There are some reports like Bain’s “How India Shops Online” which come out every year and I like to compare how the trends evolve with every successive year. We covered these Insights in this Outside In post some months back here at:
In a similar fashion, I have now caught 2 interesting reports– attractively titled ‘State of Snacking’ – by Mondelez in 2020 & 2021. Outside In tries to cover the key Insights emerging from these 2 reports with this piece and, possibly, share unique glimpses of the evolving consumer behaviour in 2022. Here goes…
A) The Marketer Lens
2021:
Build on our deep insights into the important and ever-changing role snacking plays in our everyday lives. As we live our purpose to empower people to snack right – putting consumers at the center of all we do – this annual survey, helps deepen our vast knowledge estate – both informing and affirming our strategy to become the global snacking leader
Deliver the right snack, at the right time, made the right way
2020:
Our insights guide our growth strategy, inform our purpose to empower people to snack right, and form the basis for the vast knowledge estate that we’ve amassed on the important and ever-changing role snacking plays in our everyday lives
Lead the future of snacking, with the right snack, for the right moment, made the right way
B) The Consumer/Consumption Lens
2021:
Even more consumers today are replacing meals with snacks, with 64% of consumers reporting replacing at least one meal with a snack (up 5% from pre-pandemic figures reported in 2019) and higher adoption among younger generations (Gen Zs 75% and millennials 69%)
Consumers also expect to be able to shop for snacks anytime, on a wider array of platforms, with the majority expecting to be able to buy the snacks they want whenever they want (80%) and using any channel they want (74%). This is why channel expansion (has become an priority initiative for organizations/brands)
2020:
9 in 10 adults worldwide said they are snacking more or the same during the pandemic than they were before. Digging deeper, millennials and those who are working from home right now are especially likely to say they prefer snacks over meals. More than 50% of global adults said snacking has been a “lifeline” for them during the pandemic, especially parents who are working from home, and for whom snacks have provided welcome nutrition for themselves and treats for their children
C) Role of Snacking
2021:
Definition of what a snack can be has evolved and snacking has begun to take on new meaning. Snacking is so much more than purely a source of nutrition and indulgence. Snacking continues to play an expanding role in social connection, inspiration, and purpose
Consumers are seeking out snacks as a source of well-being, and not just from a physical standpoint. Consumers are looking for snacks to improve physical (80%), emotional (80%), and mental (75%) health, as well as their social (65%) health as snacking serves as a way to connect with others
Permissible Indulgence: “Consumers are more aware of the food they’re connecting to, [and connecting] the food that they eat to how they feel.” – Brigette Wolf, VP, Global Head of SnackFutures, Mondelez International
2020:
Taking time out for a snack, from a familiar and much-loved brand, can prove to be an antidote to our busy lives and an avenue for connection with others during these unpredictable times
With more snacking happening at home, consumers is have more opportunities to practice mindful snacking habits, with 2/3rd of respondents in our study noting they now have more control over their snack portion sizes and that they are now more aware of the snacks their bodies need. For over 6 in 10 people, snacks are also nourishing their “body, mind and soul during these strange (Covid) times,” underscoring their important role in our lives
Offering Bite-sized Moments of Satisfaction and Indulgence: A majority say it has helped distract them from a trying year –especially parents who are working from home. These were the Emotions experienced while Snacking…
D) Growth of Snacking
2021: Broad Attributes That Impact Snacking Choices
Consumers are looking to snacks to meet a variety of needs to a greater degree than they were even just 2 years ago. Convenience and freshness are top rising variables of snack choices, but consumers are also more likely to seek both indulgent snacks and healthy snacks, both comforting bites and energizing ones. As consumers turn to snacks to meet an increasing array of needs, it was also seen that category consumption is up significantly across those who regularly eat sweet and savory biscuits, chocolate, crisps/chips, and snack bars
2020: For People Everywhere, Snacking was a ‘Lifeline’
The majority planned to continue eating snacks instead of meals in the future, saying snacking will be part of their “new normal” after the pandemic ends
E) Mood Impact of Snacking
2021: Permissible Indulgence – Consumers are seeking snacks as well-being boosters throughout their daily lives
