Question · Q4 2025
Alexia Howard asked for views on why price elasticity trends seem worse in international markets compared to the U.S.
Answer
Kirk Tanner (President and CEO) reiterated that the U.S. category is highly unique with more brand differentiation, variety, and higher market share for top players, contrasting with Europe's high chocolate tablet bar market and private label impact. He emphasized the relative affordability and mainstream skew of the U.S. category (75% of portfolio under $4). Steve Voskuil (SVP and CFO) added that Hershey's premium market positioning and limited scale in international markets contribute to higher elasticity there.
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