“I deserve a little treat” has been popularized in memes and across social media over the last few years. It seems treat culture is now embraced by many as a relatively inexpensive way to find joy and satisfaction in everyday life – and your favorite snack can help meet that need.
The 2024 State of Snacking survey finds 94% of global consumers are likely to have a snack as a reward or treat.
- Emphasis on Enjoyment: When choosing an indulgent snack, 76% of consumers agree they would rather take time to enjoy it than focus on the ingredients.
- Taking A Moment: 81% of consumers agree they snack to find quiet moments to themselves – a 9% increase from the previous year.
- Seeking Opportunities to Indulge: Consumers are seeking more occasions to indulge, with many focusing on indulgence to enhance overall emotional well-being. 80% agree they use snacks to treat themselves after a productive day.
Snacking Snapshot
Image Credit: Mondelēz International
The original report includes a downloadable 2024 State of Snacking Report, complete with graphics and insights. For more information, read the methodology section below.
Methodology
Photo Credit: Mondelēz International
This survey was conducted online by the Harris Poll on behalf of Mondelēz from October 10–22, 2024, among 3,785 global adults ages 18 and older. The research spanned 12 markets, including: The United States (n=276), Canada (n=274), Mexico (n=276), Brazil (n=278), France (n=275), Germany (n=278), The United Kingdom (n=278), China (n=279), India (n=503), Indonesia (n=278), Australia (n=278), Philippines (n=260), and Vietnam (n=252). Other key groups analyzed include: Gen Z / Centennials ages 18–27 (n=834), Millennials ages 28–43 (n=1,496), Gen Xers ages 43–59 (n=786), Boomers ages 60–78 (n=618), and the Silent Generation ages 79–96 (n=51).
Data from studies conducted between 2019 and 2023 are referenced, each involving global adult respondents. These include surveys from October 11–November 10, 2023 (3,683 respondents), September 18–October 17, 2022 (3,530 respondents), October 5–22, 2021 (3,055 respondents), October 6–20, 2020 (6,292 respondents), and September 16–24, 2019 (6,068 respondents). All data were weighted to reflect actual population proportions, with a global post-weight ensuring equal representation of each country in the global total. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated.
For complete results, see Making Time For Little Treats on Mondelēz.