Marketplace knowledge

Turning insights into innovative new products

Our breadth of experience across a wide variety of food categories gives us a unique perspective on the trends and preferences that are driving consumption. We use these valuable insights to help our customers improve existing products and develop new products that capitalize on emerging opportunities and add to their sales. To learn more about the snacks and cereals categories, read on.

Taste rules

According to NPD Group, enjoying great flavor is still consumers’ number one reason for snacking. In fact, IRI reports that 63% of consumers are more likely to eat what tastes good versus what’s good for them. But they are looking for new taste experiences, such as bold and exotic flavors, crunchier and thicker textures, and “opposite” flavor combinations such as sweet-and-salty and crunchy-and-chewy.

Spending smarter

With elevated food prices and an uncertain economic outlook, consumers are “trading down” by eating more at home and concentrating on low-frills shopping. Though private-label products are gaining ground on brands and snack purchases are dipping at convenience stores and in vending, branded cereal consumption is way up.

Conscientious consumption

This movement is growing beyond merely purchasing increasingly popular “natural” and “organic” products, to include such things as “buying local.” Snack and cereal manufacturers are responding by using more sustainable production methods (e.g., limiting CO2 emissions) and minimizing “food miles,” donating a portion of profits to certain causes, and using recyclable and/or less packaging to reduce impact on the environment.

The new wellness

Consumers are skipping more meals, so they’re snacking earlier in the day and seeking healthier and “meal-like” functional benefits from their snacks. They are looking for “real food” (less processed) as well as snack and cereal options that deliver on newer benefits such as, digestive health, zero trans fats and energy boosts. However, classic features such as reduced sugar and calories and whole-grain or high-fiber nutrition still have a large audience.


Some Cargill products are only approved for use in certain geographies, end uses, and/or at certain usage levels. It is the customer's responsibility to determine, for a particular geography, that (i) the Cargill product, its use and usage levels, (ii) the customer's product and its use, and (iii) any claims made about the customer's product, all comply with applicable laws and regulations.