A Missing Ingredient in the Snack Food Strategy

The president of Snacking Global at Mars, Andrew Clarke, recently spent time chatting with The Wall Street Journal. He talked about innovation and new directions for the company’s snack portfolio. It was an interesting conversation, but something critical was missing. After listening closely, I noticed a glaring absence: a deep exploration of why people actually snack in the first place.

I have consulted with Mars for decades. Their research has always been some of the most intelligent and creative work in the food industry. They have explored physiology, biochemistry, sports nutrition, and dental hygiene with remarkable diligence. So it was surprising to hear an interview about snacking that did not dig into the core human drivers behind the behavior.

This oversight is not unique to Mars. Many food brands are currently facing declining profitability. Companies that prioritized snack lines over core products are feeling the pinch. Weight loss drugs and changing attitudes toward processed foods are reshaping the market. Campbell Soup and PepsiCo are both feeling the pressure. The answer is rarely more advertising. Brands need a more disciplined understanding of what people now need, value, and are willing to choose.

The Universal Framework for Why People Snack

Years ago, Mars developed a psychological and physiological framework for understanding why people eat. This work, created with input from anthropologists and behaviorists, broke down the reasons into two broad categories. These are universal needs, and understanding them is still critical for building strong brands.

Physiological needs are fairly straightforward. The basic drivers are hunger, nourishment, and energy. Hunger can be pre occupying, like the kind that stops you from finishing a task (think of the classic Snickers advertising). Or it can be light, like a quick nibble or a fridge raid. Nourishment is about getting essential nutrients. Energy is about sustaining physical performance over time or getting a quick lift.

Psychological needs reflect a broader perspective. These needs fall into two main categories: needs related to time and needs related to pleasure. Brands do not connect with consumption occasions alone. They connect with people and the needs, tensions, rituals, and rewards that shape their behavior.

Time and Pleasure as Snack Drivers

Let’s look at the time based needs first. A break is a moment of relaxation, like enjoying a Kit Kat. An enhancement is about improving or intensifying an occasion, like having a snack while watching a movie. An extension reflects how a food can stretch out an experience, making it last longer.

Pleasure based needs divide into belonging and indulgence. Belonging is a powerful universal need. Food plays a critical role in family gatherings, group events, and social rituals. Indulgence has several modes: treat, reward, or escape. A brand like Bounty used escape as a core benefit, offering a moment of tropical escape through its flavor.

This framework reminds us that marketing still succeeds or fails on behavior change. Understanding these universal needs helps brands create products and messages that resonate on a deeper level. If you are looking to build a business around these insights, you might want to explore my Affiliate Marketing course. It covers how to identify and target specific human needs to drive online sales. Alternatively, you can work with a team that provides website design, search engine optimization, and digital marketing services with the famous trainer Nehme Sbeiti to build a brand that truly connects with people.

Food Design and the Role of AI

Mars also invested heavily in food design. Height, mouth feel, chewiness, and time of day food needs all have a huge impact on how we feel when we eat. These product specs can determine whether a snack feels satisfying or simply empty.

We now have a newfound love for AI, but we must not overlook the human needs that drive our attitudes and behaviors. AI can analyze data and identify patterns, but it cannot replace the foundational understanding of what makes people tick. Brands need the actionable insights that come from studying the human users who create brand value.

A Forward Looking Insight

The companies that will thrive in the coming years are those that remember the basics. Organizations exist to meet human needs. Revenues and profits follow when people believe a brand meets those needs better than the alternatives. The brands that succeed will not just sell snacks. They will sell breaks, enhancements, moments of belonging, and small indulgences. They will sell energy, nourishment, and even escape. That is the real secret to building a brand that lasts.