The global appetite for chocolate continues to grow, and Mondelēz International is embracing this trend without hesitation. This is evident in the findings of the company’s latest State of Snacking report, which highlights the evolving preferences of consumers worldwide.

According to the report, a striking 73% of consumers surveyed expressed that they cannot envision a world devoid of chocolate, marking a 6% increase from the previous year. In the UK and US, this sentiment is even more pronounced, with 80% and 79% of respondents, respectively, voicing their attachment to the beloved confection. Conducted in partnership with Harris Poll, this research underscores the profound role that chocolate plays in the lives of consumers.

The affection for chocolate transcends mere indulgence; it has become an “essential snack” for many, fulfilling their cravings for pleasure and satisfaction. As consumers contemplate their snacking choices, the specific type, flavor, and format of the snack play a crucial role in their purchasing decisions.

The Most Popular Snack in the World

Among the various snack options available, chocolate bars reign supreme as the most indulgent choice. An impressive 82% of consumers agree that chocolate bars effectively satisfy their indulgence cravings. Of those surveyed, 42% categorized chocolate bars as “very indulgent,” while 40% labeled them as “somewhat indulgent.”

Milk chocolate follows closely, with 80% of consumers acknowledging its indulgent qualities. Dark chocolate, while slightly less favored, still boasts a commendable 72% approval rating for its decadent appeal. Notably, caramel popcorn emerged as the only non-chocolate item to make the snacking leaderboard, with nearly two-thirds (65%) of shoppers equating its flavor and texture with indulgence.

On a global scale, over three-quarters (76%) of consumers actively seek intentional opportunities to indulge, often disregarding nutritional concerns in favor of pure enjoyment.

Interestingly, the report reveals that over 80% of consumers in the US, Canada, and the UK prioritize disconnecting from nutritional concerns while indulging in chocolate. A significant 73% expressed a preference for a smaller portion of an indulgent snack, rich in sugar and fat, over a larger portion of a perceived “healthier” alternative. This trend is particularly pronounced in Indonesia and India, where 86% and 80% of respondents, respectively, echoed similar sentiments.

The association of indulgence with fun is also notable, with nearly 90% of participants agreeing that “life is more fun with a bit of indulgence.” This highlights a growing desire for permissible indulgence in consumer diets.

The Rise of Nostalgia Snacks

Moreover, consumers increasingly believe that snacks should evoke feelings of enjoyment and satisfaction. An impressive 80% of respondents stated that “some snacks should just be for enjoyment,” a perspective especially prevalent among Canadian and Filipino consumers, with 89% and 86% agreeing, respectively.

Connection through snacking is on the rise, with nearly two-thirds (64%) of consumers indicating they frequently snack to bond with others, reflecting an 8% increase from the previous year. Furthermore, 71% of participants believe that “sharing snacks with others is my love language,” representing another 8% rise. This trend is particularly prevalent among Millennials (82%) and Gen Z (79%).

Nostalgia plays a significant role in snack sharing, with 78% of consumers expressing a preference for sharing snacks associated with their childhood. This sentiment is especially strong in the Philippines and Indonesia, where 90% and 86% of respondents, respectively, echoed this feeling.

The demand for shareable snacks remains high, with 93% of those surveyed confirming they can always find a suitable snack for sharing. Interestingly, the report highlights the connection between sharing and indulgence, with 80% stating, “Sometimes it’s worth the extra calories to share a snack with someone I love.” This reinforces the notion that chocolate and snacking are not just about the product itself but also about the experiences and connections they foster.