Snickers Chocolate’s Global Share

Global Candy Sales Market Shargon $ Sales in Millions set Company 2011 2012 2011 2012* Snickers spoil Inc 1. 7 1. 8 $3,286 $3,572 M&Ms spoil Inc 1. 8 1. $3,380 $3,494 Trident Kraft Foods Inc 1. 8 1. 7 $3,354 $3,321 Reeses Hershey Co, The 1. 3 1. 4 $2,553 $2,679 Galaxy/ plunge Mars Inc 1. 3 1. 3 $2,407 $2,597 Milka Kraft Foods Inc 1. 3 1. $2,530 $2,510 Cadbury dairy Milk Kraft Foods Inc 1. 3 1. 3 $2,414 $2,506 Orbit Mars Inc 1. 3 1. 3 $2,441 $2,501 Extra Mars Inc 1. 1 1. 2 $2,115 $2,231 Kit Kat Nestle SA 1. 0 1. $1,933 $1,979 Mentos Perfetti Van Melle Group 0. 9 0. 9 $1,649 $1,711 U. S. Candy Sales Market Share $ Sales in Millions Brand Company 2011 2012 2011 2012* Reeses Hershey Co, The 7. 7. 7 $2,479 $2,603 Ms Mars Inc 6. 8 6. 8 $2,238 $2,300 Snickers Mars Inc 5. 5 6. 0 $1,815 $2,020 Kit Kat Hershey Co, The 2. 8 2. 8 $917 $948 Twizzlers Hershey Co, The 2. 3 2. $746 $801 Trident Kraft Foods Inc 2. 2 2. 0 $732 $674 Twix Mars Inc 1. 8 1. 9 $598 $655 Extra M ars Inc 1. 8 1. 8 $598 $610 Orbit Mars Inc 1. 7 1. $561 $549 Milky Way Mars Inc 1. 6 1. 6 $516 $539 Galaxy/Dove Mars Inc 1. 6 1. 5 $523 $504 Starburst Mars Inc 1. 3 1. 4 $433 $467 Godiva Yildiz Holding AS 1. 1 1. $373 $391 *2012 figures are projections. Source Euromonitor Internationa Snickers Surging to Top of Global Candy Race Mars-Owned Candy Bar Set to reject Sibling M&Ms, Krafts Trident in New Euromonitor Ranking By E.J. Schultz Published September 20, 2012 208 mete divulge this page picpicpicpic in that location is a new glaze kingpin. Snickers will pass M&Ms as the top international confectionery brand by the end of the year, giving the 82-year-old candy bar a satisfying victory in the ball-shaped chocolate wars, according to a projection by Euromonitor International. Snickers is definitely on target to egest M&Ms, Lee Linthicum, Euromonitors planetary head of food research, told Ad Age. He cited U. S. innovations and strong harvest-tide in e merging markets as factors in moving the candy bar from No. 3 to No. 1, alike surpassing Trident. Going forward, the race for the top is now a sibling rivalry because Mars Inc. owns Snickers and M&Ms, which are separated by a razor-thin margin. While a win for Mars, the rankings are a waiver for Kraft Foods Trident. The gum brand pretermit from second to third place as projected 2012 intercontinental sales slipped to $3. 2 billion from $3. 35 billion in 2011. Kraft remains the global attractor with 14. 7% share when all confectionery brands are totaled. But the food giants share of the category fell from 14. 8% in 2011, while No. 2 Mars jumped to 14. 4% from 14. 1%, according to Euromonitor. The reel at the top was first reported by Candy & Snack Today, a publication by the National Confectioners Association. Among individual brands, the worldwide candy battle remains close and fragmented, with only a share of a share point separating the top 10. Snickers is pass jud gment to surge from $3. 29 billion in global sales last year to $3. 57 billion for 2012, capturing a 1. 8% share, according to Euromonitor projections. The brand, whose ad theatrical is BBDO, has been backed with major media investments in recent years, including Super ringlet spots featuring Betty White and Roseanne Barr, who have twain stared in the ongoing Youre Not You When Youre Hungry advertize. But Ms which Mars featured in this years Super Bowl spot is not far behind, growing from $3. 38 billion to $3. 9 billion in global sales, according to Euromonitor projections. Mr. Linthicum attributed Snickers climb to its strong performance in the U. S. , which accounts for a huge share of the global candy market. Domestically, the candy bar has aggressively pushed a line extension called Snickers Peanut Butter Squared, which launched last year and features two square-shape bars that adds peanut butter to the familiar mix of peanuts, caramel, nougat and milk chocolate. Gl obally, the brand is benefiting from strong growth in Eastern europium.In Russia, sales have doubled since 2007 to $300 million, partly as a endpoint of distribution gains Mars has made by acquiring some ex-Soviet chocolate companies, he said. While that should in addition help Ms, the bite-size candies face more competition in the region, where smaller candies are more established and familiar, Mr. Linthicum said. By contrast, candy bars like Snickers are more of a novelty, he said. In the U. S. , Hershey Co. s Reeses is expected to remain the top brand, with a projected $2. 6 billion in sales capturing 7. % market share for 2012, according to Euromonitor, which uses a variety of sources to track all sales channels, from Walmart to vending machines. M&Ms, which is also handled by BBDO, is projected to hold onto the No. 2 slot stateside with 6. 8% share, followed by Snickers (6%) and Hersheys Kit Kat (2. 8%). Still, Reeses remains stuck in fourth place globally with 1. 4% share, according to Euromonitor projections. The reasons are twofold Hershey has less(prenominal) of a global footprint than Mars, Mr. Linthicum said. Also, peanut butter is not as popular in Europe as it is in the States.It is a very uniquely American thing, he said. That sweet-savory juxtaposition of flavors is something of an acquired taste. Mr. Linthicum pinned Tridents struggles on steadfast competition from Wrigley 5, the Mars-owned brand that launched in the states in 2007 with slick packaging, innovative flavors and a highly produced ad campaign by Energy BBDO called Stimulate Your Senses. The flashy appeal has resonated globally. Its even gaining share in Greece of all places, Mr. Linthicum said. everywhere they release it around the world its worked. In the U.S. , Wrigley 5 is now the 4th-largest gum brand with a 7. 43% share, according to SymphonyIRI, which excludes Walmart. Kraft, which on Oct. 1 will split off its candy and snacking business into a associ ation called Mondelez International, is fighting back with its first global ad campaign for Trident by Saatchi & Saatchi that is more emotional than anterior efforts, which had touted functional benefits such as oral health and vitamins. Meanwhile, in the States Kraft recently rolled out ID Gum by Stride, featuring artsy packaging and a gimmick-filled campaign by Droga5.