Mondelēz International has released new findings on love, connection, and snacks from its sixth annual ‘State of Snacking’ report.
Developed in partnership with The Harris Poll, the report tracks snacking attitudes and behaviours among thousands of consumers across 12 countries.
The 2024 findings show consumers are increasingly using snacking as a way to express love to others, as well as to themselves:
- Snacking is love. 71% of surveyed global consumers agree that ‘sharing snacks with others is my love language’ – an 8% increase from 2023. That number is even higher among Millennials and Gen Z respondents.
- Snacking is a way to connect. Consumers are increasingly focused on the connection snacking provides, with 64% of respondents regularly snacking to connect with others (up 8% from 2023). 93% agree they can always find a snack suitable for sharing.
- Show yourself a little love. Younger generations are particularly likely to lean into snacking as a form of self-care, with Gen Z and Millennials being much more likely to snack to boost mood, find comfort, and manage stress.
“Food has long had the power to bring people together and foster a sense of connection,” says Mondelēz International Senior Manager, Global Insights & Trendspotting Melissa Davies.
“As consumers prioritise making time for indulgence, they’re also making an effort to share that joyful experience with others.”
The 2024 ‘State of Snacking’ report can be found here.