15 Jun Our Hershey’s Research Featured in Forbes
We’re in Forbes!
Our research for Hershey’s Heated Debate has featured in Forbes, Food Dive, and People magazine.
Hershey’s Heated Debate
There are two types of s’more eaters… those that like it Toasty, and those that like it Gooey.
And the results are in! Through a survey of 5,000 US Adults aged 18-65, we found that 69% are Camp Toasty, and 29% are Camp Gooey, while 2% don’t want the marshmallow or don’t think it matters.
However, whichever camp you are, it has to be Hershey’s chocolate, with 95% of respondents saying that Hershey’s belongs in a classic s’more. This isn’t a small matter; Reputation Leaders’ research found that the US consumes more than an estimated 2.5 billion s’mores annually!
So which Camp are you?
Marshmallow Guide:
• Camp Gooey: I roast the marshmallow until it’s perfectly golden brown
• Camp Toasty: I enjoy my mallows burnt to a crisp
The Research
The research we conducted formed the basis of the Hershey’s Heated Debate report and the resulting social media campaign with The Sandlot’ Star Patrick Renna.
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Methodology
The Hershey Company and MSL USA engaged independent research firm Reputation Leaders to conduct a study among 5,000 U.S. adults aged 18–65, with 100 respondents in each of the 50 U.S. states. The online survey was conducted between April 3 – 27, 2026. State-level findings are reported on an unweighted basis. For national projections of U.S. s’mores consumption, results were weighted to reflect gender, region, and state-level age profiles. Where findings relate to children aged 0–17, responses were provided by parents on behalf of their children and used to estimate consumption among this age group.