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Non-chocolate Confectionery - US - October 2010

In spite of the weak economy, non-chocolate confectionery has shown impressive sales growth across all product segments in the past two years, proving that it is a recession-resistant category, much to the pleasure of manufacturers, marketers and retailers. Consumers are rewarding themselves with sweet treats, and thus rewarding the industry.

However, the buzz surrounding the issues of diet, health and obesity, along with efforts to address those issues, could put the candy industry at odds with important initiatives. This report discusses these issues along with how the industry is responding. It also highlights the best of what’s happening with product innovation and effective marketing along with a range of other topics, including:

  • Sales performance of non-chocolate confectionery by segment and retail channel, as well as the forecast for the market through 2015
  • Insight into sales trends, as well as consumer purchase behavior regarding different types of candy, and in what direction product innovation is going
  • Investigation of the most popular brands, discussion of what makes them so popular and their trended sales performance
  • Examination of competitive threats and how non-chocolate confectionery marketers can contend
  • The effectiveness of recent advertising and social media efforts made by some of the early adopters in the confectionery industry
  • Analysis of the most and least avid confectionery consumers by key demographics, including gender, age, income and race/Hispanic origin
  • Insight into kids’ and teens’ attitudes and purchase behaviors.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising clips
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market must find an image balance
                          • Candy faces strong foes
                            • Confectionery of all types enjoys sweet sales
                              • Popular channels show consumers are economizing
                                • Hershey and Mars have equal stakes in the market
                                  • Innovation, something to chew on
                                    • Kid commercials are a passé marketing method
                                      • Consumers don’t always choose candy to satisfy their sweet tooth
                                        • Consumers admit they are impulsive
                                          • Kids and teens weigh in with their preferences
                                            • Consumers pay attention to label claims
                                              • Blacks and Hispanics have a soft spot for non-chocolate confectionery
                                              • Insights and Opportunities

                                                • Key points
                                                  • No more boring products
                                                    • Other markets offer inspiration
                                                      • Give candy a purpose
                                                        • Smoothies
                                                          • Nutrition bars
                                                            • Claims and positioning that affect the purchase decision
                                                              • Figure 1: Claims and positioning that affect the purchase decision, by age, June/July 2010
                                                              • Figure 2: Claims and positioning that affect the purchase decision, by presence of children, June/July 2010
                                                          • Inspire Insights

                                                              • Trend: A Simple Balance for Health
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Market resists troubled economy
                                                                    • The future looks bright
                                                                      • Sales and forecast of non-chocolate confectionery
                                                                        • Figure 3: Total U.S. retail sales of non-chocolate confectionery, at current prices, 2005-15
                                                                        • Figure 4: Total U.S. retail sales of non-chocolate confectionery, at inflation-adjusted prices*, 2005-15
                                                                      • Walmart sales
                                                                      • Market Drivers

                                                                        • Key points
                                                                          • Consumer economic drivers
                                                                            • Figure 5: Unemployment and underemployment rate in the U.S., January 2007-July 2010
                                                                            • Figure 6: Real Disposable Personal Income, January 2007-May 2010
                                                                            • Figure 7: Consumer Sentiment, March 2007-July 2010
                                                                          • Business drivers
                                                                            • Figure 8: Gross Domestic Product (GDP), by quarter, Q1 2007-Q2 2010
                                                                            • Figure 9: Sugar monthly prices, September 2005-August 2010
                                                                          • Population drivers
                                                                            • Figure 10: U.S. population projections of kids, by age, 2005-15
                                                                            • Figure 11: Population size and share—6-11s, 2005-15
                                                                          • Obesity—the 800 pound gorilla
                                                                            • Figure 12: States with the highest obesity rates, based on 2007-09 combined data
                                                                        • Competitive Context

