T H E F I F T H A N N UA L

2023 G LO BA L CO N S U M E R T R E N D S ST U DY BY:
INTRODUCTION A N E V O LV I N G C O N S U M E R M I N D S E T MINDFUL SNACKING SNACK CURATION SNACKING WITH PURPOSE

INTRODUCTION

table of
Message from Dirk Van de Put 3

contents
Executive summary 4

AN EVOLVING CONSUMER MINDSET SNACK CURATION

Snacking through changing times The quest for new snacks begins with novelty and curiosity

Five years later, still snacking strong 6 Appetite for snacking adventure 13

A more intentional consumer 7 Social snack discovery 14

MINDFUL SNACKING SNACKING WITH PURPOSE

Balanced pathways to well-being Consumers prioritize low impact snacks

Snacking fuels ever-present need for well-being 9 A lighter snacking footprint 16

Portion & personalization amplify mindfulness 10 Plant-based snacking takes root 17

Snack spotlight: The universal joy of chocolate 11

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INTRODUCTION A N E V O LV I N G C O N S U M E R M I N D S E T MINDFUL SNACKING SNACK CURATION SNACKING WITH PURPOSE

Introduction

M O N D E L Ē Z I N T E R N A T I O N A L S TA T E O F S N A C K I N G 2 0 2 3 G LO B A L C O N S U M E R S N A C K I N G T R E N D S S T U DY 2
M DIRK we’ve amassed on the important and ever-
changing role snacking plays in our
As the global snacking category continues
to grow, and we all adjust to our new
With more snacking happening at home,

DE PUT
INTRODUCTION AN E V O LV I N G C O N S U M E R M I N D S E T MINDFUL SNACKING S N A Cnormal,
K C U R A Tit’s
IONnot surprising
S N A C Kthat
I N G almost
W I T H P9 URinP10OSE consumers is have more opportunities to
everyday lives. adults worldwide say they are snacking practice mindful snacking habits, with two
Message from Dirk Van de Put Executive summary more or the same during the pandemic than thirds of respondents in our study noting
And in a year like 2020, our instinct to learn they were before. Digging deeper,
they now have more control over their
millennials and those who are working from
from people and to put our consumer at the snack portion sizes and that they are now

Message from
home right now are especially likely to say
heart of everything we do, has proven more more aware ofGthe snacks their bodies need.
As we embrace the constant evolution of they prefer
M I N D Fsnacks
U L S N over
A C K I meals.
N G It pleases me S N A C K I N W I T H P U R P O S E
important than ever. Our second annual For over 6 in 10 people, snacks are also
snacking, it is my pleasure to share insightsto know that more than half of global adults
Our research has also shown a significant shift towards As we navigate trends in snacking, Mondelēz International’s

