Fadi Abi-Nader, VP, One Demand, Global Emerging Markets, Mars Wrigley, discusses what is trending in GEMs and how Mars Wrigley pivots to fit consumer demand.
What regions fall under Mars Wrigley’s Global Emerging Markets (GEM), and why are they crucial for the company’s growth?
Mars Wrigley’s GEM encompasses a diverse range of over 130 markets, including the Middle East, Mexico, Brazil, India, Egypt, and Australia. These regions are home to 65% of the world’s population and are integral to the company’s growth strategy. According to Fadi Abi-Nader, Vice President of One Demand, Global Emerging Markets at Mars Wrigley, these markets are pivotal as they represent dynamic and vibrant economies with a significant potential for future growth in the snacking sector. The company estimates that over 75% of future growth in the snacking category will originate from these areas, driven by urbanisation, increasing affluence, and a growing aspiration for global brands.
Can you describe Mars Wrigley’s current presence and infrastructure in these GEM markets?
Mars Wrigley has established a robust presence in GEM markets, employing 6,500 Associates and operating 14 factories. The company’s brands, such as M&M’s, Snickers, MARS, Galaxy/Dove, Skittles, Twix, Maltesers, Extra, and Doublemint, are among the most recognised and beloved in these regions. These brands enjoy some of the best market shares globally, reflecting their strong consumer appeal. The company’s deep-rooted presence spans both mature businesses and emerging frontier markets within the GEM geography.
How does Mars Wrigley implement its purpose-led approach in GEM markets, particularly concerning community support?
Mars Wrigley is committed to implementing a purpose-led approach across its operations in GEM markets, focusing on community support and sustainability. One notable initiative is Project Maua in Kenya, which employs the ‘Economies of Mutuality’ (EoM) approach. This project aims to enhance the incomes, well-being, and community trust of micro-distributors in economically disadvantaged or less accessible areas, while simultaneously expanding the distribution of Wrigley gum products. Additionally, the Thriving Lives programme in India and Mexico targets the needs of small, often family-run businesses, known as mom-and-pop stores. This pilot programme provides training in business concepts and digitalisation, and improves access to credit for working capital, thereby enhancing income and life satisfaction for around a million business owners and their families across emerging markets.
What are the key factors that Mars Wrigley considers when catering to the diverse consumer needs in GEM markets?
Mars Wrigley understands that a one-size-fits-all approach does not work in the diverse GEM markets. The company places a strong emphasis on cultural relevance, adapting its products and services to meet local tastes and preferences. For instance, in Mexico, Mars Wrigley leverages the popularity of spicy and savoury flavours, a trend that is also significant in other regions like India and parts of Asia. The company explores innovative flavour combinations such as ‘swicy’ (sweet and spicy) and ‘swalty’ (sweet and salty) to align with local consumer preferences. This approach ensures that Mars Wrigley’s offerings resonate with the evolving lifestyles and tastes of consumers in these markets.
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Hannah Larvin
Editor, International Confectionery
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