Insight of the Day: Mondelēz International releases State of Snacking survey
- InsightTrendsWorld
- Feb 14
- 5 min read
Why Is the Topic Trending?
Emotional Connection to Snacks: Consumers increasingly see snacking as an avenue for expressing love, self-care, and shared connection, making this a particularly resonant topic around Valentine’s Day.
Global Shift in Attitudes: With 12 countries surveyed, findings highlight worldwide changes in how people view snacks—elevating them from convenience food to symbolic gestures of care and communal bonding.
Overview
Report Origin: The State of Snacking is Mondelēz International’s annual global consumer trends study.
Scope: It focuses on consumer attitudes and behaviors in 12 countries, offering insights into why and how people snack.
Key Insight: 71% of global consumers say sharing snacks is their “love language,” showcasing a strong link between snacks and emotional expression.
Detailed Findings
Snacking as Love
71% of global consumers believe sharing snacks is a way of showing love (up 8% from 2023).
This sentiment is notably higher among Millennials and Gen Z.
Snacking for Connection
64% of respondents snack regularly to connect with others (an 8% increase from last year).
93% believe there’s always a snack suitable for sharing in social settings.
Self-Love Through Snacks
Younger generations (Millennials, Gen Z) are more likely to snack for mood boosting, comfort, and stress management, viewing it as a form of self-care.
Key Takeaway
Snacking behaviors have evolved from mere physical sustenance to a shared emotional experience—one that fosters connection, expresses affection, and serves as a tool for self-care, especially among younger cohorts.
Main Trend
Snacking as a Bonding Ritual: Today’s snack choices reflect a deeper cultural shift, where snacks help reinforce relationships—both with loved ones and oneself.
Description of the Trend (Name)
“Snack & Share” Phenomenon
Definition: An emerging global tendency to treat snacking as a meaningful “love language” and social connector—whether through offering treats to others or indulging solo for self-care.
Consumer Motivation
Emotional Fulfillment: Consumers feel valued and connected when sharing snacks.
Convenience & Comfort: The ease of snacking appeals to busy lifestyles while also fulfilling cravings for comfort.
Self-Care: Younger generations, in particular, see snacking as a quick emotional uplift or stress reliever.
What Is Driving the Trend?
Cultural Emphasis on Mental Health & Well-Being: Greater acceptance of self-care behaviors, including “treat yourself” moments.
Social Media Influence: Platforms encourage sharing food-related experiences, amplifying the emotional narrative of snacks.
Intergenerational Shifts: Millennials and Gen Z value authentic connections, finding that sharing small, daily pleasures (like snacks) strengthens bonds.
Motivation Beyond the Trend
Fostering Deeper Relationships: Offering a tangible token of care can symbolize thoughtfulness and support.
Globalization of Tastes: As more consumers are exposed to international flavors, snacks become conversation starters and cultural bridges.
Description of Consumers the Article Is Referring To
Geographic Scope: Global survey covering 12 countries.
Age: Primarily highlights insights from Gen Z and Millennials, though the study spans all age groups.
Gender: Inclusive of all genders; love language data tends to transcend gender lines.
Income: Middle- to high-income consumers, but snacking trends are broadly relevant across socio-economic strata given snacks’ accessibility.
Lifestyle: Busy, on-the-go individuals who value quick emotional boosts and social connection moments.
Conclusions
Snacking has become a rich emotional currency, used both to demonstrate care for others and to practice self-love.
Brands like Mondelēz recognize these evolving consumer preferences and emphasize mindful, shareable snack experiences.
Implications for Brands
Shift Toward “Emotional Snacking”: Brands need to position products not just as tasty treats, but as facilitators of connection and personal well-being.
Reinforce Shareability: Packaging and marketing should underscore how snacks are easily shared, tapping into the love language aspect.
Implications for Society
Collective Culture of Care: As snacking becomes a symbol of affection, it may encourage small acts of kindness and shared moments in daily life.
