Desire for "me time" with snacks has intensified: Mondelez
HighlightsThe Mondelez International State of Snacking Report 2024 reveals that 97 percent of Indian consumers associate snacks with nostalgia and joy, highlighting the emotional connection they have with snacking. A significant 70 percent of consumers reported an increase in snacking over the past year, with 99 percent likely to indulge in snacks as a reward or treat, emphasizing the importance of snacking in their daily lives. The report indicates a shift towards online snack purchasing, with 61 percent of consumers engaging in online buying, while 83 percent discover new snack possibilities in store aisles, showing the evolving landscape of snack consumption in India.
Mondelez International
has released the India-specific findings of its sixth annual
State of Snacking Report
, offering an in-depth look at the evolving role of snacking in the lives of Indian consumers.
The report, globally unveiled earlier this year, delves into key themes such as the evergreen nature of snacking,
mindful consumption
,
indulgent snacking
, and
snack curation
.
The report highlights that snacking continues to be deeply embedded in daily life, serving various purposes from fostering social connections to providing comfort and evoking childhood memories.
A striking 97 per cent of Indians associate snacks with nostalgia and joy, while 88 per cent view them as a source of comfort or reward.
Furthermore, 80 per cent confirmed they frequently snack or eat between meals to socialize, a trend that continues to strengthen year after year.
Nitin Saini, Vice President – Marketing, Mondelez India, commented on the findings, stating, "The State of Snacking™ Report 2024 uncovers a fascinating shift in India's snacking habits, revealing the strong role of snacking as a ritual meeting emotional, physical and social needs.'
Key Insights from the 2024 Report:
The Evergreen Role of Snacking: A significant 70 per cent of consumers reported snacking more today than a year ago.
The afternoon sees the most snacking activity at 75 per cent, followed by the morning at 50%. Loyalty to specific snacks and brands remains high, with 88 per cent of Indians sticking to their favorites for a long time.
Indulgent Snacking in the Spotlight: Snacking as a reward or treat is almost universal, with 99% of Indians likely to indulge.
For 84 per cent, snacking is one of the few indulgences they have in their hectic lives, underscoring its growing importance. A strong 85 per cent believe some snacks should simply be for enjoyment and satisfaction.
Snack Curation and Commitment: While 65 per cent of consumers still source their snacks from neighborhood convenience stores, online buying is catching up quickly at 61 per cent.
Store aisles continue to be a significant source of discovery, with 83 per cent of Indian consumers finding new snack possibilities there, a 5 per cent increase from 2023.
Mindful Consumption and Lifestyle Changes: Indian consumers frequently turn to snacks to address a range of needs, from boosting moods to fueling their bodies and providing energy. The desire for "me time" with snacks has also intensified, reaching 87 and in 2024, up from 84 and in 2019.
First launched in 2019 in collaboration with The Harris Poll, the State of Snacking report reinforces Mondelez International's dedication to shaping the future of snacking.
Over six years, the study, which surveys thousands of consumers across 12 countries, has consistently shown a growing preference for snacks over traditional meals, highlighting their evolving and expanding role in daily consumption habits.
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