Unlocking Category Growth Through Demand-Centric Insights

"Is your strategy truly centred around customer needs to unlock untapped market potential, make assertive portfolio choices and maximise brand impact?"

The Challenge

In 2015, Mondelēz sought to identify growth opportunities in the Latin American snacking market, starting with the Brazilian biscuit category.

With a fragmented market and shifting consumer preferences, the challenge was to identify the right demand spaces to target, focusing on a clear growth strategy for brands like Oreo, Lacta Cookies, and Milka Cookies.

The Solution

Leading the global Demand-Centric Growth (DCG) pilot, a comprehensive segmentation strategy was designed to map consumer demand spaces.

Focusing on the "Joyful Family Time" space, key consumption drivers were identified, such as families seeking "fun" and "good times" during shared snacking occasions.

Oreo, despite its brand recognition, lacked a clear position in this space. Its positioning was revamped to target family moments, emphasising shared fun and high product quality. Key innovations included playful flavours, seasonal offerings, and a harmonised packaging design to enhance brand equity.

The Results

The strategic repositioning of Oreo led to an 8% revenue uplift in the biscuit category. Additionally, leveraging DCG insights, an innovation pipeline was created, identifying USD 170 million in additional revenue opportunities over three years. This involved expanding the portfolios of Oreo, Lacta Cookies, and Milka Cookies across Latin America.

Business Impact

By focusing on data-driven, consumer-centric insights and aligning products with consumer needs, Mondelēz successfully strengthened its market presence, increased revenue, and optimised its product portfolio.

The Demand-Centric Growth approach provided a scalable framework that not only drove growth but also informed long-term innovation strategies across multiple categories.

* Results have been altered due to confidentiality.