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Sugar Confectionery and Breath Fresheners - US - December 2014

“While there remain concerns about the nutritional content of sugar confectionery products, ultimately, consumers still want to indulge. The category continues to grow as a result of new product innovation catering to consumption occasions and keeping the category fresh and exciting. In addition to these successes, there is opportunity to grow in-store retailing, as well as seasonal offerings.”
– Amanda Topper, Food Analyst

This report answers the following questions:

  • What impact will health have on the category?
  • How is innovation boosting category sales?

The sugar confectionery category grew 21% from 2009-14, and is expected to grow an additional 25% from 2014-19. Consumers remain interested in the category despite an overall trend toward more healthful eating. While some consumers look for products featuring natural ingredients, flavors, or sweeteners, many value the indulgent factor of these products and eat them to indulge a craving or treat themselves.

In contrast, the gum, breath fresheners, and mints category declined 6% from 2009-14, and is expected to decline an additional 3% from 2014-19. This is due to declining consumption, a lack of innovation, increased snacking, and greater competition from other candy and mints.

Mintel provides a comprehensive analysis of the following factors that have the greatest potential to impact the category’s performance:

  • The types of confectionery consumers eat and how consumption differs by demographics.
  • Motivations for eating sugar confectionery, including both functional and emotional drivers.
  • The most popular retail channels consumers buy sugar confectionery, as well as the area of the store where they make their purchases.
  • The top product characteristics consumers look for when buying sugar confectionery products.
  • Consumer behaviors and attitudes related to sugar confectionery, including consumption habits, purchase behavior, and perceptions of ingredients and brands.

This report builds on the analysis presented in Mintel’s Non-chocolate Confectionery – US, December 2012 and Gum, Mints, and Breath Fresheners – US, December 2013 reports.

The report includes sales of the following products:

  • Chewy candy
  • Seasonal candy
  • Hard candy
  • Other sugar confectionery (licorice, novelty, others)

For the purposes of this report, sugar confectionery is defined as including the following:

  • All non-chocolate confectionery items based mainly on sugar and/or artificial sweeteners. Candies sweetened with fruit juice and/or honey are also within the scope of this report. Included in the definition are toffees, jellies, fruity candies, hard candies, nut/coconut candies, and licorice. Non-chocolate seasonal candy is also included in the scope of this report. IRI classifies all Tootsie Roll and Reese’s Pieces products as non-chocolate, so they are also covered here.
  • Excluded from this report are chocolate and random weight candy.

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Table of contents

  1. Scope and Themes

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

                  • Overview
                    • The market
                      • Sugar confectionery sales to reach $9 billion in 2019
                        • Figure 1: Total US sales and fan chart forecast of sugar confectionery, at current prices, 2009-19
                      • Chewy candy continues to lead category
                        • Figure 2: Sales of sugar confectionery, segmented by type, 2012 and 2014
                      • Affordability, innovation drive category growth
                        • Sales of gum, breath fresheners, and mints to decline to $4.7 billion in 2019
                          • Figure 3: Total US sales and fan chart forecast of gum, breath fresheners, and mints, at current prices, 2009-10
                        • Key players
                          • Mars edges out Hershey’s in overall category sales
                            • Figure 4: MULO sales of sugar confectionery, by leading companies, rolling 52-weeks 2014
                          • The consumer
                            • Nearly all adults eat some type of sugar confectionery
                              • Figure 5: Personal sugar confectionery consumption – Any consumption, September 2014
                            • Natural ingredients preferred
                              • Figure 6: Important characteristics when buying non-chocolate candy, top five, September 2014
                            • More than one quarter eat sugar confectionery on the go
                              • Figure 7: Behaviors related to non-chocolate candy, top five, September 2014
                            • Half of consumers buy products on impulse
                              • Figure 8: Attitudes toward non-chocolate candy – Any agree, top five, September 2014
                            • What we think
                            • Issues and Insights

