1. What are the advantages of targeting candy bars to adults rather than to children?
The advantages of targeting candy bars to adults may be one that many people don’t understand but, there are some very important reasons on why some candy manufacturers do so. First off mothers determine children’s early taste in candy. Therefore, if a company like Hershey can target mothers to buy Hershey candy than their children are more likely to buy Hershey candy. In addition to targeting mothers as adults, research shows that adults eat more than 55 percent of all candy sold. This is the main reason why candy manufacturers target candy bars to adults rather than children. 2. Does targeting to adults require a change in image for candy products?
Now that we understand why candy manufacturers target adults, next we have to understand the process of targeting this candy to adults. The most important aspect of this process is the image. Bite-size products are especially popular with adult consumers. When wrapped in seasonal colors, these products have tremendous appeal for adults during Christmas and Easter season. In December 1998, Hershey targeted the ever-growing snacking segment of the confectionery industry by transforming some of its most popular bars into “Hershey Bites.” Included in this range of products were Hershey’s Milk Chocolate with Almonds, Cookies ‘n’ Creme, Almond Joy, and Reese’s Peanut Butter Cups. Unwrapped, bite-size chocolate candy now represents about one-fourth of the packaged chocolate candy category. In order to meet to wants of the adult market Hershey had to change the way they presented their candy to the adults. By using the bite-sized candy strategy paid huge dividends for Hershey Co.