                                                                          • Key points
                                                                            • 14-carrot vending machines
                                                                              • “Junk food tax” rears its ugly head—again
                                                                                • The “chosen” sweets
                                                                                  • Figure 13: Cravings and sweet food and drink preferences, June/July 2010
                                                                              • Segment Performance

                                                                                • Key points
                                                                                  • Non-chocolate confections are recession resistant
                                                                                    • Merchandising is key
                                                                                      • Sales of non-chocolate confectionery, by segment
                                                                                        • Figure 14: Total U.S. retail sales of non-chocolate confectionery, by segment, 2008-10
                                                                                    • Segment Performance—Chewy Candy

                                                                                      • Key points
                                                                                        • Biggest segment with the most innovation behind it
                                                                                          • Sales and forecast of chewy candy
                                                                                            • Figure 15: Total U.S. retail sales of chewy candy, 2005-15
                                                                                        • Segment Performance—Seasonal Candy

                                                                                          • Key points
                                                                                            • Seasonal non-chocolate confectionery has built-in security
                                                                                              • Sales and forecast of seasonal candy
                                                                                                • Figure 16: Total U.S. retail sales of seasonal candy, at current prices, 2005-15
                                                                                            • Segment Performance—Novelty Candy

                                                                                              • Key points
                                                                                                • Play the novelty game right
                                                                                                  • Sales and forecast of novelty candy
                                                                                                    • Figure 17: Total U.S. retail sales of novelty candy, at current prices, 2005-15
                                                                                                • Segment Performance—Hard Candy

                                                                                                  • Key points
                                                                                                    • Hard candy segment is finding sales hard
                                                                                                      • Sales and forecast of hard candy
                                                                                                        • Figure 18: Total U.S. retail sales of hard candy, at current prices, 2005-15
                                                                                                    • Segment Performance—Licorice

                                                                                                      • Key points
                                                                                                        • Licorice has room to grow
                                                                                                          • Sales and forecast of licorice
                                                                                                            • Figure 19: Total U.S. retail sales of licorice, at current prices, 2005-15
                                                                                                        • Segment Performance—Other Non-chocolate Confectionery

                                                                                                          • Key points
                                                                                                            • Catch-all category made for innovation
                                                                                                              • Sales and forecast of other non-chocolate confectionery
                                                                                                                • Figure 20: Total U.S. retail sales of other non-chocolate confectionery, at current prices, 2005-15
                                                                                                            • Retail Channels

                                                                                                              • Overview
                                                                                                                • Sales of non-chocolate confectionery, by channel
                                                                                                                  • Figure 21: Total U.S. retail sales of non-chocolate confectionery, by channel, 2008 and 2010
                                                                                                                • Channel performance, 2005-10
                                                                                                                  • Supercenters and warehouse club stores
                                                                                                                    • Figure 22: Supercenter and warehouse club sales of other non-chocolate confectionery, at current prices, 2005-10
                                                                                                                  • Convenience stores
                                                                                                                      • Figure 23: Convenience store sales of other non-chocolate confectionery, at current prices, 2005-10
                                                                                                                    • Supermarkets
                                                                                                                        • Figure 24: Supermarket sales of other non-chocolate confectionery, at current prices, 2005-10
                                                                                                                      • Specialty food stores
                                                                                                                        • Figure 25: Specialty food store sales of other non-chocolate confectionery, at current prices, 2005-10
                                                                                                                      • Other retailers
                                                                                                                        • Figure 26: Other retailer sales of other non-chocolate confectionery, at current prices, 2005-10
                                                                                                                    • Retail Channels—Natural Supermarkets

                                                                                                                        • Sales of non-chocolate confectionery in the natural channel
                                                                                                                          • Figure 27: Natural supermarket sales of non-chocolate confectionery, at current prices, 2008-10
                                                                                                                          • Figure 28: Natural supermarket sales of non-chocolate confectionery, at inflation-adjusted prices, 2008-10
                                                                                                                        • Implications
                                                                                                                          • Leading brands
                                                                                                                            • Natural channel sales of non-chocolate confectionery by organic
                                                                                                                              • Figure 29: Natural supermarket sales of non-chocolate confectionery, by organic, 2008 and 2010
                                                                                                                          • Leading Companies

