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

“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.