HOW THE

WORLD
SNACKS
REPORT

DIG IN
MONDELĒZ INTERNATIONAL | THE FOOD INSTITUTE 1
HOW THE WORLD SNACKS SNACKING’S EVOLUTION GROWTH DRIVERS GLOBAL SNACKING PATTERNS

About the Report

Motivation “Food Snacking” Defined
In 2013, Mondelēz set out to discover how Anything a person eats either between main
the world snacks. And, as eye-opening as that meals or as a replacement for a main meal.
research was, snacking behavior further evolved
in the years leading up to the company’s second “Beverage Snacking” Defined
such report, conducted in late 2021. Drinks between meals or as a replacement for
a main meal (not including drinks consumed
Methodologies during thirst-quenching occasions, water, or
For this study, Ipsos conducted interviews alcoholic beverages).
in 27 countries between September and
November 2021, with over 1,000 respondents
per country. Interviewees were aged 16 to
65 years.

Survey and data Insights and analytics by Content strategy and insights by
compiled by Ipsos Mondelēz International The Food Institute

Antonio Gomez Nick Graham Brian Choi

[email protected] [email protected] [email protected]

Maria Vilar Nicolas Reinke Richard Bei

[email protected] [email protected] [email protected]

Yigit Kocak Kelly Beaton

[email protected] [email protected]

Serhiy Kalinovsky Fue Vang

[email protected] [email protected]

MONDELĒZ INTERNATIONAL | THE FOOD INSTITUTE 2

HOW THE WORLD SNACKS SNACKING’S EVOLUTION GROWTH DRIVERS GLOBAL SNACKING PATTERNS

REport overview Growth Drivers

Key drivers of growth from 2013 to 2021 include:
7 Types of Snackers Around the World
Countries tend to fall into one of seven types of snacking
Increase in morning and afternoon snacking, meal skipping, patterns based on criteria like snacking frequency, how their
2021 vs. 2013 and the rise in Gen Z and Millennials snacking. culture values structured meals, and their willingness to use
Consumers are snacking more these days than in the past. snacks to replace meals.
Between 2013 and 2021 there was a notable increase in

+42% +22%
people snacking. 1. Powerhouse
Consumers’ attitudes towards snacking have changed, as
evidenced by the expanded role of snacking (for indulgence, AR BR MX CO
convenience, energy, etc.).
2. On-the-Go
growth in growth in
PERCENTAGE OF PEOPLE SNACKING
morning Snacking* afternoon snacking*
ID ZA PH VN
2013 VS. 2021
(6:00 to 10:00) (12:00 to 15:00) 3. Mini-meal

78% 86% *Growth indicates the increase in number of snacks during stated time frames
ES IT CN RU

5. Moderate
2013 2021 IN NG

4. Frugal
AVERAGE NUMBER OF FOOD SNACKS
CONSUMED PER DAY 2013 VS. 2021
40% 3.5 SA EG TH AE

6. Low-Level

3.1 3.3 of consumers said

they “skipped at least
The average number
of food snacks consumed
JP MY

one main meal per day, for all Gen Zers 7. Quintessential
2013 2021 yesterday” in 2021 and Millennials in 2021
vs. 30% in 2013 vs. 3.3 for all consumers UK USA CA AUS DE FR PL

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HOW THE WORLD SNACKS SNACKING’S EVOLUTION GROWTH DRIVERS GLOBAL SNACKING PATTERNS

Snacking’s Growth Global snacking

evolution Drivers Patterns
More People are Snacking, More Frequently 6 Morning and Afternoon Snacking 9 Global Snacking Heat Map 14

Main Meal Consumption is Consistent Globally 7 Meal Skipping is On the Rise 10 Powerhouse Snackers 15

Main Motivations Influencing Snacking 11 On-the-Go Snackers 16

Gen Zers and Millennials 12 Mini-Meal Snackers 17

Moderate Snackers 18

Frugal Snackers 19

Low-Level Snackers 20

Quintessential Snackers 21

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HOW THE WORLD SNACKS SNACKING’S EVOLUTION GROWTH DRIVERS GLOBAL SNACKING PATTERNS

