Snacking: Snacking smarter, not less – what consumers really want

Why it is the topic trending:

• Consumer Shift Towards Mindful Consumption: Mondelēz International's 2024 State of Snacking report indicates that mindful consumption is a core trend, with a vast majority of global consumers engaging in mindful snacking behaviors.

• Appreciation for Mindful Snacking: Consumers report appreciating their snacks more when consumed mindfully, highlighting a conscious effort to savor the experience.

• Moderation Over Restriction: The concept of mindful indulgence emphasizes moderation rather than complete restriction when it comes to treats.

• Indulgence as a Reward: A significant percentage of global consumers use snacks as a form of reward or treat, indicating that indulgence remains a key motivation for snacking.

• Focus on Sensory Experience: Consumers are paying more attention to the sensory experience of their snacks, suggesting a more engaged and deliberate approach to eating treats.

• Premiumization of At-Home Treats: At-home eating occasions are becoming more treat-oriented and leaning towards premium options, aligning with the mindful indulgence trend.

• Demand for Pleasure Without Excess: A new type of consumer seeks pleasure from snacks without excessive consumption.

Overview: The trend of "mindful indulgence" in snacking is gaining prominence as consumers shift towards a more conscious and intentional approach to enjoying treats. This involves savoring the sensory experience of snacks, prioritizing moderation over restriction, and using indulgence as a reward. Research from Mondelēz International and Hames Chocolates highlights that consumers are not avoiding treats but are becoming more mindful of their consumption habits, often preferring smaller portions of high-quality, indulgent snacks over larger portions of lower-fat or lower-sugar options. This trend is also influencing product development, with brands focusing on portion control, shareable formats, and ethically sourced ingredients to cater to this evolving consumer demand for "pleasure without excess."

Detailed Findings:

• High Engagement in Mindful Snacking: 96% of global consumers confirm they engage in mindful snacking behaviors (Mondelēz International).

• Increased Appreciation Through Mindfulness: 79% of consumers agree that they appreciate their snacks more when consumed mindfully (Mondelēz International).

• Shift from Restriction to Moderation: Mindful indulgence emphasizes moderation in snacking rather than strict restriction (Desiree Battaglia, Mondelēz International).

• Snacks as Rewards: 94% of global consumers are likely to have a snack as a reward or treat (Mondelēz International).

• Paying Attention to Sensory Experience: 81% of consumers say they pay attention to their snacks’ sensory experience (Mondelēz International).

• Premiumization of At-Home Treats: At-home eating occasions are increasingly leaning towards premium and treat-based snacking.

• Desire for Affordable Indulgence at Home: 40% of consumers plan to go out less but still want affordable indulgence when treating themselves or entertaining at home (Hames Chocolate).

• Mindful Indulgence Differs from 'Better-for-You': While 'better-for-you' focuses on ingredients and health benefits, mindful indulgence appreciates a treat for what it is in an appropriate portion (Desiree Battaglia, Mondelēz International).

• Emphasis on Eating with Intention and Attention: Mindful indulgence involves being conscious of what you want to eat and how it makes you feel (Desiree Battaglia, Mondelēz International).

• Redefining 'Special' in Chocolate: In 2025, 'special' in chocolate is being redefined by consumers who want pleasure without excess, transparency, and savored experiences (Carol Oldbury, Hames Chocolates).

• Demand for New, Novel, and Nostalgic Varieties: Shoppers, especially younger generations, seek new, novel, and nostalgic product varieties.

• Snacking for Mood Boost, Comfort, and Stress Management: Gen Z and Millennials are more likely to snack to boost their mood, find comfort, and manage stress.

• Seeking Quiet Moments Through Snacking: 81% of consumers snack to find quiet moments to themselves, up 9% from 2023 (Mondelēz International).

• Retailers Recognizing 'Mindful Indulgence': Retail and food service buyers are recognizing the shift towards ‘mindful indulgence’ through category reviews and shopper insights.

