Milling & Baking News - November 17, 2020 - 11

Business

Mondelez research finds snacking
a 'lifeline' during COVID-19
Continued from Page 1

connect included making a snack together at 40%, giving a snack as a gift at 31%
or grocery shopping for someone who
could not go themselves at 29%.
More people mindfully snack when
they do so at home, according to the research. Sixty-six percent noted they have
more control over portion sizes at home.
Immunity-boosting snacks have become
top of mind, according to 56%. Positives
to eating snacks were a few moments of
peace at 64% and bright spots in the day
at 63%. The survey showed 53% said they
had bought nostalgic snack brands that
were popular during their childhoods.
When asked the emotions they experienced while snacking, the top two answers were comfort at 45% and relief/to
unplug at 35%.
" Findings from our State of Snacking
report reinforce the key role that snacking plays in the lives of global consumers, the growing importance of snacking
during 2020 and the moments of peace it
provides as individuals and families stay
home and continue to face challenges
brought on by the COVID-19 pandemic, "
said Dirk Van de Put, chairman and chief
executive officer of Mondelez International. " As we empower people to snack
right, we are proud of the role we play
in the lives of consumers everywhere by
delivering sources of comfort, connection
and community that are difficult to find
in this year of isolation. "
Virtual snack shopping has increased
as well: 47% of respondents said they
have started to buy snacks online more often than they do in store or offline. While
77% said shopping for snacks online was
easier than they thought it would be,
69% said they plan to keep shopping for
snacks online once the pandemic is over.
Groups more likely to say they preferred to eat small snacks during the day
as opposed to a few large meals were
millennials at 70%, people working from
home during the pandemic at 67%, people in developing countries at 67% and
people who make health a priority at
63%.
The trend of snacking at home could
last as 58% said snacking will be part of
the " new normal " after COVID-19 ends
and 64% said they plan to continue eating small snacks throughout the day and
have fewer large meals.
Creating human connections
Mondelez International explained its
new " humaning " marketing strategy as
bakingbusiness.com / world-grain.com

no longer marketing to consumers but
creating connections with humans.
" We intend to apply the 'humaning'
approach to all that we do at MondelÂµz
International, both internally and externally, " said Martin Renaud, global chief
marketing officer for Mondelez International. " Snacking is all about forming connections with other people over

unusual year. We want to make brands,
campaigns, initiatives and a culture of
'humaning' that truly connects with consumers as people and genuinely has an
impact on the world around us. "
" Humaning " happens when storytelling becomes story-doing, according to
Mondelez, which gave Oreo, Cadbury
Dairy Milk and Cocoa Life as examples.
Oreo has partnered with PFLAG, an
organization for lesbian, gay, bisexual,
transgender and queer (LGBTQ+) people,
to create a #ProudParent platform that

Emotions experienced while snacking during the pandemic

45%
Comfort

35%

31%

28%

26%

Relief/ Craving Boredom Reward Reflection
to unplug

24%

22%

Stress Connection Anxiety

11%
Anger

Source: Mondelez and The Harris Poll

the snacks (consumers) enjoy. People
are craving connection and a human
experience from brands, particularly
in what has proven to be an incredibly

SNACKING

actions taken to connect
with others
40%

Made a snack with others
in your household

39%

Eaten a snack to celebrate a
special occasion

31%

Gave a snack as a gift or treat
to a family member or friend

29%

Grocery shopped for someone
who could not go themselves

21%

Eaten a snack to remember someone
when you couldn't see them

19%
17%

Shared a snack virtually with someone

17%
23%

Donated food to your community

Had a " bring your own " dinner/snack
gathering so everyone could enjoy
their food together while socially
distanced

No, I have not done anything with
snacks/food to connect with others
in the last six months

Source: Mondelez and The Harris Poll

seeks to make the world a more accepting, affirming and compassionate place
where all families belong. The platform
made its debut in June. Oreo and PFLAG
in October released a film called " Proud
Parent. " Oreo also released limited-edition #ProudParent Oreo Rainbow cookies
to reward the acts of those allied with the
LGBTQ+ community.
Cadbury Dairy Milk under a campaign
called " Donate your words " removed
words from chocolate bar packaging and
donated 30p of each chocolate bar to Age
UK, a charity based in the United Kingdom. Since the campaign began in 2019,
Cadbury Dairy Milk has donated more
than Â£530,000 ($730,000) and sold more
than 1.1 million " Donate your words "
chocolate bars. Cadbury Dairy Milk encouraged people to donate their words by
reaching out to older people in their communities. An estimated 1 million people
have done so.
Cocoa Life tackles the challenges
that cocoa farmers face such as climate
change, gender inequality, poverty and
child labor.
Mondelez said its internal diversity
and inclusion goals and initiatives reflect
" humaning, " too. The company in 2021
will become a member of Unstereotype
Alliance, a platform that seeks to eradicate harmful stereotypes in media and
advertising content, and a member of the
Free The Work initiative, a talent-discovery platform for advertisers to connect
with underrepresented creators. MBN
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Milling & Baking News - November 17, 2020

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