97% Indian Consumers Snack Daily, 80% Choose Controlled Portions: Mondelez

The latest State of Snacking report by Mondelez reveals that 79 per cent of Indians prefer smaller portions of indulgent snacks over larger servings of low-fat alternatives. However, given the growing trend of 'deinfluencing' against high sugar levels in sweets and snacks, led by influencers like Revant Himatsingka, known as Foorpharmer who gained attention for his conflict with Mondelez-owned Cadbury Bournvita.

Now in its fifth year, the State of Snacking is a global consumer trends study by Mondelez, offering insights into how consumers make their snacking choices.

97 per cent of Indian consumers incorporate snacking into their daily routines with Millennials (79 per cent) and Gen Z (71 per cent) particularly turning to snacks for comfort and distraction, according to the report. Mindful indulgence has emerged as a trend, with 82 per cent of Indian consumers enjoying their snacks more when they consume them mindfully.

The report underscores the emotional importance and ritualistic nature of snacking, with 89 per cent of consumers seeking snacks during special moments or specific times of the day while 71 per cent of Indian consumers would rather give up social media for a month than part ways with chocolate.

Moreover, 80 per cent of Indians equate the experience of savouring chocolate to 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 witness this cultural shift towards more purposeful snacking, Mondelez India is dedicated to innovating the portfolio to meet these evolving preferences. We’re excited to continue our journey of snacking innovation, creating memorable experiences with every bite”, he added.

The report further reveals several additional insights into India's snacking habits.

Indian snack enthusiasts are increasingly seeking novelty, with 85 per cent prioritising unique flavour and texture combinations. More than 8 in 10 consumers (81 per cent) express excitement about trying new snacks, while 78 per cent proudly identify as 'snack adventurers'.

Digital platforms play a key role in snack discovery, with 84 per cent of consumers turning to social media channels like Instagram for inspiration. Online research is particularly prevalent among millennials, with 93 per cent actively engaging in it and 84 per cent of users finding themselves intrigued by social media.

Mindful snacking is becoming a marked trend, with 82 per cent of consumers making deliberate choices to align with their fitness goals (86 per cent), boost energy (82 per cent) and uplift their mood (84 per cent). Portion control is a key aspect of this mindful indulgence as 80 per cent of Indian consumers are increasingly opting for portion-controlled snacks.