Mondelez shares six insights on how the world snacks

The 2026 State of Snacking report — a collaboration between Mondelez International, Mintel, and Black Swan Data — reveals a global consumer landscape where snacks have evolved beyond just bites between meals. Combining Mintel’s consumer survey expertise with Black Swan Data’s AI-powered social listening and predictive analytics, the report offers a comprehensive look at snacking frequency, occasions, and motivations across key global markets. Here are some of the key takeaways.

1. Snacking is a daily ritual for most of the world

Around 60 per cent of consumers across key global markets snack at least once a day. In Australia, 70 per cent of adults who snack have a snack daily. In the U.S., 66 per cent snack daily. Germany isn’t far behind at 61 per cent. In Brazil, 43 per cent snack between lunch and dinner every day. What’s more, younger consumers are accelerating the trend: 38 per cent of U.S. snack consumers aged 18–44 say they’re snacking more than they were a year ago, compared to just 18 per cent of those over age 45. In Germany, 54 per cent of Gen Z adults who snack eat snacks twice a day or more. Snacking is becoming the dominant way younger generations eat.

2. Snacks are replacing meals, and younger generations lead the way

Perhaps the most striking shift is the prevalence of snacks as meal replacements. Forty-one per cent of U.S. snack consumers now eat snacks in place of a regular meal. In Australia, 44 per cent of snack consumers replace a proper meal with snacks at least once a week. Even in India, 22 per cent of snack consumers use snacks to replace breakfast, lunch or dinner.

Why? For younger consumers, snacking is simply easier. Thirty-eight per cent of U.S. snack consumers aged 18–24 say snacking is less stressful than preparing meals, while 57 per cent of snack consumers aged 25–34 see snacks as a better value than a full meal. This is a deliberate lifestyle choice that is reshaping how an entire generation approaches food.

3. Snacking is a social act

Forget the image of solo snacking on the couch. More than two-thirds of global consumers say snacks are necessary when socializing. In Thailand, 86 per cent of adults see snacking as a great way to enhance social moments. In India, 79 per cent find it fun to try new snacks with friends just to see their reactions. In the U.K., 69 per cent of adults hosted at-home social gatherings in 2025, with 60 per cent buying savoury snacks and 57 per cent buying sweet snacks for the occasion. In France, 62 per cent of crisp, nut or savoury snack consumers are more likely to eat savoury snacks when they’re with other people.

Social media is amplifying this further. In Brazil, 31 per cent of snack consumers try snacks they discover on social media — rising to 36 per cent among those under 34. Viral chocolate trends drove 52 per cent of German chocolate consumers aged 25–34 to become more interested in globally inspired confectionery. In the U.K., 77 per cent of adult Gen Z hosts turn to social media for snack and menu inspiration when entertaining.

4. Comfort is king across every generation

In the U.S., “comforting” is the #1 word consumers of every generation use to describe their relationship with snacking. This isn’t just a young-person phenomenon, as adult Gen Zs, Millennials, Gen X, and Boomers all rank comfort highly. “To treat myself” ranks as the second-highest snacking motivation in the U.S. at 61 per cent, just behind hunger.

This resonates globally, too: 73 per cent of Indian adults agree snacking helps provide a break from daily stress. In Brazil, 40 per cent of snack consumers reach for indulgent snacks specifically to treat themselves after a long day, while 30 per cent snack when feeling stressed or upset. Across Europe, the pattern holds in specific categories – 43 per cent of UK chocolate consumers eat chocolate to reward themselves, 42 per cent to relax or unwind, and 40 per cent of German confectionery consumers do the same.

The evening is where this plays out most, as consumers consistently crave something that “feels like a treat” in the afternoon and evening hours, making that post-dinner snack less of a guilty pleasure and more of a universal ritual.

5. Texture is the new flavour

Flavour innovation has dominated snacking since 2020, but the next frontier is texture. In Germany, 67 per cent of snack consumers are drawn to snacks that combine different textures. In the U.S., 38 per cent of cracker buyers say texture influences which products they choose. In India, 35 per cent of teen snackers specifically want snacks that are crunchy on the outside and soft on the inside.

Meanwhile, 77 per cent of U.K. adults say they actively try to savour their eating experiences. This figure is consistent across generations, from 74 per cent of Gen X to 80 per cent of Gen Z. In the U.K., 43 per cent of salty snack consumers want flavours they enjoy in other foods applied to their snacks. Snacking is no longer just about what something tastes like; it’s about how it feels.

6. Nostalgia is a universal pull

In a world obsessed with novelty, nostalgia remains a powerhouse. Fifty-two per cent of U.S. salty snack consumers prefer snacks with nostalgic marketing or packaging. At least two-thirds of European consumers across France, Germany, Italy, Poland, and Spain still prefer the crisp brands they enjoyed as children – and this spans all age groups, not just older demographics.

Meanwhile, in India, 78% of adults see snacking as a way to explore different cultures and cuisines, and 62% of UK consumers are interested in breakfast biscuit flavors inspired by world cuisines. It turns out we want both: the comfort of something familiar and the excitement of something new. The snacks that resonate most tend to blend the two, such as a childhood favorite reimagined or a classic format with an unexpected twist.

The snacking landscape in 2026 is defined by a series of productive tensions: health and indulgence, nostalgia and novelty, solo convenience and social connection. We don’t want to choose – we want it all. And increasingly, that’s exactly what we’re getting.