Snacks hold a special place in Filipino households. In fact, in a global survey on the State of Snacking in 2024 showed that the Philippines tops the world in snacking!
Almost all Filipinos surveyed (or 98%) eat one snack a day, above the global average of 91%.
Not only do Filipinos snack the most, but they snack most often too compared to the global average. Among those surveyed, 84% eat 2 snacks a day, above the global average of 63%. In addition, 42% said they snack 3 times a day, above the global average of 31%. Morning and afternoon snacks are preferred because they help to boost energy, according to the survey. These snack times serve as energy boosters for Filipinos, with three-quarters (3/4) of Filipino snackers saying, “Snacking gives me a much-needed pick me up throughout my day.” Apart from boosting energy, snacking also provides connections for Filipinos with 90% saying that “…sharing snacks with others is my love language.”
Meanwhile, the State of Philippine Snacking is an extract comprising of a collection of insights from the above global survey, which is now on its 6th year. This survey was conducted online by The Harris Poll on behalf of snacking company Mondelēz International from 10-22 October 2024 on adults from Philippines aged 18 or older. Mondelez International is the manufacturer of beloved snack brands such Oreo, Cadbury Dairy Milk, Toblerone, and Tiger biscuits. Previously a compounded report of global insights, this is the first year the Philippines is included in the survey, to give a glimpse into Filipinos’ snacking habits.
“Snacking is an essential part of Filipino culture. It allows people to connect with family and friends, relive fond memories, and treat themselves after a productive day,” said Aleli Arcilla, Managing Director of Mondelez International in the Philippines. “The insights from this year’s State of Philippine Snacking report confirmed that Filipinos embrace snacking as part of their daily lives. At the same time, we see a shift toward more mindful choices, with consumers looking for snacks that balance enjoyment and nutrition.”
Even as Filipinos snack the most globally, they do so mindfully. Mindful Snacking matters to Filipinos, according to the survey. An overwhelming 99% of Filipino snackers engage in mindful snacking behavior with 92% agreeing, “I appreciate my snacks more when consumed mindfully.” The most important piece of snacking advice that consumers have received is that they should “…enjoy snacks in moderation.” (55%). Around 80% of Filipinos also look for portion-controlled snacks. 91% similarly agreed that, “I combine my favorite snack foods with other, more nutritious foods for balance.”
Snacking is a cherished part of Filipino life, adding moments of joy to everyday routine. 96% agreed, “Life is more fun with a bit of indulgence.” 92% also agreed, “Snacking is my way of treating myself after a productive day.” Lastly, 86% agreed that “Some snacks should just be for enjoyment or satisfaction.”
Filipino snackers also have preferences on where to buy their snacks and how to enjoy them. According to the survey, 67-68% of Filipinos bought their snacks from malls or neighbourhood convenience stores.
Additionally, Filipinos want to snack sustainably. 99% of Filipino consumers engaged in sustainable initiatives/behaviors, including using eco-friendly products (60%) made out of sustainable materials.
