Consumers spent nearly $250 million on Hershey’s branded chocolate to make s’mores in 2025, a 9% increase from the prior year, according to the company. The chocolate maker estimates s’mores could add another $50 million$2.6 billion namesake bar and Kisses chocolates over the next three to five years. That growth shows a campfire tradition is turning up the heat on one of Hershey’s most iconic brands.
A $250 Million Year for S’mores
Hershey’s data shows just over half of Americans make s’mores at least once a year. Most consumers eat them about four times per year, and households with children average five. More than 2.5 billion of the treats are eaten annually in backyards, campgrounds, parks, and other outdoor areas, the company said.
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The snack’s history goes back to 1927, when the first known recipe for a s’more appeared in a Girl Scouts publication. The traditional version uses a marshmallow, graham crackers, and milk chocolate. It’s deeply ingrained as a go-to option for many people.
“It’s a significant and growing piece, especially for the Hershey’s brand,” said Katrina Vatter, senior brand manager for Hershey’s chocolate. “We’re going to need to continue to come up with different ways and reasons to keep the activity going.”
Hershey’s New Campaign Targets Marshmallow Debates
To push s’mores deeper into the culture, Hershey recently launched a campaign with “The Sandlot” star Patrick Renna called “Hershey’s Heated Debate.” It encourages people to argue over how they like their marshmallow — perfectly golden or lit on fire. The company is also promoting the treat’s ability to bring people together and its versatility, for example by letting consumers choose how they toast the marshmallow or substitute a Hershey’s chocolate bar with one filled with caramel.
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Retail analysts note that s’mores consumption is highly seasonal, peaking in summer and around campfire weather, which could limit year-round growth. Still, Hershey is betting that the emotional pull of the activity will help reach the 47% of Americans who don’t make s’mores at least once a year.
Why Nostalgia Alone Isn’t Enough
S’mores got a “nice bump” during the COVID-19 pandemic as people turned to outdoor socialization, Vatter said. But she acknowledged the challenge ahead. “Just because you did it for a long time doesn’t mean that you automatically earn it as a continued place in the consumer mind,” she observed. “You’ve got to show why it’s still relevant, how it’s modern, how it fits. The reality is not everybody’s trapped at home anymore, so your breadth of competition is bigger.”
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Hershey’s core chocolate business — the Hershey’s bar and Kisses — remains the backbone of the s’mores push. The company sells dozens of other candy brands, but the s’mores opportunity is a direct lift for its flagship products. In a crowded snack market, holding onto a tradition that already has strong penetration requires constant marketing.
Vatter said Hershey will continue to find “different ways and reasons” to keep s’mores relevant. That includes messaging about togetherness and happiness, but also practical innovations like new chocolate varieties that work with the classic recipe. The company’s internal estimates suggest the category still has room to run, but the work is far from over.