SNACKING
larger families. The rise of disposable income in developing markets has made a wider variety of snacks affordable for new middle- class consumers. Snackification is also driven by the changing behaviour patterns in the digital age: increased screen time often requires multitasking and makes convenient on-the-go snacking a preferred choice for 53% of consumers.
Snackification is further enhanced by the increasing popularity of “intuitive eating” and “grazing” practices, which promote the idea of eating in line with hunger signals instead of predefined and timed meals. It often involves eating smaller portions of food more frequently throughout the day, focusing on food quality and mindfulness in consumption. About six in 10 people surveyed said they prefer having smaller meals or snacks during the day instead of a few large ones. While snackification makes snacks a popular format for hunger satisfaction, it does more than increase demand across all types of snacks. Snackification is leading to the rising popularity of products that have a more balanced nutritional profile, providing not only satiation but also nourishment. For example, breakfast bars made with muesli and granola have become popular alternatives to traditional breakfast meals, while protein-snack boxes and ready-to-eat soup cups are popular products for lunch and dinner. Snackification increases demand for snacking products that provide a balance of convenience, taste, and nutritional value. With quick, convenient and on-the-go eating becoming more popular, a balanced nutritional profile, portable packaging, mess-free eating experience, and embedded portion options will become essential features for snack products that consumers view as meal replacement.
People and planet impact imperative Mounting concerns over environmental degradation, climate change and social injustice promote environmental awareness and ethical consciousness around the world. With an increasing demand for sustainability and ethical sourcing, people look for food and snacking options that are not only good for them but also good for the planet and for those involved in their production. Sustainable and ethical sourcing has become a critical consideration for many
36 Kennedy’s Confection May 2024
consumers in their food choices, driven by a growing awareness of the environmental and social impact of agriculture and food manufacturing. Consumers are increasingly looking for brands and products that strive to minimise their ecological footprint, support fair labour practices, and help local communities. The roots of sustainable and ethical sourcing lie in the early environmental movements and fair-trade campaigns of the late 20th century. In the last two decades global attention to this topic has increased significantly, fueled by concerns about issues such as climate change, unethical labour practices and animal welfare. Numerous studies and publications have highlighted the need for more sustainable agriculture, along with food production that aims to lessen environmental impact. Such publications and discussions in social media have increased consumer awareness of this topic.
68% of consumers over age
58 [are] snacking to pamper, spoil or reward themselves”
Younger generations of consumers are especially worried, with 60% of Gen Zs and Millennials reporting feeling anxious about the environment. These concerns influence purchasing decisions: 63% of global consumers are looking for snacks that minimise their environmental impact, with actions such as using carbon offsets, prioritising local ingredients, and optimising supply chains for sustainability. Ethical sourcing includes supporting fair wages, safe working conditions, local communities and workers within supply chains. It is a growing focus among consumers: 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. In response, companies are increasingly adopting more environmentally friendly
agricultural practices such as regenerative farming, reduced use of pesticides, programs aimed at reducing water usage and soil degradation and making food production more ecologically viable. To enhance ethical sourcing, many companies audit their supply chains on fair labour practices and collaborate with local communities to help promote fair trade. In the future, the supply chain structure will emphasise sustainability and ethical considerations in addition to traditional cost and efficiency metrics. Transparency and traceability will become a norm, with companies using technologies like blockchain to track the journey of products and ingredients. The preference towards more sustainable and ethical sourcing will continue driving the popularity of plant- based alternatives and locally sourced ingredients among consumers. “We have seen that snacking has helped
consumers navigate the last five years,” said Martin Renaud, Chief Marketing and Sales Officer at Mondelēz International. “At Mondelēz International, we continue to work towards meeting the rising demand for more sustainable snacking options and mindful snacking, as the category remains a consistent daily ritual.”
Sweets and Snacks Expo 2024 Mondelēz International, Inc. showcased key innovations and tasty collaborations to accelerate brand loyalty and growth at the 2024 Sweets and Snacks Expo in Indianapolis, IN, on May 15. Among many highlights, the company presented an educational session on proven strategies to help snacking companies succeed in omnichannel, delivered by Francesca Hahn, U.S. Vice President of Digital Commerce. The company’s long-term strategy was
powered by a transformation of its marketing and sales capabilities to drive customer and consumer loyalty while accelerating sustainable growth. Mondelēz continuously reinvested in its brands to drive marketing and sales excellence, advancing digital- enabled personalization and customer centricity. The company’s brands were central in the lives of consumers, and Mondelēz captured these unique human emotions through personalised outreach campaigns. “We put our consumers at the heart of all that we do, and the way people snack
KennedysConfection.com
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