Mars unveils the future of shopping and retail: New research predicts a shopper journey free of chores and full of fun

The global leader in snacks analyzed more than 180,000 global data signals to identify today's shopper demands — and is ready to work with retailers and all partners to shape what comes next.

• A two-pronged retail world: As agentic shopping assistants increasingly automate routine purchases, physical stores and digital shopping platforms will take on new shapes as playful discovery destinations shoppers choose to visit.
• Three core shopper demands: This retail evolution is driven by human needs and enabled by new technology: Effortless AI-driven purchasing, Personal curation and Experiential touchpoints that prioritize joy and community.
• Shaping the future together: Powered by this data, Mars predicts brands and retailers will need to work together to design holistic new shopping solutions to drive growth within the snacking category as legacy browsing and impulse shopping behaviors give way to predictive fulfillment that happens in the background. 

CHICAGO, Oct. 6, 2026 /PRNewswire/ -- As the world continues to undergo a massive technological shift redefining how we live and shop, today, Mars, on behalf of its snacking business, revealed new insights on the future of shopping and retail. The findings come from the company's landmark study, which details how in the next decade, routine grocery runs will become increasingly automated, paving the way for a brick-and-mortar renaissance and continued transformation of digital shopping platforms driven by discovery, play and community.

Together with consumer research experts Kantar and Synthesis, Mars analyzed more than 180,000 global data signals¹ across four continents — including stakeholder and expert interviews, channel and shopper publications, podcasts and global news — to pinpoint changing consumer demands that will redefine how people shop in the future.

The ever-evolving shopper journey will be defined by a transformational duality in this next era:

• Shopping will become a frictionless background service managed by agentic technology, freeing consumers to focus on what matters to them.
• Physical stores and digital platforms will feel less like supermarkets, convenience stores or typical online shopping, and more like immersive playgrounds designed for discovery and entertainment.

"We're standing on the brink of a retail revolution — one where people may never have to manually shop for household staples again. For a category like snacking, this is both an opportunity and a strategic challenge," said Neil Reynolds, Global Chief Customer Officer, Mars Snacking. "We've invested in significant research to understand how the shopper journey will evolve, and this research gives us a clear roadmap. But here's what's equally clear: No single company can solve this alone. The only path forward is to work hand-in-hand with retail customers and all partners who are ready to lead this transformation to drive consumer satisfaction and long-term growth across the entire ecosystem."

As retailers and brands navigate this new landscape, they face a dual challenge: integrating into the predictive fulfillment systems that will power consumers' digital lives, while simultaneously transforming retail into connected, sensory-rich destinations that reward people for leaving their homes. Understanding this new ecosystem is no longer just a competitive advantage — it is essential for future growth.

Behind these key insights are three critical future shopper demands that are shaping how Mars is thinking about the future: Effortless, Personal and Experiential.

Effortless: AI-powered background restocking

• The shift: Wandering grocery store aisles may soon become a thing of the past. Soon, agentic systems will make fast, informed recommendations based on preferences and inventory, requiring only shopper confirmation.
• The data: According to BrightEdge, AI referrals to e-commerce brands jumped 752% year over year during the 2025 holiday season — and this is projected to grow to $788B by 2035.¹
• What's next: As consumers offload everyday chores to digital assistants, retailers must both earn a spot on automated lists and find new ways to spark spontaneity and curiosity in discovering new offerings.

Personal: Hyper-curated retail experiences

• The shift: The shopper journey of tomorrow will feature personalized, highly relevant shortlists designed specifically for an individual — and, increasingly, their health and wellness goals.
• The data: Today, 39% of consumers expect personalized online experiences according to TransUnion — a trend increasingly health-led, with mobile health and wellness apps projected to grow 15% annually through 2030.¹
• What's next: The next frontier of retail relies on e-commerce agents that personalize across the entire snacking spectrum — recommending protein-rich options before a workout, assembling treats for a party and honoring moments of indulgence — all while protecting consumer privacy.

Experiential: Immersive retail destinations

• The shift: As routine shopping becomes effortless, consumers reclaim more time for what they truly enjoy. Retail becomes an immersive experience driven by culture and trends, both in store and online.
• The data: Immersive brand spaces are seeing 15.3% year-over-year growth,¹ while 22% of U.S. digital buyers already shop via livestream, according to eMarketer.
• What's next: Storefronts showcase viral consumer trends, while shoppable moments embed themselves directly into social, gaming and streaming environments.

For 115 years, Mars has built enduring brands by staying close to where consumers are heading. Today, the profound changes underway in retail are part of a larger generational shift reshaping the entire category — one that demands a generational response. By investing to reimagine snacking, innovate across touchpoints and partner with the industry for mutual growth, Mars is actively shaping the future of snacking: serving more of the moments that matter for generations to come.

To learn more about what the future of shopping and retail has in store, please visit https://www.mars.com/news-and-stories/articles/forget-the-grocery-list-mars-predicts-next-decade-shopping-retail

ABOUT MARS, INCORPORATED
Mars, Incorporated is driven by the belief that the world we want tomorrow starts with how we do business today. Based on combined Mars and Kellanova 2025 net sales, we are now a $65bn+ family-owned business, with a diverse portfolio of quality snacking and food products that delight millions of people every day, and leading pet care products and veterinary services that support pets all around the world. We produce some of the world's best-loved brands including ROYAL CANIN®, PEDIGREE®, WHISKAS®, CESAR®, M&M'S®, SNICKERS®, EXTRA®, Pringles®, Cheez-It®, and BEN'S ORIGINAL™. Our international networks of pet hospitals, including BANFIELD™, BLUEPEARL™, VCA™ and ANICURA™ span preventive, general, specialty, and emergency veterinary care, and our global veterinary diagnostics business ANTECH® offers breakthrough capabilities in pet diagnostics. The Mars Five Principles — Quality, Responsibility, Mutuality, Efficiency and Freedom — inspire our approximately 170,000 Associates to act every day to help create a better world for people, pets and the planet.

For more information about Mars, please visit www.mars.com. Join us on Facebook, Instagram, LinkedIn and YouTube.

Media Contacts:
[email protected] 

Sources

1. Mars Future Snacking Shopper Journey analysis, developed with Kantar and Synthesis. Based on 11 stakeholder and shopper/channel expert perspectives; more than 30 prior research reports; 91,500 channel publications; 79,300 shopper publications; 4,999 curated consumer and channel podcasts representing 21,755 minutes of content; and over 150 drivers of change. Global English-language news and podcast content was collected from January 2024 through December 2025, with no location filters; top contributing markets included the U.S., U.K., UAE, India, China, Canada, Australia, Singapore, Philippines and Malaysia.

SOURCE Mars, Incorporated