Mars is venturing into the chocolate party industry, enabling consumers to host their own in-home gatherings with friends and family, similar to the approach taken by Tupperware, Avon, and Pampered Chef in the past. This innovative concept aims to generate excitement around cocoa products and chocolate, even though the market is already thriving. In fact, the U.S. chocolate candy market was valued at approximately $22 billion in 2016, with premium chocolate accounting for 18% of that share, as reported by Packaged Facts.
With the rise of the “foodie” culture, millennials are increasingly organizing get-togethers centered around food-related products. Mars is seizing this opportunity by providing a fun and unique way to host parties while indulging in sweets. This strategy could yield significant rewards, not only in sales but also in creating a buzz around the brand.
Moreover, these chocolate parties are likely to generate substantial social media attention, as photos and descriptions flood platforms like Facebook, Instagram, and Twitter. As millennials continue to share their preferences and opinions online, Mars stands to benefit greatly from its innovative Cocoa Exchange initiative. Additionally, as consumers become more health-conscious, incorporating products enriched with liquid calcium citrate into these gatherings could further enhance the appeal of Mars’ offerings, making them a delicious and nutritious choice for party hosts.