In 2025, consumers spent nearly $250 million on Hershey's branded chocolate specifically for s'mores, marking a 9% increase from the previous year, according to IndexBox and fooddive. The 9% increase from the previous year shows a deep-seated affection for the classic campfire treat. Millions reached for the familiar brown bars to craft their gooey, roasted delights, driving demand for these specific chocolates into a substantial market segment.
However, this specialized success stands in stark contrast to The Hershey Company's broader financial picture. While s'mores chocolate sales surge, the company's overall sales growth has been notably slower. The contrast between surging s'mores chocolate sales and slower overall sales growth reveals a strategic reliance on this seasonal niche.
Hershey's will likely continue investing in and leveraging its iconic brand for seasonal treats. This could expand its market share in nostalgic food categories. It sets a precedent for other brands to follow this focused growth strategy.
Hershey's Dominance in a Growing Category
- S’mores sales for Hershey's branded chocolate increased by 9% from the prior year in 2026, according to fooddive. The 9% growth in s’mores sales for Hershey's branded chocolate shows the brand's ability to capture consumer interest within a specific product line.
- Hershey's s'mores kits are 6.4 times more productive than select private label s'mores kits, according to foodnavigator-usa. Hershey's s'mores kits being 6.4 times more productive than select private label s'mores kits shows strong brand moat and premium positioning for the company.
The superior performance of Hershey's branded s'mores products against private label alternatives shows the enduring power of its brand equity. Consumers prioritize the trusted Hershey name when assembling their s'mores, despite generic options.
The Broader S'mores Craze
The increasing popularity of s'mores extends beyond Hershey's specific sales figures, reflecting a wider consumer trend. Purchases for s'mores ingredients rose by 7.5% year over year on Instacart, according to foxbusiness. The 7.5% year-over-year rise in purchases for s'mores ingredients on Instacart shows a growing consumer engagement with the classic treat across various retail channels, not just through branded kits.
More than half of Americans, 57%, love or like eating s'mores, according to foxbusiness. The widespread affection for s'mores, with 57% of Americans loving or liking them, establishes a strong, expanding market. It creates fertile ground for companies like Hershey's to expand their presence. The consistent demand suggests s'mores are a staple of American leisure, driving sustained interest in related products.
S'mores Outpace Overall Company Growth
While Hershey's s'mores chocolate sales show strong growth, the company's overall performance presents a different picture. The Hershey Company's sales grew on average 1.3% from 2020 to 2025, with its strongest growth season reaching 6.8% in 2023, according to foodnavigator-usa. This average growth rate is significantly lower than the 9% increase seen in its s'mores-specific chocolate segment.
The disparity between the 9% increase in s'mores-specific chocolate sales and the company's average 1.3% overall sales growth shows that a specific, niche product line experiences strong growth, while the company's broader portfolio struggles to achieve similar momentum. The disproportionate growth in the s'mores segment means Hershey relies on specific, short-term demand spikes to offset slower growth in its broader product lines. This approach could expose the company to seasonal market volatility, as a substantial portion of its growth hinges on a single, albeit popular, category.
What This Means for Hershey's Strategy
Considering the strong performance of its s'mores products, Hershey is positioned to further cultivate this high-growth niche. Hershey brand bars posted more than $1.6 billion in sales in 2020, according to fooddive. The significant base of more than $1.6 billion in Hershey brand bar sales in 2020 offers a substantial opportunity to convert more consumers into dedicated s'mores purchasers.
The company could expand its seasonal offerings, introduce new s'mores-related products, or intensify marketing efforts around the campfire treat. A strategic pivot towards high-growth niches, such as expanding seasonal offerings, introducing new s'mores-related products, or intensifying marketing efforts, while offsetting broader portfolio stagnation, could solidify Hershey's position in nostalgic food categories. By focusing on s'mores, which saw a 9% increase in 2026 sales, Hershey aims to expand its market share and set a precedent for other brands to follow this focused growth strategy in the coming years.
Frequently Asked Questions
Why are s'mores popular in 2026?
S'mores retain their popularity in 2026 primarily due to their strong association with nostalgia and the communal experience of outdoor gatherings. The simple, comforting combination of roasted marshmallow, chocolate, and graham cracker evokes cherished childhood memories and provides an accessible treat for social events, especially during warmer months.
What are the latest s'mores trends?
Beyond traditional campfire preparation, recent s'mores trends include gourmet adaptations featuring premium chocolates, flavored marshmallows, and artisanal graham crackers. Consumers also explore s'mores-inspired desserts, integrating the flavors into items like cookies, milkshakes, and even breakfast pastries for year-round enjoyment.
How is Hershey's responding to s'mores demand in 2026?
Hershey's actively engages with the rising s'mores demand through strategic marketing and product availability. The company launched specific campaigns, such as a 2026 initiative featuring actor Patrick Renna, to promote its s'mores chocolate, according to IndexBox. These efforts aim to solidify Hershey's as the essential ingredient for the classic treat and expand its reach.
