The Rise of the Backyard S'more
We are seeing a return to comfort of classic confections for their nostalgic rituals and in recent months we’ve seen a rise in “staycations”, with families recreating the camping experience in their own yards. Enter s’mores. They are a great activity to bring loved ones together and make special occasions like birthdays and Fourth of July more fun, as an interactive and delicious treat that everyone can enjoy. What’s more, they are super easy! Especially for parents who are busy balancing working from home and caring for kids.
We can see the impact of this consumer behavior in real-time, with Google searches for “S’mores” hitting an all-time high last month. We expect the trend to continue, as searches in the last 3 years have peaked during the week of July 4th with a 50% increase.1