful moments on the rise, Gen Z consumers go the extra mile for snacks

25-Mar-2024 - Last updated on 25-Mar-2024 at 13:23 GMT

Image Credit: Getty Images - miodrag ignjatovic

Whether it’s a moment to indulge or be mindful, consumers are turning to the snacking category for a host of reasons, as shoppers continue to swap meals out for snacks, Mondelēz International shared in its fifth annual State of Snacking report.

“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. 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,” chairman and CEO of Mondelēz International, Dirk Van de Put, shared in a press release.

Snacking remains strong, as consumers increasingly become mindful of portions, indulgence

As part of the report, Mondelēz commissioned The Harris Poll to survey nearly 3,700 global consumers over the age of 18 about their attitudes about the snack category. Similar to previous reports years, Mondelez found that approximately 60% of shoppers prefer snacks or smaller meals more frequently as opposed to traditional meals.

Most consumers (88%) participate in snacking at least once a day, while 60% claim that they eat snacks twice a day. Younger shoppers (Gen Z and Millennials) are on average snacking more, with 94% saying they have one or more snacks a day, and 68% said they have at least two snacks a day.

Three-in-four snackers "have ritualized snack time," dedicating specific times during the day to snack, Mondelez reported. Most consumers (78%) appreciate snacks more when they consume them mindfully, and 85% of shoppers savor the flavor, taste and texture of the snacks they eat.

Consumers are snacking for a variety of functional and health reasons from boosting their energy (75%) to improving mood (74%) to aligning with fitness goals (70%). Additionally, shoppers are increasingly mindful about their portions, and 67% said they seek out portion-controlled snacks, up 5% from last year’s numbers.

Despite the rising price of cocoa, many consumers are indulging their sweet tooth with various chocolate products. Consumers find such enjoyment out of chocolate that 57% said they'd give up social media for a month rather than chocolate.

Most consumers (81%) indulge in chocolate monthly, and 56% eat chocolate weekly. Milk chocolate, chocolate cookies and pretzels, and dark chocolate are the most popular chocolate with 68%, 60% and 57% of consumers, respectively, eating them monthly.

Gen Z consumers are more willing to try new snacks

Consumers are also searching for new and unique flavors when they walk the grocery store aisles, and Gen Z shoppers are willing to go the "extra mile" when it comes to finding new snacks, Mondelēz reported.

Most consumers (68%) said they get excited when the have a new snack, and 59% are snack adventurers and would like to try new snacks. Gen Z consumers are more likely than the average consumer to stand in line for a snack, 40% compared to the average of 29%. Additionally, 42% of Gen Z like trying new snack collaborations and 41% get a new snack flavor the moment it comes out, compared to 36% and 34%, respectively for the average consumers.

Age demographics played a role in where and how consumers learn about new snacks. Most young consumers (Gen Z and millennials) learn about new snacks from social media, and 71% from video content, compared to 38% and 37%, respectively for older generations. Younger consumers were also likely to learn about snacks from food influencers (61%) and online communities (60%), compared to 28% and 29%, respectively, for older shoppers.