Second Lifers today represent the world’s most affluent age cohort. Their contribution to global consumption is massive – mature consumers are projected to spend close to $15 trillion USD by 2030.
continues to evolve,” explains Hahn. “Looking for snacks in-store or online, consumers want a consistent, seamless experience across multiple touchpoints, including digital and e-commerce.” Hahn shared her expertise in these areas with an address on “Omnichannel: How to Drive Online Experiences and Revenue.” With more than 20 years of experience in consumer packaged goods companies, Hahn discussed strategies for creating the optimal consumer experience that prioritised cohesive consumer engagement across channels. Hahn’s presentation drew on key learnings from Mondelēz’s previously announced investment of $1 billion to become the digital snacking leader by 2030 – leveraging data to better inform the company of consumer behaviours and translate these insights into action. With online shopping becoming the norm, convenience and accessibility were driving forces behind
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snacking trends. The company’s annual State of Snacking report revealed the importance of digital experiences in today’s snacking sector, with consumers increasingly engaging in online research (62%) and on social media (50%+) to discover new snacks. The message was clear -- snacking remained a consistent daily ritual, and Mondelēz continued to innovate and meet consumers where they are to engage. Accordingly, as part of this year’s Expo, Mondelēz showcased innovation and tasty new collaborations designed to surprise and delight consumers while staying a step ahead of emerging trends. While the company’s iconic brands have been around for decades, Mondelēz continued to innovate each year, propelling fresh consumer interest, building on brand loyalty and fostering growth. The OREO brand teamed up with the SOUR PATCH KIDS brand for an unexpected mix of iconic brands to create
the ultimate sweet and sour combination. Available now, Limited Edition Sour Patch Kids flavoured OREO cookies with sour sugar inclusions in the crème brought an amazing sweet yet sour cookie pairing, together with an exclusive line of special merchandise for consumers to enjoy. “The opportunity to partner with our friends at the OREO brand to create a twist on a classic cookie was one we just couldn’t pass up,” shares Grace Howard, SOUR PATCH KIDS Innovation Brand Manager. “We are always looking for unique product innovations and there’s nothing better than a mashup between two of our iconic brands. We know that consumers today are seeking out novelty flavour and texture combinations from their snacks, and we are excited to see the reaction from our many fans.”
Read the full State of Snacking: Future Trends report here.
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