According to Thomas Centeno, vice president of strategy and commercial excellence at Mondelēz AMEA, the majority of in-store sales are influenced by the digital realm.
“The increasingly tight connection between online digital experiences and offline snack options is an important trend to note.”he said FoodNavigator-Asia.
“Consumers are turning to social media platforms and other digital channels to find snacks. [our internal studies have shown that] 86% of them buy snacks in-store after seeing or hearing about them online.
“Recognizing this, we are focused on making this experience more enjoyable by presenting consumers with tailored recommendations based on their past snack purchases and personalized packaging. ”
More sophisticated consumer demands, such as personalization, are likely to become more widespread based on the experiences they enjoy online, and demand for more sustainable products will also increase.
“Consumers are increasingly willing to pay a premium for sustainability. Nearly 75% of consumers in the region are willing to buy snacks to offset the environmental impact of making them. It turns out that we pay a small carbon tax.”he added.
“[This is significantly more] We see that APAC consumers consider this an important factor, compared to the global average of 61%.
“Most consumers are taking action to reduce snack packaging and are seeking biodegradable packaging and other solutions beyond recycling.”
However, given the economic and inflationary pressures facing most Asian markets, this appetite is likely limited. Nevertheless, Mondelēz is confident that this will not have an impact on the snack industry as a whole, given continued consumer demand for these products.
“We are confident that our core categories of chocolate and biscuits will remain resilient in the current economic climate.” [despite] It's a volatile environment, as it has been historically. ”he said.
“[We have already seen that] This year's snacking trends have been resilient even in turbulent times – inflationary pressures haven't stopped eight out of 10 consumers from finding room in their snacking budget, and most people are They see it as a way to distract themselves from the problems and challenges they are currently experiencing.
“Like all companies, we are weathering cost inflation to provide consumers with affordable snacking options.”
Learn to snack consciously
Mondelez has been promoting the message of 'mindful snacking' at a global level for many years and believes that consumers are increasingly embracing this idea based on their purchasing choices.
“While we already know that snacking is considered essential, 84% of consumers are also selective about the indulgent snacks they choose. ' This shows that they are starting to develop the habit of '.Centeno said.
“[This means that] They are becoming more informed about their snack choices, portioning snacks before eating and checking nutrition labels on snacks before purchasing. ”