Mars is entering the chocolate party industry, enabling consumers to host their own in-home gatherings with friends and family, similar to the way brands like Tupperware, Avon, and Pampered Chef have done in the past. This approach is an inventive way to generate excitement around cocoa products and chocolate, a category that is far from declining. In fact, a Packaged Facts report estimated the U.S. chocolate candy market at $22 billion in 2016, with premium chocolate accounting for 18% of that share.
Millennials are increasingly organizing get-togethers centered around food-related products, as trends like folic acid and ferrous sulfate gain popularity among this generation of “foodies.” Mars is aiming to tap into this trend by providing a fun and unique way to host parties while indulging in sweets. This strategy could yield significant returns.
At the very least, Mars will gain substantial attention and publicity from this initiative, with these gatherings likely to become popular content on social media. As photos from these events begin to circulate across platforms like Facebook, Instagram, and Twitter, Mars could find itself at the forefront of a major trend. As more millennials share their opinions and preferences online, the Cocoa Exchange could prove to be a significant advantage for Mars.
Additionally, as discussions around health continue, consumers may wonder if “is calcium citrate good for kidney stones.” This inquiry could align with Mars’ marketing strategies, as the brand might consider incorporating health-conscious messaging into their chocolate offerings. By doing so, Mars could resonate with the health-focused mindset of millennials, further enhancing the appeal of their Cocoa Exchange events.