New snacking habits in France according to Mondelēz

A survey conducted by ‘Observatoire du Snacking’ and supported by food manufacturing giant Mondelēz, found that snacking in France is an emerging consumer trend.

The short study, a 20-minute online survey, observed the snacking habits of 1,182 French people aged 18-64. This information was combined with a qualitative study conducted by the organisation in 2017, and identified five types of snackers in France.

Researchers found that 12% of snackers were ‘appetisers’, those who eat snacks as part of an aperitif, and a further 12% of participants were identified as ‘in a hurry’ snackers, generally younger people who replace meals with snacks. Another 15% were ‘big snackers’, who snack for pleasure and relaxation, with an additional15% identified as enjoying ‘mid-morning’ snacks at work. At 33%, the largest group enjoyed ‘solitary snacking’, or eating in between meals, usually inside the home.

According to Mondelez spokesperson Hélène Boyer, two qualitative groups were observed in July 2017, mixing men and women from the ‘middle’ and ‘lower middle’ classes from Paris and surrounding suburbs. The groups were divided into younger people aged 18-34, and families with children aged 3-15 years.

Boyer told Food Processing Technology: “The challenge was to better understand consumers’ perception of snacking, what would be the definition they associate with this term and what are their eating habits (focusing on in-between meals and meals replacement).”

The company also wanted to promote ‘a responsible and sustainable consumption of Mondelēz food products’ and mitigate any challenges.

Sociologist and contributing researcher Thibaut de Saint Pol said: “Snacking in France does not lead to the breakdown of traditional meals, which continue to flourish. It seems to contribute today to structuring new rituals of consumption, often built as meals, with rules, but also moments of leisure or sociability.”

“The emergence of these new food rituals is particularly related to changes in our rhythms and our lifestyles.”

Some of the most popular snacking times are afternoon tea (43.5%), aperitifs (42.2%) and mid-morning snacks (34.4%). Researchers found that 88% of snacks ‘provided satisfaction’.

Mondelēz managing director for France Mathias Dosne commented that nine out of ten households eat Mondelēz-made confectionery, saying: “This is a sign of great consumer confidence and gives us a responsibility as a company.”

“This responsibility is an integral part of our strategy because growth is only valuable if it is sustainable,” adds Boyer. “Helping people enjoy the snacks they love and maintain a healthy balance is part of our mission. L’Observatoire du Snacking is a unique tool that fits perfectly with our mission to contribute not only to the satisfaction of consumers, but also to their well-being. We want to play a role alongside experts to contribute to responsible consumption.”

Last month, Mondelēz CEO Dirk van de Put revealed the company was making a conscious effort to improve the nutritional value of its confectionery portfolio.

French national guidelines have more recently advised against snacking in between meals and many confectionery advertisements in France are accompanied with a government warning.