Snacking around the world, which was already a rapidly increasing behavior, has only accelerated as consumers spend more time at home. At the same time, the majority of respondents see snacking as a growing part of their everyday lives in the future
Almost 9 in 10 global adults (88 percent) say they are snacking more (46 percent) or the same (42 percent) during the pandemic than before, with millennials and those who are working from home right now being especially likely to say they prefer snacks over meals (70 percent and 67 percent, respectively), says The 2020 State of Snacking Report by Mondelēz International and The Harris Poll.
The 2020 State of Snacking Report underlines the growth in snacking worldwide and how behavior, sentiment and routines surrounding food are being reshaped by COVID-19.
The report informs the company’s strategy to bite into the $1.2 trillion total snack industry as it continues to lead the future of snacking by delivering the right snack, for the right moment, made the right way.
“Findings from our State of Snacking report reinforce the key role that snacking plays in the lives of global consumers, the growing importance of snacking during 2020 and the moments of peace it provides as individuals and families stay home and continue to face challenges brought on by the COVID-19 pandemic,” said Dirk Van de Put, Chairman and CEO of Mondelēz International. “As we empower people to snack right, we are proud of the role we play in the lives of consumers everywhere by delivering sources of comfort, connection and community that are difficult to find in this year of isolation.”
“The results of our State of Snacking survey not only underscore the value snacking brings to families and individuals, but help us to even better understand the evolving needs of our consumers worldwide so that we can continue to adapt and offer them the snacks they want, where, when and how they want them,” Van de Put added.
Important Source of Comfort, Connection and Community
Comfort is the #1 driver of snacking this year, as more than half of global adults have been buying nostalgic snack brands from childhood (53 percent) and snacks that bring back good memories (59 percent) during the pandemic.
Two-thirds say snack time is one of the few moments of peace (64 percent) and bright spots in their day (63 percent), including three-quarters of parents who are working from home (76 percent and 75 percent, respectively).
Snacking also offers bite-sized moments of satisfaction and peace, with a majority of respondents noting it has helped distract them from a trying year.
66 percent noted that “Snacking is one of the few sources of reward and satisfaction in my day,” while 65 percent believe that snacking has given them much needed moments to themselves over the past few months.
Health and Wellness Remain Top of Mind
As snacking increases, so too does the focus on healthy products and ingredients. More than half of global adults have relied on snacks for nourishment during the pandemic (54 percent), attesting that snacks have been nourishing to their body, mind, and soul during these strange times (64 percent).
A majority are also more mindful snacking at home, saying they are more focused on the snacks they eat these days (57 percent), and that they have more control over the portions they eat because they are snacking at home more often (66 percent).
Changing Purchasing Behaviour
Virtual snack shopping has reached a tipping point, with almost of half of respondents buying online
Half of global adults say they have started to buy snacks online more often than they do in-store or offline (47 percent), with 7 in 10 planning to continue shopping for snacks online once the pandemic is over (69 percent).
A majority say the pandemic has opened their eyes to so many more ways to get snacks than they knew existed before (57 percent), including 3 in 10 who have discovered snacks to try on social media (28 percent).