elēz Dirk Van de Put

man & CEO, State of Snacking Report underlines what
from our latest State of Snacking report, say snacking
we have long known to be true: even in the
mindful snacking.
satisfaction
Consumers are
has been a “lifeline” for themnot just seeking
from their snacks; they are also looking for
nourishing
focus
during
on
these
– this
their
its “body, mind
sustainability
strange
is because
goals and souleven more crucial
becomes
times,” underscoring
sustainability remains a priority for our
during the pandemic, especially parents
International powered by comprehensive research in
face of worldwide uncertainty with COVID-
partnership with The Harris Poll. This year’s who are
nutritional balance and appropriate portion balance --
working
choosing snacksfrom home,
to more and
closely forwith
align whomtheir personal
theirconsumers.
important role in of
A majority our lives. report they choose
consumers
to buy snacks from brands that align with their values. For
19 reshaping our rituals and routines, snacks have
health andprovided welcome
wellness goals. nutrition
This finding for
is particularly true example, 63% of consumers say they seek snacks that work
findings mark a half-decade of discovery Thinking about my own life, I know savoring
snacking is a growing behavior with the themselves and treats for their children.
with chocolate. Consumers agree that when savored and to minimize their environmental impact with actions such
around globalcomfort,
consumer trends, which haveTaking enjoyed mindfully, a few
as prioritizingoflocal
squares myingredients,
favorite Cote d’Or supply chains or
optimizing
potential to provide connection time out for achocolate
snack, from can beaenjoyed
familiar as a part of
continued to reinforce the timeless role of a balanced lifestyle. That sentiment appears to be strong chocolate or passing
using carbon offsets toa box
promoteof Triscuits
sustainability. Consumers
and community, while also providing the and much-loved brand, can prove to be an
snacks in our daily lives. among those in Europe, the Middle East and Africa, with between
in Latinmy family
America as we
(70%) and come back
Asia Pacific (67%) are especially
moments of respite, reward and relief as antidote to our busy lives and an avenue for
63% of consumers in those regions enjoying chocolate on a together willingatto the
pay aend of the
premium forday,
snackshave
thatbeen a for the
are better
consumers look toonbalance nutrition connection withOverothershalf during thesesurveyed would rather
We embarked our research into theand
global state of weekly basis. of consumers environment.
source of comfort, This isconnection
not just a preference,
and but a call to action
emotional
snacking five years ago – to inform our mission to lead theunpredictable
well-being. give up social times.
media for a month than chocolate. Overall, our to the snacking industry to lead with purpose by offering
community that have, at the
times, been
future of snacking, and to establish a trusted resource for data reflects a broader desire for snacks that help support snacks that help support planet and its communities.
consumer snacking insights. While each year brings new both physical and mental well-being, without compromisingdifficult to find in this year of isolation. I
Our proven expertise
learnings, in the
we continue understanding
to see that snacking remains an At Mondelēz taste or enjoyment.
International, we have long hopeInyou feelthe
closing, the same.
future of snacking is vibrant and full
of potential. By aligning our offerings with the macro
of global trendspillar
important andinconsumer behavior
the lives of global is Year afterknown that emotional well-being plays an
consumers.
trends shaping consumer
year, consumers around the world turn to snacking to help SNACK CURATION I’ve barely scratched the preferences,
surface of Mondelēz
what is well-
complemented by this independent important role in why we snack, alongside positioned to continue meeting the evolving needs of
fuel their busy lifestyles, to enjoy a few quiet moments of While snacking is a practicality in the lives of many snacking mean inacross our lives today: You’ll find
research, which uses direct consumer
“me time,” and to celebrate life’s milestones with family and health and nutrition. We’re committed to our consumers the globe. Our journey is one of
consumers around the world, our data shows that more as you read
continuous through
innovation, this
guided byyear’s Stateand a deep
clear insights
pollingfriends.
from Snacking
12 markets around
continues the world
to grow even as to
the economichelping people
snacking around
is also theofworld
a source be more
adventure, surprise and delight.
and ageopolitical
generate environment
rich, fascinating andshifts. Today, nearly 9 in 10 mindful
entertaining in the way
Consumers theytoenjoy
are eager try novelourflavors
products,
and textures,
of Snacking:
understanding 2020 Global
of the peopleConsumer
we serve.

to snacks. This is Snacking Trends Study. Enjoy!

global consumers report they snack daily.
Chairman and CEO picture of how we snack today. The insights whichoften
range leveraging social media tobites
from wholesome find new Thank you for joining us on this journey.
especially strong in North America, where 81% seek out
Dirk Van de Put gleaned from thousands of consumers once indulgent
novelty treats. Hearing
flavor and textureour consumers
combinations. Nearly two-thirds
T H E E V O LV I N G S N A C K I N G C A T E G O R Y Sincerely,
again confirm our strategy is the right one continue
(62%) to
of highlight
consumers the
reportimportance
engaging in of
online research to
This year, we’re witnessing an exciting phase where global
as we continue
consumers to take atobite
continue fromsnacking,
prioritize the $1.2but with a moresnacks that enable
discover them
new snacks, andto leadthan
more healthier
half leverage social
mindful and adventurous approach. In line with our last five media for the task. These habits are even more pronounced
years of data, consumers have continued to prefer snacks
over traditional meals in 2023, with 6 in 10 consumers
among younger generations. Those who live in Asia Pacific
are especially tapped into their snacking networks – 8 in 10 3
reporting they favor small, more frequent meals throughout report that they actively discuss snacking recommendations Dirk Van de Put,
the day. Consumers’ commitment to snacking remains with others (compared to 74% of global consumers overall). Chairman and CEO
steadfast even in a challenging economic climate, with two- As social media continues to grow, and online shopping Mondelēz International
thirds of consumers maintaining their snacking spending becomes even more efficient, we foresee that social media
while being more conscious of prices. will continue to be a major driver for snacking purchases in
the years to come.