• Brands Innovating with New Flavors and Collaborations: Global and national brands like Mondelēz (Cadbury Biscoff) and Hames Chocolates (Munch Pouches) are innovating their product selections.

• Cost-Effective Way to Treat Oneself: Snacking remains a cost-effective way for consumers to treat themselves (Desiree Battaglia, Mondelēz International).

• Quality Over Quantity Preference: 73% of global consumers would rather have a smaller portion of an indulgent snack than a bigger portion of a low-fat or low-sugar option (Mondelēz International).

• Focus on Enjoying Chocolate in a Mindful Way: Mondelēz emphasizes new chocolate offerings that consumers can indulge in and truly enjoy mindfully.

• Portion Control as Key to Mindful Indulgence: For many consumers, mindful indulgence starts with portion control (Hames Chocolates).

• Redesigning Product Sizes for Portion Control: Hames Chocolates has teamed up with consumers to redesign typical product sizes, reducing weight and calories.

• Benefits for Retailers and Operators: Portion-controlled confectionery fits into calorie cap meal deals and HFSS restricted zones, unlocking premium impulse treats for health-conscious consumers.

• Higher Price Per Kilo for Portion Precision: Product trials show shoppers are willing to pay a higher price per kilo for portion precision, driving better profit per facing for retailers (Hames Chocolates).

• Demand for Shareable and Resealable Formats: Consumers also want the freedom to ‘dip in’, share, and reseal (Carol Oldbury, Hames Chocolates).

• Benefits of Shareable Formats for Wholesalers and Discounters: Shareable formats drive basket building without relying on banned multibuy mechanics.

• Resealable Cartons for Mid-Table Snacking: Resealable cartons are ideal for mid-table snacking during extended celebrations in the gift sector.

• Hames Chocolates Investing in 'Munch Pouches': Hames Chocolates has tapped into this trend with its 'Munch Pouches' range.

• Ethical Indulgence Expectations: Underpinning mindful indulgence is a clear expectation that indulgence must be earned ethically (Carol Oldbury, Hames Chocolates).

• Demand for Traceable Cocoa: Hames Chocolates offers products made with fully traceable cocoa supporting various ethical schemes.

• Sustainable Packaging Practices: The brand emphasizes recyclable and compostable components in packaging and product development.

• Mindful Indulgence Creates a Premium Corridor: Mindful indulgence opens a premium corridor within everyday confectionery, allowing for trading shoppers up in value while down in calories and environmental impact (Carol Oldbury, Hames Chocolates).

• Compliant Response to HFSS Legislation: Mindful indulgence provides a way to offer indulgent confectionery while complying with HFSS legislation.

• Industry Task to Make Indulgence Mindful, Modern, and Profitable: The industry's task is to ensure that indulgence is mindful, modern, and profitable (Carol Oldbury, Hames Chocolates).

Key success factors of product (trend):

• Portion Control: Offering snacks in smaller, more controlled portions aligns with consumers' desire for moderation.

• High Quality and Premium Ingredients: Consumers are willing to pay more for indulgent snacks that are perceived as high quality and made with premium ingredients.

• Novel and Nostalgic Product Varieties: Introducing new, innovative, and nostalgic flavors and formats can capture consumer interest and drive trial.

• Ethical Sourcing and Transparency: Providing ethically sourced ingredients, like traceable cocoa, and being transparent about production practices resonates with mindful consumers.

• Sustainable Packaging: Utilizing recyclable and compostable packaging aligns with the environmental consciousness of mindful indulgers.

• Shareable and Resealable Formats: Offering formats that allow for controlled consumption and sharing caters to various snacking occasions.

Key Takeaway: The trend of mindful indulgence signifies a shift in consumer behavior where individuals are seeking to enjoy treats with greater intention and awareness, prioritizing quality over quantity, and emphasizing moderation rather than restriction. This has significant implications for confectionery brands and retailers, highlighting the importance of portion control, premium ingredients, ethical sourcing, and sustainable practices in meeting the evolving demands of today's consumer.

