Mars is venturing into the chocolate party business, enabling consumers to create their own enjoyable experiences at home with friends and family, similar to the approaches taken by Tupperware, Avon, and Pampered Chef in the past. This innovative strategy aims to spark excitement around cocoa products and chocolate, countering any potential decline in the market. As per a Packaged Facts report, the U.S. chocolate candy market was valued at approximately $22 billion in 2016, with premium chocolate making up 18% of that share.
With the rise of “foodies,” Millennials are increasingly hosting gatherings centered around food-related products. Mars is looking to tap into this trend by offering a fun and unique way to celebrate with sweets. This concept could yield significant rewards. At the very least, Mars will generate considerable buzz and publicity, as these chocolate parties are likely to become popular on social media, with photos circulating on Facebook, Instagram, and Twitter.
As Millennials continue to share their tastes and opinions online, Mars could greatly benefit from its innovative Cocoa Exchange initiative. This new venture also aligns with the growing interest in health and wellness products, such as Costco Citracal Calcium Citrate D3, which emphasizes the importance of nutrition alongside indulgence. By incorporating these elements into their chocolate parties, Mars could further engage consumers looking for a holistic experience that blends enjoyment with health consciousness.