                                                                                                                            • Key points
                                                                                                                              • Open landscape for innovation and recognition
                                                                                                                                • FDMx sales of non-chocolate confectionery by manufacturer
                                                                                                                                  • Figure 30: Manufacturer FDMx sales of non-chocolate confectionery in the U.S., 2009 and 2010
                                                                                                                              • Brand Share—Chewy Candy

                                                                                                                                • Key points
                                                                                                                                  • Skittles and Starburst make Mars the chewy candy leader
                                                                                                                                    • Private label performs well
                                                                                                                                      • Manufacturer and brand sales of chewy candy
                                                                                                                                        • Figure 31: Selected FDMx brand sales of chewy candy, 2009 and 2010
                                                                                                                                    • Brand Share—Seasonal Candy

                                                                                                                                      • Key points
                                                                                                                                        • Brach’s continues its seasonal reign
                                                                                                                                          • Private label not large, but growing
                                                                                                                                            • Manufacturer and brand sales of seasonal candy
                                                                                                                                              • Figure 32: Selected FDMx brand sales of seasonal candy, 2009 and 2010
                                                                                                                                          • Brand Share—Novelty Candy

                                                                                                                                            • Key points
                                                                                                                                              • Wonka leads novelty candy sales
                                                                                                                                                • Private label is rising to the “unique” occasion
                                                                                                                                                  • Manufacturer and brand sales of novelty candy
                                                                                                                                                    • Figure 33: Selected FDMx brand sales of novelty candy, 2009 and 2010
                                                                                                                                                • Brand Share—Hard Candy

                                                                                                                                                  • Key points
                                                                                                                                                    • A few brands dominate the hard candy segment
                                                                                                                                                      • Private label loses share of hard candy segment
                                                                                                                                                        • Manufacturer and brand sales of hard candy
                                                                                                                                                          • Figure 34: Selected FDMx brand sales of hard candy, 2009 and 2010
                                                                                                                                                      • Brand Share—Licorice

                                                                                                                                                        • Key points
                                                                                                                                                          • Two brands dominate licorice
                                                                                                                                                            • Private label—weak but strengthening
                                                                                                                                                              • Manufacturer and brand sales of licorice
                                                                                                                                                                • Figure 35: Selected FDMx brand sales of licorice, 2009 and 2010
                                                                                                                                                            • Brand Share—Other Non-chocolate Confectionery

                                                                                                                                                              • Key points
                                                                                                                                                                • Diverse segment inches up in sales
                                                                                                                                                                  • Manufacturer and brand sales of other non-chocolate confectionery
                                                                                                                                                                    • Figure 36: Selected FDMx brand sales of other non-chocolate confectionery, 2009 and 2010
                                                                                                                                                                • Innovations and Innovators

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Thriving categories
                                                                                                                                                                      • Non-chocolate confectionery product launches, 2005-10
                                                                                                                                                                        • Figure 37: New non-chocolate confectionery product launches, 2005-10
                                                                                                                                                                      • Health and wellness
                                                                                                                                                                        • Real fruit juice
                                                                                                                                                                          • Superfruits
                                                                                                                                                                            • Ethnic targeting
                                                                                                                                                                              • Fun in packaging
                                                                                                                                                                                • Candy as jewelry
                                                                                                                                                                                  • Label claims
                                                                                                                                                                                    • Non-chocolate confectionery product launches, by label claim, 2005-10
                                                                                                                                                                                      • Figure 38: Non-chocolate confectionery product launches, by label claim, 2005-10
                                                                                                                                                                                    • Non-chocolate confectionery product launches, by private label, 2005-10
                                                                                                                                                                                      • Figure 39: Non-chocolate confectionery product launches, by private label, 2005-10
                                                                                                                                                                                    • Top non-chocolate confectionery product launches, by company/brand, 2005-10
                                                                                                                                                                                      • Figure 40: Top non-chocolate confectionery product launches, by company/brand, 2005-10
                                                                                                                                                                                  • Marketing Strategies