Main Trend: Mindful Indulgence in Snacking

Description of the trend (please name it): The Conscious Treat: Savoring Pleasure with Intention and Moderation

What is consumer motivation:

• Desire for Pleasure Without Guilt: Consumers want to enjoy indulgent snacks without feeling guilty about overconsumption or negative health impacts.

• Seeking Sensory Satisfaction: Paying attention to the taste, texture, aroma, and appearance of snacks enhances enjoyment and satisfaction.

• Emotional Well-being: Snacking can be a way to boost mood, find comfort, and manage stress, and mindfulness enhances this emotional connection.

• Cost-Effective Self-Treat: Snacking provides an affordable way for consumers to reward themselves.

• Alignment with Health and Wellness Goals: By practicing moderation and portion control, consumers can integrate treats into a balanced lifestyle.

• Demand for Transparency and Ethics: Consumers are increasingly motivated to support brands that are transparent about their ingredients and ethical in their sourcing.

What is driving trend:

• Increased Awareness of Health and Wellness: Growing public consciousness about the importance of healthy eating habits is prompting consumers to be more mindful of their food choices, even when indulging.

• Desire to Balance Indulgence with Well-being: Consumers are looking for ways to enjoy treats without completely abandoning their health goals.

• Focus on Quality Over Quantity: There's a shift towards appreciating higher-quality ingredients and products in smaller, more satisfying portions.

• Influence of Social Media and Wellness Trends: Online content promoting mindfulness, conscious eating, and balanced lifestyles contributes to this trend.

• Efforts to Reduce Food Waste: Mindful consumption can lead to less food waste as consumers are more intentional about their snacking.

• HFSS Legislation: Regulations like HFSS legislation are prompting manufacturers and retailers to focus on portion control and healthier formulations.

What is motivation beyond the trend:

• Seeking Moments of Calm and Self-Care: Mindful snacking can provide a brief moment of peace and self-care in a busy day.

• Cultivating a Healthier Relationship with Food: By focusing on intention and attention, consumers can develop a more balanced and positive relationship with indulgent foods.

• Enhancing Enjoyment Through Savoring: Paying attention to the sensory details of a treat can amplify the pleasure derived from it.

• Personal Values and Ethical Considerations: Consumers are increasingly motivated by their values, including the desire to support ethical and sustainable brands.

Description of consumers article is referring to: The article refers to global consumers, with specific mentions of Gen Z and Millennials. Key characteristics include:

• Age: Spans across generations, but Gen Z and Millennials are highlighted as demographics more likely to snack to boost their mood, find comfort, and manage stress.

• Gender: Not explicitly specified, but the trend of mindful indulgence likely applies to consumers across all genders.

• Income: The article mentions snacking as a cost-effective way to treat oneself, suggesting appeal across various income levels. The willingness to pay a higher price per kilo for portion precision indicates a segment that values quality and controlled portions.

• Lifestyle: Consumers are portrayed as being health-conscious to varying degrees, seeking to balance indulgence with well-being. They are also described as potentially time-strapped, looking for quiet moments to themselves through snacking. There's a segment that plans to go out less often but still wants affordable indulgence at home.

• Category Shopping Preferences: These consumers prefer smaller portions of indulgent snacks over larger portions of low-fat or low-sugar options. They are interested in new, novel, and nostalgic product varieties. They appreciate traceable cocoa and sustainable packaging. They are also drawn to shareable and resealable formats.

• Shopping Frequency: Likely regular snackers who treat themselves occasionally or habitually. The focus on shareable formats suggests snacks are often purchased for multiple consumption occasions or sharing.

• General Shopping Preferences: They value quality over quantity in indulgent snacks. They are increasingly interested in the ethics and sustainability of the products they consume. They are receptive to innovative formats that support portion control and mindful eating.

