Mondelēz International released new findings on consumer attitudes toward indulgence from its sixth annual State of Snacking™ report, a global consumer trends study examining how consumers make snacking decisions. Overall, indulgence and treating remain at the fore of the snacking category, with most consumers snacking as a treat or reward.

In addition, consumers agree that snacking is one of the few indulgences they have these days. Younger generations say they snack to boost mood, find comfort, or manage stress.

The 2024 survey findings show snacking remains a cost-effective way for consumers to have a moment of indulgence in their daily lives. This may explain why the appetite for cookies and biscuits is rising, with the percentage of global consumers who eat biscuits and/or cookies at least once per week increasing by 5% in the last year.

• Emphasis on Enjoyment: When choosing an indulgent snack, 76% of consumers agree they would rather take time to enjoy it than focus on the ingredients.
• Taking A Moment: 81% of consumers agree they snack to find quiet moments to themselves – a 9% increase from the previous year.
• I Deserve a Treat: Consumers are seeking more occasions to indulge, with many focusing on indulgence to enhance overall emotional well-being. 80% agree they use snacks to treat themselves after a productive day. Developed in partnership with The Harris Poll, the State of Snacking survey tracks snacking behaviors among thousands of consumers across 12 countries.

“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.”

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