According to the latest snapshot from Mondelēz International’s 2024 State of Snacking report, this shift isn’t just emerging, it’s dominant.
A striking 96% of global consumers say they now engage in behaviours that reflect more thoughtful snacking. That could mean tuning into hunger cues, choosing with purpose or simply slowing down to savour a bite.
“People are making more conscious decisions about what, when and how they snack,” Melissa Davies, senior manager, Global Insights & Trendspotting at Mondelēz International, tells this site.
“They’re treating snacking as something to enjoy, not rush through. And they’re looking for products that match that mindset.”
The annual survey, conducted with The Harris Poll, collected insights from snackers across 12 countries and it’s shaping how brands should think about product development going forward.
What’s behind this shift?
So what does it actually mean to snack with intention? “It’s about slowing down, being aware of your hunger cues, enjoying your food with all your senses and feeling good about the choices you make,” says Davies.
Crucially, it’s not about self-denial. “We’re seeing a real shift away from rigid rules and towards balance. Consumers want to feel empowered to enjoy their favourite snacks – but in a way that fits into their lifestyle.”
This is also the first year Mondelēz has formally defined what it means to “engage in mindful snacking behaviour,” explains Tim Osiecki, director of Thought Leadership & Trends at The Harris Poll. “It’s about intentionally choosing snacks that align with health goals, listening to your body’s needs, savouring the taste and enjoying a dedicated moment to snack without distractions.”
That definition has evolved from early associations with restriction – like avoiding sugar or carbs – to a more empowering focus on choosing ingredients and formats that actively support wellbeing.
Brand opportunity:
Align with the ‘feel-good’ factor by:
- Offering guilt-free indulgences in convenient formats
- Designing with the senses in mind - texture, aroma, flavour depth
- Reinforcing balance through portioned packaging
- Linking product messaging to personal wellbeing, enjoyment and lifestyle
“There’s so much opportunity for brands to show up for the conscious consumer,” says Davies. “Whether it’s with a small indulgence that doesn’t derail your day, or a better-for-you bite that still feels like a reward.”
Why smaller is smarter
Portion control has become a priority. In fact, 69% of global consumers actively seek snacks that are sensibly sized.
“There’s something powerful about knowing you can enjoy your favourite chocolate or biscuit in a way that’s measured,” says Davies. “It’s not about less enjoyment. It’s actually about more – because you’re really present in the moment.”
This is an area Mondelēz is doubling down on. Beyond longstanding single-serve staples like Oreo, Ritz and Nutter Butter, Davies says newer formats are adding energy to the category.
“We’re seeing strong interest in Belvita Energy Snack Bites – nutrition-packed and portioned for ease – and Toblerone Truffles, which elevate indulgence through bite-sized, high-quality treats. It’s about giving consumers permission to enjoy.”
Brand opportunity:
Make ‘just enough’ feel like a lot by:
- Innovating with small but satisfying portion sizes
- Using premium textures or formats to enhance perceived value
- Helping consumers feel in control without feeling deprived
Snack with all your senses
More than eight in 10 consumers now savour the sensory aspects of snacking – from the crunch to the creaminess.
“We’re hearing consumers talk about crunch, smoothness, meltability … all these textural elements that really enhance enjoyment,” says Davies. “It’s not just a snack, it’s a moment.”
The implication? Product design can’t be one-note. Brands should be thinking about layered textures, multisensory packaging and formats that invite slow enjoyment.
Brand opportunity:
Turn every bite into a moment by:
- Focusing on texture and mouthfeel alongside flavour
- Exploring audible or visual cues to deepen the experience
- Promoting rituals - unwrapping, breaking, dipping - that elevate snack time
Health meets hedonism
Forget binary thinking. Today’s consumers want snacks that check multiple boxes: indulgent and functional, tasty and nourishing.
“Consumers are telling us: ‘I want to treat myself, but I also want to feel good about it,’” says Davies. “That’s where more intentional snacking comes in.”
This duality is evident across the Mondelēz portfolio – from Clif Bar to Cadbury Dairy Milk – with built-in portion cues.
“It could be added protein, fewer ingredients, or just smart packaging that guides portioning,” Davies adds. “It’s about feeling in control, without sacrificing enjoyment.”
Brand opportunity:
Embrace the ‘both/and’ mindset by:
- Combining functional claims with feel-good flavours
- Using premium ingredients to elevate health-forward snacks
- Reassuring consumers they don’t have to choose between taste and wellness
A cross-category, cross-demographic trend
This shift isn’t limited to one group. The latest data shows appetite for intentional snacking spans generations and regions.
“Younger consumers may be dialled into wellness, while older snackers appreciate smaller formats that support their health goals,” says Davies. “But across the board, people are looking for snacks that satisfy and align with how they want to live.”
The Harris Poll’s Osiecki notes that generational and regional differences add texture to the trend. “Younger generations are leading the way – Millennials and Gen Z are the most likely to seek portion-controlled snacks and say they appreciate snacks more when enjoyed without distraction,” he says.
“Regionally, markets like China and Indonesia show particularly strong adoption of mindful behaviours, while North America trails slightly behind.” Overall, though, the data points to a global movement toward more intentional snacking.
Brand opportunity:
Speak to lifestyle, not life stage by:
- Positioning products as tools for balance, not age-specific fixes
- Using inclusive messaging that reflects shared behaviours
- Emphasising quality and intentionality across the board
Packaging with purpose
Today’s consumers are paying close attention not just to what’s in the pack, but how they engage with it. Packaging that supports portioning, feels good to handle and makes snacking more intuitive is increasingly seen as part of the overall experience.
From resealable pouches to individually wrapped truffles, Mondelēz is walking the talk and is focusing on formats that make intentional choices easy.
Brand opportunity:
Let the pack do the talking:
- Design packaging that reinforces mindful habits
- Offer functionality that supports moderation (like dividers or reseals)
- Make the unboxing or opening experience part of the enjoyment
Smart strategies for a more intentional snacker
If you’re in the snack game, now’s the time to reframe your offer for a more deliberate and experience-driven consumer. The goal isn’t just to deliver flavour, but to create a product that resonates with how people want to live and feel. These aren’t just snacks - they’re small, satisfying moments of control, pleasure and care.
Here are four strategies to lead with:
Prioritise sensory delight. Think texture, aroma and flavour complexity. Snacks that crunch, melt, swirl or pop can turn everyday eating into a moment to savour.
Make moderation easy. Consumers don’t want to overthink it. Smart packaging - like single-serve packs, resealable bags or visual portion cues - makes balance feel intuitive.
Marry indulgence and function. Today’s winners blur the lines between wellness and reward. Explore nutrient-rich or better-for-you ingredients delivered in feel-good formats.
Tell a compelling story. Whether it’s about me-time, fuel for the day or a moment of comfort, wrap your product in a narrative that connects emotionally.
“At the end of the day, people want to feel good about the snacks they choose,” says Davies. “Brands that help them do that - while still delivering deliciousness - are going to win.”
