MITR
MARS ITR
CATEGORY VISION

The shopper is at the heart of our category vision. Everything we do is guided by our understanding of shopper needs and behaviour. And we believe it is just as important to listen to the non-shopper too.

By sharing shopper insight, we develop a fuller picture of shopper typologies. This helps us determine the strategies that will engage, influence and convince them, resulting in category growth. From low cost carrier travellers buying an impulse snack to business travellers buying a premium gift, we understand their needs and purchase motivations.

Our category approach focuses particularly on the four key purchase motivations that offer unique opportunities for growth –Snacking, Gifting, Gum and Sugar.  We support our retailer partners in addressing these motivations through a clear category approach. Offering merchandising that facilitates the purchase decision, supported by engaging and exciting theatre.
Within this approach we fully understand the need for value in the offer. But we go much deeper by supporting the retailer in developing a confectionery experience that fully reflects the customer’s needs. A confectionery experience that delivers stronger engagement and conversion.


With compelling category solutions we leverage the exceptional power and global appeal of the Mars portfolio. Including Snickers and M&M’s, the world’s top two confectionery brands.

MARS – we understand the customer, we understand the category, and we know how to bring the two together to drive performance.   

MITR
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