Mondelez International: reasons for snacking

Sub-Saharan Africa is leading a global snacking revolution, as a young population with different ideas about work-life balance and with more awareness of the contents and sustainability of what they consume, are eating differently to those of previous generations. However, while their choices may have changed, they’re snacking more than ever.

The 2023 Mondelēz International Global State of Snacking Report demonstrates that younger consumers are more oriented towards snacking than eating three larger meals a day. Six out of 10 consumers report that their preferred behaviour and commitment to snacking remains steadfast even in a challenging economic climate, with two-thirds of consumers maintaining their snacking spending while being more conscious of prices. People are snacking to help take their minds off global issues, and are also sharing snacks, which is a way of finding simple connections with others – bringing them closer as human beings.

A driver of this behaviour among younger people is that they have a shortage of time, so they prefer to spend their available hours hustling to meet their ambitions. Snacking is what people do between meals, whether as an on-the-go energy boost or as a healthy end to the day. This is why it’s important to empower people to snack right, at the right times, with snacks made the right way.

Youthful population driving change

The United Nations and Worldometer estimate the current global population at 8.1 billion people and, by 2030, young people in Africa are expected to constitute 42% of global youth. Currently, more than 70% of Africa’s current population is under the age of 30.

If we look at the past 20 years of global growth, all of it has come from the BRICS countries – and in the next 20, much of the global GDP growth will come from Africa. Young consumers are trying more things and snacking more, urbanisation is on the rise, and digital channels are playing a more important role than ever before.

Africa’s millennial generation has lived through the continent’s meteoric rise in mobile and internet penetration rates, and today, young people in Africa are taking an increasingly active role in shaping their own futures. Across the continent, a thriving start-up ecosystem worth billions of dollars is disrupting what the global market thinks about African agriculture, industry, IT and sustainability – and with that comes changes to the way people research, understand, and enjoy snacks.

The youthfulness and connectedness of this generation mean there’s a great opportunity for innovation – younger consumers want new experiences, are more variety-seeking, and are more frequent snackers. Mondelez has responded by offering many product variations. Some examples include the introduction of winter coffee flavours like Macchiato and Tiramisu, as well as an incoming collaboration between Oreos and Coca-Cola, and by adding one of South Africa’s favourite flavours, cream soda, to the iconic Chappies brand.

Where innovations like this exist elsewhere in the world, younger digital-savvy consumers are experiencing them online and are clamouring to experience them here. Online is where they start and ride the wave of new trends, so it’s important to play in that space, which is why it’s important to  invest heavily in digital marketing.

A significant 63% of South African consumers say they are more likely to find new snacks on digital channels than in-person options. Digital channels are extending and enriching the snacking exploration process, with 92% of South African consumers having either bought or considered buying a snack in-store after seeing it online.

That said, consumers also love what’s tried and tested – they want to turn to a snack they know when times are tough – and this can be seen with brands like Lunch Bar and Cadbury Dairy Milk, with which they have consistent, deep connections. Sometimes, sustainability, ingredients or digital reach are usurped by the comfort of a long-standing brand when people need to make choices.

Measuring snacking success

A change in the continent’s fortunes is reflected in South Africans’ behaviour when it comes to the way they eat. The 2023 Mondelēz International Global State of Snacking Report indicates that people are snacking consistently (66% of consumers agree they have not made significant changes to their spending on snacks). In addition, 78% say they appreciate snacks more when consumed mindfully and more purposefully (over two-thirds of global consumers agree they often choose brands that align with their values).

South Africans also try to eke out time to reward themselves. That reward – one that six out of 10 consumers turn to – is a snack. A staggering 86% of South Africans snack to spoil or reward themselves, and 61% (71% of Gen Zs) of surveyed consumers agreed that in tough times, snacks are the one thing they can count on. A good 64% (77% of Gen Zs  and 74% of Millennials) say snacking helps them take their minds off global issues.

Globally, consumers are becoming more health conscious. It’s interesting to see that when it comes to snacking, people want access to more healthy options but are absolutely not willing to compromise on taste, which is an interesting opportunity in the market. As Mondelēz seeks to grow, we have a specific strategy to help consumers snack mindfully – we encourage portion control and offer small packs of many of our snack products to help consumers get what they want, but in moderation. We also enhance our nutrient profile in products and offer variety, while also marketing responsibly. Consumers read the labels on their snack products more closely than ever before, and we have to be transparent and honest in declaring the contents.

 Life is challenging in these current times, but there’s always reason for optimism. We need to take very seriously our position as leaders in providing a blend of joy, satisfaction and indulgence. The future of snacking is bright if we continue to understand and respect consumers, and keep innovating to provide what they desire.