零食消费者洞察：全球零食行业的社交媒体热度与高端化机遇

ConsumerInsightsSnacks Social media buzz and opportunitiesfor premiumization in the globalsnacks sector meltwater.com What’s ahead Rising inflation, crunched budgets, shifting tastes, and more arechanging how consumers around the world look at — and buy —snacks. Whether they’re seeking out familiar favorites or huntingfor new options, shoppers wants snacks that “pass the vibe check”and deliver satisfying experiences. For marketers, understanding the motivations behind snack choicesis a crucial part of analyzing purchasing behaviors and identifyingnew opportunities for premium offerings. In this report, we dive intothe data behind how consumers discuss snacks on social mediato better understand three specific motivations: •Snacking for satisfaction•Snacking for adventure•Snacking for well-being Inform your strategies and find new ways to stand apartfrom the crowd by using the insights from this report. Methodology This report includes analysis and insights pulled from Meltwater’ssociallistening,media intelligence,consumer intelligence, andinfluencermarketingsolutions, as well as theenterprise-grade solution Explore+. Unless otherwise noted, the data referenced includes mentionsof relevant keywords, phrases, brand names, and hashtags acrossglobal social and digital media sources, including blogs, product reviews,podcasts, forums, X, Instagram, Facebook, Bluesky, Reddit,and Pinterest from January 1, 2025, to June 30, 2025. Glossary Volume:The total number of all mentions of relevant keywordsfrom selected sources in the selected date range. Engagement:The total number of engagement actions (includingretweets, comments, shares, and likes) taken on relevant posts fromselected sources in the selected date range. Get insights tailored to your audience andbrand with a demo of the Meltwater Suite. Snacking Motivations 1. Snacking for satisfactionThese are the snacks consumers reach for when they want to satisfy their deep-seated, everyday cravings. These includenostalgic favorites, convenience and grocery store options,and familiar flavors. 2. Snacking for adventureThese are the uncommon items consumers seek out when they want to try something new, travel the world via food,or participate in a viral trend. These include limited-timetreats, international snacks, and creative combinations. 3. Snacking for well-beingThese are the snacks consumers reach for with the expectation of functional benefits, like energy, lack of allergens, andoverall nutrition. These include health- and fitness-focuseditems and brands with an emphasis on ingredients. Overview:The Global State ofSnacking on Social Snack conversationengagementH1 2025 compared to H2 2024 Snack conversationvolumeH1 2025 compared to H2 2024 ↓2% globalH1 2025 engagement: 128M ↑50% globalH1 2025 volume: 27.7M While global social media conversations aboutsnacks are rising, engagement declined slightlyin H1 2025. ↑132% JapanH1 2025 engagement: 14M ↑170% JapanH1 2025 volume: 13.7M Of the five countries with the highest volumesof snack mentions,China and Japan standout as key markets, as does India, whereengagement soareddespite relativelysteady conversation. ↓8% USAH1 2025 engagement: 20.9M ↓8% USAH1 2025 volume: 1.99M ↑43% ChinaH1 2025 engagement: 1.75M ↑110% ChinaH1 2025 volume: 244K Key takeaway: The global gapbetween volume and engagementpoints to open opportunity forbrands to foster deeperemotional connectionswith consumers online. ↓14% UKH1 2025 engagement: 3.16M ↓13% UKH1 2025 volume: 242K ↑62% IndiaH1 2025 volume: 2.63M ↓2% IndiaH1 2025 volume: 173K Snacking for SatisfactionMotivation 1 The data shows:When it comes to their snackinggo-tos, consumers highly value convenience andemotional connection. Affordable, widely availableoptions overshadow premium ones. At the same time,tight budgets may be weakening brand loyalty andencouraging consumers’ hunt for cheaper options. The social buzz aboutfavorite snacks Top trending topics H1 2025 vs H2 2024 The most-mentioned products in the global conversation aboutfavorite snacks are easy-to-find, retail store staples like OREOCookies, as well as perennial treats like Girl Scout Cookies. Notably, people and society, including issues such as foodlabeling and safety regulations, are growing hot topicsdue to how they will impact access to, and enjoymentof, consumers’ most-loved snacks. Top products and organizationsH1 2025 Global social media mentions ↑2% volume761K H1 2025 vs 744K H2 2024↓19% engagement5.18M H1 2025 vs 6.41M H2 2024 Highly engaged contentabout best and favoritesnacks included: Nostalgic holiday favoritesFamily and personal favoriterecipes centered on holidaysand other special occasions In discussions of favorite snacks, keythemes included nostalgia, guiltypleasures, and regional favorites.The uniting factor?Our favoritesnacks are often the ones thatremind us of home. Sometimes thatmeans a homemade family treat,other times it means comfort foods,but it rarely