2025年零食行业消费者洞察报告

Core Insights - The report titled "2025 Snack Industry Consumer Insights" by Meltwater highlights the motivations behind consumer snack consumption, current industry discussions, and marketing directions based on social media data from January 1 to June 30, 2025. The global discussion volume on snack-related topics reached 27.7 million, a 50% increase from the second half of 2024, although interaction volume decreased by 2% [1][4]. Group 1: Consumer Motivations - Three core motivations for snack consumption are identified: 1. For physical and emotional satisfaction, with a preference for convenient and nostalgic snacks, leading to a rise in private label mentions by 31% and discussions on food labeling and safety regulations increasing by 192% [1][10][20]. 2. For exploration and trying new flavors, with taste and texture being the primary focus (33.8% of discussions), and limited edition and regional snacks gaining popularity, exemplified by the Dubai-flavored chocolate which saw a 105% increase in discussion volume and a 341% increase in interaction due to influencer marketing [1][11][36]. 3. For health maintenance, with discussions on health and nutrition topics rising, particularly around protein, iron, and vitamin D, indicating a willingness to pay a premium for health-oriented snacks [1][12][36]. Group 2: Market Trends and Regional Insights - The global snack-related discussion volume in the first half of 2025 was 27.7 million, with significant regional variations: - China saw a 110% increase to 244,000 mentions, Japan increased by 170% to 13.7 million, while the U.S. and U.K. experienced declines of 8% and 13% respectively [1][17]. - The report suggests that understanding the motivations behind snack choices is crucial for marketers to analyze consumer behavior and identify new opportunities for premium products [4][15]. Group 3: Marketing Recommendations - Brands are encouraged to leverage influencer marketing, precisely target audiences, and explore cross-industry collaborations to align with consumer needs and capitalize on premiumization opportunities [1][4].