Snacking’s
evolution
Snacking Increased from 2013 to 2021

More People are Snacking, More Frequently 6

Main Meal Consumption is Consistent Globally 7

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HOW THE WORLD SNACKS SNACKING’S EVOLUTION GROWTH DRIVERS GLOBAL SNACKING PATTERNS

More people are snacking and

they snack more frequently
PERCENTAGE OF PEOPLE SNACKING AVERAGE NUMBER OF SNACKS CONSUMED
2013 VS. 2021 PER DAY 2013 VS. 2021

The rise in snacking penetration and average number of

snacks consumed per day can be explained by multiple
86%
78%
factors. The annual “State of Snacking” report released
earlier this year by Mondelēz International indicated
today’s consumers are looking to meet a greater variety 3.1 3.3
of needs than in the past (like health, convenience, indul-
gence and energy, to name just a few).
Also, the increase in work-from-home scenarios around
2021 – amid the COVID-19 pandemic – inspired an increase
in snacking, as noted by research from IRI, because workers
often had food within close proximity.
But there were more factors at play, too. Simply put, much
of the world now views snacking as a daily fixture – often as a
way to sustain oneself or enjoy periodic treat. 2013 2021 2013 2021

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HOW THE WORLD SNACKS SNACKING’S EVOLUTION GROWTH DRIVERS GLOBAL SNACKING PATTERNS

GLOBAL AVERAGE OF
MAIN MEALS PER DAY the number of main meals around the world
2.8
1 2 3 4
Argentina 3.4
Poland
Spain
Brazil
Italy
Colombia

main meal consumption is

Mexico
Russia

2.8
rather consistent globally
India
China
Vietnam
Although snacking increased from 2013 to 2021, the average Philippines
number of main meals per day remained unchanged. South Africa
Countries’ cultural traditions, however, cause some France
variability in main meal consumption. Citizens of Argen- Japan
tina, for example, consume the most full meals per day, Malaysia
at 3.4. Thailand, conversely, consumes the fewest main Country with the highest Indonesia
meals, at 2.2 per day. Societal characteristics help explain number of main meals UAE

Argentina: 3.4
that disparity. Australia
Research shows that Argentines view mealtime as a Nigeria
cultural mainstay, representing a valuable opportunity to USA
socialize with family and friends. Thailand, meanwhile, Egypt
features a below average GDP and a largely rural popula- UK
tion, with agriculture and manufacturing serving as lead- Country with the least Saudi Arabia
ing sectors of the economy. Thus, working long hours number of main meals Canada

Thailand: 2.2
may, theoretically, leave less time for many Thai citizens Germany
to consume meals. Thailand 2.2

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HOW THE WORLD SNACKS SNACKING’S EVOLUTION GROWTH DRIVERS GLOBAL SNACKING PATTERNS

growth drivers
What’s Driving the Growth in Snacking?

Morning and Afternoon Snacking 9

Meal Skipping is On the Rise 10

Main Motivations Influencing Snacking 11

Gen Zers and Millennials 12

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HOW THE WORLD SNACKS SNACKING’S EVOLUTION GROWTH DRIVERS GLOBAL SNACKING PATTERNS

PERCENTAGE OF GROWTH IN MORNING PERCENTAGE OF RESPONDENTS WHO SAID THEY

Morning and afternoon snacking

AND AFTERNOON SNACKING* SKIPPED A MEAL YESTERDAY IN 2021 VS. 2013

are key drivers of growth

2013 2021

42%
Morning snacking has risen immensely in recent years. Between +7% +6% +4%
2013 and 2021 there was a 42% increase in snacks that took
place between 6 a.m. and 10 a.m. 22% 24%
Meanwhile, many global consumers are substituting a full
17% 18% 14%
meal at lunch time for a smaller snack; from 2013 to 2021 there
was a 22% increase in snacking that occurred between noon
12% 10%
and 3 p.m. Dinner is the main meal that global consumers skip
the least, with just 14% of respondents saying they tend to skip Morning Snacking Afternoon Snacking “yesterday, I “yesterday, I “yesterday, I
that meal. 6:00 to 10:00 12:00 to 15:00 skipped breakfast” skipped lunch” skipped dinner”
The growth in morning and afternoon snacking correlates *Growth indicates the increase in number of snacks
with more consumers skipping breakfast and lunch. during stated time frames from 2013 to 2021

