Snickers Chocolate's Global Share

Global Candy Sales
| | |Market Share |$ Sales in Millions |
|Brand |Company |2011 |2012 |2011 |2012* |
|Snickers |Mars Inc |1.7 |1.8 |$3,286 |$3,572 |
|M&M's |Mars Inc |1.8 |1.8 |$3,380 |$3,494 |
|Trident |Kraft Foods Inc |1.8 |1.7 |$3,354 |$3,321 |
|Reese's |Hershey Co, The |1.3 |1.4 |$2,553 |$2,679 |
|Galaxy/Dove |Mars Inc |1.3 |1.3 |$2,407 |$2,597 |
|Milka |Kraft Foods Inc |1.3 |1.3 |$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 |Nestlé SA |1.0 |1.0 |$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* |
|Reese's |Hershey Co, The |7.6 |7.7 |$2,479 |$2,603 |
|M&M's |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 |2.4 |$746 |$801 |
|Trident |Kraft Foods Inc |2.2 |2.0 |$732 |$674 |
|Twix |Mars Inc |1.8 |1.9 |$598 |$655 |
|Extra |Mars Inc |1.8 |1.8 |$598 |$610 |
|Orbit |Mars Inc |1.7 |1.6 |$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 |1.2 |$373 |$391 |
|*2012 figures are projections. Source: Euromonitor Internationa |
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|Snickers Surging to Top of Global Candy Race |
|Mars-Owned Candy Bar Set to Pass Sibling M&M's, Kraft's Trident in New Euromonitor Ranking |
|By: E.J. Schultz Published: September 20, 2012 |
|208share this page |
|[pic][pic][pic][pic] |
|There is a new candy kingpin. |
|Snickers will pass M&M's as the top international confectionery brand by the end of the year, giving the 82-year-old candy bar a satisfying |
|victory in the global chocolate wars, according to a projection by Euromonitor International. |
|Snickers is "definitely on target to surpass M&M's," Lee Linthicum, Euromonitor's global head of food research, told Ad Age. He cited U.S. |
|innovations and strong growth in emerging markets as factors in moving the candy bar from No. 3 to No. 1, also surpassing Trident. Going |
|forward, the race for the top is now a sibling rivalry because Mars Inc. owns Snickers and M&M's, which are separated by a razor-thin |
|margin. |
|While a win for Mars, the rankings are a loss for Kraft Foods' Trident. The gum brand fell from second to third place as projected 2012 |
|worldwide sales slipped to $3.32 billion from $3.35 billion in 2011. Kraft remains the global leader with 14.7% share when all confectionery|
|brands are totaled. But the food giant's 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 shift 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 fraction of a share point separating the top |
|10. |
|Snickers is expected 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 agency is BBDO, has been backed with major media investments in recent years, including Super |
|Bowl spots featuring Betty White and Roseanne Barr, who have both stared in the ongoing "You're Not You When You're Hungry" campaign. |
|But M&M's -- which Mars featured in this year's Super Bowl spot-- is not far behind, growing from $3.38 billion to $3.49 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. |
|Globally, the brand is benefiting from strong growth in Eastern Europe. In Russia, sales have doubled since 2007 to $300 million, partly as |
|a result of distribution gains Mars has made by acquiring some ex-Soviet chocolate companies, he said. While that should also help M&M's, |
|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 Reese's is expected to remain the top brand, with a projected $2.6 billion in sales capturing 7.7% market share |
|for 2012, according to Euromonitor, which uses a variety of sources to track all sales channels, from Walmart to vending machines. M&M's, |
|which is also handled by BBDO, is projected to hold onto the No. 2 slot stateside with 6.8% share, followed by Snicker's (6%) and Hershey's |
|Kit Kat (2.8%). |
|Still, Reese's remains stuck in fourth place globally with 1.4% share, according to Euromonitor projections. The reasons are twofold: |
|Hershey has less 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 Trident's struggles on stiff 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. "It's even gaining share in Greece of all places," Mr. Linthicum said. "Everywhere they release it|
|around the world ... it's 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 company called Mondelez International, is fighting back with |
|its first global ad campaign for Trident by Saatchi & Saatchi that is more emotional than previous 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. |