Conclusions: The trend of mindful indulgence represents a significant evolution in how consumers approach snacking, particularly sweet treats. It signifies a move away from restrictive dieting towards a more balanced and enjoyable relationship with food, where intention, moderation, and quality take precedence. This trend presents a clear opportunity for confectionery brands and retailers to innovate with portion-controlled formats, premium ingredients, ethical sourcing, and sustainable practices to meet the evolving demands of a more conscious consumer.

Implications for brands:

• Focus on Portion Control Options: Offer a wider range of snacks in smaller, pre-portioned sizes to cater to consumers' desire for moderation.

• Highlight Quality and Premium Ingredients: Emphasize the use of high-quality, ethically sourced ingredients to justify potential premium pricing and appeal to discerning consumers.

• Innovate with Flavor and Format Novelty: Continuously introduce new and exciting flavors and formats to capture consumer interest and cater to those seeking novel experiences.

• Invest in Sustainable Packaging Solutions: Utilize recyclable and compostable packaging to align with the growing environmental consciousness of consumers.

• Communicate Ethical Sourcing Practices: Clearly communicate efforts towards ethical sourcing, such as using traceable cocoa and supporting fair trade initiatives, to build trust and resonate with values-driven consumers.

• Provide Clear Nutritional Information: Offer transparent and easily accessible nutritional information to empower consumers to make informed choices.

Implication for society:

• Potential for Healthier Snacking Habits: The focus on portion control and mindful consumption could contribute to overall healthier eating patterns.

• Increased Demand for Ethical and Sustainable Products: The trend could drive greater demand for ethically sourced and sustainably produced goods across the food industry.

• Reduced Food Waste: Mindful consumption might lead to less impulsive buying and reduced food waste.

• Shift in Perception of Indulgence: Indulgence may become more associated with quality and mindful enjoyment rather than excessive consumption.

Implications for consumers:

• Opportunity for Guilt-Free Enjoyment: Mindful indulgence allows consumers to enjoy treats without feeling excessive guilt.

• Greater Awareness of Eating Habits: Practicing mindfulness can lead to a greater awareness of personal eating habits and preferences.

• Potentially Higher Costs for Quality and Ethics: Consumers might need to be willing to pay a premium for high-quality, ethically sourced, and sustainably packaged snacks.

• Increased Scrutiny of Product Information: Consumers may become more attentive to nutritional information and sourcing details.

Implication for Future:

• Mainstreaming of Portion Control: Expect to see portion control become a standard offering across various snack categories.

• Continued Emphasis on Ethical and Sustainable Practices: The demand for ethically and sustainably produced snacks is likely to grow further.

• Integration of Mindfulness into Food Marketing: Brands may increasingly incorporate messaging around mindful enjoyment and savoring into their marketing campaigns.

• Personalized Snacking Recommendations: Future technologies might offer personalized snacking recommendations based on individual dietary needs and preferences for mindful indulgence.

• Blurring Lines Between Indulgence and Health: We may see further innovation in creating indulgent snacks with added health benefits or lower sugar/fat content.

Consumer Trend (name, detailed description): Intentional Snacking: Consumers are becoming more deliberate and thoughtful about their snacking choices, considering factors beyond just immediate hunger, such as emotional well-being, sensory experience, portion size, and ethical implications. This trend reflects a shift towards a more conscious and engaged approach to snacking habits.

Consumer Sub Trend (name, detailed description): Ethical Hedonism in Snacking: Consumers seeking indulgence are increasingly motivated by the ethical credentials of the products they choose. This involves prioritizing treats made with sustainably sourced ingredients, produced under fair labor practices, and packaged with minimal environmental impact, allowing for guilt-free pleasure.

Big Social Trend (name, detailed description): The Wellness Movement: A broad societal trend encompassing a holistic approach to health and well-being, including not just physical health but also mental and emotional well-being. This movement influences food choices, with consumers seeking products that support their overall wellness goals, including a balanced relationship with indulgence.