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INTRODUCTION A N E V O LV I N G C O N S U M E R M I N D S E T MINDFUL SNACKING SNACK CURATION
Message from Dirk Van de Put Executive summary
Executive A N E V O LV I N G
CONSUMER MINDSET
summary
6 IN 10
global consumers surveyed
for the last five years
consistently said they prefer
to eat many small meals
throughout the day, as
opposed to a few large ones
75%
report that they consume
snacks during a special
moment or time of the day
7 IN 10
are looking for different
kinds of snacks to meet
different needs in their lives
M O N D E L Ē Z I N T E R N A T I O N A L S TA T E O F S N A C K I N G 2 0 2 3 G LO B A L C O N S U M E R S N A C K I N G T R E N D S S T U DY
SNACKING WITH PURPOSE
MINDFUL
SNACKING
SNACK
CURATION
SNACKING
WITH PURPOSE
#1 59% 74%
of global consumers typically recycle their snack
snacking advice that
surveyed consider themselves packaging
global consumers report
“snack adventurers” who like +6% among Baby Boomers from 2022
is “everything is fine in
to try new snacks
moderation”
67% 76% 67%
look for snacks that are
portion controlled
report that they have been
loyal to certain snacks or
brands for a long time
agree they prioritize
snacks that have less
+5% from 2022
84% North America plastic packaging
7 IN 10 52% 54%
would rather have a smaller
portion of an indulgent
agree that it would be
amazing to have an
are making an effort to eat
more plant-based snacks
snack than a bigger
“instant buy” button for all +4% from 2022
portion of a low fat/sugar
the snacks they discover
alternative version
on social media
4
INTRODUCTION A N E V O LV I N G C O N S U M E R M I N D S E T MINDFUL SNACKING SNACK CURATION SNACKING WITH PURPOSE

An evolving
consumer mindset
Snacking through changing times

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INTRODUCTION A N E V O LV I N G C O N S U M E R M I N D S E T MINDFUL SNACKING SNACK CURATION SNACKING WITH PURPOSE

Five years later, still snacking strong A more intentional consumer

Five years later,

still snacking strong
Over the last five years of State of Snacking, Snacking has helped consumers navigate the last five years,
with nearly two-thirds of Millennials (68%) and Gen Z (65%)
we have explored consumers’ changing reporting that snacking helps them take their mind off the
relationship with snacking from multiple issues of the world. It has brought us back to our core as
angles. In our data, we saw shifts such as humans, as 70% attest, “In a world where we’re all caught up
in our routines, sharing snacks brings us back to the simple
the increase of comfort snacking during the
joy of connecting with others.”
pandemic, a consistently growing focus on
portion control, and rising demand for more In fact, snacking remains a consistent daily ritual. Nearly nine
sustainable snacking options, among many in 10 global consumers report to participating in snacking
daily (88%) and among them, 60% report enjoying snacking
other trends. twice daily. These numbers are amplified among younger
consumers as 94% of Gen Z and Millennials snack once or
What has remained consistent, however, is consumers’ more a day, over two-thirds (68%) snack at least two times
preference for snacks over meals: around six in 10 have a day, and one-in-three (33%) have three or more snacks a
consistently expressed that they prefer to eat many day. Across all ages, three in four have ritualized snack time,
small meals throughout the day as opposed to a few saying they consume a snack in a special moment or time of
large ones since 2019. A similar percentage of young

75% 88% 66%

the day (75%). MACROTREND: SHIFTING DEMOGRAPHICS
people have said they look forward to the snacks in their
day, more than the meals. Snack spending also remains
unchanged despite economic tightening, as 66% report
they are more conscious of snacking prices but have not
made significant changes. MACROTREND: COST OF LIVING

of all consumers consumers report that they are more

surveyed snack in a surveyed indulge in conscious of snacking
special moment or snacking daily prices but have not made
time of the day significant changes

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INTRODUCTION A N E V O LV I N G C O N S U M E R M I N D S E T MINDFUL SNACKING SNACK CURATION SNACKING WITH PURPOSE

