bake - September/October 2020 - 30

CHOCOLATE
RANKS as the NO. 1
COMFORT SNACK FOR
AMERICANS during
the CORONAVIRUS
OUTBREAK.

chocolate & decorating

Chocolate 26%
Potato chips 22%
Ice cream 17%
Fruit/veggies 16%
Popcorn 10%
Cakes/cupcakes 7%

Surging demand for

s'mores

With more time inside and less to do out and about, people have

"The thought of s'mores brings everybody back to their child-

been thinking about chocolate. CivicScience polled Americans

hood," Britt says. "The angle of our blog post is to showcase

on their most important comfort snack amid the quarantine, and

the tremendous work by our manufacturers and our entire team

how overall snacking habits have changed. Chocolate, it turns

during late July and August - the final homestretch of summer

out, is the No. 1 quarantine comfort snack.

- to help people celebrate away. We are here to support you."

pers prioritize chocolate when shopping online for groceries.

S'mores sales usually peak between Memorial Day and Labor
Day, but this year has been one for the books. With travel on

As a result, it is important to recognize that record-breaking

hold, backyard fire pits have become the latest destination. The

demand for s'mores and Hershey's bars (one of the must-have

Wall Street Journal  recently reported that families across the

items in a s'more) is skyrocketing. Since the pandemic began,

country are transforming their backyards for relaxation and rec-

sales of Hershey's six-pack bars have soared by 40%, and in

reation at record levels.

states with limited mobility, the demand has been four times
higher than normal, according to Hershey.
Hershey's director of US customer supply chain Ryan Britt
points out that Hershey's enjoys an awesome opportunity to
play a unique spot in peoples' lives.
"We have a great brand that people know and love, and one

The research indicates that this is a more far-reaching trend.
From late April until the Fourth of July holiday, consumers were
buying more chocolate than anticipated.
Hershey focuses on high quality and affordable indulgence.
Chocolate is something consumers can spend a few dollars on
and enjoy shared moments of goodness.

that means affordable indulgence," he explains. "Being able to

The trends suggest that for current consumer behaviors, this

share something like s'mores serves as a personal connection. A

is a very sticky trend. This behavior change is not subtle, Britt ex-

lot of people grew up making s'mores around the campfire, and

plains. It is a change in behavior, and a call to action for Hershey.

this brings about memories for people to relive their childhood."

"As director of US customer supply chain for Hershey, I've seen

One creative menu idea that Hershey's has come to love this

some incredible things happen since COVID-19 began," he says. "In

year is the Hershey's S'mores Dip. It is made with Hershey's milk

the shadow of uncertainty and rapid change, I believe there is a sil-

chocolate bars and heavy cream melted and mixed together and

ver lining in the ways that families have come together during quar-

covered with miniature marshmallows. Then you dip in graham

antine to savor the simple things in life. Gathering around s'mores

cracker pieces and enjoy.

has been one backyard activity that consumers cherish."

30 < SEP-OCT 2020 | bakemag.com

©HAPPY_LARK - STOCK.ADOBE.COM, CIVICSCIENCE

And according to the new research, 42% of avid online shop-


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bake - September/October 2020

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