Worldwide Social Trend (name, detailed description): Growing Awareness of Sustainable Consumption: Globally, there is increasing awareness and concern about the environmental and social impact of consumption patterns. This trend influences purchasing decisions across various categories, including food, with consumers seeking more sustainable and ethically produced options.

Social Drive (name, detailed description): The Pursuit of Balanced Well-being and Conscious Choices: Individuals are driven by a desire to achieve a sense of balance in their lives, incorporating both enjoyment and well-being into their routines. This extends to making more conscious choices about the food they consume, considering not only personal health but also broader ethical and environmental implications.

Learnings for brands to use in 2025:

• Prioritize Smaller Portion Sizes: Offer more single-serve and conveniently portioned options to meet the demand for mindful consumption.

• Communicate Ingredient Quality and Sourcing Clearly: Highlight the use of premium, traceable ingredients and ethical sourcing practices to build trust and appeal to conscious consumers.

• Emphasize the Sensory Experience in Marketing: Focus on the taste, texture, and aroma of your snacks to encourage mindful savoring.

• Invest in Sustainable and Recyclable Packaging: Demonstrate commitment to environmental responsibility through your packaging choices.

• Offer Indulgent Options with Healthier Attributes: Explore opportunities to create treats with reduced sugar, fat, or calories without compromising on taste.

• Engage with Consumers on Mindful Snacking Practices: Provide content and resources that encourage consumers to be more intentional and present when enjoying your snacks.

Strategy Recommendations for brands to follow in 2025:

• Conduct Research on Consumer Perceptions of 'Special': Understand what 'special' means to today's consumer in the context of indulgent snacks and tailor product development accordingly.

• Implement Product Trials Focusing on Portion Precision: Test consumer willingness to pay a premium for accurately portioned and calorie-controlled treats.

• Invest in Innovative Packaging Solutions: Explore shareable and resealable formats that support mindful consumption and extend product freshness.

• Develop a Robust Ethical Sourcing Program: Ensure that your cocoa and other key ingredients are sourced ethically and sustainably, and communicate these efforts to consumers.

• Collaborate with Influencers Promoting Mindful Eating: Partner with individuals who advocate for conscious and balanced eating habits to promote your products.

• Incorporate Messaging Around 'Pleasure Without Excess' in Marketing Campaigns: Position your snacks as options that allow for guilt-free enjoyment through moderation and quality.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it. The overarching trend of mindful indulgence in snacking underscores a significant shift towards conscious consumption where consumers seek to savor pleasure with intention and moderation, necessitating that brands and companies in 2025 prioritize portion control, premium ingredients, ethical sourcing, and sustainable practices to align with these evolving values and effectively cater to the mindful snacker.

Final Note:

• Core Trend: Mindful Indulgence in Snacking: The conscious and intentional approach to enjoying treats, emphasizing moderation, quality, and sensory experience.

• Core Strategy: Balancing Pleasure with Responsibility: Offering indulgent snacks that cater to the desire for enjoyment while addressing consumer concerns about health, ethics, and sustainability through portion control, quality ingredients, and transparent practices.

• Core Industry Trend: The Evolution of 'Special' in Confectionery: The redefinition of what constitutes a special treat in 2025, focusing on pleasure without excess, transparency, and savored experiences.

• Core Consumer Motivation: Seeking Guilt-Free Enjoyment Through Intention and Moderation: Consumers are motivated to indulge in treats in a way that aligns with their overall well-being and values, minimizing guilt and maximizing satisfaction through mindful consumption.

Final Conclusion: The rise of mindful indulgence in snacking signifies a maturing consumer base that is no longer willing to compromise on either pleasure or responsibility. Confectionery brands and retailers that recognize and respond to this trend by offering products and messaging that support conscious and intentional enjoyment, prioritize ethical and sustainable practices, and provide options for portion control will be best positioned to capture the hearts and wallets of today's mindful consumers in 2025 and beyond.

