Recently, Mondelez International released its "2024 Global Snacking Status Report." This is Mondelez's sixth annual global consumer trend study since 2019, revealing the enduring love for snacks among global consumers and new consumption trends.

I. The Persistent Role of Snacks and Consumption Habits

The report shows that snack consumption is continuously rising, having reached parity with "meals" by 2024 and even surpassing meals among millennials. Ninety-one percent of consumers eat snacks at least once a day, and sixty-six percent say, "I can't live without snacks." Among them, Generation Z and millennials are the main drivers of snack consumption, eager for convenience and relaxation. Sixty-five percent agree that "I eat more snacks now than I did a year ago."
Data from the survey indicates that snacks are still more enjoyable than meals, with over half (53%) increasing their snack frequency. Snacking is now an indispensable part of people's daily lives, with a rising trend in snacking in the afternoon and evening. Consumers report an increased proportion of snacking in the afternoon, accounting for 70%, and a rising proportion of snacking in the evening, accounting for 52%.
Additionally, three-quarters (76%) of snack consumers state, "Snacking gives me a much-needed energy boost throughout the day." Consumers desire perfect snack moments, but only half say they can often find the best time of day to enjoy snacks or have snacks that meet their needs at precisely the right moment.

II. Rational Consumption and Lifestyle Changes

Consumers are highly attentive to their snack experiences. The vast majority (96%) engage thoughtfully with their snacks, and 79% agree, "I enjoy my snacks more thoughtfully." When snacking, they savor the flavors, tastes, and textures. Nearly the same proportion (94%) says they view snacking as a pleasure.
As consumers become more mindful of their snack choices, rational consumption has shifted from restraint to moderation. In 2024, consumers focus on ingredients they perceive as beneficial to their health (38%) rather than those they try to avoid. Consumers recognize that snacking nourishes both their minds and bodies. Nearly 80% regularly eat snacks to improve their mood, satisfy bodily needs, and get energized.
As consumers prioritize overall nutritional value over simple calorie counting, snack quality becomes crucial. Seventy-eight percent prefer brands that prioritize high-quality ingredients over calorie counting. Seventy-four percent say, "I prefer snacks with higher nutritional quality." To obtain higher-quality snacks, nearly three-quarters (74%) indicate they might switch between different snack brands.

III. Indulgent Snacks in the Spotlight

Moderate indulgence is a key element in global consumers' snack choices. Eighty-seven percent agree that life is more enjoyable with a bit of indulgence. The report suggests that snacking has always provided people with deliberate indulgence, pleasure, and moments of rest. Over three-quarters (77%) state, "Nowadays, snacking is one of my few indulgent pleasures." Consumers acknowledge that some snacks are meant to be enjoyed and, when consuming these snacks, they focus solely on the pleasure they bring rather than their ingredients.
Notably, in this era of pronounced health trends, 73% still "prefer a small portion of a delightful snack over a larger portion of a low-fat/low-sugar alternative." Enjoyment, satisfaction, and relaxation are the three main reasons for the snack reward system. Ninety-four percent might eat snacks to reward or treat themselves.

IV. Snack Exploration and Diverse Needs

Consumers increasingly desire to embark on new snack exploration journeys to add fun to their lives. Seventy-six percent consider snacks' ability to spark joy throughout the day as most important. Influenced by the current economic situation, many consumers have become more astute in choosing snacks. Eighty percent buy snacks from specific stores due to promotional prices; purchasing white-label snacks, using coupons, and bulk buying are also common practices when selecting snacks.
The choices for snacks are multiplying, and the channels to access them are diversifying. From snack aisles to social media, consumers are increasingly dedicated to picking the best snacks. Sixty-seven percent view every store visit as a journey to discover snacks. Sixty percent believe social media has sparked their desire to try new snacks in the past year.
Nowadays, many people are looking for snacks beyond traditional grocery stores, such as community convenience stores, malls, or shopping centers. Among the various channels for snack information, the influence of digital communities is growing. Sixty-three percent use social media to learn more about snacks. Social media, as a source of "snack inspiration," is gaining momentum, especially among younger generations.

Conclusion

Trends identified by Mondelez, such as snackification, a new era of shopping, emotional health, sensory experiences, and nostalgic escapism, have emerged in consumers' snack consumption behaviors in 2024. Data shows that 94% of consumers choose to snack between meals due to emotional factors, and the focus of consumers' snack purchasing channels is shifting from physical stores to online. Furthermore, as consumers' concerns about health and the environment increase, sustainability will become an important development direction for the snack industry in the future. Driven by these trends, the global snack market will continue to thrive, bringing consumers more choices and fun. Notably, Bakery China also provides an important platform for innovation and development in the snack industry, promoting global cooperation and exchange within the sector.

Bakery China 2025 will continue to share more industry professional content with you, so please stay tuned!

Bakery China, organized by China Association of Bakery and Confectionery Industry (CABCI) and Bakery China Exhibitions Co., Ltd. was launched since 1997. Bakery China is the Asia Pacific‘s leading event serving the entire value chain for the bakery and confectionery market. The event presents all range of ingredient, equipment, packaging and services, and enables global leading professionals and buyer delegates to meet and share the latest innovations and thinking on manufacturing & distribution, R&D, applications and related services for bakery industry.

The 27th Bakery China would be held on May 19-22, 2025 at National Exhibition and Convention Center (NECC), Shanghai, covering 330,000 sqm show space. Over 2,200 exhibitors and 400,000 visits are expected.

Source：FoodTalks