Mars is venturing into the chocolate party business, enabling consumers to host their own at-home experiences 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 supplements, despite the category showing no signs of decline. 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, according to a report from Packaged Facts.
With the rise of “foodies,” Millennials are increasingly organizing gatherings 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 concept could yield significant returns. Moreover, Mars is likely to generate substantial buzz and publicity from this initiative, as these chocolate parties will become popular content on social media platforms like Facebook, Instagram, and Twitter. As photos from these gatherings circulate, they will undoubtedly spark conversations and engagement.
Furthermore, as Millennials continue to share their opinions and preferences online, Mars stands to gain a considerable advantage with its innovative Cocoa Exchange. By incorporating elements such as calcium citrate malate and cissus quadrangularis into their offerings, Mars could cater to health-conscious consumers, enhancing the appeal of their chocolate products. This alignment with wellness trends could further solidify Mars’ position in the market, making the Cocoa Exchange a compelling choice for modern consumers.