The modern pace of life—endless deadlines, messengers, travel, and household chores—rarely leaves room for planned and calm meals. Breakfast is reduced to a cup of coffee, lunch is postponed until evening, and snacking becomes the only available form of eating. Against this background, chronic stress not only emotionally exhausts a person but also fundamentally rewrites dietary habits. RBC.ua's Wave publication, in cooperation with Mars Food & Nutrition, investigated how the snacking culture has changed globally and why a light snack has turned into a natural necessity for most people on the planet.
Stress as an Appetite-Altering Factor
According to global data from Ipsos World Mental Health, about 62% of respondents across 31 countries experienced stress severe enough to noticeably impact their daily lives at least once over the past year. For the food industry, this is a signal that consumers need products that can be quickly fitted into a busy day. For the individual, it is a reason to consider how to maintain regular eating habits when their normal routine is disrupted. A situation familiar to many—after an exhausting day, instead of a full dinner, craving a bar of chocolate or cookies—has a physiological justification: under the influence of stress, the systems responsible for appetite and the sense of satisfaction change their operation.
Hormonal Adaptation and the Reward System
Hormonal adaptation is triggered in the body, and the operation of the brain's so-called reward system is restructured. Foods high in sugar and fat have increased palatability and can temporarily reduce feelings of anxiety, which is why the brain subconsciously perceives them as the most accessible tool for emotional self-regulation. Experts note that stress affects appetite differently: severe acute shocks usually suppress hunger, whereas prolonged chronic stress, conversely, pushes one toward high-calorie foods.
Emotional Versus Physical Hunger
Candidate of Biological Sciences, analytical biochemist, and healthy eating and eating behavior consultant Natalia Naumova explains that physical hunger builds up gradually, is accompanied by physiological signals, and can be satisfied by various foods. Emotional hunger arises suddenly, is linked to a specific emotional state, and is often accompanied by a desire to eat a specific product. At the same time, the expert warns: both types of hunger can combine, and one should not turn attempts to distinguish between them into rigid, exhausting control. Eating for pleasure or emotional comfort is normal; food only becomes a problem when it turns into the sole way to cope with emotions.
How Snacking Culture is Changing
According to Matthew Graham, Global Director of Development at Mars Food & Nutrition, 48% of people worldwide strive to spend less than 15 minutes preparing food, and 80% have no idea what they will have for dinner three to four hours before the evening. This demand is changing food production: customers are increasingly offered convenient individual packaging, mini-format portions, and fully ready-to-eat products. A clearly defined portion size helps people monitor how much they have eaten, especially when snacking at a computer or on the go. However, compact packaging alone does not guarantee satiety—composition is of decisive importance.
What Counts as a Healthy Snack
According to Natalia Naumova's assessment, an optimal snack is one that meets a person's needs, provides sufficient satiety, and helps maintain energy between main meals. From a physiological perspective, it is beneficial to combine sources of carbohydrates with proteins, fats, and dietary fiber: this combination promotes a more gradual absorption of carbohydrates and helps avoid sharp appetite spikes. Thus, a light snack in a hectic schedule is not a weakness of will, but a tool that, with proper composition selection, can maintain both energy and emotional balance.
