Mars is working towards developing heat-resistant chocolate by replacing cocoa butter with a sugar replacer with a higher melting point to prevent their products from melting in Southeast Asian markets.
Mars is focusing on markets like the Philippines, Vietnam, and Indonesia to capitalize on the growing treats and snacks category, with the goal of doubling their snacking division's revenue to $36 billion within a decade.
Future Market Insights predicts Indonesia's chocolate confectionery market to grow at a compound annual rate of 7.2% through 2034, driven by urbanization and exposure to Western lifestyles, making it a key target for Mars.
Consumers in Southeast Asian markets like Indonesia, the Philippines, and Vietnam are demanding frequent content on live-shopping and e-commerce platforms, emphasizing the need for Mars to engage rapidly with their target audience.
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