For the first time, Mondelez Kinh Do has officially released the Vietnam State of Snacking 2024 Report, offering a comprehensive perspective on the changes in habits, expectations, and values that are shaping the way Vietnamese people snack today. The report is part of the global research commissioned by Mondelēz International and conducted by The Harris Poll across 12 markets, including Vietnam. It also shows that Mondelez Kinh Do is not only observing snacking behaviors, but is focused on understanding consumer needs and driving sustainable growth. This serves as the foundation for continuous innovation, bringing snacks that are both delicious and made responsibly.

Survey results reveal that 95% of Vietnamese consumers snack at least once a day, and 98% say they can easily find products that suit them. Snacking is not only a habit but also an enjoyable experience: 84% feel excited when discovering new foods, while 83% see choosing snacks as an engaging activity.

Today, snacking is not just about filling hunger but also contributes to both physical and mental well-being. 99% of Vietnamese consumers consider snacks a convenient source of nutrition, 98% choose snacks aligned with their health goals, and notably, 93% snack for comfort, while 88% see it as a way to reward themselves. In addition, the trend of “mindful snacking” is spreading, with 87% paying attention to the sensory experience and nutritional value in each choice.

Beyond health benefits, snacking also creates emotional connections. 91% of consumers say snacks remind them of their childhood, and 85% enjoy sharing their favorites as a way to express love. These numbers reflect how snacking has become part of culture, creating moments of togetherness and sharing.

A highlight of the report is the clear shift toward responsible consumption. 98% of Vietnamese consumers say they have practiced sustainable snacking, and 78% prioritize products with eco-sourced ingredients. This affirms that awareness of protecting the planet is increasingly present in everyday food choices, laying the foundation for a greener future.

Sameer Yadav, Marketing Director of Mondelez Kinh Do Vietnam, shared: “Our first-ever State of Snacking Report in Vietnam represents a significant milestone, marking a new step forward for Mondelez Kinh Do in our journey to understanding Vietnamese consumers’ needs and exceeding their expectations. The findings from this report reveal that snacking is not just a daily habit, but also a way for Vietnamese people to take care of their health, connect emotionally and show responsibility for the environment, important factors shaping the future of the snacking industry. As a leading snack company in Vietnam, we will continue to combine global expertise with local insight to deliver the right snack, for the right moment, made the right way for our consumers.”

Alongside capturing consumer snacking trends and behaviors, Mondelez Kinh Do also remains committed to its sustainable growth strategy. The company places strong focus on listening to real consumer needs in order to deliver convenient, delicious snack choices that balance health with environmental responsibility.