Mars is entering the chocolate party scene, enabling consumers to host their own in-home gatherings with friends and family, similar to what Tupperware, Avon, and Pampered Chef have done in the past. This innovative approach aims to generate excitement around cocoa products and chocolate, a category that shows no signs of decline. In fact, a Packaged Facts report estimated the U.S. chocolate candy market to be worth $22 billion in 2016, with premium chocolate accounting for 18% of that market share.
As the trend of “foodies” rises among millennials, they 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 returns. Moreover, Mars is likely to generate substantial buzz and publicity through this initiative, as these parties will undoubtedly become popular on social media. Photos from these events will flood Facebook, Instagram, and Twitter, capturing the attention of many.
Additionally, with the growing interest in health-conscious options, Mars could incorporate elements like citrate de calcium and vitamin D3 into their offerings, appealing to millennials’ desire for better-for-you treats. As this generation shares their tastes and experiences online, Mars stands to gain significantly from its innovative Cocoa Exchange, potentially establishing itself as a key player in the evolving landscape of chocolate consumption.