Mars Wrigley, an iconic company with over a century of history, continues to evolve and innovate, particularly focusing on the newest generation of consumers—Gen Z. At the recent Sweets & Snacks Expo, Mike Gilroy, VP of Trade Development and Sponsorship at Mars Wrigley, shared insights on how the company is strategically growing its portfolio and engaging with Gen Z.
Key Strategies and Insights:
Consumer and Shopper Obsession:
Mars Wrigley is deeply committed to understanding consumer behavior. The company gathers extensive data and insights globally to comprehend what, why, and how consumers are buying their products.
This data-driven approach ensures that Mars Wrigley stays relevant and responsive to consumer trends and preferences.
Gen Z Focus:
Gen Z values experiences, authenticity, and purpose-driven brands. They seek diverse product formats, tastes, textures, and enjoy nostalgic novelties.
Mars Wrigley has launched innovative products like M&M’s Peanut Butter Megas and Peanut Butter Minis, Skittles Littles, and Hubba Bubba Mini Gum, designed to appeal to Gen Z's preferences for fun and nostalgic items.
Product Innovation:
New product introductions, such as Hubba Bubba Mini Gum in Skittles Original Flavors, have been recognized as some of the most innovative at the Sweets & Snacks Expo.
The company is also enhancing its gummy product lines, including Starburst Gummies and Skittles Gummies, which are popular among Gen Z consumers.
Nostalgia and Fun:
Emphasizing nostalgia and fun in their products, Mars Wrigley caters to Gen Z’s desire for experiences that connect them with the past while offering new, exciting formats.
The expansion of the Orbit White line with the new Sweet Mint flavor and innovative product formats contributes to this strategy.
Seasonal and Micro-Moments:
Mars Wrigley is also focusing on seasonal variety packs with different bag formats and price points to encourage more micro-moments of candy sharing beyond traditional holidays.
This approach aims to integrate candy consumption into everyday moments, enhancing brand engagement and consumer enjoyment.
Foodservice and Ice Cream:
Differentiating through foodservice and ice cream, Mars Wrigley aims to capture more consumer attention and provide varied product experiences.
Conclusion:
Mars Wrigley's strategic focus on Gen Z involves a blend of deep consumer insights, innovative product development, and a keen understanding of this generation’s values and preferences. By embracing nostalgia, offering diverse and fun product formats, and focusing on micro-moments and everyday experiences, Mars Wrigley continues to grow its portfolio and maintain its relevance in the ever-evolving confectionery market.
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