CHICAGO — With the holiday season approaching, and the subsequent rate of consumer shopping preparing to ramp up, Mondelez International shared findings from its sixth annual “State of Snacking” report.
Developed in partnership with The Harris Poll, the report tracks snacking behaviors among thousands of consumers across 12 countries. The findings show that tradition and a sense of connection are shaping holiday purchasing habits across the globe.
The survey found that 76% of consumers agree snacking is directly related to childhood memories; 78% enjoy sharing favorite snacks with others; and 73% agree that certain snacks are passed down through generations of eating habits.
“Snacking is about more than satisfying a craving — it’s about tapping into cherished memories and forging deeper connections, particularly during the holiday season,” said Melissa Davies, senior manager of global insights and trendspotting at Mondelez International. “Whether it’s recreating childhood memories or establishing new rituals, snacks play a central role in celebrating the holidays and strengthening bonds.”
To ensure sales this holiday season, snack brands should have a robust lineup of offerings, from sweet to savory, that play on childhood nostalgia in a shareable format. Holiday limited-time offers are also an effective way for commercial bakers to experiment with trends without committing to a permanent portfolio addition.
Examples of product launches appealing to these holiday trends include OREO’s returned Blueberry flavor, Reese’s Dipped Animal Crackers and Fancypants’ Ginger Snap cookies.
To access the full report, visit Mondelez International.
