According to Mars Wrigley Global Emerging Markets (GEM) President Gabriel Fernandez, the role of snacking in this region is evolving at a rapid pace alongside consumer lifestyles here.
Thank you for reading this post, don't forget to subscribe!“Our data shows that some 41% of consumers are eating fewer traditional meals, and 81% are snacking differently [including a] greater focus on holistic wellbeing,” he said.
“This is in line with ageing populations across Asia as well as in the MEA region where , health and wellbeing is becoming as significant as economic stability.
“We believe that snacking options needs to fit a range of fluid and dynamic consumption occasions, including how consumers seek and enjoy emotional benefits in consuming indulgent brands, and many of our innovations have been in this direction.
“For instance, we have introduced healthier options such as half-sugar dark chocolate Snickers and KIND bars with fewer than 200 calories, in Asia we introduced smaller packs, in the Middle East we recently introduced KIND, and we will continue to explore how we can use health ingredients like nuts and fruit.
“In line with this, we also want to explore how the role of our gum brands like Orbit and Extra can be a way to boost mental wellbeing, relieve stress, and boost concentration, which also addresses this desire for greater mindfulness and wellness.”
Given the state of the world economy in recent months, the firm also aims to focus more strongly on what it calls accessible premiumisation, believing that consumers in the AMEA region will now have higher demands when making purchases.
“ What we have found is that emerging market consumers are increasingly willing to pay for premium experiences that respond to cultural nuances,” he said.
“Modern consumers also prioritise experiences over possessions, turning food and snacks into affordable, experiential adventures in taste and flavour.
“This trend is evident in the popularity of indulgent, high-quality chocolates, gourmet snacks, and unique fusion flavours across the emerging markets, where many of the rising middle class have yet to experience international brands.
“Sharing treats with friends and family is a consumer behaviour we also see a lot in places as diverse as Mexico, India, Saudi Arabia and South East Asia, so for these markets, we are developing smaller formats of brands like Galaxy/Dove and Snickers for sharing bag product lines at lower price points.”
Localised flavours crucial
Fernandez also stressed that localised flavours are playing an increasingly important role in drawing consumer interest here, due to a resurgence of interest in seeing tradition and local culture reflected in various ways.
“Local flavours are making a big comeback, and we have seen that consumers in some of the fastest-growing emerging markets such as India and Mexico have a palate for spicy and savoury taste profiles,” he said.
“These consumers are rediscovering and celebrating traditional flavours, often with a modern twist. For example, regional heritage flavours like pistachio in India or chilli in Mexico are being creatively integrated into formats of our beloved brands like Snickers and Skwinkles.
“We see that these ‘swicy’ and ‘swalty’ offerings are really rising in popularity, and as consumers seek more variety, we seek to constantly introduce new flavours and formats while strengthening consumer connections via both nostalgic and on-trend flavours from iconic brands.”
