Hershey Co, The in Packaged Food

February 2016

Hershey remains caught in two minds – one the one hand, it is reliant on its North American confectionery segment for the vast majority of sales; one the other, it wants to broaden its snacking portfolio to include healthy snacks, and wants to push into rapidly growing confectionery markets such as China and Brazil. In this sense, Hershey continues to make all the right noises with regards to devising a winning strategy for growth. However, it is the execution that is currently falling short.

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Overview:

Euromonitor International's report on Hershey Co, The delivers a detailed strategic analysis of the company's business, examining its performance in the Packaged Food market and the global economy. Company and market share data provide a detailed look at the financial position of Hershey Co, The, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Hershey Co, The.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of Hershey Co, The provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Packaged Food research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Scope of the report

Scope

Strategic Evaluation

Key company facts
Financial assessment: FY2014
Hershey strongest in seasonal quarters
SWOT: Hershey Co, The
Key objectives and challenges

Competitive Positioning

Hershey outperforms global confectionery market
Mars represents Hershey’s main competitor
Hershey possesses well balanced chocolate portfolio
Hershey and Ferrero increasingly coming into contact worldwide

Market Assessment

Hershey expands in Latin America and Asia Pacific
Confectionery remains priority despite recent diversification

Chocolate Confectionery opportunities

Fast-growing chocolate markets a priority over next five years
Qualified optimism in the US…
…but more focus on premium required
China represents Hershey’s international priority
Mondelez -Nestlé duopoly means Hershey aims for third in Brazil

Sugar confectionery opportunities

Focussing on Asia Pacific for sugar candy growth makes sense
New product developments launched in Asia before export to US
Tradition a key driver in China, but appears on the wane in US

Non-core Category Opportunities

Presence in US chocolate spreads may not fit with current strategy
“Snacking continuum” a priority as Hershey diversifies
Long-term strategy aims to capitalise on snacking continuum growth

Brand Strategy

Duo of brands dominates Hershey’s sales; Brookside grows rapidly
Targeting wealthier consumers via internet retailing in China
“Simple ingredients” an important step in premiumisation efforts

operations

Acquisition strategy boosts local manufacturing capabilities

recommendations

Increase gifting presence in China and Brazil; premium in US
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