SNACKING
75% of consumers favour
brands that are socially responsible on top of being environmentally friendly, and nine in 10 global consumers prioritise buying from companies that have ethical sourcing strategies in place”
industry. It complements our understanding of our consumers and industry today and provides a holistic perspective on the state of snacking in the future. Our trend framework is informed by the variety of information that constantly flows from sources such as consumer surveys, our research and consulting partners’ publications, social listening and search data, ingredient manufacturer and flavour house reports. We regularly update our trend intelligence so that we have the latest thinking on what’s to come and can plan accordingly. We have been sharing our perspective on where snacking is heading since the first publication of the State of Snacking report.
This year’s State of Snacking findings reveal that snacking behaviours continue to grow, including notable growth in mindful snacking, with the chocolate category in particular closely associated with joy. Consumers are snacking:
• Consistently: snack spending remains unchanged with two-thirds (66%) of consumers agreeing they have not made significant changes to their spend on snacks, despite being more conscious of price.
34 Kennedy’s Confection May 2024
As we continue to focus on the future, this year for the first time we are publishing a standalone extension, which explores the future of snacking viewed through the lens of consumer- focused trends,” he concludes in the foreword.
Second Lifers
The global population is ageing. By 2050, the number of people above 60 will double to 2.1 billion, representing 22% of the world’s population. Today, mature consumers are healthier and living longer on average than previous generations. Now, more than ever, retirement age marks the beginning of a new active life stage often referred to as “Second Life”.
• Mindfully: 85% of consumers report they regularly savour a snack’s taste, flavour, and texture while eating; 78% say they appreciate snacks more when consumed mindfully.
• Adventurously: consumers surveyed are leveraging social media (62%) and searching for novelty, with six in 10 considering themselves “snack adventurers” who like to try new snacks.
• Purposefully: over two-thirds of
global consumers agree they often choose brands that align with their
Second Lifers today represent the world’s most affluent age cohort. Their contribution to global consumption is massive – mature consumers are projected to spend close to $15 trillion USD by 2030. They are also more physically active, socially engaged and increasingly digitally savvy: 51% of 60+ consumers make online purchases at least once a month, and 42% play online video games at least once. This age group wants food that supports healthy ageing and an active lifestyle, putting the spotlight on balanced nutrition options. Moreover, two thirds of mature consumers consider getting their recommended daily allowance of vitamins
values, fueling a rising appetite for snacks with sustainability benefits. “The trend lines of the past half-decade of our State of Snacking report reinforce that despite a continued dynamic environment and changing preferences, snacking remains an integral pillar in the lives of global consumers,” says Dirk Van de Put, Chairman and CEO of Mondelēz International. “As a more intentional consumer evolves, embracing mindful snacking, we continue to help empower them with choices across our brands as we aim to become a global snack leader.”
14% of Gen Z and 12% of Millennials report regularly replacing
meals with snacks vs only 6% of Boomers.
KennedysConfection.com
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