For some people, a snack is a bite to eat between meals.
But for the majority, it’s a blissful treat.
A survey by confectioner Mondelez International found that for 77% of people, snacking is one of the few indulgences they have in life.
And, as long as the quality of their snacks remains the same, they will keep nibbling through shrinkflation, Mondelez International JANZ R&D Director Natalie Thomas told delegates at Australian Industry Group’s confectionery conference, ConTech2025, at the MCG in Melbourne earlier this year.
“Consumers are looking for respite and joy,” Ms Thomas said.
“They don’t reach for a snack simply to satisfy a craving, they’re longing for relief and an immersive experience.”
More than two-thirds (71%) went so far as to say sharing snacks with others was their love language.
Ms Thomas told delegates innovation was crucial to maintaining consumer satisfaction — not only to provide excitement and delight but to adapt to changing economic situations.
“By 2030, Australia will not only be bigger in population but older, too,” she said.
“That has relevance. As we age, our diets change, our habits change and our households change. Hence, our shopping habits change, and we need to be creating our portfolio of brands and offerings based on that.
“The population is also becoming more multicultural. That means we're bringing different ideas of what nostalgia means and as parents, we’re influencing what nostalgia will mean for our children through our shopping habits.
“As manufacturers, we need to offer choice for people who have grown up here as well as for those new to the country.”
The ways of working were completely disrupted by Covid, Ms Thomas said.
“As our working lives changed with more people working from home, so did our eating habits,” she said.
“Increasingly, there are no set schedules for mealtimes anymore, and we are seeing — in Australia and around the world — that people are snacking more frequently and sometimes replacing meals altogether by snacks.
“Many also believe snacks are better than big meals.
“Therefore, snacks need to ‘do’ more; they need to be functional from a physical aspect in terms of ingredients but also functional from an emotional aspect.”
“Regardless of what's happening in the world, consumers expect snacks that satisfy them emotionally, physically and socially — and they don’t want to compromise on any of these areas,” Ms Thomas said.
“They need that little bit of indulgence, and there is no trade-off for flavour; they want good value that satisfies their taste buds as well as their emotional needs.
“Sugar is often portrayed as the enemy, but it does play a role in not only providing indulgence but in bringing people together and providing joy, respite and a chance to disconnect from what’s happening in the world.
“It's all about moderation and ensuring we provide the right portion at the right moment.
“Nearly three quarters (73%) of people surveyed would rather have a smaller portion of an indulgent snack than a bigger portion of something that doesn't taste nice.”
'Sharing snacks with others is my love language', 71% of survey respondents said.
“It's a moment of connection,” Ms Thomas said.
“When you put a cheese platter out, you’re giving something back to your friends and family and taking time out to have a joyful moment.”
Consumers are committed to snacking and prefer brands that prioritise quality ingredients over calorie counts.
“They might change some of their habits to fit their budgets, but they will continue to snack — and more frequently,” Ms Thomas said.
“As long as the quality remains high, they will keep snacking through shrinkflation.”
The annual ConTech conference brings together professionals in the confectionery and wider food industry, giving delegates the opportunity to network, hear the latest trade news from presenters and panellists and explore new and exciting products and services at the trade exhibition.
Stay tuned for details of ConTech2026 — the 30th anniversary of ConTech.
Click here to view our gallery of this year’s event.
Save the date for our Confectionery Sector Industry Breakfast on Tuesday, September 23, at the Royal South Yarra Tennis Club, Toorak.