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HOW THE WORLD SNACKS SNACKING’S EVOLUTION GROWTH DRIVERS GLOBAL SNACKING PATTERNS

The Percentage of respondents (by country) who said

Global average of those who
they skipped at least one meal yesterday skipped at least one meal

Egypt
0% 10% 20% 30%
40%
50% 60% 70%
70%
40%
Thailand vs. 30% in 2013
Saudi Arabia
Germany
UAE
Canada Countries that are most
USA likely to skip a meal

Egypt: 70%
Indonesia
UK

Thailand: 68%
Australia
Nigeria
Malaysia
South Africa

64%
India
France
Mexico
Brazil

Meal skipping is on the rise

Philippines of global consumers say
Japan they prefer to eat many
Vietnam small meals throughout
A 2013 survey by Ipsos revealed that 30% of respondents Argentina the day, as opposed to a
said they “skipped at least one meal yesterday.” Fast for- China few large ones, according
ward to 2021, and that number grew to 40%. Russia to the 2021 Mondelēz
On a global scale, breakfast is the meal skipped most Colombia State of Snacking Study
frequently; 24% of consumers said “Yesterday, I skipped Poland
breakfast.” Lunch (18%) was skipped the second-most Spain
frequently among global consumers. Italy 19%

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HOW THE WORLD SNACKS SNACKING’S EVOLUTION GROWTH DRIVERS GLOBAL SNACKING PATTERNS

Snacking Motivations* Throughout the day

Consumption Distribution (%)

Food Snacks Beverage Snacks

34% 38% 36% 34% 30% 28%

Morning (6:00 to 11:00) Afternoon (12:00 to 17:00) Evening (18:00 onwards)

MAIN MOTIVATIONS
INFLUENCING SNACKING
Sustain & Nourish
Energize & FUEL

Around the world, snacking tends to occur most frequently Reset & refresh
during mid- to late-morning hours, which is driven by consumers’ Pick Me Up
need to energize themselves. Throughout the day, though, the
Connect & Fun
motivations for snacking tend to change. More often than not,
people use snacking as a means for sustenance or for permissible Occupy
(i.e., reasonably healthy) indulgence. Everyday Treat
Consider: according to the latest State of Snacking study,
85% of global consumers said they eat at least one snack for Indulge & Pamper
sustenance and one snack for indulgence each day. Additionally,
88% of consumers feel that “a balanced diet can include a little *Sustain & Nourish: Nurture oneself or satisfy hunger in a nutritious and health-conscious way | Energize & Fuel: Provide energy to keep moving throughout the day | Reset & Refresh: Refreshing
oneself mentally or physically | Pick Me Up: Desire for a mood boost when feeling stressed or bored | Connect & Fun: Shared moments of joy and fun with family & friends | Occupy: Distract oneself
indulgence.” by occupying hands and mouths | Everyday Treat: Enjoy small pleasures that comfort and relax | Indulge & Pamper: Pamper oneself or satisfy cravings with indulgent rewards

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HOW THE WORLD SNACKS SNACKING’S EVOLUTION GROWTH DRIVERS GLOBAL SNACKING PATTERNS

AVERAGE NUMBER OF FOOD SNACKS PER DAY,

BY DEMOGRAPHIC

3.6 3.5
3.3

3.2 3.1 2.8

16-24 25-34 35-44 45-54 55+

Year Olds Year Olds Year Olds Year Olds Year Olds

Gen Zers, Millennials,

Drive Snacking
A few age groups have impacted the increase in snacking PERCENTAGE OF PEOPLE SNACKING PERCENTAGE OF PEOPLE SNACKING
more than any others: members of Generation Z (those TO RELIEVE ANXIETY DUE TO BOREDOM
aged 16 to 24 years) along with slightly older millennials
(25- to 34-year-olds), and specifically women within those
demographics. Consider the following statistics:
Females among Gen Z are the most frequent snackers,

