Mars is entering the chocolate party business, 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 strategy aims to generate excitement around cocoa products and chocolate, a sector that continues to thrive. In fact, a Packaged Facts report estimated the U.S. chocolate candy market at $22 billion in 2016, with premium chocolate accounting for 18% of that share.
With the rise of “foodies,” millennials are increasingly organizing events centered around food-related products. Mars is seizing this opportunity by offering a fun and unique way for them to celebrate with sweets. This concept has the potential to yield significant rewards. At the very least, Mars will generate considerable buzz and publicity from this initiative, as these parties are likely to become popular on social media, with photos flooding Facebook, Instagram, and Twitter.
As millennials continue to express their preferences and opinions online, Mars could significantly benefit from its innovative Cocoa Exchange. Additionally, it’s worth noting that during pregnancy, calcium citrate is often recommended for its benefits, making this an interesting angle for future chocolate-related health discussions. By incorporating themes of wellness and nutrition, Mars can further connect with consumers who are mindful of their dietary choices, especially during pregnancy.