Normalization of Self-Care: With younger generations openly embracing snacks for comfort, the stigma around emotional eating could diminish, ideally in a healthy, balanced way.
Implications for Consumers
Increased Consciousness: Consumers may select snacks based on emotional resonance, not just flavor or convenience.
Community Building: Sharing snacks can strengthen social bonds, both in person and across digital platforms.
Implication for the Future
Expect snacking rituals to grow in significance as consumers seek accessible forms of care and connection, fueling continued product innovation and marketing strategies around empathy, well-being, and communal experiences.
Consumer Trend
Name: “Heartfelt Snacking”
Detailed Description: Consumers gravitate toward snacks that carry an emotional weight—treats that can be gifted, shared, or enjoyed as a form of self-pampering, illustrating that food can be a genuine expression of affection.
Consumer Sub-Trend
Name: “Everyday Connection Bites”
Detailed Description: In daily life, people find small, spontaneous ways to show care—offering a snack at work, sending digital snack coupons to loved ones, or hosting snack-centered bonding events.
Big Social Trend
Name: “Mindful Communal Eating”
Detailed Description: Beyond formal meals, everyday snacking becomes an intentional practice for nurturing emotional health and social ties, often enhanced by mindful consumption and sustainability considerations.
Worldwide Social Trend
Name: “Global Snacking Community”
Detailed Description: With cross-cultural sharing of snack products and flavors, the world grows closer—people find common ground by exchanging beloved treats and forging new relationships through food.
Social Drive
Name: “Emotional Resonance of Edibles”
Detailed Description: The underlying motive fueling these trends is the human desire for tangible symbols of care, using the universal pleasure of taste to bridge emotional gaps.
Learnings for Brands to Use in 2025
Elevate the ‘Why’: Highlight the emotional “why” behind snacking rather than just the product’s flavor or convenience.
Promote Shared Experiences: Develop marketing that encourages consumers to “share the moment,” possibly via shareable pack sizes or online “snack-sharing” campaigns.
Focus on Younger Demographics: Cater to Gen Z and Millennials, who lean strongly toward snacks for emotional benefits.
Integrate Health & Well-being: Emphasize balanced indulgence, as snacking for self-care can also mean seeking better-for-you ingredients.
Strategy Recommendations for Brands to Follow in 2025
Launch “Love Language” Campaigns
Use packaging and messaging that positions snacks as tokens of affection and camaraderie.
Innovate for Mood & Stress Relief
Offer product lines or limited editions tailored to emotional states (e.g., calming flavors, uplifting scents).
Encourage Moments of Mindfulness
Provide guides or quick tips on mindful snacking to amplify the self-care element.
Leverage Influencers for Emotional Storytelling
Partner with relatable figures who share personal anecdotes of “snack-gifting” and community-building.
Final Sentence
“Snacking has evolved into a globally recognized ‘love language’—to thrive in 2025, brands and companies should weave emotional storytelling, shareable product designs, and mindful consumption narratives into their offerings, connecting consumers more deeply through every bite.”
Final Note
Core Trend
Name: “Snacking as Emotional Expression”
Detailed Description: Consumers view snacking as a symbolic, relationship-building practice—an easy, relatable way to share love and care.
Core Strategy
Name: “Empathy-Centric Positioning”
Detailed Description: Emphasize how products enhance emotional well-being and social bonding, using authentic stories and partnerships.
Core Industry Trend
Name: “Experience-Driven Snacking”
Detailed Description: Food and beverage brands shift from purely taste-focused marketing to experiences that highlight togetherness, personal comfort, and holistic satisfaction.
Core Consumer Motivation
Name: “Snack to Feel & Connect”
Detailed Description: Individuals snack not just to satisfy hunger, but to nurture emotional closeness with themselves and others—creating a continuous cycle of positive reinforcement.
Final Conclusion
As the 2024 State of Snacking report shows, love, connection, and self-care are now integral to how consumers select and share snacks. Forward-looking brands that embrace this emotional emphasis—creating meaningful, shareable experiences—will gain a competitive edge in 2025 and beyond.
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