Mondelez says 79% of Indians preferred smaller portions of indulgent snacks over big servings of low-fat alternatives in the latest State of Snacking report.
It is an eyebrow-raising statement because there is a trend of deinfluencing against high levels of sugar in sweets and snacks from the likes of Foorpharmer aka Revant Himatsingka whose claim to fame was through a tiff with malt beverage Cadbury Bournvita that Mondelez owns.
State of Snacking is a global consumer trends study by Mondelez looking into insights on how consumers make snacking decisions; it is now in its fifth year.
Here are the India highlights from the 2023 version:
97% of Indian consumers get into the habit of snacking daily. Millennials turn to these moments to relax and avoid stress 79% of the time, while Gen Z looks for a treat to lift their mood and shift focus 71% of the time.
Mindful indulgence emerges as a key trend with 82% of Indian consumers who relish their snacks more when consumed mindfully.
It further features an overwhelming demand of 89% for snacking during special moments or times of the day, indicating emotional significance and ritualistic nature of snack consumption.
71% of Indian consumers would prefer giving up social media for a month rather than give up chocolate.
80% of Indians agree that savouring chocolate is like taking a mini vacation for their senses.
In a release, Nitin Saini, vice-president, marketing, Mondelez India, said, “What’s truly intriguing is consumers are seeking snacks that align with their values and offer delightful experiences, savouring snacks that are consumed mindfully with controlled portions but without compromise on the taste.”
“As we see this cultural shift in more meaningful snacking, Mondelez India stands committed to innovating the portfolio to meet these evolving preferences. We’re very excited to be on our journey for snacking innovation, making moments with every bite memorable.”
Other findings from the 2023 State of Snacking report include:
Snack Curation and Adventurous Tastes
India’s snack fans are on a quest for newness; 85% said variety in flavor and texture combinations matters to them.
More than 8 in 10 Indian consumers are eager to try new snacks, and 78% of them identify themselves as “snack adventurers.”
Digital Avenues
These digital avenues seem very strong for snack discovery; some 84% of consumers reach out to places like Instagram for inspiration.
Online research, most used by Millennials at 93%, and social media engages 84% of users.
Mindful Indulgence and Well-being
An overwhelming 82% report making conscious decisions, reaching out to snacks to support fitness goals by 86 percent, energy by 82 percent, and mood by 84 percent.
An overwhelming 80 percent of Indian consumers reach out for portion-controlled snacks because portion control is core to mindful indulgence.
