Page 13 - FPM May 2025

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.
www.foodprocessingbazaar.com