Mondelez knows a thing or two about your snacking habits.

Including a thing or two YOU might not even know yourself.

They’ve been watching how weight loss drugs like Ozempic are changing what people buy.

They’re studying why you load up on untested products at Costco because some girl on TikTok said they’re SO AMAZING!!!

This isn’t your old-school market research.

The snack giant (think Oreos, Ritz, Wheat Thins, that kind of giant) sees two distinct types of buyers emerging: those seeking healthier options with “intentional indulgence,” and those who just want pure delight.

And they’re not picking sides.

Instead, Mondelez is using data to spot micro-trends BEFORE they turn into big ones.

Like how GLP-1 medications are likely to drive demand for protein-rich snacks.

Or how social commerce is making people bulk-buy products they’ve never even tried.

It’s tank brain thinking at scale. While their dog brain might push to loyally defend existing products, they’re letting data guide their innovation.

Think about what this means for the future of snacking:

• New protein-focused variants of classic treats
• Package sizes that match changing consumption patterns
• Claims and certifications we haven’t even thought of yet
• Products designed specifically for social media discovery

I know, right? It’s wild.

But perhaps wildest is how they’re watching personalization trends. As we gain more insight into our own health data through apps and wearables, we’re demanding snacks that match our specific needs.

That’s becoming possible now.

It’s a massive shift from the old “one size fits all” approach to product development.

Action for today: Look at your product analytics in a different way. Instead of tracking what’s selling today, search for behavior shifts on a broader level that might signal tomorrow’s needs. How are GEN Z preferences and influences going to change things for you?

Want help spotting emerging trends in YOUR market? Let’s talk about turning data into product innovation — hit that reply button!

Laurier

Product Payoff: When Mars saw early data showing growing demand for plant-based treats, they quietly developed vegan chocolate while other huge competitors scoffed at the trend. Today their Galaxy vegan bars OWN the category in the UK.