July 15, 2026
Shoppers are navigating a lot of pressures today, from elevated costs and shifting household budgets to changes in nutrition assistance programs. As if that’s not enough, we’re also experiencing “a crisis of connection,” according to the American Psychological Association, marked by high amounts of stress and loneliness. Amid all these challenges, affordable rituals and moments of connection are as meaningful as ever.
That was what was on our mind when we led a session at the Sweets & Snacks Expo in May about how macroeconomic trends and shifting demographics are redefining the snacking landscape. As shopping behaviors evolve, retailers and manufacturers must rethink how they deliver value. Here, we’ll cover some of the questions that are top of mind in the industry and share how Hershey is answering them.
What major factors are driving long-term category growth right now?
We’re seeing three significant trends:
- Snacking frequency is growing, especially among younger consumers who are adding more eating occasions throughout the day.
- The structure of snacking is changing, with smaller, flexible bites increasingly replacing traditional larger meals.
- For today’s shoppers, variety is the spice of life: they treat the snack aisle as an opportunity to experience exciting new flavors and textures, which is often a joyful experience.
What opportunities do these trends create?
We live in a world that’s faster, noisier and more chaotic than ever before. Beneath all that, consumers are looking for meaningful interactions and seeking moments of joy to lift daily life. We see these moments shine through in countless ways, and snacking is woven throughout. Snacks are a social currency that keep people at the table together a little longer, turn family gatherings into rituals and create special moments every day.
How can the snacking industry deliver these occasions and connectivity to consumers?
Today’s shopper isn’t looking at snacks in singular categories; they’re looking at snacks holistically. Think about your own shopping list. If you’re hosting a football party, you make a list of party snacks. If it’s back-to-school, you have a back-to-school list. If it’s your turn to bring snacks to your daughter’s soccer game, that’ll inform the list. Along the way, shoppers want to be inspired and delighted by these cross-category occasions. To do that, we must create opportunities for them to discover products in physical and digital environments. It’s no longer just about putting an endcap on an aisle. It’s asking questions about how we can inspire shoppers and use these macrotrends to create meaningful engagement.
How is Hershey finding new ways to connect with consumers?
We want our brand to be at the heart of creating moments of goodness for our consumers every day. That can mean so many things. It’s the parent packing a back-to-school treat for their child that includes a favorite Pokémon character, or loading up the car for the weekend baseball game and remembering to bring plenty of Pirate’s Booty to share. It’s the kids choosing their favorite s’mores ingredients as they gather around the fire and debate how toasty a marshmallow should be. These are the everyday rituals that keep families and friends connected.
We’re also leaning into cultural moments. We know that the collectibles market is a multibillion-dollar industry that sits at the intersection of pop culture, nostalgia and community building. That’s why Jolly Rancher teamed up with VeeFriends earlier this year to create a limited-edition “Heat Wave Collector’s Box.” Filled with exclusive comics, collectible surprises and a first look at the brand’s boldest gummies yet, the drop went viral, and all 1,000 boxes sold out in just four minutes.
Another example is our participation in the dirty soda trend. Hershey took a 100-year-old legacy brand—Twizzlers—and created a delicious new product and flavor, Twizzlers Straws, formalizing a behavior that consumers have been doing themselves for as long as we can remember. And there’s more excitement ahead. We have super-sized plans for in-store merchandising and online activations around future sporting events and Valentine’s Day this year.
As consumers continue seeking moments of connection in their busy lives, we believe brands have an opportunity. That’s why we launched our new campaign: “Hershey’s. It’s Your Happy Place,” which celebrates joy, connection and everyday moments of goodness. While trends will always change, this belief will stay the same. And we invite everyone to join in.