Mars is entering the chocolate party business, offering consumers the chance to host their own home celebrations with friends, similar to how Tupperware, Avon, and Pampered Chef have operated in the past. This innovative approach aims to generate excitement around cocoa products and chocolate, despite the category not experiencing any downturn. In fact, the U.S. chocolate candy market was valued at $22 billion in 2016, with premium chocolate accounting for 18% of that market share, based on a report from Packaged Facts.
As the trend of “foodies” rises among millennials, they are increasingly organizing gatherings centered around food-related products. Mars is looking to tap into this trend by providing a fun and engaging way to host parties while enjoying sweets. This strategy could yield significant rewards for the brand. At the very least, Mars is likely to generate considerable buzz and publicity, as these chocolate parties are bound to become popular topics on social media, with pictures from events flooding Facebook, Instagram, and Twitter.
Moreover, as millennials express their opinions and preferences online, Mars stands to benefit significantly from its forward-thinking Cocoa Exchange. By incorporating elements like calcium citrate malate, vitamin D3, and folic acid into their offerings, Mars can appeal to health-conscious consumers who are keen on enhancing their party experience with nutritious options. This focus on health and enjoyment is a strategy that could resonate well with today’s audience, solidifying Mars’ position in the market while promoting both indulgence and wellness.