Fifth "State of Snacking" study by Mondelez International

Portioned snacks are preferred for conscious snacking

11-Jun-2024
Mondelez Deutschland

Consumers continue to prefer snacks to traditional meals - as shown by the fifth "State of Snacking[TM]" study by Mondelēz International. Consumers place a particularly high value on mindful snacking.

As one of the world's leading snacking suppliers, Mondelez International presents the results of the latest "State of Snacking(TM)" study. In cooperation with the survey institute The Harris Poll, the company researched the latest snacking trends among consumers for the fifth time in a row. The survey covers twelve countries, including Germany. The results of this year's study show that consumers continue to favor snacks over traditional meals.

The study also shows that mindful snacking continues to gain in importance for German consumers compared to the previous year. 61% want snacks that are portioned (+8% since 2022). The conscious choice of portion size is a key factor for mindful snacking, as it leads to conscious, controlled snacking habits without consumers having to noticeably restrict themselves.

"Our latest 'State of Snacking' study shows that conscious eating is becoming increasingly important. The trend is still towards small snacks. Around the world, small meals and snacks are becoming increasingly important in people's increasingly flexible everyday lives," reports Jenny Linnemann, Press Officer DACH at Mondelez International. "We are focusing on helping our consumers to enjoy the moment and have even more fun with the snacks they love by providing consumption recommendations."

At the heart of mindful snacking is personal wellbeing, which is increasingly important to German consumers: 65% have "recently prioritized health-conscious choices." The survey also shows a generally growing need for snacks. 89% of all respondents in Germany snack every day. They snack to recharge their batteries (72%), improve their mood (71%) and achieve their fitness goals (67%).

Chocolate is particularly important when it comes to snacking. "Chocolate is good for the soul", according to 86% of German consumers. For 79%, chocolate even has the ability to "transform an ordinary moment into something extraordinary".

Exciting findings from the study

  • Mindful snacking: Snacking has become a ritual for almost nine out of ten German consumers - 89 percent snack daily, and of this group, 60 percent snack not just once but twice a day. In addition, 63% of consumers say that they pay particular attention to their feelings of hunger and satiety when snacking and therefore snack more consciously and with more variety.
  • Sustainable snacking choices start in the supermarket: just over half of all consumers look for snacks that have less impact on the environment (54%). For example, through carbon offsetting, local ingredients and sustainable supply chains. In addition, German consumers are particularly conscientious when it comes to recycling their packaging compared to the rest of the world. For example, 81% of consumers state that they frequently recycle their snack packaging - the global average is 74%.
  • Social snacking: The new favorite snack can be discovered in various ways. German consumers prefer a personal recommendation as an incentive to try new snacks, which sets them apart in an international comparison. 56 percent of respondents worldwide discover new snacks via social media, compared to only 38 percent in Germany.

About the methodology:

The market research institute The Harris Poll conducted a representative online survey on behalf of Mondelez International from October 11 to November 10, 2023 among 3,683 respondents aged 18 and over in 12 countries, 294 of whom were in Germany. You can find more information about the study at: www.mondelezinternational.com/stateofsnacking

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.

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