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Guidelines curb advertising to kids
                                                                                                                                                                                        • Mars takes a lead
                                                                                                                                                                                          • Social responsibility and cause marketing
                                                                                                                                                                                            • The power of a slogan
                                                                                                                                                                                              • Starburst: It’s a juicy contradiction
                                                                                                                                                                                                • Wonka: Feed your Imagination
                                                                                                                                                                                                  • Skittles: Experience the Rainbow
                                                                                                                                                                                                    • Facebook fosters relationship building
                                                                                                                                                                                                      • Skittles makes friends
                                                                                                                                                                                                        • Starburst rewards
                                                                                                                                                                                                          • Smartphone apps extend the brand
                                                                                                                                                                                                            • Candy Hooks
                                                                                                                                                                                                              • Wacky humor
                                                                                                                                                                                                                • Figure 41: Skittles taste the rainbow television ad, 2010
                                                                                                                                                                                                                • Figure 42: Skittles Fizzl’d Fruits fizz the rainbow television ad, 2010
                                                                                                                                                                                                                • Figure 43: The Wrigley Co./Starburst, it’s a juicy contradiction television ad, 2010
                                                                                                                                                                                                              • Animation a mother could love
                                                                                                                                                                                                                • Figure 44: Betty Crocker/Fruit Gushers, robot boy television ad, 2010
                                                                                                                                                                                                                • Figure 45: Cadbury Schweppes/Sour Patch Kids, Sour. Sweet. Gone. television ad, 2010
                                                                                                                                                                                                                • Figure 46: Wonka Gummies feed your imagination television ad, 2010
                                                                                                                                                                                                            • The Candy Consumer

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Personal consumption of sweets and candy
                                                                                                                                                                                                                    • Figure 47: Cravings and sweet food and drink preferences, June/July 2010
                                                                                                                                                                                                                    • Figure 48: Cravings and non-chocolate confectionery preferences, by age, June/July 2010
                                                                                                                                                                                                                    • Figure 49: Cravings and non-chocolate confectionery preferences, by presence of children, June/July 2010
                                                                                                                                                                                                                    • Figure 50: Chocolate/hard roll candy usage, by age, February 2009-March 2010
                                                                                                                                                                                                                • Non-Chocolate Confectionery Purchases

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Non-chocolate confectionery purchases
                                                                                                                                                                                                                      • Figure 51: Non-chocolate confectionery purchases, June/July 2010
                                                                                                                                                                                                                    • Non-chocolate confectionery purchases for specific people including self
                                                                                                                                                                                                                      • Figure 52: Purchases for self and others, by gender, June/July 2010
                                                                                                                                                                                                                      • Figure 53: Purchases for self and others, by age, June/July 2010
                                                                                                                                                                                                                      • Figure 54: Purchases for self and others, by household income, June/July 2010
                                                                                                                                                                                                                  • Buying and Eating Behavior

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Buying behavior with non-chocolate confectionery
                                                                                                                                                                                                                        • Figure 55: Buying behavior among non-chocolate confectionery shoppers, by age, June/July 2010
                                                                                                                                                                                                                        • Figure 56: Buying behavior among non-chocolate confectionery shoppers, by household income, June/July 2010
                                                                                                                                                                                                                        • Figure 57: Buying behavior among non-chocolate confectionery shoppers, by presence of children, June/July 2010
                                                                                                                                                                                                                      • Occasions for eating non-chocolate confectionery
                                                                                                                                                                                                                        • Figure 58: Occasions for eating non-chocolate confectionery, June/July 2010
                                                                                                                                                                                                                      • Usual eating occasions/activities
                                                                                                                                                                                                                        • Figure 59: Occasions for usual eating of non-chocolate confectionery, by age, June/July 2010
                                                                                                                                                                                                                      • Outlets where consumers buy non-chocolate confectionery
                                                                                                                                                                                                                        • Figure 60: Outlets where consumers buy non-chocolate confectionery, by age, June/July 2010
                                                                                                                                                                                                                        • Figure 61: Outlets where consumers buy non-chocolate confectionery, by household income, June/July 2010
                                                                                                                                                                                                                        • Figure 62: Outlets where consumers buy non-chocolate confectionery, by presence of children, June/July 2010
                                                                                                                                                                                                                    • Kids’ and Teens’ Usage of Non-Chocolate Confectionery

