Shoppers are increasingly using snacks as a means to connect with others, new research by Cadbury owner Mondelez International suggests.
Mondelez surveyed 3,785 global adults for its State of Snacking 2024 report and found that for 71% of respondents, “sharing snacks with others is my love language” – an 8% increase from 2023 [October 2024].
Meanwhile, nearly two-thirds (64%) of respondents said they ate snacks for their social health (up 6% from last year), and 80% agreed it was sometimes “worth the extra calories to share a snack with someone I love”.
Younger generations were particularly likely to lean into snacking as a form of self-care, with Gen Z and Millennials being much more likely to snack to boost mood, find comfort, and manage stress, the survey found.
For instance, 94% of Gen Z and Millennials said they had snacked in a dedicated moment or time of the day before, compared to 87% of all respondents.
“Food has long had the power to bring people together and foster a sense of connection,” said Melissa Davies, senior manager for global insights & trendspotting at Mondelez International.
“As consumers prioritise making time for indulgence, they’re also making an effort to share that joyful experience with others.”
It comes after Cadbury launched its ‘Made to share’ campaign last month, rolling out 12 limited edition pack designs across its 180g and 95g tablets.
Pack designs pose questions such as: ‘Who pays the subscription?’, ‘Who drove?’ and ‘Who cooked?’ to help shoppers determine who gets the biggest share of chocolate.
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