86% 76% 79% 69%

consuming an average of 3.8 snacks per day, compared to
3.5 for males of that generation. In total, 75% of the young
cohort replaces at least one meal each day with a snack –
6% higher than the next closest cohort, millennials. Snack-
ing generally declines as consumers age, with all consumers
aged 55+ averaging just 2.8 snacks per day.
What inspires snacking among Gen Z? According to the Gen zers total population Gen zers total population
2021 State of Snacking study, Gen Zers are most likely to
snack to relieve anxiety and boredom. Source: Mondelēz International State of Snacking 2021 Global Consumer Snacking Trends Study

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HOW THE WORLD SNACKS SNACKING’S EVOLUTION GROWTH DRIVERS GLOBAL SNACKING PATTERNS

Global snacking
Patterns
Snacking by Country, Region, Groups

Global Snacking Heat Map 14

7 Types of Snackers Around the World 15-21

Powerhouse Snackers 15

On-the-Go Snackers 16

Mini-Meal Snackers 17

Moderate Snackers 18

Frugal Snackers 19

Low-Level Snackers 20

Quintessential Snackers 21

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HOW THE WORLD SNACKS SNACKING’S EVOLUTION GROWTH DRIVERS GLOBAL SNACKING PATTERNS

Snacking frequency by country High

Argentina 4.3
Spain 4.2
Colombia 4.2
Brazil 4.1
Vietnam 4.1

Mid
South America Philippines 3.9

paces snacking
China 3.8
Mexico 3.8
Italy 3.7
Snacking around the globe is driven by a Russia 3.7
number of key factors, including culture, Indonesia 3.7
demographics, traditions and religion. South Africa 3.5
Latin American countries, for example, Nigeria 3.4
feature cultures and traditions that inspire Egypt 3.3
consumers to view the act of eating as a India 3.3
way to socialize. Latin American countries Saudi Arabia 3.1
also have a high population of young United Arab Emirates 3.1
consumers (a cohort that tends to snack
more than others), leading to the region’s Low
higher, “powerhouse” snacking frequency France 2.9
(4.1 food snacks per day, versus the 3.3 Malaysia 2.9
global average). USA 2.8
Conversely, low-level snackers in coun- Canada 2.8
tries like Japan come from cultures that LEGEND Poland 2.6
have well-defined snacking and meal pat- Global average number of Consumes the most Consumes the least UK 2.5
terns, and snacking there is largely con- 4.0+ Food Snacks food snacks food snacks food snacks Australia 2.5

3.3 Daily Argentina: 4.3 Germany: 2.1

fined to mid-morning and mid-afternoon. 3.0-3.9 Food Snacks Japan 2.5
Here’s a closer look at how frequently 2.0-2.9 Food Snacks Thailand 2.4
various countries eat snacks. Germany 2.1

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HOW THE WORLD SNACKS SNACKING’S EVOLUTION GROWTH DRIVERS GLOBAL SNACKING PATTERNS

High number of Equal number of Mexico

food snacks beverage snacks

4.1 2.1 Colombia

vs. 3.3 Globally vs. 2.1 Globally

Who are Powerhouse Snackers? High rate of Powerhouse

main meals snackers eat all

3.2
Snacking Opportunities Abound
Powerhouse snackers eat more food snacks per day and drink day long, consuming Brazil
more beverages per day. They eat more main meals each day,
too, lending credence to the belief that a structured approach to
snacks primarily in
meals tends to lead to increased snack consumption. vs. 2.8 Globally between meals
Latin American Eating Culture
Latin countries feature cultures that blend with Southern
European religion and customs. Meals are viewed as a way of Takeaways
spending time with family and socializing. • Bet on morning snacks in countries like Mexico and Colombia, which Argentina
tend to respect the breakfast mealtime more than most countries
Unique Characteristics
This group consumes more snacks than the global average in • Based off research like the National Institutes of Health’s findings
practically all the time intervals. Also of note: 7 hours go by that Hispanic food rituals are “very social,” it makes sense to offer
between their typical lunch and dinner – far longer than in snacks that are ideal for sharing with loved ones
most countries, opening a large snack occasions window.
• Think global, act local: consider local nuances when launching
products, flavors, innovations

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HOW THE WORLD SNACKS SNACKING’S EVOLUTION GROWTH DRIVERS GLOBAL SNACKING PATTERNS

High average number of

food snacks

3.8 Vietnam
Philippines

vs. 3.3 Globally

Who are ON-THE-GO Snackers?

