Would you be willing to give up social media for a month to have your favorite snack every day? What about your cell phone?

Three in 10 adults would agree to the first arrangement, and two in 10 to the second, according to Mondelēz International’s first ever State of Snacking report. The survey of more than 6,000 global consumers, found that 59% of people prefer to eat small snacks throughout the day rather than a few large meals. This trend is even stronger for consumers in the developing world (72%), Millennials (70%), and those who make health a top priority (66%).

“We see that the average global adult now eats more snacks than meals on a given day, driven by a number of evolving demands largely associated with how we live today, including a growing need for convenience, yearning to share nostalgic and cultural experiences, expanded wellbeing preferences and the desire for choices that range from wholesome to indulgent,” Dirk Van de Put, Chairman and CEO of Mondelēz International, said in a press release. Read on for more results from the study.

Snacking as a lifestyle

The report found that snacking supports the modern convenience-oriented lifestyle in a couple of ways.

  • 53% of adults, and ⅔ of Millennials, say snacks are more suited to their lifestyle than meals. Six in 10 say that snacks are more for their personal needs, while meals are for meeting the needs of others.
  • 71% say snacking helps them get through the day, while 73% say snacking gives them a break from the busyness.
  • 77% of Millennials see snacking as “an opportunity to slow down and find moments of quieter, mindful reflection.”

Snacking relates to culture and identity

Consumers see the snacks they choose as tied to their culture, identity, and relationships.

  • 78% of Millennials view food as part of their identity.
  • Seven in 10 consumers make an effort to share their favorite childhood snacks with others, even when it means consuming extra calories.
  • More than eight in 10 parents view snacking as a way to connect with their children and pass on their family and cultural traditions.

Snacking is linked to emotional well-being

Even though snacks are replacing meals, they aren’t just for fuel. 

  • Seven in 10 adults say snacks are just as important to their mental and emotional well-being as to their physical well-being.
  • The top three reasons people snack are to pamper / spoil / reward themselves, for a sense of comfort, and to boost their mood.

Snacks should be both indulgent and healthy

While consumers continue to love indulgent snacks, they prioritize health.

  • 67% of adults look at the nutrition labels on snacks before buying them.
  • A majority look for snacks that are portion-controlled (65%) and use snacks to help them manage hunger and calories throughout the day (71%).
  • The top three priorities when choosing snacks are freshness (43%), low-sugar (36%), and low-fat (31%).

Read the full report.