---
title: "Mondelez Releases Global Snacking Report! Chinese 'Foodies' Value Portion Control More"
description: "To seize opportunities and drive growth in the new year, global snacking giant Mondelez International has released its third annual State of Snacking report. The report, conducted with The Harris Poll, surveyed thousands of consumers across 12 countries and regions, with a special focus on China, where business growth far exceeds global levels."
author: "何丹琳"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2022-01-24"
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# Mondelez Releases Global Snacking Report! Chinese 'Foodies' Value Portion Control More

> To seize opportunities and drive growth in the new year, global snacking giant Mondelez International has released its third annual State of Snacking report. The report, conducted with The Harris Poll, surveyed thousands of consumers across 12 countries and regions, with a special focus on China, where business growth far exceeds global levels.

Source: Foodinc (ID: foodinc)

To seize opportunities and drive growth in the new year, global snacking giant Mondelez International (hereinafter "Mondelez") has done its homework.

Recently, **the snack manufacturer, which operates brands such as Oreo, Chips Ahoy!, and belVita in China, released its third consecutive annual "State of Snacking" report.**

The report, jointly launched by Mondelez and professional consumer research firm The Harris Poll, conducted a special survey of thousands of consumers in 12 countries and regions worldwide, gaining insights into and predicting global snacking trends since 2021, and seeking growth opportunities.

Notably, although not separately disclosed in the global report, Mondelez also conducted a special survey for the Chinese market, where "growth rates are far higher than global levels."**

**Today, Foodinc learned from Mondelez China more data from this survey on Chinese consumers, as well as highlights of snacking trends in the Chinese market.**

Let's take a closer look.

**Diversification**

First, the penetration rate of snacking is very high.

**Data shows that 87% of Chinese respondents say they eat at least one snack daily to meet nutritional or energy needs, and consume an indulgent snack for satisfaction. Meeting physical (89%), mental (86%), and emotional (81%) health needs remains an important factor for Chinese consumers when choosing snacks.**

(Image source: Mondelez China)

It can be seen that to seize the high-growth opportunities under diversified snacking demands, Mondelez is also constantly adjusting its product portfolio. For example, two months ago, this snack giant, which has made large-scale acquisitions in recent years, **made its first move in the Chinese market** by reaching a strategic cooperation and investment agreement with local Chinese bakery Enxichun Industrial.

This move into the low-temperature, short-shelf-life bakery sector aligns with the company's growth strategy. In its view, expanding into "adjacent categories" is a huge growth opportunity.**

Second, despite pursuing a balanced healthy diet, it does not mean giving up indulgence.

**Survey data shows that up to 80% of Chinese consumers agree that "a balanced diet can include a little indulgence." "Chinese consumers' eating habits also show that functional snacks and indulgent snacks are both important parts of a balanced diet," Mondelez China pointed out.**

This means there is huge demand for both functional and indulgent snacks, but under the health trend, indulgent snacks that are "light/guilt-free" will have greater growth potential.

(Image source: File photo)

Foodinc noticed that at the product level, Mondelez China is also continuously working on "delicious, guilt-free" snacks. For example, Oreo has launched an Oreo Zero Sugar series in response to the sugar reduction trend, launched smaller Oreo Mini for children, and Oreo Thins for those watching calories.

**Channels**

Third, the ways and needs of Chinese consumers purchasing snacks are also undergoing profound changes, with diversified snacking channels.

**The study shows that 85% of Chinese respondents want to buy snacks anytime, and 91% want unrestricted purchase channels. "In both aspects, Chinese consumer data is higher than the global average," Mondelez pointed out.**

(Image source: Mondelez China)

**Channel expansion is also one of the main growth opportunities identified by Mondelez in China.**

Mondelez International's global CEO Dirk Van de Put pointed out last June that if you consider there are about 6 million retail outlets in China—and this number is still growing—Mondelez still has many opportunities. "The question is how to do it in the most cost-effective way to ensure our brands have good sell-through," he said. This means Mondelez must provide all necessary brand support.

