June 2, 2025
Unpacking the Multipack Opportunity
The multipack revolution is reshaping the snacking landscape by bringing multiple products and a variety of options into one convenient package. Multipacks represent a $20 billion+ opportunity with a remarkable 94% household penetration across total snacking categories. Within the salty snacks segment alone, multipacks account for 16% of all salty snack sales—approximately $6.7 billion annually. This isn't just a niche offering; it's a fundamental shift in how consumers purchase and enjoy snacks. At Hershey, we've recognized this transformative trend and are strategically positioning ourselves to capitalize on it. Read on for how we're turning this market opportunity to drive growth across our entire snacking portfolio and meet the needs of our retail partners and consumers.
The Multipack Frontier: Meeting Consumer Needs
Multipacks have proven to be a versatile powerhouse, appealing equally to households with and without children, with over 70% of consumers refusing to substitute them for alternative packtypes. Their success stems from delivering portion control, permissibility, portability, convenience and variety that resonates across diverse consumer segments. Consumers are reaching for multipacks for kids’ and adults’ lunches. Need 40 snack bags for an event? Multipacks are a top choice, as they offer the quantity, ease and selection that suits a large group of people. With buy-in from consumers and retailers alike, it’s easy to see why multipacks represent our next growth frontier.
Retailer Partnerships: Creating Strategic Value
Major retailers have embraced multipacks, creating dedicated spaces for these planned purchases and using them to drive traffic during key stock-up windows like back-to-school shopping. They want to make the consumer shopping experience better, and we are co-creating alongside them to discover those unmet needs and create solutions. Our category management expertise has helped influence retail partners to establish Hershey as a formidable presence in this expanding market segment. We are seizing the moment—prioritizing going bigger and faster to accelerate our portfolio and consumer understanding to better leverage with our retail partners.
A Collaborative Team: Making It Happen
Our success in multipacks could not have been possible without our fast-acting and talented team. In moving multipacks from idea to execution, our Supply Chain Team was truly transformational, investing in automation to produce multipacks that allows flexibility for future scaling. Our S/4, Consumer Insights and CMG (candy, mint and gum) Brand teams worked closely with our Supply Chain colleagues to bring the multipack vision to life. The result? Groundbreaking solutions that wow consumers while leveraging powerful snacking brands like Reese’s—creating in-demand offerings that only Hershey can deliver. Through collaboration and strategic execution, we've built more than just products—we've established a foundation of innovations and partnerships that will drive future growth and category expansion for years to come.
Pulling It All Together
As you can see, success in the multipack space didn't happen by accident—it resulted from strategic foresight and bold action. We recognized evolving consumer and retailer needs and leveraged our enterprise capabilities to develop multipack solutions that are reaching more households than ever before. This isn't just a Salty Snacks opportunity; it's an enterprise-wide initiative that will allow us to deliver what consumers want, when and how they want it. Hershey can achieve its goals through scaling our brands, launching new packtypes at various price points, and finding new merchandising and activation windows to fuel demand. As we continue to challenge category conventions and build on our early successes, multipacks will play an increasingly central role in Hershey's strategy to become the leading snacking powerhouse of the future.
View Hershey’s multipack products at Hersheyland.com.