Five years later, still snacking strong A more intentional consumer

A more
intentional
C O M PA R E D T O F I V E Y E A R S A G O, C O N S U M E R S S U R V E Y E D A R E PA Y I N G M O R E A T T E N T I O N T O…

consumer Well-being Mindfulness Personalization Sensation

Nutritional value My hunger or Ingredients I believe are Sensory experience
(69%) fullness level beneficial for me including taste, smell,
(64%) (70%) visual appeal, etc.
Portion size (64%)
At the core of the shifts, we have observed (68%) Time and pace of Ingredients I’m (70% Latin America,
in State of Snacking a theme around a enjoying the snack trying to avoid 68% Asia Pacific)
consumer who is increasingly involved, (57%) (61%)
intentional, and enthusiastic in their snacking
choices. From mindful consumption to
curated shopping experiences, consumers
are paying more attention to the snacks they
eat and how those bites make them feel.
ANY TIME IS SNACK TIME
Appetite for more flexible, convenient snacks is also Eat a snack for Eat a snack for Eat a snack for
rebounding as consumers seek different snacks to fill breakfast lunch dinner
different moments. Compared to five years ago, 48%
of consumers say they are paying more attention to the 58% 58% 58%
location or context for snacking from work to on the go 52%
48% 45%
and everywhere in between. Seven in 10 report they are
looking for different kinds of snacks to meet different needs
in their lives. This shift extends to early morning snacking,
embraced by 25% of global consumers, marking a 6%
increase since 2020. MACROTREND: INCREASINGLY FLUID LIFESTYLES

2019 2023 2019 2023 2019 2023

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INTRODUCTION A N E V O LV I N G C O N S U M E R M I N D S E T MINDFUL SNACKING SNACK CURATION SNACKING WITH PURPOSE

Mindful
Snacking
Balanced pathways to well-being
MACROTREND: HEALTH AND WELL-BEING UBIQUITY

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INTRODUCTION A N E V O LV I N G C O N S U M E R M I N D S E T MINDFUL SNACKING SNACK CURATION SNACKING WITH PURPOSE

Snacking fuels ever-present need for well-being Portion & personalization amplify mindfulness Snack spotlight: The universal joy of chocolate

Snacking Helps T O P 3 S N A C K I N G M O T I VA T I O N S A R O U N D T H E W O R L D

Fuel Ever-Present
UNITED STATES CANADA MEXICO BRAZIL FRANCE GERMANY
Consumers report regularly
consuming snacks to meet a Nutritional needs Nutritional needs Reward myself Boost mood Nutritional needs Reward myself

Need for Well-Being

variety of perceived health Quiet moments Quiet moments Quiet moments
needs such as Boost mood Comfort
to myself to myself to myself
Comfort

Stay energized Boost mood Nutritional needs Reward myself Comfort Nutritional needs

Consumers around the world report a

greater emphasis on well-being as 75% attest,
75%
boosting energy
UK

Comfort

Reward myself
CHINA

Nutritional needs

Boost mood
INDIA

Nutritional needs

Boost mood
INDONESIA

Comfort

Reward myself
AUSTRALIA

Nutritional needs

Stay energized
NEW ZEALAND

Nutritional needs

Stay energized

“Recently, I have prioritized making health- To relax Comfort To relax

Quiet moments
To relax Comfort
conscious decisions.” Snacks are key to helping to myself

support health, both physical and mental. In

74%
fact, consumers report regularly consuming
snacks to meet a variety of perceived needs
such as boosting energy (75%), improving mood
(74%), and aligning with fitness goals (70%).
Snacking has a positive emotional halo as well. Satisfaction improving mood
and mindful enjoyment are top emotions experienced when
snacking, with majorities saying they experience them
frequently (59% and 52%, respectively). Conversely, less than one
in five say they experience guilt (16%), disconnection (17%), or

70%
frustration (12%). This enjoyment is empowered by mindfulness
as strong majorities (85%) say they regularly savor a snack’s
taste, flavor, and texture when they consume it. Additionally,
over three in four report that they appreciate their snack more
when they consume it mindfully (78%).

aligning with fitness goals

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INTRODUCTION A N E V O LV I N G C O N S U M E R M I N D S E T MINDFUL SNACKING SNACK CURATION SNACKING WITH PURPOSE

Snacking fuels ever-present need for well-being Portion & personalization amplify mindfulness Snack spotlight: The universal joy of chocolate