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • Parental opinion of kids’ favorite types of non-chocolate confectionery
                                                                                                                                                                                                                          • Figure 63: Parental opinion of kids’ favorite types of non-chocolate confectionery, by age, June/July 2010
                                                                                                                                                                                                                        • Candy usage among kids and teens
                                                                                                                                                                                                                          • Figure 64: Bars and other candy usage—6-11s, by gender and age, November 2008-December 2009
                                                                                                                                                                                                                          • Figure 65: Chocolate/hard roll candy usage—12-17s, by gender and age, November 2008-December 2009
                                                                                                                                                                                                                      • Attributes That Matter to Consumers

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Claims and positioning that affect the purchase decision
                                                                                                                                                                                                                              • Figure 66: Claims and positioning that affect the purchase decision, by gender, June/July 2010
                                                                                                                                                                                                                              • Figure 67: Claims and positioning that affect the purchase decision, by age, June/July 2010
                                                                                                                                                                                                                              • Figure 68: Claims and positioning that affect the purchase decision, by household income, June/July 2010
                                                                                                                                                                                                                          • Impact of Race and Hispanic Origin

                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                              • Target other cultures
                                                                                                                                                                                                                                • The candy consumer, by race/Hispanic origin
                                                                                                                                                                                                                                  • Figure 69: Cravings and non-chocolate confectionery preferences, by race/Hispanic origin, June/July 2010
                                                                                                                                                                                                                                  • Figure 70: Chocolate/hard roll candy usage, by race/Hispanic origin, February 2009-March 2010
                                                                                                                                                                                                                                • Outlets where consumers buy non-chocolate confectionery, by race/Hispanic origin
                                                                                                                                                                                                                                  • Figure 71: Outlets where consumers buy non-chocolate confectionery, by race/Hispanic origin, June/July 2010
                                                                                                                                                                                                                                • Attributes that matter to consumers, by race/Hispanic origin
                                                                                                                                                                                                                                  • Figure 72: Claims and positioning that affect the purchase decision, by race/Hispanic origin, June/July 2010
                                                                                                                                                                                                                              • Cluster Analysis

                                                                                                                                                                                                                                  • Sometimers
                                                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                                          • Regulars
                                                                                                                                                                                                                                            • Demographics
                                                                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                                                  • Originals
                                                                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                                                          • Cluster characteristics
                                                                                                                                                                                                                                                            • Figure 73: Non-chocolate confectionery clusters, June/July 2010
                                                                                                                                                                                                                                                            • Figure 74: Cravings and sweet food and drink preferences (usually), by non-chocolate confectionery clusters, June/July 2010
                                                                                                                                                                                                                                                            • Figure 75: Cravings and sweet food and drink preferences (sometimes), by non-chocolate confectionery clusters, June/July 2010
                                                                                                                                                                                                                                                            • Figure 76: Buying behavior among non-chocolate confectionery shoppers, by non-chocolate confectionery clusters, June/July 2010
                                                                                                                                                                                                                                                            • Figure 77: Claims and positioning that affect the purchase decision, by non-chocolate confectionery clusters, June/July 2010
                                                                                                                                                                                                                                                          • Cluster demographics
                                                                                                                                                                                                                                                            • Figure 78: Non-chocolate confectionery clusters, by gender, June/July 2010
                                                                                                                                                                                                                                                            • Figure 79: Non-chocolate confectionery clusters, by age, June/July 2010
                                                                                                                                                                                                                                                            • Figure 80: Non-chocolate confectionery clusters, by household income, June/July 2010
                                                                                                                                                                                                                                                            • Figure 81: Non-chocolate confectionery clusters, by race, June/July 2010
                                                                                                                                                                                                                                                            • Figure 82: Non-chocolate confectionery clusters, by Hispanic origin, June/July 2010
                                                                                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                                                                                          • Custom Consumer Groups

