• State of Snacking™ by Mondelēz International is a global study of consumer trends that examines how consumers make snacking decisions. The fifth annual report reveals that, globally, snacks continue to be at the top of consumer preferences.
The report State of Snacking, developed in partnership with opinion polling specialist The Harris Poll, was originally launched five years ago in support of Mondelēz International's mission to maintain its leadership position in the snacking sector.
This year, Mondelēz is launching yet another stand-alone, complementary report titled State of Snacking: Future Trends, which presents long-term consumer macro trends that will shape the future of the snacking sector.
These macro trends include: the changing demographic landscape, increasingly fluid lifestyles, the impact on people and the planet, the ubiquity of concern for health and wellness, and the resurgence of the search for the extraordinary experience.
Trend analysis provides additional context on changing behaviors from a big picture perspective, further exploring how the world of snacking may evolve in the future. State of Snacking: Future Trends is the result of a collaborative effort between Mondelēz International and the Food Institute, Euromonitor, Kantar, Mintel and NextAtlas.
Demographic change and food preferences
The past half-decade of tracking attitudes and behaviors among thousands of consumers in 12 countries has shown a consistent trend among consumers to show a preference for snacks over regular meals.
The global demographic landscape is undergoing significant transformations, profoundly influencing eating habits. Among consumers, there is an increase in active seniors, young people, singles and new members of the middle class.
For example, 51% of people over 60 shop online at least monthly, and 42% play video games online. These consumers are looking for foods that support health and an active lifestyle, with 68% of over 58s choosing snacks for indulgence. At the same time, two-thirds of them are interested in getting the recommended daily dose of vitamins and minerals, which increases the popularity of functional nutrition.
72% of survey participants say that "a world without chocolate would be a world without joy", a feeling that is common to all generations and regions.
Social Media plays a crucial role in snack discovery, with over half of consumers surveyed expressing interest in a "instant purchase" of snacks found online.
74% report that the novelty of the combination of flavors and textures is important to them when choosing a snack.
56% discover new tastes on social media, and these numbers are even higher among younger generations.
Generational influence and global tastes
Generation Z and Generation Alpha (those born after 2010, the so-called "digital natives" ) will have a significant impact on the food market, with their preferences emphasizing sustainability and ethical production. The diverse multicultural tastes of young people will stimulate the growth of the variety of global flavors and dishes. Young consumers of these generations appreciate the accessibility and convenience of products, preferring quick and nutritious snacks.
Changing family composition also has an important impact on lifestyle choices and living conditions and, consequently, food consumption and eating habits.
Smaller and one-person households will continue to drive demand for single-serve and quick-to-prepare food products, while multigenerational and shared households will favor larger packages and options that cater to more tastes and food preferences.
As global migration intensifies, food once again "niche" and stores with a certain international specificity will expand their offer of ingredients and products from all corners of the world, snacks will also be enriched with global tastes and aromas, and restaurants will increasingly incorporate international gastronomic traditions into their menus.
Snackification and convenience
The concept of "snackification" implies an increase in demand for convenient, nutritionally balanced snacks that are easy to consume on the go. Products such as muesli bars and granola are becoming popular alternatives for breakfast, and protein snacks and ready-to-eat soups are preferred for lunch and dinner. Most consumers (6 out of 10) prefer to eat several small meals throughout the day.
Automation and the use of artificial intelligence assistants will revolutionize marketing and consumption. Consumers will increasingly delegate tasks such as shopping to AI personal assistants, requiring the adoption of effective promotion strategies for both humans and AI algorithms.
Technological innovations will further influence the brand story, improving the consumer experience by increasing the interactive, immersive and personalized character. This is achievable with the help of virtual reality enhanced by the use of AI. Immersive and multisensory shopping experiences, such as AR menus and VR exploration, will become more common, enhancing consumers' connection with brands.
Sustainability and ecological packaging
63% of consumers surveyed are looking for snacks that minimize their impact on the environment through actions such as using carbon offsets, prioritizing local ingredients and optimizing supply chains to promote sustainability.
74% say they often recycle snack packaging – up three percentage points from last year – a statistically significant increase.
Millennials are most likely to prioritize snacks that have less plastic packaging (71%).
With 63% of consumers looking for products that minimize environmental impact and 82% willing to pay more for sustainable packaging, the food industry is increasingly turning to reusable, recyclable or compostable packaging. Reducing food waste and efficient use of resources will become major priorities.
Concern for health
Nutritional knowledge is becoming accessible to a growing number of consumers, helping them make informed choices and contributing to the adoption of healthy and balanced diets. Advances in food technologies, such as microencapsulation, fermentation, nanotechnology, will expand the range of functional nutritional products. In addition, conscious indulgence is becoming an integral part of a balanced lifestyle, with 70% of consumers preferring small portions of an indulgent snack.
At the same time, modern consumers want to know about a brand's social mission, and authentic, cause-oriented and environmental stories remain essential.
68% of consumers are looking for products that remind them of their childhood or specific periods in their personal past. In an increasingly volatile context, the popularity of escapism and nostalgia is growing among consumers of younger generations who yearn for a simpler and more stable lifestyle. Thus, products of brands with tradition and franchises will return to the attention of the market constantly or in the form of limited editions.
Article source: State of Snacking™ - 5th Annual Global Consumer Trends Study
Article written by Gabriela Dan, Editor of Arta Albă
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