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13                                                CONFECTIONERY                                                          May 2025
            Food Processing News Today
     Mondelz International state of snacking survey: Global                        KitKat's 'Break Better' campaign

     consumers seek more intentional opportunities to indulge                      strikes a chord with consumers

               o n d e l ē z   countries.  The  2024  survey   to  find  quiet  moments  to   Nestlé's  KitKat  brand  has   to break-free' song title.
               International,   findings  show  snacking   themselves – a 9% increase   placed  second  in  Kantar's   "This is a great recognition for
     MInc.  releases           remains a cost-effective way   from the previous year.
                                                                                   2025  Creative  Effectiveness   KitKat's  first  truly  global
     new  findings  on  consumer   for consumers to have a bit of   * I   D e s e r v e   a   Tr e a t :    Awards  for  the  TV  category.   campaign and a confirmation
     attitudes toward indulgence   satisfaction  in  their  daily   Consumers are seeking more   Selected based on consumer   that  our  new  creative
     from the sixth annual State   lives.  This  may  explain  why   occasions  to  indulge,  with            approach  works,"  said
                                                         many focusing on indulgence   research,  the  awards
                                                                                   celebrate the previous year's   Corinne  Gabler,  Head  of
                                                         t o   e n h a n c e   o v e r a l l
                                                                                   most  creative  and  effective   Confectionery  at  Nestlé.  "It
                                                         emotional  well-being.  80%
                                                                                   ads  of  the  thousands  tested   showcases  the  power  and
                                                         agree  they  use  snacks  to
                                                                                   globally  by  Kantar,  an   c r e a t i v i t y   o f   K i t K a t ,
                                                         treat  themselves  after  a
                                                         productive day.           international market research   demonstrating  our  ability  to
                                                           “Indulgent  snacking  is  the   company.  With  the  award,   e n g a g e   f u r t h e r   w i t h
                                                                                   KitKat's  'Break  Better'   consumers and continue the
                                                         perfect  expression  of  'little
                                                         treat culture' – a convenient   campaign  is  recognized  as  a   b r a n d ' s   e x p a n s i o n
                                                                                   world-class  example  of   worldwide."
                                                         and comforting escape from
                                                                                   creative effectiveness. Kantar   The advertising campaign was
                                                         day-to-day  routines,”  said
                                                         Melissa  Davies,  Senior
                                                         Manager,  Global  Insights  &
                                                         Trendspotting  at  Mondelēz
     of Snacking™ report, a global   appetite  for  cookies  and   International.
     consumer  trends  study   biscuits  is  rising  with  the   “People  see  snacking  as  a
     examining  how  consumers   percentage  of  global   well-deserved  reward  and
     make  snacking  decisions.   consumers who eat biscuits   way  to  unwind  after  a  long
     Overall,  indulgence  and   and/or cookies at least once   day.”
     treating remains at the fore   per  week  increasing  5%  in   Mondelēz  International
     of  the  snacking  category,   the last year.       continues  to  lead  the
     with  most  consumers     *Emphasis  on  Enjoyment:   snacking industry in adapting
     snacking as a treat or reward.  When choosing an indulgent   to  these  evolving  consumer
     Developed  in  partnership   snack,  76%  of  consumers   preferences  and  working  to
     with  The  Harris  Poll,  the   agree they would rather take   ensure  that  every  snack
     State  of  Snacking  survey   time to enjoy it than focus on   provides  an  opportunity  for
     tracks  snacking  behaviors   the ingredients.      connection and mindfulness   experts  have  praised  the   featured  on  TV,  video  on
     a m o n g   t h o u s a n d s   o f    *Taking A Moment: 81% of   while  prioritizing  consumer   campaign for its skillful use of   demand, out-of-home, social
     consumers  across  12     consumers agree they snack   desires.               humor  and  compelling     media, and in stores across 60
                                                                                   storytelling  to  convey  its   c o u n t r i e s   w o r l d w i d e .
     India may export up to 8 lakh tons of                                         message.                   Collaboration  with  creators

                                                                                   Building  on  the  iconic,   and influencers, who showed
     sugar this season: Sanjeev Chopra                                             decades-old  tagline,  'Have  a   how interruptions come up in
                                                                                   Break,  Have  a  KitKat,'  the
                                                                                                              their own lives, was also key
                                                                                   latest campaign is based on a   t o   c o n n e c t i n g   w i t h
        ndia, the world's leading   lakh  tonnes  in  the  2024-25   tonnes  is  at  ports  for
        sugar producing country,   season ending September, a   shipment,  a  senior  food   global  consumer  insight  1   consumers.
                                                                                   that  we  live  in  a  world  that   Intensifying the marketing of
     Imay export up to 8 lakh   top government official said.  ministry official said.
     tonnes of sugar, lower than   So  far,  the  country  has   A d d r e s s i n g   a   p r e s s    demands  our  constant   Nestlé's biggest brands
                                                                                                              As  part  of  Nestlé's  growth
     the  permitted  quota  of  10   shipped  3  lakh  tonnes  of   conference,  Food  Secretary   attention and how difficult it
                               sugar  and  about  60,000   Sanjeev Chopra said, "We will   is  to  switch  off  and  have  a   plan,  the  company  is
                                                         export 8 lakh tonnes out of   proper break.          expanding  its  biggest,  most
                                                                                   In  the  advert,  which  was   profitable  brands  and
                                                         the total quota permitted."
                                                         The  food  ministry  has   adapted  for  different   increasing its advertising and
                                                         estimated  a  total  sugar   countries across the globe, an   marketing of those brands by
                                                         output of 26 lakh tonnes in   employee  is  bombarded  by   9%  of  sales  by  the  end  of
                                                         the ongoing 2024-25 season   emails, messages, and video   2025.  KitKat's  'Break  Better'
                                                         and  much  of  it  has  already   calls, illustrating how the fast   campaign is part of this plan.
                                                         been produced by mills.   pace  of  work  can  be    The  brand's  first  global
                                                         The  country  had  restricted   suffocating.  However,  when   campaign  is  co-owned  by
                                                         exports  entirely  in  the   opening a KitKat, the person   Nestlé central and in-market
                                                         previous 2023-24 season due   is  finally  able  to  disconnect   teams  in  order  to  better
                                                         to domestic supply concerns.   and  enjoy  a  genuine  break,   leverage  best  practices  and
                                                         In January, the exports were   without  interruption.  The   efficiently deliver high-quality
                                                         permitted  for  the  current   v i d e o s   f e a t u r e   l o c a l    digital  assets  at  scale,  while
                                                         season.                   celebrities  and  rock-band   allowing for local adaptation
                                                                                   Queen's well-known, 'I want   and amplification.
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