                                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                                              • Women are most likely to visit the candy aisle
                                                                                                                                                                                                                                                                • Purchases for self and others
                                                                                                                                                                                                                                                                  • Figure 83: Non-chocolate confectionery purchases, by gender and age, June/July 2010
                                                                                                                                                                                                                                                                  • Figure 84: Purchases for self and others, by gender and age, June/July 2010
                                                                                                                                                                                                                                                                  • Figure 85: Purchases for self and others, by gender and household income, June/July 2010
                                                                                                                                                                                                                                                                • Buying behavior with non-chocolate confectionery
                                                                                                                                                                                                                                                                  • Figure 86: Buying behavior among non-chocolate confectionery shoppers, by gender and age, June/July 2010
                                                                                                                                                                                                                                                                  • Figure 87: Buying behavior among non-chocolate confectionery shoppers, by gender and household income, June/July 2010
                                                                                                                                                                                                                                                                • Usual eating occasions/activities
                                                                                                                                                                                                                                                                  • Figure 88: Occasions for usual eating of non-chocolate confectionery, by gender and age, June/July 2010
                                                                                                                                                                                                                                                                • Claims and positioning that affect the purchase decision
                                                                                                                                                                                                                                                                    • Figure 89: Claims and positioning that affect the purchase decision, by gender and age, June/July 2010
                                                                                                                                                                                                                                                                    • Figure 90: Claims and positioning that affect the purchase decision, by gender and household income, June/July 2010
                                                                                                                                                                                                                                                                • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                                                                                    • Overview of non-chocolate confectionery
                                                                                                                                                                                                                                                                      • Chewy candy
                                                                                                                                                                                                                                                                        • Consumer insights on key purchase measures—chewy candy
                                                                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                                                                            • Figure 91: Brand map, selected brands of chewy candy, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                                                              • Figure 92: Key purchase measures for the top brands of chewy candy, by household penetration, 2009*
                                                                                                                                                                                                                                                                            • Hard sugar candy
                                                                                                                                                                                                                                                                              • Consumer insights on key purchase measures—hard sugar candy
                                                                                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                                                                                  • Figure 93: Brand map, selected brands of hard sugar candy buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                                                                                    • Figure 94: Key purchase measures for the top brands of hard sugar candy, by household penetration, 2009*
                                                                                                                                                                                                                                                                                  • Seasonal candy—Easter
                                                                                                                                                                                                                                                                                    • Consumer insights on key purchase measures—seasonal candy—Easter
                                                                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                                                                        • Figure 95: Brand map, selected brands of seasonal candy—Easter, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                                                                          • Figure 96: Key purchase measures for the top brands of seasonal candy—Easter, by household penetration, 2009*
                                                                                                                                                                                                                                                                                        • Seasonal candy—Christmas
                                                                                                                                                                                                                                                                                          • Consumer insights on key purchase measures—seasonal candy—Christmas
                                                                                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                                                                                              • Figure 97: Brand map, selected brands of seasonal candy—Christmas, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                                                                                • Figure 98: Key purchase measures for the top brands of seasonal candy—Christmas, by household penetration, 2009*
                                                                                                                                                                                                                                                                                              • Seasonal candy—Halloween
                                                                                                                                                                                                                                                                                                • Consumer insights on key purchase measures—seasonal candy—Halloween
                                                                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                                                                    • Figure 99: Brand map, selected brands of seasonal candy—Halloween, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                                                                                      • Figure 100: Key purchase measures for the top brands of seasonal candy—Halloween, by household penetration, 2009*
                                                                                                                                                                                                                                                                                                    • Seasonal candy—Valentine’s Day
                                                                                                                                                                                                                                                                                                      • Consumer insights on key purchase measures—seasonal candy—Valentine’s Day
                                                                                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                                                                                          • Figure 101: Brand map, selected brands of seasonal candy—Valentine’s day, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                                                                                            • Figure 102: Key purchase measures for the top brands of seasonal candy—Valentine’s day, by household penetration, 2009*
                                                                                                                                                                                                                                                                                                        • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                                                                          • Usual eating occasions/activities
                                                                                                                                                                                                                                                                                                            • Figure 103: Occasions for usual eating of non-chocolate confectionery, by gender, June/July 2010
                                                                                                                                                                                                                                                                                                            • Figure 104: Occasions for usual eating of non-chocolate confectionery, by household income, June/July 2010
                                                                                                                                                                                                                                                                                                          • Parental opinion of kids’ favorite types of non-chocolate confectionery
                                                                                                                                                                                                                                                                                                            • Figure 105: Parental opinion of kids’ favorite types of non-chocolate confectionery, by gender, June/July 2010
                                                                                                                                                                                                                                                                                                        • Appendix: Trade Associations

