Snacking made right: How Mondelēz uncovers new occasions and needs for snacking success

Room 1 | 12:00 pm - 12:30 pm | Monday, March 27, 2023

At Mondelēz, snacking occasions are a really big deal – and understanding snackers is a full-time obsession. The maker of Chips Ahoy, Triscuit, Oreo and dozens of other A-list snack brands focuses year-round on deepening its connections to consumers and to delivering new treats that snackers don’t even know they want.

Through a customized 360-degree approach to segmentation, GfK is working with Mondelēz to unlock new, occasion-led opportunities in the snack category. The teams are bringing together snacking preferences and behaviors, personal values, food and health attitudes and other insights to reveal how Mondelēz can make its current buyers even more satisfied, anticipate emerging needs and position itself to create the next classic snack brand. 

Key takeaways:

  1. Why occasions and needs matter for the snack industry – and how demand spaces help.
  2. How to leverage the richness of data from a variety of sources to serve brand objectives.
  3. How to marry demand spaces and consumer segmentation learnings to fuel brand growth.
  4. Why democratizing data organizationally is essential to unlocking these occasion-driven opportunities.

Join GfK and Mondelēz to learn how this breakthrough work is taking shape – and how it can inform your marketing and product development.

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