Mondelez debuts sixth annual State of Snacking report

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Mondelez debuts sixth annual State of Snacking report

13 Feb 2025

Lily Cota

Lily Cota is a writer, editor and photographer from Kansas City, Missouri. She graduated from Missouri State University with a Bachelor of Science in English and a minor in Photography. When she’s not writing, you can find her reading fantasy novels, thrifting, trying out local coffee shops and spending time with her nieces.

Chicago — The sixth annual “State of Snacking” report from Mondelez International, developed in partnership with The Harris Poll, revealed that 71% of global consumers agree sharing snacks with others is a love language.

The global consumer trends study examines how consumers make snacking decisions. The 2024 edition found that consumers are increasingly using snacking as a way to express love to others and to themselves.

“Food has long had the power to bring people together and foster a sense of connection,” said Melissa Davies, senior manager of global insights and trendspotting at Mondelez International. “As consumers prioritize making time for indulgence, they’re also making an effort to share that joyful experience with others.”

In 2024, consumer snacking preferences were guided by their desire for shareable options, connection over calories and nostalgic bonding.

Snacking is Love: Consumers are expressing love by sharing snacks and prioritizing indulgence on all fronts, with 80% saying it’s worth the extra calories to share a snack with someone they love.

Snacking is a Way to Connect: Many consumers often connect with others via food, fueling memories through nostalgic snacks, with 78% of global consumers saying they like sharing their favorite childhood snacks with others.

Show Yourself a Little Love: Popular among younger generations such as Gen Z and Millennials, the idea of ‘treating yourself’ as a form of self-care includes snacking to boost mood, find comfort and manage stress.

Alongside the “State of Snacking” report, Mondelez also released its “State of Snacking: Future Trends,” which outlines 25 trends shaping the future of food and snacking within the next decade.

The future trends are classified under five overarching themes:

– Shifting demographic landscape

– Increasingly fluid lifestyles

– People and planet impact imperative

– Health and well-being ubiquity

– Resurgence of experience economy

Of those categories, specific trends include:

– Snackification

– Sustainable and ethical sourcing

– Plant-based and alternative ingredients

– Food waste reduction

– Clean and clear labels

– Emotional well-being

– Brand storytelling

– Escapism and nostalgia

As snack consumption rises, reaching parity with ‘main meals’, brands can align with consumer desire by creating easily shareable snacking options, as well as indulgent snacks that lean into the ‘treat yourself’ trend.

Visit the Mondelez International website to access the full reports.

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