Hershey IDs Multi-Packs as ‘Next Growth Frontier’ Per Consumer Feedback

The Hershey Co. has identified growth opportunities within multi-packs, using consumer insights to create more convenient packaging that drives household penetration. 

Multi-packs represent a $20 billion-plus opportunity with a 94% household penetration across total snacking categories, said Hershey director of enterprise multi-packs Shannon Wilkinson, in a company blog post.

• Over 70% of consumers refuse to substitute multi-packs for alternative pack types.
• Within the salty snacks segment, multi-packs account for approximately 16% of all salty snack sales, totaling around $6.7 billion annually.

This reflects a shift in how consumers are purchasing and enjoying snacks, she said, prioritizing convenience, portion control, permissibility and portability. It’s an offering that resonates with diverse consumer segments, appealing to both households with kids and those without, particularly as it suits a large group of people and can be used for parties and children’s school lunches.