Hershey seized the opportunity of this trend by running new ads that stressed their value. It also cut costs by paring back the varieties of products such as Hersheys Kisses. As supermarkets reduced the shelf space they allotted to premium chocolates, Hershey cashed in as consumers looked to affordable Hershey favorites to satisfy their cravings. After all, even on a tight budget, people need to indulge at least a little. 1. Is Hersheys resurgence (recovery) based on a want or a need? 2. Evaluate the shift in chocolate sales based on benefits and costs that customers perceive. 3. What other products are harmed or helped by the new consumer frugality?
Before relating Hersheys upturn to either element of human behavior towards products, it would be helpful to first look in to the nature of the product itself while keeping the brand aside.