Retail / news
Mondelēz turns to everyday micro-occasions to lift digital commerce
Mondelēz International is looking past major calendar events and building products around smaller, everyday shopping occasions as it pursues digital commerce growth, a senior executive said at the Retail Asia Summit 2026 in Singapore.
The snacking group's global digital commerce excellence lead, Kenneth Lau, told the Singapore summit that the company began deliberately looking beyond what he described as tentpole events in the calendar in order to chase micro-occasions instead.
Traditional planning has centred on big dates such as Chinese New Year, Valentine's Day and Diwali, Lau said, but smaller occasions open up additional room for growth in online retail.
One example he gave was a snacking box built around an evening at home, when families or friends gather to watch a film. The pack was positioned for that specific use case rather than as part of a general grocery basket.
Lau said the shift also changes the way shoppers search online, with queries becoming far more specific. He pointed to searches such as afternoon snacks for children, snacks that fit a lunchbox, and picnic snacks as the kind of intent brands can design against.
The approach means pack formats and price pack architectures can be developed around particular consumer needs and shopping occasions rather than around the seasonal calendar alone.