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Small snack, big ask What consumers want from the snacks sector
Gil Horsky – Innovation Platform Head
Global Chocolate Team
02/03/2017
Mondelēz International launched on 1/10/2012 , and has
approx. $30 billion revenues
Global leader in biscuits, chocolate,
and candy
100,000 employees in 165 countries
44 brands generate +$100MM sales
Worldwide Favorite Brands Five Key Categories Global Footprint
So what do I do for a living…mainly eating lots of chocolate
Chocolate Office Job
Is it a Trend or a Fad?
Trend Fad
• Demand-led market force that drives long-term sales growth (10 years+)
• Must be connected to a widespread cultural demand space (class mobility, globalization of food culture etc.)
• Focuses on higher-order principles of eating or cuts across categories
• Examples: natural / organic food, global cuisine, low sugar, premiumisation
• Exhibits 1-3 years of growth but declines quickly
• Not connected to any underlying demand area relevant to food culture
• Tends to be of lower order, superficial innovation
• Examples: diet programs (low-carb), specific flavor profiles (sweet & salty)
© 52014
Global Snacking Growth Trends
New opportunities and occasions for sharing
snacking experiences that are emerging from blending
food culture and technology
Increasing awareness of the role snacking plays as part
of diets and nutrition in securing daily wellbeing and
lifelong health
Elevating everyday snacking moments via experiences and sensations that offer release,
escape and enlightenment
Forging closer connections between the food and drink we consume and the world we live in; striving to make a positive
impact
Instant, real time access to products, brands and services anytime, anywhere, helping consumers meet different
needs in different moments
© 62014
As many people feel isolated and stressed, they
look for more ways to connect up with each other,
especially with new easy social networking tools.
As snacking becomes integral to lifestyles, sharing
these becomes another important way to create
and augment social experiences. Even when
snacking solo, consumers are looking for ways to
avoid feeling like it is an isolating indulgence.
65%of 16-25 year olds globally admit they
can’t imagine life without the internet
anymore
#foodpornhas been attached to 25MM
Instagram pictures uploads
Communal Dinning
EatWith the “AirBnB of Food” brings Chefs
and foodies together in communal dinning
tables one meal at a time. Already
operates in 200 cities globally and
growing.
Gifts with a very personal touch
Social Sharing
The Chocabyte 3D printer allow users to create
their own chocolate downloading a shape from
a database or designing one using a consumer
friendly software. Users can even take a photo
of themselves and print that off as a chocolate
selfie to share with their friends.
© 72014
Pursuit of Pleasure
With the growth of post-materialist values, pursuing
happiness and expressing status is about more than
wealth. People seek experiences that truly enable
them to cherish the moment, which also explains why
Mindfullness has become such a significant trend.
Snacking on chocolate is often experienced as an
intense moment of relaxation, momentarily releasing
consumers from work and life pressures, offering the
possibility of escapism and self-expression.
The night shift
50%
“I am always looking
for new experiences
and sensations that will
liven up my everyday
activities.” (% agree)
56%
20142011
Exciting new formats
Le Whif lets users
experience chocolate in a
new way by inhaling
instead of eating it.
Chocolatier Dominiue
Personne invented the
Chocolate Shooter where
consumers would snort
powdered chocolate up
their nose.
Kellogg’s repackaged All-
Bran cereal claims that
night consumption may help
with digestion.
As the global workforce
grows and tech advances
make it harder
to “clock out”, consumers
need products that provide
comfort or relaxation before
bedtime,
and restore the
body while they rest.
© 82014
Behind the scenes
People are feeling increasingly distrustful of
businesses, and more disconnected from
traditional habits and the food they eat by modern
lifestyles. They are looking for brands that are more
genuine and trustworthy. This means drawing on
most reassuring elements of tradition, and also
demonstrating how brands care and support for
their customers and the communities they live in.
“I am increasingly sceptical of
the claims made by brands on
packaging and in
advertisements.”
2014
63%59%
2011
Commitment to social responsibility
Real World Connections
Since the devastating tsunami and earthquake
in 2011, KitKat has become a great symbol of
optimism in Japan. During reconstruction on
the Sanriku Railway, workers received KitKat
bars as a means of encouragement and hope.
After learning of this, Nestlé decided to build
upon, donating 20 Yen ($.20 USD) per bar
sold to the project and decorating two stations
with cherry blossoms, the symbol of hope.
Meine kleine Farm is an
online pork retailer with
a difference: the site
allows you to see
pictures of and read
about each pig before
selecting. The
company’s tagline -
“Less meat – more
respect” –
© 92014
Mission Nutrition
Allergies, intolerances and the rapid increase in
conditions such as obesity and diabetes are shifting
the way people think about snacking. Being healthy is
becoming increasingly aspirational as consumers
struggle to control their health and become more
conscious about the food choices they make. This also
means that they are expecting food companies to be
part of the solution, not the problem.
65% of consumers consider being physically fit
and in good health to be a
sign of success or
accomplishment
New technologies Naturally good
DouxMatok is set to disrupt the sugar and
sweetener market by taking a lesson from
the pharmaceutical industry’s research in
targeted drug delivery.
It coats minerals with sugar, which keeps
most of it from being released until it hits
the sweetness receptor.
Developed for the on-the-go, well-being-
focused Millennial consumer – open to
discovery, adventure and authenticity.
No artificial ingredients or colors, no trans
fats and non-GMO. Feature bold regional
flavors
Large FMCG’s lost $18B in
share to smaller health driven
competitors in the past 4 years
© 102014
Instant Everywhere
Time is an increasingly precious resource and our
multitasking lifestyles are propelling a need for short-
cut solutions, as consumers expect products to
simplify their lives, and to be available and accessible
to them whenever they need through direct-to-
consumer, new formats and vending options. The
hectic pace of modern life has fuelled the evolution of
snacking and other on-the-go products.
Direct-to-Consumer New formats
“
66% of Consumers say:
“More and more, I am
looking for ways to simplify
my life”
Go Cubes are chewable coffee bites made with
real-brew coffee. 2 cubes provide the same
amount caffeine as one cup of coffee.
.
5 years since launch
Dollar Shave Club, led to a
drop in P&G’s NA share in
razors from 71% to 59%
In ‘17 the time saved by a food or drink product
proj. to become
a clear selling point
Global DTC sales of
FMCG products are
projected to top $130bn
within a decade
Final thoughts on embedding snacking or food trends
into your work
1. Leave the office…you will not find the next trends sitting at your desk
2. Follow “trend-leading” geographies, startups & consumer groups to know what can become mainstream in a few years
3. Look outside your industry for potential trends that might shape your category
4. Try to understand if it is a “trend” or a “fad”, and try to time-it right
5. Formally embed a “trends perspective” as one of the inputs into your strategic and new product pipeline planning
6. “Crash” two (or 3) trends together as a catalyst for new product development
Questions or feedback:[email protected]