                                                                                                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                                                                                                          • Ben & Jerry's Homemade Inc.
                                                                                                                                                                                                                                                                                                          • CVS Caremark Corporation
                                                                                                                                                                                                                                                                                                          • Facebook, Inc.
                                                                                                                                                                                                                                                                                                          • Food Marketing Institute
                                                                                                                                                                                                                                                                                                          • Häagen-Dazs
                                                                                                                                                                                                                                                                                                          • Jelly Belly Candy Company
                                                                                                                                                                                                                                                                                                          • Just Born Inc.
                                                                                                                                                                                                                                                                                                          • Krispy Kreme Doughnuts Inc.
                                                                                                                                                                                                                                                                                                          • Lancaster Colony Corporation
                                                                                                                                                                                                                                                                                                          • Mars Incorporated
                                                                                                                                                                                                                                                                                                          • National Confectioners Association
                                                                                                                                                                                                                                                                                                          • National Council of Chain Restaurants (NCCR)
                                                                                                                                                                                                                                                                                                          • National Retail Federation (NRF)
                                                                                                                                                                                                                                                                                                          • Nestlé USA
                                                                                                                                                                                                                                                                                                          • Research In Motion (USA)
                                                                                                                                                                                                                                                                                                          • Spangler Candy Company
                                                                                                                                                                                                                                                                                                          • The Kroger Co.
                                                                                                                                                                                                                                                                                                          • The New England Confectionery Company
                                                                                                                                                                                                                                                                                                          • Tootsie Roll Industries Inc.
                                                                                                                                                                                                                                                                                                          • Trader Joe's Company Inc
                                                                                                                                                                                                                                                                                                          • Twitter, Inc.
                                                                                                                                                                                                                                                                                                          • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                                                          • U.S. Department of Agriculture
                                                                                                                                                                                                                                                                                                          • US Department of Commerce
                                                                                                                                                                                                                                                                                                          • Walgreen Co
                                                                                                                                                                                                                                                                                                          • Walmart Stores (USA)
                                                                                                                                                                                                                                                                                                          • Wm. Bolthouse Farms Inc.
                                                                                                                                                                                                                                                                                                          • YouTube, Inc.

                                                                                                                                                                                                                                                                                                          Non-chocolate Confectionery - US - October 2010

                                                                                                                                                                                                                                                                                                          £3,199.84 (Excl.Tax)