Indonesian Consumers Remain Most Loyal to Specific Snacks in 2024

Based on the 2024 State of Snacking survey conducted by The Harris Poll on behalf of Mondelez International, Indonesian consumers are the most loyal to specific snacks/brands. This percentage reaches 89% of the total respondents.

Consumers from the Philippines (88%), India (88%), China (81%), and Mexico (81%) occupy the second to fifth positions, respectively. These five countries have percentages above the global average of 80%.

Mondelez International revealed that snacking habits have persisted for a long time, being considered a tradition since childhood. Globally, 73% of respondents agreed that there are specific snacks consumed by their families and have been passed down through many generations.

The research also revealed that 72% of respondents agreed that when visiting or returning home to their parents, they always look for snacks they ate as children. Meanwhile, 66% of respondents agreed that they still follow the same snacking habits as they did when they were children.

The State of Snacking by Mondelez International is an annual report on the study of global consumer trends. In this sixth annual report, global consumers still tend to enjoy snacking.

Mondelez International also tracked consumer attitudes and behaviors over the last half-decade, showing consistent trends. This refers to consumers showing a preference for snacks over main meals.

The 2024 State of Snacking survey was conducted online from October 10-22, 2024, involving 3,785 respondents aged 18 and older. The research covered 12 markets, including the United States, Canada, Mexico, Brazil, France, Germany, the United Kingdom, China, India, Indonesia, Australia, the Philippines, and Vietnam.

The key groups analyzed in this survey include Gen Z (18-27 years old), Millennials (28-43 years old), Gen X (43-59 years old), Boomers (60-78 years old), and the Silent Generation (79-96 years old).