21 Apr 2025 Mondelēz’s State of Snacking Survey: Global consumers seek more intentional opportunities to indulge

Mondelēz International has released new findings on consumer attitudes toward indulgence from its sixth annual State of Snacking report, a global study examining how consumers make snacking decisions.

Developed in partnership with The Harris Poll, the State of Snacking survey tracks snacking behaviours among thousands of consumers across 12 countries.

Overall, indulgence and treating remains at the fore of the snacking category, with most consumers snacking as a treat or reward.

Its findings reveal that snacking continues to be an almost daily occurrence for nearly all global consumers. Many consumers are prioritising opportunities for indulgence and crave new snack adventures that spark joy in their lives.

Consumers are snacking:

• Consistently: Snacking is a universal staple, with 91% of global consumers having at least on snack per day and 61% having at least two.
• Mindfully: 96% of global consumers engage in mindful snacking behaviours, with 81% saying they pay attention to the sensory experience of their snacks.
• Indulgently: 76% agree, “When I am having an indulgent snack, I just want to enjoy it without focusing too much on the ingredients.”
• Adventurously: Consumers are increasingly craving new snack adventures that spark joy in their lives, with 75% agreeing they get excited about finding a new snack to try.
• Taking a moment: 81% of consumers agree they snack to find quiet moments to themselves – a 9% increase from the previous year.

“Indulgent snacking is the perfect expression of ‘little treat culture’ – a convenient and comforting escape from day-to-day routines,” said Melissa Davies, Senior Manager, Global Insights & Trendspotting at Mondelēz International. “People see snacking as a well-deserved reward and way to unwind after a long day.”

Source: Mondelēz International