Pandemic snack attack: Rising work-from-home culture drives snacking trend in Australia
Mondelez’s State of Snacking 2020 report was very focused on the impact of the COVID-19 pandemic on the snacking industry, and for Australia in particular, a clear upward positive impact was observed on the behavior of munching on local consumers due to the greater number of people working from home during lockouts.
“[We] interviewed more than 500 people [and saw] more snacking for many Australians [and the] results [have shown] a significant change in eating habits induced by the pandemic, âTom Kimpton, director of strategy, analytics and analytics at Mondelez, said FoodNavigator-Asia.
âNine in 10 adults (91%) told us they ate more or at least the same amount, and [of this group] 37% said they snacked more during the pandemic than before. “
In particular, the rise of work-from-home culture has proven to be a major upward driver for consumer snacking.
“There was a marked increase in snacking for those who worked from home,”Kimpton added.
âThis group was 50% more likely to snack throughout the day (33%) compared to those who could continue to work in their usual workplace (22%).
âPeople just snack more throughout the day – 70% of Millennials and Centenarians (Gen Z) in particular say they prefer snacks over meals.
“[Within this trend], comfort is the number one driver [where] the uncertainty caused by the pandemic has seen people turn to trusted brands and their old favorites. More than half of those polled said they bought snacks that brought back fond memories during the pandemic (53%), while 72% said they wanted to stick with the brands they know.
This snacking behavior is not expected to be confined to the pandemic – the report also found that nearly three-quarters or 72% of consumers underlined their intention to continue snacking throughout the day as a livelihood, instead of going back to a few. big meal.
Snack preferences were also observed for different demographic ages, with younger consumers in the Millennial and Centennial groups showing an increasing 13% year-over-year preference for cookies, and the older ones in the Generation X and baby boomers increasing consumption of lollipops and candy by 10%. from year to year.
Healthy snacking is always a priority
Although snacking behavior has increased, the health and wellness trend in Australia is still very clear in consumers’ snack choices, with 58% noting that they pay attention to the types and content of snacks consumed. , and 64% opting to keep control over the portions consumed.
“There are also significant differences between the generations when it comes to the nutritional benefits of the products they choose,”Kimpton said.
âCentenarians and Millennials are more likely to seek out snacks that reflect the latest wellness trends, such as high protein (33%), immunity boost (23%) and based plants (20%), while baby boomers are the generation most likely to seek more. traditional methods of managing their consumption through portion-controlled or bite-size snacks (29%). “
Trends in online snack shopping
The rise of the pandemic has also seen the majority of shoppers around the world with internet access turn to online shopping and e-commerce. For snacks in particular, Mondelez has seen that figure almost double, from around 20% before COVID-19 to 39% during the pandemic.
“Appetites are increasing for new online shopping experiences, where snackers seek factors such as gamification, personalization and rewards to maximize the digital environment,”The authors of the report said.
âFor the Asia, Middle East and Africa (AMEA) region in particular, almost half (49%) of consumers surveyed expressed interest in online shopping experiences where they can mix and match snack packaging. in bulk in order to choose their own variety of flavors. . “
Other new interactive options still barely exploited by the snack industry include online virtual stores to ‘browse and browse’ this virtual experience, game-like purchases to get points to buy that can be redeemed for free snacks, or making personalized snacks an option – all the “ normal new ” ideas that snack makers would do well to tap into to maximize online presence, especially as 69% of global consumers have announced their intention to continue shopping for snacks online even when the pandemic is over.