Hershey Company, The in Packaged Food

February 2017

Hershey continues to pursue an idiosyncratic strategy, looking to slowly move up the value chain within chocolate, whilst diversifying its range of snack products to include high-protein snacks and snack bars. It will seek to expand its “new snacks” range further in the short to mid-term, particularly via acquisitions. As ever, the company can do more abroad, particularly in Western Europe and China.

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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.

Introduction

Scope

Strategic Evaluation

Mondelez’s attempt at acquisition overshadows Hershey’s year
SWOT: The Hershey Co
Hershey’s challenges and objectives

Competitive Positioning

Nearly exclusive focus on the US means the competition is focused on Mars
Poor growth in chocolate confectionery in the US weakens Hershey

Chocolate Confectionery

More concerted effort at geographic expansion needed
The picture looks bright in many markets, albeit from a low base
Opportunity for market share to develop in Asia and the West
Premium sphere
Western European focus could make sense

Sugar Confectionery

Hershey’s sugar confectionery ambitions remain modest
Impressive performance with new and old brands
More sales development possible in Asia Pacific
How will Hershey maintain its impressive performance?
Gaps in fast-growth markets present opportunities for the company
Middle East and Africa a big “Yes please”

Brand Strategy

Hershey could focus on Reese’s in Western Europe
Promising development of key brands tempered by sclerosis
Is Hershey moving up the value chain with new launches?
Health-conscious snacking presents a viable long term strategy

Recommendations

Hershey needs to exploit its power brands to generate growth
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