Snickers Chocolate’s Global Share

Global glass over Sales marketplace Share $ Sales in Millions Brand companion 2011 2012 2011 2012* Snickers vitiate Inc 1. 7 1. 8 $3,286 $3,572 M&Ms damage 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/Dove vitiate Inc 1. 3 1. 3 $2,407 $2,597 Milka kraft paper Foods Inc 1. 3 1. $2,530 $2,510 Cadbury Dairy Milk kraft Foods Inc 1. 3 1. 3 $2,414 $2,506 flying field deflower Inc 1. 3 1. 3 $2,441 $2,501 purpose little Mars Inc 1. 1 1. 2 $2,115 $2,231 Kit computed tomography 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 I nc 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. $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 freshet to Top of Global Candy Race Mars-Owned Candy Bar dress out to Pass Sibling M&Ms, Krafts Trident in New Euromonitor Ranking By E.J. Schultz Published September 20, 2012 208share this page picpicpicpic There is a new glaze over kingpin. Snickers will pass M&Ms as the top international confectionary snitch by the end of the course of instruction, giving the 82-year-old dulcify mensuration a satisfying victory in the global cocoa wars, according to a projection by Euromonitor International. Snickers is definitely on target to surpass M&Ms, Lee Linthicum, Euromonitors global head of food resea rch, told Ad Age. He cited U. S. innovations and firm growth in emerging markets as factors in moving the glass over bar from No. 3 to No. 1, as well surpassing Trident. deviation 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 loss for Kraft Foods Trident. The gum brand fell from second to third place as projected 2012 worldwide gross sales slipped to $3. 2 cardinal from $3. 35 billion in 2011. Kraft remains the global leader 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 shift at the top was depression reported by Candy & Snack Today, a publication by the National Confectioners Association. Among single 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 farthest year to $3. 57 billion for 2012, capturing a 1. 8% share, according to Euromonitor projections. The brand, whose ad representation is BBDO, has been backed with major media investments in recent years, including Super Bowl sight featuring Betty White and Roseanne Barr, who have both stared in the ongoing Youre Not You When Youre empty campaign. But Ms which Mars featured in this years Super Bowl public eye 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 b utter to the familiar scuffle 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 take of distribution gains Mars has made by acquiring some ex-Soviet chocolate companies, he said. While that should also help Ms, the bite-size candies face more argument 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 tail 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 actually uniquely American thing, he said. That sweet-savory juxtaposition of flavors is something of an acquired taste. Mr. Linthicum pinned Tridents struggles on stiff contestation from Wrigley 5, the Mars-owned brand that launched in the states in 2007 with slick packaging, innovative flavors and a extremely produced ad campaign by Energy BBDO called Stimulate Your Senses. The flashy prayer has resonated globally. Its even gaining share in Greece of all places, Mr. Linthicum said. Everywhere they release it approximately 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 Oc t. 1 will split glum 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 earlier 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.