Core Trend Detailed: The core trend of Mindful Indulgence in Snacking is a multifaceted shift in consumer behavior that reflects a more sophisticated and balanced approach to enjoying treats. It moves beyond the simple act of eating a snack and encompasses a greater awareness of the food itself, the experience of consuming it, and the broader implications of that consumption. This trend is characterized by a desire to savor the moment, appreciate the sensory details, and make conscious choices about portion sizes and product quality, all while considering ethical and environmental factors. It represents a departure from either strict dietary restrictions or mindless overconsumption, instead embracing a middle ground where indulgence is enjoyed with intention and a sense of well-being.

Key Characteristics of the Core trend:

• Emphasis on Savoring: Consumers are focusing on truly enjoying the taste, texture, and aroma of their snacks.

• Prioritization of Quality over Quantity: There's a preference for smaller portions of higher-quality, more indulgent snacks.

• Intentional Consumption: Consumers are being more conscious about why and how they are snacking.

• Integration of Treats into a Balanced Lifestyle: Mindful indulgence seeks to incorporate treats without derailing overall health and wellness goals.

• Consideration of Ethical and Environmental Factors: Consumers are increasingly taking into account the sourcing and sustainability of their snacks.

Market and Cultural Signals Supporting the Trend:

• Growing Body of Research on Mindful Eating: Increased awareness of the benefits of mindful eating practices.

• Media Coverage of Wellness and Balanced Diets: Popular media often promotes the idea of enjoying treats in moderation as part of a healthy lifestyle.

• Availability of Information on Ingredient Sourcing and Sustainability: Consumers have easier access to information about where their food comes from and its impact.

• Marketing Messages Emphasizing 'Treat Yourself' in a Balanced Way: Brands are starting to frame indulgence as something to be enjoyed consciously.

• Increased Demand for Products with Sustainable and Ethical Certifications: Consumers are looking for assurances that their purchases align with their values.

How the Trend Is Changing Consumer Behavior:

• Reading Labels More Carefully: Consumers are paying closer attention to ingredients, nutritional information, and sourcing details.

• Choosing Smaller Portion Sizes: There's a greater demand for and acceptance of smaller snack formats.

• Savoring Each Bite: Consumers are taking more time to eat and appreciate their snacks.

• Seeking Out Higher-Quality Indulgent Options: There's a willingness to spend more on snacks that are perceived as being of better quality.

• Considering the Broader Impact of Their Purchases: Consumers are factoring in the ethical and environmental implications of their snack choices.

Implications Across the Ecosystem:

• For Brands and CPGs: Innovation in portion control, sustainable packaging, and ethically sourced ingredients is crucial. Marketing should focus on sensory experience and mindful enjoyment.

• For Retailers: Need to offer a variety of portion sizes and highlight products with ethical and sustainable attributes. Placement of confectionery in-store should also consider HFSS regulations.

• For Consumers: Opportunity to enjoy treats guilt-free while aligning with health and ethical values, potentially at a higher price point for quality and sustainability.

Strategic Forecast:

• Mindful Indulgence Will Become Mainstream: This approach to snacking is likely to become increasingly prevalent across all demographics.

• Further Product Innovation Focusing on Healthier Indulgence: Expect more treats with natural sweeteners, lower calorie counts, and added health benefits.

• Increased Transparency and Traceability: Consumers will demand even greater transparency from brands regarding their ingredients and sourcing practices.

• Personalized Snacking Experiences: Technology may play a role in offering personalized recommendations for mindful snacking based on individual needs and preferences.

Final Thought (summary): The evolving trend of mindful indulgence reflects a consumer desire to harmonize the enjoyment of treats with a broader commitment to well-being and ethical considerations, creating a dynamic landscape for the confectionery industry to innovate and connect with increasingly conscious snackers.

Source: https://www.confectionerynews.com/Article/2025/05/30/mindful-indulgence-trends-in-2025-confectionery/