"For Mondelez, distribution is always an issue in every country and region globally. We are in the snacking business, which means our products must be available everywhere.

We need to make it easy for consumers to buy online, and wherever they go, when they want a snack, we need to be there," said Van de Put. The latest financial report shows that Mondelez China added 120,000 new sales outlets in the third quarter of 2021.

Mondelez International Chairman and CEO Dirk Van de Put (Image source: File photo)

Meanwhile, survey data released by Mondelez China recently shows that social media has also become an important channel for consumers, especially in China, to try new products. **This also means that for brands, social media is a channel that cannot be ignored to "plant grass" (recommend) products and brands to consumers.**

**"In the past year, 73% of Chinese respondents tried at least one new snack under the influence of social media, compared to the global average of 55%. 81% of Chinese respondents said they like browsing food-themed content on social media," the report said.**

"Compared to the global market, **Chinese consumers pay more attention to the role of snacks in improving physical condition, emotions, and mood, are more inclined to choose snacks with portion control, and have higher demands for convenience and diversity of snack purchase channels," Mondelez China summarized.**

(Image source: Mondelez China)

In addition, it is worth mentioning that **more and more Chinese consumers are now actively paying attention to the environmental impact of snacks**, including eco-friendly and recyclable packaging (89%) and environmental issues related to the supply chain (87%). These factors will affect consumers' choices of snack brands. This will also influence strategic decisions in the snacking industry and accelerate the ESG process across the industry.

**Substitution**

Let's also look at global snacking trends.

The "2021 State of Snacking" report points out that with changes in consumer life in recent years, snacking has become increasingly important in the lives of global consumers. An important change is that the concept and connotation of snacks are constantly evolving and expanding in consumer life. The main conclusions of this report include:

**1. Data shows that nearly 80% of global respondents' perception of snacks has changed in the past 3 years, and 64% of respondents say they replace at least one regular meal with snacks every day (up 5% from 2019).**

2. In addition to pursuing nutrition, **85% of respondents enjoy an indulgent snack at least once a day,** and 88% of surveyed consumers say a balanced diet can include indulgent snacks; 74% say they cannot imagine a world without chocolate.

Diversified snacking needs (Image source: "State of Snacking" report)

3. In snacking consumption, **more and more consumers are incorporating health, emotional, mental, and even social factors into their purchase decisions.** 85% of respondents increasingly value the values and behavior patterns of the brands and companies they buy from, and tend to choose snack brands that match their own values.

4. In addition, social media is gradually becoming an important channel for consumers to try new things. **More than half of the surveyed population said social media prompted them to try a new snack in the past year.**

Social "planting grass" (Image source: "State of Snacking" report)

The report points out that the conclusions show that consumers' needs for health and well-being and "mindful snacking" are becoming more prominent in snacking decisions.

At the same time, **the third consecutive year of the report shows that global consumers are "more inclined to replace regular meals with flexible snacking behavior," a trend that is more pronounced among "Gen Z" consumers** (75% of Gen Z consumers replace at least one meal a day with snacks).

The report says that snacks now not only satisfy basic hunger needs but are also given "emotional, entertainment, health, and even social" expectations by consumers. Concepts like sustainability are also influencing consumers' brand choices.

"Our 'State of Snacking' report shows that the concept of snacking continues to evolve globally and is reshaping consumers' daily snacking behavior. Today, **snacking is not just about nutrition or pleasure; it is also a source of social connection, rich experiences, and inspiration," Van de Put said in the report.**

He said, **"Strikingly, more and more consumers are replacing regular meals with snacks, and this trend has been further strengthened by the current global pandemic, making snacking even more a part of people's daily lives."**

"This reinforces our confidence in the company's mission: to produce in the right way and provide truly good snacks to people at the right moments," Van de Put said.

_-END-_


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