Snacking is part of normality

Third "State of Snacking" study by Mondelez International reveals new trends

08-Mar-2022 - Germany

Global snacking leader Mondelez International presents its third "State of Snacking(TM)" study. Published annually in collaboration with The Harris Poll, the survey complements Mondelez International's in-depth proprietary snacking insights. Consumer trends in snacking were examined in twelve countries, including Germany. This year's report shows that well-being and mindful snacking are increasingly important to consumers and confirms for the third year in a row that snacking is part of the norm. More than half (53 percent) of German respondents said they eat many small meals throughout the day as opposed to a few large meals - an increase of 4 percent from the 2019 survey results. One in two even replaces at least one meal a day with a snack. Yet the definition of a snack has evolved over the past three years, 68 percent of consumers* say.

Mondelez Deutschland

Snacking is part of normality: Third "State of Snacking" study by Mondelez International reveals new trends

"The results of the new "State of Snacking(TM)" study show that the importance of snacking has increased and that we can no longer imagine our everyday lives without small moments of enjoyment," reports Martin Kaufmann, Managing Director DACH at Mondelez International. "In Germany, around 80 percent of consumers surveyed said they eat at least one snack a day to indulge. With our 'Snacking Made Right' strategy, that's where we come in, offering our consumers the right snack, for the right moment, with our brands like Milka and Oreo."

Exciting findings of the study are:

  • Despite increasing health awareness, indulgence is essential: the "State of Snacking(TM)" study shows that control over portion sizes and information on ingredients is important to 87 percent of Germans. However, balanced nutrition does not exclude indulgence for them - eight out of ten respondents say so - five percent more than in 2020. At the same time, 83 percent simply want to enjoy certain snacks and 68 percent even say they cannot imagine a world without a sweet treat a day, especially when it comes to chocolate (75 percent).

  • Definition of snacking has expanded: According to the survey, the definition of snacking now includes more and new foods as well as occasions for which snacking occurs. Six in 10 respondents say they currently eat different snacks than they did three years ago. At a time when people are cooking and eating a lot at home, the need for creative delights has increased: 76 percent of German consumers are looking forward to trying new things. They see snacks as a source of relaxation and variety for everyday life.

  • The Internet as a source of inspiration and supply: Social media prompted 41 percent of Germans to try a new snack last year. Yet the Internet is more than just a source of inspiration. A third (34 percent) shopped for snacks via at least three new channels in 2021, such as delivery apps and direct-to-consumer websites. The deciding factors are convenience and the potential for savings - 46 percent of respondents are looking for increasingly convenient ways to buy snacks; 54 percent feel it's easier to find great deals or prices when shopping online or on mobile.

  • Sustainable products and brands influence purchase decisions: When it comes to snacking, more and more consumers* are incorporating health, emotional, psychological and even social factors into their purchasing decisions, with 81 percent of consumers surveyed placing increasing importance on brands and their corporate values and behavioral models. They also tend to choose snacking brands that reflect their personal values.

  • About the Methodology:

    The "State of Snacking(TM)" 2021 study was conducted online by The Harris Poll survey institute on behalf of Mondelez International from October 5-27, 2021 among 3,055 adults worldwide aged 18 and older. In total, consumers* from 12 markets were surveyed, including The United States (n=254), Canada (n=255), Mexico (n=256), Brazil (n=255), France (n=255), Germany (n=255), United Kingdom (n=251), Russia (n=251), China (n=257), India (n=253), Indonesia (n=254) and Australia (n=255). Target groups analyzed include Generation Z / Centennials ages 18-23 (n=397), Millennials ages 24-39 (n=1,174), Generation X ages 40-55 (n=823), Boomers ages 56-74 (n=604), and Generation 75+ (n=57). The 2020 and 2019 data refer to similar studies conducted October 6-20, 2020, among 6,292 adults worldwide and September 16-24, 2019, among 6,068 adults worldwide. Data were weighted where necessary to align with their actual proportions in the population. This online survey is not based on probability sampling and therefore no estimate of theoretical sampling error can be calculated.

    Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.

    Other news from the department business & finance

    Most read news

    More news from our other portals

    Meat from the laboratory