South Africa
Fuel for Activity Equal number of
These countries have less structured meals and typically beverage snacks

2.2
have a large gap between meals. As a result, snacks act as a Indonesia
source of energy to maintain activity.

Early Birds
For most of these countries (except South Africa) the day vs. 2.1 Globally
starts early, with breakfast around 6 a.m. Lunch time can start
at 11 a.m. and dinner at 6 p.m. Thus, morning snacking peaks
are identified in all countries except Vietnam, which is also
where meals are most replaced with snacks.

Unique Characteristics
Street vendors play an important role in these countries, Average number of 38% of individuals Takeaways
especially in the Philippines and Indonesia. South Africa, main meals skip at least one • Bet on morning snacks (energy to start the day)

2.8
however, is unique in the respect that breakfast starts later
(around 8-9 a.m.) and it’s also the country with the longest main meal a day, • Consider offering snacks that could be ideal main meal replacements:
typical gap between lunch and dinner (8 hours) which trans-
lates into snacking.
vs. 40% globally versatile, hot, and nutritionally complete snacks

vs. 2.8 Globally • Energizing, filling beverages could be good options for this group

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Above average number Russia

of food snacks

3.5 Spain
vs. 3.3 Globally

Who are Mini-Meal Snackers?

Low average number of
United by Main Meals beverage snacks Italy

1.8
A culturally heterogeneous group, mini-meal snackers are united
by respect for food and main meals. Food is part of their culture
and traditions, which extends to their snacking behavior, with China
much snacking between meals and as a main meal substitute.
vs. 2.1 Globally
Social Value
In these countries, food is of significant social value. The act
of eating is associated with specific patterns and historic and
even religious traditions (particularly in China and Russia).
Above average rate of Snacks are consumed Takeaways
Unique Characteristics main meals between meals • Take advantage of the main meals structure to make it

3.1
Mediterranean countries have their own pace. In Italy and work in your favor: the snacking occasions to focus on are
Spain, the breakfast timetable is extended throughout the (food and beverage) mid-morning and mid-afternoon
morning and dinner can be served after 9 p.m., linked to social
and family gatherings. • In China and Spain snacks also replace main meals; consider
Spain and China, meanwhile, value snacks as meal replace- vs. 2.8 Globally offering snacks that could be good main meal replacements –
ments, which may be influenced by a tradition of small, appetiz- those that are versatile, hot and nutritionally complete
er-like plates know as “tapas” (Spain) or “dim sums” (China).
• Focus on indulgence

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HOW THE WORLD SNACKS SNACKING’S EVOLUTION GROWTH DRIVERS GLOBAL SNACKING PATTERNS

Slightly high average of

food snacks

3.4
vs. 3.3 Globally

Nigeria

Who are Moderate Snackers?

Crowded Countries Lower number of
India and Nigeria are similar in terms of economy, beverage snacks

1.7
education level, spending on snacks, and urban/rural
population ratio. Consumers tend to work long hours,
often in crowded cities.
India
Snacks are Bought Outside vs. 2.1 Globally
Street food is prevalent in these markets, so snacks
are often eaten outside. Street vendors and stalls are
important, especially in India.

Unique Characteristics
Traffic congestion in these countries contributes to a Slightly lower rate of On par levels of Takeaways
longer than average stretch between lunch and dinner main meals meal-skipping, but • Be present on street stalls/vendors

2.7
(6 hours), creating ample opportunities for snacking.
India and Nigeria also value natural snacks, like fruit, more lunch-skipping • Snacks have dual purpose: to pamper one’s self and to fill
vegetables, dairy products, and bread.
than other countries the stomach

vs. 2.8 Globally • Consider offering natural snacks (think: fruit and vegetables)
that are easy to eat on the go

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HOW THE WORLD SNACKS SNACKING’S EVOLUTION GROWTH DRIVERS GLOBAL SNACKING PATTERNS

Lower average of
food snacks

3.0 Egypt
vs. 3.3 Globally
United Arab Emirates

Who are frugal Snackers?