PORTION &
PERSONALIZATION
AMPLIFY MINDFULNESS
Portion size is a key factor for mindful snacking
as consumers look to meet a variety of snacking
needs – and it’s increasingly top of mind. Nearly
seven in 10 global consumers surveyed say they
look for snacks that are portion controlled (67%),
up five percentage points from last year.
Portion helps consumers feel in control of their snacking choices

75% 67%
without a sense of sacrifice. Over three-quarters say they feel
in control when moderating their snack portions (77%), while
seven in 10 report that they would rather have a smaller portion
of an indulgent snack than a bigger portion of a low fat/sugar
alternative version. Those who opt for portion-controlled snacks
also believe they are better for health and help balance diet
among their top motivators.

Consumers are also conscious that nutrition needs are not one- of Latin Americans report they “I look for snacks that
size-fits-all and are instead seeking more personal solutions. are paying more attention are portion controlled”
Nearly three-quarters would be interested in snacks tailored to their snack portion sizes
specifically to their personal health and nutrition needs (74%), +5% from 2022
compared to five years ago
while two-thirds would be interested in snacks that allow for
personal customization such as adding preferred flavors or vs. 67% total
ingredients (65%).

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INTRODUCTION A N E V O LV I N G C O N S U M E R M I N D S E T MINDFUL SNACKING SNACK CURATION SNACKING WITH PURPOSE

Snacking fuels ever-present need for well-being Portion & personalization amplify mindfulness Snack spotlight: The universal joy of chocolate

Snacking Choc-full of benefits

spotlight: vs. Consumers around the world report they enjoy chocolate for…

The universal Escape

57%
73% agree, “Savoring chocolate is like taking

joy of chocolate
a mini vacation for your senses”

Positivity
68% agree, “The thought of chocolate
brightens my day, every day”
surveyed agree, “If I had to choose,
In today’s world, cocoa continues to I would rather give up social media
for a month than chocolate”
Connection
play an important role. 82% of global 60% agree, “Breaking a chocolate bar isn’t just about the snack, it’s
consumers surveyed agree, “chocolate is 65% North America about breaking barriers and creating bonds with others”
good for the soul.” The love of chocolate
runs so deep that, for 73% of global
consumers surveyed, chocolate possesses

81%
the ability to “turn an ordinary moment % WHO REPORTED EAT CHOCOLATE
into something extraordinary.” Without it, At least weekly At least monthly
72% fear that a “world without chocolate Monthly 68%
would be a world without joy”, a feeling 60% 57% 57%

56%
54% 53% 53% 52%
that is remarkably consistent across 48% 47%
generation and region. 36%
32% 29% 29%
28% 26% 27% 26% 26%
Weekly 22%

63%
Europe,
Milk Chocolate Dark Chocolate candy Chocolate Chocolate- Chocolate-filled Chocolate White Chocolate
Middle East & Africa Chocolate cookies/pretzels chocolate w/ filling inside ice cream covered nuts pastries energy / protein chocolate spread
or fruits bars

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INTRODUCTION A N E V O LV I N G C O N S U M E R M I N D S E T MINDFUL SNACKING SNACK CURATION SNACKING WITH PURPOSE

Snack
curation
The quest for new snacks begins with
novelty and curiosity
MACROTREND: RESURGENCE OF EXPERIENCE ECONOMY

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INTRODUCTION A N E V O LV I N G C O N S U M E R M I N D S E T MINDFUL SNACKING SNACK CURATION SNACKING WITH PURPOSE

Appetite for snacking adventure Social snack discovery

APPETITE FOR GEN Z MORE WILLING TO GO THE EXTRA MILE FOR

SNACKING ADVENTURE
NEW AND INTERESTING SNACKS
Percent who reported interest in...
Gen Z Total

42% 41% 40%

36%
34%
29%
As much as snacks meet consumers’ practical
well-being needs, they are also a source of fun,
surprise, and delight. The thrill of discovery is
very much a phenomenon, as three-quarters
(74%) surveyed feel that “novelty of the flavor Trying a new snack
collaboration
Getting a new snack flavor as
soon as it came out
Standing in line for
a favorite snack
and texture combination are important to
me when choosing a snack.” Nearly seven in

81%
10 global consumers (68%) report that they
get excited when they have a new snack to
try, while six in 10 (59%) consider themselves
“snack adventurers” who like to try new snacks.
The majority of consumers surveyed (58%) report that snack North America

