Key Takeaways:
Snacking remains a strong daily habit, with 88% of consumers snacking daily and maintaining their purchasing despite price increases.
Health consciousness is rising but balanced with indulgence — consumers are more focused on nutritional value and beneficial ingredients, yet maintain brand loyalty and embrace portion control to enjoy their favorite treats.
While overall brand loyalty remains high (76%), younger consumers, especially Gen Z, are more likely to seek out new flavors, collaborations, and sustainable options.
For the majority of consumers (88%), snacking is a daily ritual, according to Mondelēz International’s fifth annual State of Snacking report. And it’s a habit that not even rising prices can break — two-thirds of consumers (66%) said they’re aware of price increases, but it’s had little impact on their snack purchases.
Compared to five years ago, there’s been a notable increase in snacking at all times of the day — 58% of consumers enjoy snacks for breakfast, lunch, and dinner (up from 52%, 48%, and 45%, respectively, in 2019). And, as has been consistent throughout the history of the report, six in 10 consumers prefer to eat many small meals throughout the day instead of a few large ones.
In short, snacking is here to stay. But cravings are changing.
Demand for healthy, personalized snacks
Compared to five years ago, consumers have become more mindful of health when selecting snacks, paying more attention to nutritional value (69%), the inclusion of perceived beneficial ingredients (70%), and the exclusion of ingredients they’re avoiding (61%). The majority of consumers regularly eat snacks designed to boost energy (75%), improve mood (74%), and help them achieve their fitness goals (70%).
Snacks are also getting more personal. Almost three-quarters of consumers (74%) are interested in snacks that are tailored to their health and nutrition needs. And 65% would like to be able to customize their snacks by adding desired flavors or ingredients.
Doubling down on portion sizes
Despite a trend toward better-for-you snacking, consumers still want to treat themselves with indulgent favorites. Managing portions helps them take control without giving up the snacks they love:
The top snacking advice consumers give is “everything is fine in moderation.”
More than two-thirds of consumers (67%) seek out snacks that are portion-controlled (up 5% from 2022).
Seven in 10 prefer a small portion of an indulgent snack over a bigger portion of a low fat or low sugar alternative.
Loyalty and discovery
More than three in four consumers (76%) said they’ve been loyal to a particular snack or brand for quite a while, and this percentage is higher among North American consumers (84%). Many (68%) also report that they look for nostalgic snacks.
But that doesn’t mean they aren’t eager to try new treats:
Almost 70% of consumers get excited when they find a new snack to sample.
Nearly 60% would describe themselves as “snack adventurers.”
Gen Z, in particular, is interested in testing new snack collaborations (42%) and grabbing new flavors as soon as they’re available (41%).
Where are consumers getting snacking information and recommendations? Some of the top ways consumers learn about snacks include looking at product labels (79%), talking with people they know (74%), and going directly to the brand’s website or social media account (60%). Younger generations are more likely to discover digitally, with social media (73%), video content (71%), and food influencers (61%) as their primary sources.
Sustainable snacking
As consumers seek to minimize their environmental impact, 74% are recycling their snack packaging (up from 71% in 2022), and 67% prioritize packaging with less plastic.
Many consumers (66%) also believe plant-based snacks are better for the planet’s future, with 54% trying to eat more plant-based snacks. Gen Z and millennials are especially willing to try plant-based snacks, with 78% showing interest compared to 66% of consumers overall.
While consumers remain loyal to beloved brands and continue their daily snacking rituals despite economic pressures, they’re increasingly mindful of health, portion control, and environmental impact. The rising interest in personalization, plant-based options, and sustainable packaging — particularly among younger generations — suggests that the future of snacking will be shaped by a delicate balance between indulgence and consciousness, nostalgia and novelty.
