2019年全球零食状况调查报告.pdf

This survey was conducted online by The Harris Poll on behalf of Mondelz International from September 16 - 27, 2019, among 6,068 global adults ages 18 and older. The research spanned 12 markets, including: The United States (n=504), Canada (n=506), Mexico (n=505), Brazil (n=515), France (n=501), Germany (n=503), The United Kingdom (n=501), Russia (n=515), China (n=503), India (n=508), Indonesia (n=504), and Australia (n=504). Other key groups analyzed include: Centennials ages 18-22 (n=602), Millennials ages 23-38 (n=2404), Gen Xers ages 39-54 (n=1702), Boomers ages 55-73 (n=1236), and the Silent Generation ages 75+ (n=124). As the global leader in snacking, weve always obsessed over the role snacking plays in our consumers lives, not only fueling our bodies, but how they shape our daily rituals, habits, and even sense of culture and identity. A year ago, we took this a step further by launching a new business growth strategy and announcing our purpose at Mondelz International -empower people to snack right by offering the right snack, for the right moment, made the right way. My team and I are constantly learning about our consumers evolving behaviors, emerging trends, and range of needs to uncover insights to shape how we serve up snacking made right. Weve combined our vast global trends and consumer behavior expertise and partnered with an independent consumer polling specialist to study the evolving role snacking plays in the lives of our consumers around the world. From millennials in Indonesia, to grandparents in Germany, we gained insight to the daily snacking habits of thousands of people across our markets and confirmed what we have always known to be true: as the complexity of our daily lives deepens, snacking is outpacing mealtime but what, how, and why we snack is about so much more than what we eat as our relationship with food fundamentally changes.As the snacking market continues to grow globally, the majority of adults, 6 in 10 of us, now prefer to eat small bites throughout the day as opposed to larger meals. For millennials, that number increases to 7 in 10. In fact, snacking has become so integral to how we eat, that 61% of us say we cant imagine our life without daily snacking moments. A third of us (30%) are so dedicated to our favorite snack that wed rather give up social media for a month than miss out on enjoying a daily treat. At Mondelz International, we have long known that wellbeing plays an important role in why we snack, and were committed to helping people around the world be more mindful in the way they enjoy our products across the spectrum from wholesome to indulgent. And increasingly, consumers are thinking about how smaller bites are integral to their emotional wellbeing, as well as their physical health. In Asia, 77% of us believe snacking is as important to our mental health as our physical state, compared to 7 in 10 of us in the rest of the world. Among millennials, 8 in 10 use their snacking moments as an opportunity to slow down and find moments of quieter, mindful reflection. And as our sense of wellbeing evolves, 77% of us agree there is a time and a place for healthy and indulgent snacks alike. This is why I am confident our growing portfolio of global brands and local jewels will continue to be the right snack, for the right moment, made the right way for generations to come. As you read through this inaugural State of Snacking: 2019 Global Consumer Snacking Trends Study, you will see that the topics Ive touched on barely scratch the surface of what snacking means in our lives. You will read that for some of us, enjoying a small bite is a way to connect ourselves to home, while for others, it opens bite-sized doors to cultures worlds away. But whatever you take from the findings, I hope you will agree that snacking trends around the world are as diverse as the consumers who enjoy them. I look forward to hearing your thoughts and comments. The average adult now eats more snacks than meals on a given day, with younger consumers and those in developing markets particularly leaning into snacks as a meal replacement. The majority of global adults say they “prefer to eat many small meals throughout the day, as opposed to a few large ones” (59%), including 72% of those in developing markets and 70% of millennials.Snacking is a key way people around the world connect to their culture and share their sense of identity with their communities and families. Over 7 in 10 global adults say snacking is a way to remind themselves of home (71%), more than 8 in 10 parents use snack time as a small way to connect with their children (82%), and 3 in 4 want to pass cultural snacking rituals on to their children (76%). Two-thirds of global adults see snacking as a way to help “improve their quality of life” (68%), including 76% of those in developing countries. The majority also say snacks are just as important to their mental (71%) and emotional (70%) wellbeing as their physical wellbeing. The majority of global adults acknowledge the need for balance, saying they “appreciate having the option of both healthy and indulgent snacks depending on the moment of need” (80%). Two-thirds often look at portion control when selecting snacks (65%), and 83% of people agree a balanced diet can include a little indulgence. As the snacking market continues to grow globally, people are turning to these personal points of daily satisfaction as a common ground for shared experiences, connections, and identity. This report explores the nature of daily snacking moments, mindsets, and rituals that fuel not only our bodies but also our individual and cultural identities and sense of wellbeing.Key research findings include:At Mondelz International we are consumer obsessed and on a mission to offer our consumers the right snack, for the right moment, made the right way. The inaugural State of Snacking Report is yet another way were step changing our understanding of consumers busy lives and how our brands both global and local can play an important role. Around the world, snacking serves a greater purpose than nourishing body and mind. Our brands have had an important place in consumers lives for generations. Ensuring our brands remain relevant means recognizing that one-size-fits-all no longer works with consumers who want authenticity, meaning-for-me and local connections.”of adults say snacking gives them time to connect with themselvesand more than half look forward to the snacks in their day more than the meals (53%).of adults say “quick, on-the-go bites are more suited to their lifestyle than full meals” (53%), including two-thirds of millennials (66%), while convenience ranks as the #1 driver of snack choices for adults around the world.people around the world say snacking gives them an essential break in their busy days (73%), while 8 in 10 millennials use their snacking moments as an opportunity to slow down and find moments of quieter, mindful reflection (77%).adults worldwide would give up social media for a month to have their favorite snack every day (30%), while 1 in 5 would give up their cell phone (20%).Weve deepened our insights into consumer behavior and developed a new proprietary framework and knowledge base that takes a broader view of how consumers snack and what drives them. The emotional and often cultural connection people have with snacking is something we should never lose sight of. At Mondelz International, our role is not just to understand whats happening today, but to predict what consumers will need tomorrow and beyond. That means focusing on big trends in food like wellbeing and premium, and creating new experiences for consumers that disrupt the state of snacking.”of adults globally say they tend to snack around the same time each day.*Source: Mondelz International Demand Spaces Research11:28Indonesia13:36ChinaCanada14:10Median snack timeSnacking volume over the day12:03India14:31Australia 14:54Brazil15:22France15:30Germany15:41UK15:05US15:08Russia