Light Eaters Lower number of Thailand
These countries eat little, drink little, and snack little. beverage snacks

1.8
They’re frugal in their food intake.
Saudi Arabia
Few Main Meals
Saudi Arabia, Egypt, Thailand, and the United Arab Emir-
ates comprise the group that eats the fewest main meals vs. 2.1 Globally
and also skips them the most. There is no clear agree-
ment on mealtimes.

Unique Characteristics
With this group of consumers, snacks are often brought
or eaten outside the home, and street vendors play an im-
portant role. Meanwhile, Thailand eats the least, and its Lower rate of High rates of meal- Takeaways
time windows for eating are shorter than most countries. main meals skipping (65% vs. • Be present on street stalls/vendors

2.4 40% globally) • Offer snacks for relaxing and pampering oneself

• Consider quick-to-eat snacks, ideal for small windows of time

vs. 2.8 Globally

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HOW THE WORLD SNACKS SNACKING’S EVOLUTION GROWTH DRIVERS GLOBAL SNACKING PATTERNS

Low average of Slightly lower rate of

food snacks main meals

2.7 2.7
Japan

vs. 3.3 Globally vs. 2.8 Globally

Who are low-level Snackers? Lower number of Low rates of meal

beverage snacks skipping

1.8
They Value Structure
Consumers in Japan and Malaysia tend to have well-defined
main-meal patterns, and they rarely skip meals. They tend to
work long hours but respect traditions and mealtimes.
vs. 2.1 Globally
Long Gaps for Snacking
Having defined mealtimes creates periods for snacking
between meals. There are two main peaks of snacking be-
tween meals: mid-morning (especially in Malaysia), and Takeaways
mid-afternoon, during which more hours go by between • Take advantage of the main meals structure; mid-morning and
main meals. mid-afternoon snacks are occasions to focus on for this group
Malaysia
Unique Characteristics • Given the high number of meal replacers, consider offering
Malaysians view snack time as a break during which to snacks that could be ideal main meal replacements: versatile,
pamper themselves and unwind. Meanwhile, in Japan, hot and nutritionally complete snacks (particularly relevant
there is a cultural aversion to eating on the move, which for Japan)
likely limits out-of-home snack occasions. That influences
the fact that when Japanese consumers eat, they stop • Focus on healthy snacks that can tide consumers over during
to eat. the long gap between lunch and dinner

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HOW THE WORLD SNACKS SNACKING’S EVOLUTION GROWTH DRIVERS GLOBAL SNACKING PATTERNS

Below average number United Kingdom

of food snacks Canada

2.6
Poland

vs. 3.3 Globally

Germany

Who are QUINTESSENTIAL Snackers? USA

France

The Richest Countries Much higher number of

This group of countries is filled with urban populations, de- beverage snacks

2.5
veloped snacking markets, and also features an individualis-
tic populace, leading to a low number of main meals and a
tendency to skip them.
Australia
Unstructured Mealtimes vs. 2.1 Globally
In these countries, the mealtime schedule is flexible,
particularly for breakfast and dinner. Additionally, this
group tends to eat dinner earlier, thus reducing the con-
sumption window between meals.

Unique Characteristics Lower rate of main meals High rates of meal Takeaways

2.6
Drinks tend to be consumed at any time of the day but are
mostly used to fill in the gaps in between meals. Drinks are
skipping (especially • Take advantage of drinks to help introduce food snacks (i.e., enrich tea
moments with biscuits)
often prepared at home, and the U.K. consumes the high- Germany)
est number of drinks per day. • Remember that, for this group, any time is an ideal time for snacking
vs. 2.8 Globally
• Two main snacking windows are apparent: between lunch and
dinner and after dinner

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Nick Graham Brian Choi

[email protected] [email protected]

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