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Mars Wrigley’s AMEA Strategy: Affordable Premiumisation, Wellness, and Local Flavours

  • Writer: PYD
    PYD
  • Feb 28
  • 2 min read



As snacking habits evolve across Asia, the Middle East, and Africa (AMEA), Mars Wrigley is responding with affordable premiumisation, holistic wellness, and localised flavours. With 41% of consumers eating fewer traditional meals and 81% shifting their snacking choices, the company is aligning its portfolio to health-conscious, culturally resonant, and accessible indulgence options.



Insights & Strategic Moves

  • Affordable Premiumisation & Smaller Formats

    • Consumers in emerging markets are willing to pay for premium experiences, especially those tied to cultural and emotional value.

    • Smaller, affordable premium packs (e.g., Snickers, Galaxy/Dove sharing bags) cater to the rising middle class.

    • Growth of indulgent, high-quality chocolates and gourmet snacks reflects a shift toward experiential eating over material purchases.


  • Health & Wellness Integration

    • Expanding better-for-you snacks, including:

      • Half-sugar dark chocolate Snickers

      • KIND bars under 200 calories

      • More nuts and fruit-based innovations

    • Functional benefits in gum products (e.g., Orbit, Extra) positioned for stress relief, mental focus, and mindfulness.


  • Localised Flavours & Cultural Relevance

    • Demand for traditional and fusion flavours is rising in fast-growing emerging markets like India and Mexico.

    • Introduction of "swicy" (sweet & spicy) and "swalty" (sweet & salty) flavours:

      • Pistachio Snickers (India)

      • Chilli-infused Skwinkles (Mexico)

    • Leveraging nostalgic and modern interpretations of heritage flavours to deepen consumer connections.


Future Outlook

Mars Wrigley’s strategy of accessible indulgence, functional wellness, and flavour innovation aligns with emerging market trends, positioning the company for sustained growth in diverse AMEA markets.


By balancing premiumisation, health-conscious snacking, and local flavour innovation, Mars Wrigley is reshaping snacking culture in AMEA, catering to consumers seeking affordable luxury, better nutrition, and familiar yet exciting flavours.


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