80%
shopping brings them regular moments of bite-sized novelty,
agreeing that “every store visit becomes a journey of snack
discovery.” Around two-thirds (67%) also attest that “strolling
aisles is like tapping into snack possibilities.” Younger Gen Z
consumers are particularly likely to seek out new snack flavors
and experiences.
Latin America
Nostalgia also lies at the heart of the snacking experience.
Three-quarters of global consumers report that they have been feel that “novelty of the flavor
loyal to certain snacks or brands for a long time (76%) – a number and texture combination
that rises to 84% in North America. Meanwhile, seven in 10 global are important to me when
consumers (68%) often seek out snacks that evoke memories of choosing a snack”
childhood or past experiences. MACROTREND: SHIFTING DEMOGRAPHICS

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INTRODUCTION A N E V O LV I N G C O N S U M E R M I N D S E T MINDFUL SNACKING SNACK CURATION SNACKING WITH PURPOSE

Appetite for snacking adventure Social snack discovery

SOCIAL SNACK
DISCOVERY
“ I N W H I C H O F T H E F O L L O W I N G WA Y S D O YO U L E A R N
MORE INFORMATION ABOUT SNACKS?”
Top 3 (Always, Often, Sometimes)

79%
74%
62% 60% 57% 56% 54%
Conversations surrounding snacking are on the rise, 50%
45% 45% 45%
nearly three-quarters (74%) report actively talking
about snacking and turning to friends, family, or
colleagues for snack recommendations.
Online avenues play a substantial role, with 62% reporting engaging
in online research through search engines. Social media emerges as a Reading Word of Online Brands Health Social Video Food Nutrition Food Online
noteworthy platform for more snack information, captivating 56% on labels mouth research professionals media content blogs or apps influencers communities
platforms websites
platforms such as Instagram, TikTok, and Facebook. Younger generations
are especially big on online research (72%) and social media (73%).
YouTube reviews and taste tests attract 54% of global consumers, while
food blogs or websites are a source of information for half (50%).
WHERE GEN Z AND MILLENNIALS REPORT GOING FOR SNACKING INTEL
It is also worth noting that these digital channels of discovery are not
only a means to an end – consumers are looking for seamless ways to Those who live in Asia Pacific are Younger Generations Older Generations
consume snacks in feed. More than half surveyed agree that “it would be
amazing to have an ‘instant buy’ button for all the snacks I discover on especially tapped into their snacking
73% 71%
social media” (52%) and 45% share that they’ve loved a snack so much networks. Eight in 10 report that
that they went online to buy in bulk. This online fascination aligns with 61% 60%
the evolving landscape of snack shopping, where, despite a current
they actively discuss snacking
majority of in-person purchases, consumers anticipate a surge in online recommendations with others 38% 37%
shopping in the coming year. (compared to 74% of global consumers 28% 29%

Brands also have considerable influence in the cultural conversations overall). They are also more likely to
surrounding snacking, as six in 10 consumers (60%) seek information seek snacking information on social
from brand-related sources such as websites and social media accounts.
Additionally, health professionals are trusted guides for over half of
media (66% vs. 56% total).
consumers (57%) in their snack-related decisions.
Social media platforms Video content Food influencers Online communities

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INTRODUCTION A N E V O LV I N G C O N S U M E R M I N D S E T MINDFUL SNACKING SNACK CURATION SNACKING WITH PURPOSE

Snacking
with purpose
Consumers prioritize
low impact snacks
MACROTREND: PEOPLE AND PLANET IMPERATIVE

M O N D E L Ē Z I N T E R N A T I O N A L S TA T E O F S N A C K I N G 2 0 2 3 G LO B A L C O N S U M E R S N A C K I N G T R E N D S S T U DY 15
INTRODUCTION A N E V O LV I N G C O N S U M E R M I N D S E T MINDFUL SNACKING SNACK CURATION SNACKING WITH PURPOSE

A lighter snacking footprint Plant-based snacking takes root

A LIGHTER “ I T Y P I C A L LY R E C YC L E MY SPOTLIGHT ON SOURCING

SNACKING
S N A C K PA C K A G I N G ” Consumers are thinking more critically about how and where their snacks are
made. Many reported making an effort to bring snacking closer to home by
2022 2023
shopping locally to support small businesses (54%) and trying to buy snacks/

FOOTPRINT
brands that are made locally (39%). Organic snack seekers in particular
79%
74% 74% 75% are motivated by the perception that those ingredients are better for the
71% 73% 73%
68% 67% 69% planet. The majority will also pay a premium for sustainably sourced snacks,
especially those surveyed in Latin America and Asia Pacific.

