As the festive season approaches, new research from Mondelēz International has revealed that family traditions, nostalgic memories, and a desire for indulgence continue to shape how consumers snack around the world.
The company’s sixth annual State of Snacking report – developed in partnership with The Harris Poll – found that snacking remains a near-universal daily habit, with 91 per cent of global consumers enjoying at least one snack a day, and 61 per cent having two or more.
The 2024 findings show that snacking has become much more than a quick bite between meals – it’s an emotional experience tied to comfort, discovery and connection. Consumers are increasingly choosing snacks that help them slow down, savour the moment and celebrate traditions, particularly during the holidays.
Snacking across generations
According to the report, 76 per cent of people globally said some of their fondest childhood memories include sharing a snack with their parents, while 78 per cent enjoy sharing their favourite childhood snacks with others. The trend is especially strong across Asian markets, including the Philippines, Indonesia, China and India, where snacks often play a central role in festivals such as Diwali and the Mid-Autumn Festival.
Nearly three-quarters (73 per cent) of respondents said there are certain snacks their families have enjoyed for generations – a sentiment that resonates deeply in Asia, where cultural heritage and food traditions are closely linked.
“Snacking is about more than satisfying a craving – it’s about tapping into cherished memories and forging deeper connections, particularly during the holiday season,” said Melissa Davies, Senior Manager, Global Insights & Trendspotting at Mondelēz International. “Whether it’s recreating childhood memories or establishing new rituals, snacks play a central role in celebrating the holidays and strengthening bonds.”
A mindful yet indulgent habit
While tradition continues to influence snack choices, the report also highlights changing attitudes toward mindful and indulgent snacking. A striking 96 per cent of global consumers said they engage in mindful snacking behaviours, with 81 per cent saying they pay attention to the sensory experience of their snacks.
At the same time, three-quarters (76 per cent) agreed that when enjoying an indulgent snack, they simply want to savour it without worrying about ingredients – showing that balance and enjoyment remain key motivators.
Craving new adventures
Alongside comfort and nostalgia, consumers are also seeking excitement and discovery from their snacking experiences. Three in four (75 per cent) said they get excited about finding new snacks to try – showing that even as traditional favourites endure, innovation continues to drive engagement in the category.
For retailers, the findings present a strong opportunity to highlight both heritage favourites and new seasonal lines as shoppers look for comforting, festive indulgences. With consumers continuing to snack consistently and mindfully, retailers can appeal to multiple motivations – from nostalgia to exploration – through strategic product placement and festive promotions.
Mondelēz, maker of household favourites such as Cadbury, Oreo and Ritz, continues to offer a range of products that have been part of family traditions for generations, while also introducing new formats and flavours to excite today’s snackers.
Additional insights from the State of Snacking report are available at www.mondelezinternational.com/stateofsnacking.