Mars is entering the chocolate party industry, allowing consumers to host their own in-home gatherings with friends and family, much like 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 continues to thrive. According to a Packaged Facts report, the U.S. chocolate candy market was valued at an estimated $22 billion in 2016, with premium chocolate accounting for 18% of that share.
Millennials are increasingly organizing get-togethers focused on food-related products, driven by the growing trend of “foodies” within this generation. Mars is looking to tap into this market by providing a fun and unique way to host parties while indulging in sweets. This strategy could yield significant rewards for the company.
At the very least, Mars is likely to generate considerable buzz and publicity from this initiative. These parties will undoubtedly become a source of social media content, with photos circulating on Facebook, Instagram, and Twitter. As more millennials share their experiences and opinions online, Mars stands to benefit greatly from its innovative Cocoa Exchange. Additionally, incorporating products like calcium citrate with vitamin D 60 tablets into these gatherings could enhance the appeal for health-conscious consumers, further integrating wellness into the chocolate experience.
Overall, Mars’s foray into the chocolate party scene not only aligns with current consumer trends but also positions the brand well within the social media landscape, making it a potential leader in a growing niche.