Over two-thirds of global consumers agree

they often choose brands that align with Total Gen Z Millennials Gen X Boomer

their values (68%), fueling a rising appetite

for more sustainable snacks. A similar

77%
number are looking for snacks that work
to minimize their environmental impact
with actions such as using carbon offsets,
prioritizing local ingredients, and optimizing Europe, Middle East & Africa
supply chains for sustainability (63%).
As consumers seek brands that drive big picture change
toward the more sustainable, they are also looking to create

67%
change in the palm of their own hands. Nearly three in
four report that they often recycle their snack packaging
(74%), up three percentage points from last year – a
statistically significant increase. This rise is fueled primarily “I will pay more for “I will pay more for “I would pay a small
snacks that are better snacks that contain carbon tax on a snack to
by consumers in their mid-forties and older, while younger
for the environment” ethically sourced offset the environmental
generations have remained consistent year over year. ingredients” impact of making it“
Meanwhile, Millennials are most likely to say they prioritize
Latin America 70% 64% 57%
snacks that have less plastic packaging to begin with (71%),
and they believe that more sustainable packaging helps them surveyed agree they prioritize snacks Asia Pacific 67% 65% 64%
enjoy their snack more (71%). MACROTREND: SHIFTING DEMOGRAPHICS that have less plastic packaging Europe, Middle East & Africa 52% 51% 45%
North America 51% 50% 45%

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INTRODUCTION A N E V O LV I N G C O N S U M E R M I N D S E T MINDFUL SNACKING SNACK CURATION SNACKING WITH PURPOSE

A lighter snacking footprint Plant-based snacking takes root

PLANT-BASED
54%
SNACKING
TAKES ROOT
“I am making an effort to eat
more plant-based snacks”
Global appetite for plant-based snacks is +4% from 2022

on the rise this year, as many try to eat less

meat (57%) and dairy (46%) overall. When
it comes to plant-based snacks specifically,
54% reported they are making an effort
to add more to their diet with Gen Zs and
Millennials being especially likely to seek
P E R C E N TA G E W H O H A V E T R I E D O R W O U L D T R Y A P L A N T- B A S E D S N A C K
them out. Strong majorities of younger
consumers are also interested in trying a
plant-based version of their favorite snack, 78% 78% 76%
including 71% of Millennials and 60% of Gen 66%
72%
64%
Z. Ultimately, consumers of all ages believe in
56%
the idea that “plant-based snacks are better 54%
43%
for the future of our planet” (66%).

Total Gen Z Millennials Gen X Boomer Latin Asia Europe, Middle North
America Pacific East & Africa America

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Methodology
This survey was conducted online by The Harris Poll on
behalf of Mondelēz from October 11-November 10, 2023,
among 3,683 global adults ages 18 and older. The research
spanned 12 markets, including: The United States (n=286),
Canada (n=287), Mexico (n=329), Brazil (n=281), France
(n=288), Germany (n=294), The United Kingdom (n=280),
China (n=280), India (n=516), Indonesia (n=281), Australia
(n=286), and New Zealand (n=275). Other key groups
analyzed include: Gen Z / Centennials ages 18-25 (n=672),
Millennials ages 26-41 (n=1,323), Gen Xers ages 42-57 (n=892),
Boomers ages 58-76 (n=734), and the Silent Generation ages
77+ (n=61). Data from 2022, 2021, 2020, and 2019 references
similar studies conducted from September 18-October 17,
2022, among 3,530 global adult respondents, October 5-22,
2021, among 3,055 global adults, October 6-20, 2020, among
6,292 global adults and from September 16-24, 2019, among
6,068 global adults. Data are weighted where necessary
to bring them in line with their actual proportions in the
population. A global post-weight was applied to ensure
equal weight of each country in the global total. This online
survey is not based on a probability sample and therefore no
estimate of theoretical sampling error can be calculated.

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