1) A Nuanced Approach to Nourishment: Over three-fourths of global consumers attest that they look for different snacks when they are seeking physical nourishment than when they are seeking emotional nourishment (76%). In order to meet all of their needs, consumers are seeking a variety of snacks that can ultimately deliver balance in their lives. Majority consumers acknowledge the benefits of functional and indulgent foods, stating, “It is important that my diet includes foods that are for nutrition (88%), as well as for satisfaction (81%)”
2) Honoring Indulgence
When snacking for indulgence, flavor and enjoyment are the priority. Consumers agree that when they are looking for indulgent snacks, they just want to enjoy them without focusing too much on the ingredients (76%). Over eight in 10 also attest that, when looking to indulge, they don’t want to sacrifice on flavor (85%). Moreover, this appetite for indulgence appears to be on the rise, as nearly nine in 10 tell us, “a balanced diet can include a little indulgence” (88%)
3) The Fun of Functional Food
Considered year over year, consumers’ number one rising motivator for snack choices is finding bites that “take care of their body” or serve “nutritional needs.” 78% of consumers say they snack regularly for this nourishing purpose – up 8% from last year. Not only are sustaining foods increasingly important, they are also more celebrated. Consumers are also seeking guidance and assistance in the form of packaging and portion control. 72% tell us they look for snacks that are portion-controlled – up 9% from last year
2020: Leveraging Snacks to Boost the Mood
1) Comfort & Reward: Energy for busy days and connection with others were less of a priority as snackers spend more time at home
2) Bonding in Isolated Times: Over 75% have done something to connect with others via food in the last 6 months (77%), while half say, “snacking with others has been a high point of my days during the pandemic” (52%, 63% WFH)
3) Snacking Traditions at Home: Many families built snacking traditions while at home
F) Commerce Evolution for the Snacking Category
2021: Contextual Commerce – Consumers are craving seamless “Omnichannel Experiences” – Integration of Purchase Options and Inspiration in their Everyday Lives
#SocialSnacking
Social media is a rising source of discovery as consumers increasingly find food trends, inspiration, and connection on their feeds. Six in 10 consumers say they enjoy food content on social media (62%), with interesting food trends, grocery hauls, and sensory food content topping their list of priorities. What’s more interesting is that, as food is increasingly in consumer feeds, it is inspiring real-life behavior. Over half of global consumers say social media has inspired them to try a new snack in the past year (55%)
2020: Snack Shopping Goes Virtual – Snackers turn to eCommerce and Trusted Brands for Safety and Guidance. About half of online shoppers say they have started to buy snacks online more often than they do in-store or offline (47%), including a majority of millennials (64%) and centennials (55%). People around the world have been surprised by how easy the experience has been and indicate this shift will have lasting implications on their buying routine. Automation such as recommendations and recurring orders also made shoppers’ lives easier during Covid
Consumer appetites were also rising for new online shopping experiences – Snackers are seeking Gamification, Personalization, and Rewards to maximize the Digital Environment
In Conclusion
Consumers continue to highlight the importance of snacks that enable them to lead healthier lifestyles or that provide a boost or comfort, reinforces to me that snacking will continue to thrive as part of our new normal, finding its place alongside a renewed focus on health and an ever-more holistic view of well-being
Consumers are becoming more intentional about their purchase decisions and aligning their snacking preferences, behaviors and purchasing decisions with their values. Consumers are migrating toward seeking out brands and companies that align with their own values. Organizations will need to align with their consumers on these values, by co-creating programs that help them achieve their well-being as well as indulgences. Mondelez, for instance, has partnered with mindful eating & nutrition expert, Megrette Fletcher, Med, RD, CDCES and ProHabits behavior change technology to develop a web app, providing 30 days of consumer-centric Mindful Snacking tips, micro-actions and community-building (Learn more at megrette.com and snackmindful.com)
I just concluded writing this piece…at the end of the day… with a portion-controlled scoop of a Nuts-filled Chocolate Cake (instead of a full Dinner)… Happy Snacking to you as well!
References and Sources:
Mondelez Report on State of Snacking 2021: https://www.mondelezinternational.com/-/media/Mondelez/stateofsnacking/2021/2021_MDLZ_stateofsnacking_report_GLOBAL_EN.pdf
Mondelez Report on State of Snacking 2020: https://www.mondelezinternational.com/-/media/Mondelez/stateofsnacking/2020-Report/2020_MDLZ_stateofsnacking_report_GLOBAL_EN.pdf