GERMANY, Frankfurt. Study provides insights on changing consumer behavior in times of pandemic. Focus on more balanced products and ingredients intensifies.
2020 was a special year, with the pandemic having a profound impact on our daily lives and, by extension, consumer snacking behavior. The second global "State of Snacking" study by food company Mondelez International provides insights into the changing behavior of consumers from twelve countries, including Germany. In focus: eating habits, shopping trends and the increasing importance of conscious snack consumption during the Covid-19 pandemic.
Consumers' daily lives are currently taking place increasingly at home, and social contacts are usually limited. Snacking is part of the "new normal" and will remain so: Nearly three-quarters (71%) of adults want to continue eating small snacks throughout the day instead of large meals. Millennials aged 24 to 30 in particular (86%) live by the motto "snacking is better than elaborate cooking."
Not only is the snacking trend on the rise, but the focus on more balanced products and ingredients is also increasing. 45% of those surveyed say they are currently snacking more consciously. It's all about quantity and quality: more than half (57%) say they can better control portion sizes when snacking at home. 48% believe that snacks have strengthened their body as well as their mind and soul.
Another aspect made clear by the study results is that shopping behavior has changed. Just under a quarter of adults in Germany (22%) have started ordering snacks online more frequently. Of these, 58% plan to continue doing so even after the pandemic.
What's more, snacks offer a welcome change in the new situation and represent small daily highlights for more than a third of Germans (36%). After all, they not only provide a little time out, they also connect people - as confirmed by six out of ten respondents (58%). They got in touch with others over snacks, for example by preparing them together (24%), giving them as gifts (20%) or buying food for others (21%).
The food company wants to help consumers snack the right way. "The results of the current 'State of Snacking' study show that snacking plays an important role in the new everyday life worldwide," affirms Fridolin Frost, Managing Director Mondelez Germany and Austria. "This encourages us also in the future to create a relevant snacking offer for our consumers with our popular brands."
The 2020 State of Snacking Study was conducted online by The Harris Poll survey institute on behalf of Mondelez International from October 6-20, 2020, among 6,292 adults worldwide aged 18 and older. Consumers from 12 markets were surveyed, including the United States (n=506), Canada (n=503), Mexico (n=540), Brazil (n=530), France (n=519), Germany (n=520), United Kingdom (n=500), Russia (n=504), China (n=550), India (n=555), Indonesia (n=555) and Australia (n=510). Target groups analyzed include Generation Z/Centennials ages 18 to 23 (n=945), Millennials ages 24 to 39 (n=2,222), Generation X ages 40 to 55 (n=1646), Boomers ages 56 to 74 n=1,348), and Generation 75+ (n=130). Data from the 2019 State of Snacking study refers to a similar study conducted September 16-24, 2019, among 6,068 adults worldwide.
By "snacking," the study refers to anything consumers eat or drink between meals or as a meal replacement. This can include food or beverages (other than water) of any kind, as well as chewing gum.
When it comes to the most popular butcher's snack, there is no small difference: regardless of gender, the liver or meat loaf is the Germans' favorite, shows the current Snack Barometer 2020. Six out of ten men and just under one in two women (47%) prefer to reach for the hearty snack. Age also plays (almost) no role in the love of Leberkäs; only in the 40 to 49 age group does the snack have to admit defeat to the meatball in terms of popularity in this country.
The Snack Barometer 2020 once again reveals consumer attitudes as well as the feasibility and potential for success in the food trade. For the study, 1,200 snackers between the ages of 14 and 65 were surveyed about their snacking habits, preferences, tastes, behavior patterns and price thresholds. The distribution of age and regionality is representative for Germany. The survey of 100 butcher stores and bakeries with relevant snack sales also shows how a successful business with the quick bite for in between can work.
The market research study was initiated by the afz - allgemeine fleischer zeitung and the ABZ - Allgemeine BäckerZeitung. The study costs € 244.35, subscribers to the afz and ABZ pay only € 198 (including VAT). You can find more information and purchase options here.