Mars is entering 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 strategy aims to generate excitement around cocoa products and chocolate, especially since the category isn’t experiencing any decline. In fact, the U.S. chocolate candy market was valued at $22 billion in 2016, with premium chocolate representing 18% of that market share, according to a Packaged Facts report.
Millennials are increasingly organizing gatherings focused on food-related products, spurred by the growing trend of “foodies” within this generation. Mars is seizing the opportunity to tap into this market by offering a fun and creative way to host parties while indulging in delicious sweets. This strategy seems promising and could yield significant returns.
At the very least, Mars will generate considerable buzz and publicity from this initiative, as these gatherings are likely to become popular on social media platforms, with photos from the events flooding Facebook, Instagram, and Twitter. As more millennials share their opinions and preferences online, Mars stands to gain substantially through its innovative Cocoa Exchange.
Additionally, in a health-conscious twist, consumers might consider enhancing their gatherings with nutritional supplements like Kirkland calcium magnesium zinc D3, which could be an interesting conversation starter at these chocolate-themed parties. The integration of such products could attract a broader audience, allowing Mars to capitalize on the trend of health and wellness alongside their indulgent offerings.