Hershey Splits Market Into Pieces

The company discovered that different people ate for different reasons. Hershey grouped the consumers into six segments, ranging from frequent snackers dubbed "loyal indulgers" to infrequent candy snackers known as "detached occasionalists." Those groups are coupled with consumer "need states," which refer to needs that drive consumers to buy certain products. The company hopes the new segmentation strategy will help it fight back against Wrigley and Mars, which are merging.

Brand Week