Confectionery heavyweight Mars Wrigley is doubling down on Gen Z, a generation reshaping wellness through fun, indulgence, and digital connection.
Gen Z snacking culture
The firm sees the Philippines as one of Asia’s growth engines for the next decade due to the country’s young population.
“Filipino consumers spend an average of just US$6.9 per capita on confectionery, compared to a global average of US$28.4 – that gap represents tremendous headroom for growth. Adding a median age of 25.7 to that, it is clear that the market is shaped by Gen Z and millennials who are fun, curious, and impulse-driven snackers,” Regional General Manager for Mars Wrigley Asia, Kalpesh Parmar, told us.
Among younger Asians, confectionery is no longer just a treat – it’s part of how they express identity and experiences.
“For Gen Z, snacking isn’t just about taste – it’s about experiences that feel authentic, fun, and true to their values. That’s why we’ve leaned into campaigns that bring our brands to life in ways that connect personally,” added Parmar.
Recent initiatives such as M&M’s partnership with rising K-pop group ILLIT exemplify this approach. The “M Dance Challenge” invited fans across Asia – including South Korea, Malaysia, Philippines, Thailand, and Singapore – to join in playful, authentic moments that mirror Gen Z culture.
“To succeed, it’s not enough to spot trends. What matters is staying a step ahead and ensuring our innovations resonate with what consumers want,” said Parmar.
This requires tapping into the potential of high-growth digital ecosystems.
Navigating the digital age
Mars Wrigley’s research shows that approximately 70% of transactions will be digital by 2028, with markets like Indonesia, Vietnam, and Thailand leading the way.
“In the Philippines, we’re tapping into this momentum with campaigns not only through partnerships with Foodpanda, Grab, and TikTok, but also through campaigns that live where consumers spend their time online,” said Parmar.
The “My CompleMint” Valentine’s Day campaign for Doublemint tapped into pop culture by featuring celebrity couple Marven (Marco Gallo and Heaven Peralejo), turning everyday gum moments into stories of connection and confidence shared widely online.
“We created a lighthearted and relatable story that resonated with young Filipinos. Shared widely across social media, digital platforms, and in-store activations, it showed how even everyday gum moments can become powerful expressions of connection and confidence,” Parmar explained.
Similarly, the #SNICKERSwithMINGYU photo contest in Malaysia encouraged K-pop fans to post with store standees for a chance to meet Mingyu in Kuala Lumpur – blending digital engagement with real-world excitement.
This blend of digital partnerships and culturally resonant storytelling shows how snacking can be redefined for the digital generation.
Parmar added that the younger generation are conscious consumers who prioritise overall wellness – a key area that Mars Wrigley plans to focus on going forward.
Focus on wellness
The firm offers options that are designed to appeal to health-conscious consumers while delivering indulgence at the same time.
“Globally and in Asia, we are seeing more consumers seeking for balance in their snacking. As such, we have introduced other permissible products like the half-sugar, dark chocolate almond Snickers bar, and KIND bars, which are nutrient-dense, with fewer than 200 calories and 12 grams of sugar,” said Parmar.
He also revealed that the gum series will place greater emphasis on oral and mental health, as chewing sugar-free gum can offer proven oral health and wellness benefits.
“Our research has shown that gum is increasingly having a bigger role to play in wellness,” said Parmar.
“These benefits are recognised and supported by the FDI World Dental Federation and nearly 20 national dental associations worldwide.”
Beyond supporting oral health, chewing gum can help improve focus and alertness by stimulating the brain, while the burst of freshness offers an instant lift. It can also create confidence and offer small moments of joy – from freshening one’s breath to the simple fun of blowing a bubble.
Extra is positioned as a sugar-free gum for oral and functional benefits while Doublemint focuses on its signature freshening flavour. In Vietnam, Hubba Bubba – known for its soft chewiness and iconic bubbles – delivers the fun and playful side of gum.
“Each brand plays a distinct role in how we deliver both wellness and enjoyment,” Parmar explained.
“That’s how we see the future of gum in wellness: a simple product that can deliver meaningful benefits, from oral health to emotional wellbeing, while still keeping the fun and joy that chewing gum has always been about.”
The firm also continues to roll out new flavours to keep consumers engaged.
Flavour innovations
Flavour innovation remains a core growth lever for Mars Wrigley, driven by South East Asia’s strong preference for refreshing mint and herbal notes.
The Eclipse brand now includes herbal mint variants such as loquat pear and honey lemon, while Cool Air gum in Vietnam and Doublemint blueberry in Malaysia cater to consumers’ demand for novelty, engaging both loyal and new customers at the same time.
Recent launches like Skittles Gummies highlight how the firm is expanding into “chewing experiences” that merge novelty with familiarity – a strategy to keep consumers engaged and brands top-of-mind, said Parmar.