                                • What impact will health have on the category?
                                  • Issues
                                    • Insight: Consumers want a balance between health and indulgence
                                      • How is innovation boosting category sales?
                                        • Issues
                                          • Insight: Smaller formats, convenient packaging, brand extensions lead the way
                                            • Where are the biggest growth opportunities?
                                              • Issues
                                                • Insight: Seasonal products, retail merchandising key areas of opportunity
                                                • Trend Applications

                                                    • Trend: Transumers
                                                      • Trend: Minimize Me
                                                        • Trend: The Real Thing
                                                        • Market Size and Forecast – Sugar Confectionery

                                                          • Key points
                                                            • Sales and forecast of sugar confectionery
                                                              • Figure 9: Total US sales and forecast of sugar confectionery, at current prices, 2009-19
                                                              • Figure 10: Total US sales and forecast of sugar confectionery, at inflation-adjusted prices, 2009-19
                                                            • Sugar confectionery sales to reach $9 billion in 2019
                                                              • Figure 11: Total US sales and fan chart forecast of sugar confectionery, at current prices, 2009-19
                                                            • Forecast methodology
                                                            • Market Size and Forecast – Gum, Breath Fresheners, and Mints

                                                              • Key points
                                                                • Sales and forecast of gum, breath fresheners, and mints
                                                                  • Figure 12: Total US sales and forecast of gum, breath fresheners, and mints, at current prices, 2009-19
                                                                  • Figure 13: Total US sales and forecast of gum, breath fresheners, and mints, at inflation-adjusted prices, 2009-19
                                                                • Sales of gum, breath fresheners, and mints to decline to $4.7 billion in 2019
                                                                  • Figure 14: Personal gum/bubble gum usage, April 2008-June 2014
                                                                  • Figure 15: Total US sales and fan chart forecast of gum, breath fresheners, and mints, at current prices, 2009-10
                                                                • Forecast methodology
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Rising commodity costs could impact sales
                                                                      • Consumers want to indulge responsibly
                                                                        • Constant innovation keeps the category fresh
                                                                        • Competitive Context

                                                                          • Key points
                                                                            • Rising cocoa prices could drive consumers from chocolate
                                                                              • Figure 16: Purchase behavior if 25% increase – Chocolate Confectionery – US, April 2014
                                                                            • Salty snacks vie with non-chocolate candy for snacking dominance
                                                                              • Nutritional snacks a competitive threat
                                                                              • Segment Performance –Sugar Confectionery

                                                                                • Key points
                                                                                  • Chewy candy continues to lead category
                                                                                    • Sales of sugar confectionery, by segment
                                                                                      • Figure 17: Sales of sugar confectionery, segmented by type, 2012 and 2014
                                                                                    • Steady year-over-year growth for chewy candy segment
                                                                                      • Sales and forecast of chewy candy
                                                                                        • Figure 18: Total US sales and forecast of chewy candy, at current prices, 2009-19
                                                                                      • Slight growth for seasonal candy segment
                                                                                        • Sales and forecast of seasonal candy
                                                                                          • Figure 19: Total US sales and forecast of seasonal candy, at current prices, 2009-19
                                                                                        • Hard candy sales increase 24% from 2009-14
                                                                                          • Sales and forecast of hard candy
                                                                                            • Figure 20: Total US sales and forecast of hard candy, at current prices, 2009-19
                                                                                          • Other sugar confectionery represents 31% of total category
                                                                                            • Sales and forecast of other sugar confectionery
                                                                                              • Figure 21: Total US sales and forecast of other sugar confectionery, at current prices, 2009-19
                                                                                          • Retail Channels – Sugar Confectionery

                                                                                            • Key points
                                                                                              • Other retail channels represent nearly three quarters of sales
                                                                                                • Sales of sugar confectionery, by channel
                                                                                                  • Figure 22: Total US retail sales of sugar confectionery by channel, at current prices, 2012 and 2014
                                                                                                • Strong growth in supermarket sales
                                                                                                  • Figure 23: Retail channels for buying non-chocolate candy, by gender, September 2014
                                                                                                  • Figure 24: US supermarket sales of sugar confectionery, at current prices, 2009-14
                                                                                                • Drug stores only retail channel with sales declines
                                                                                                  • Figure 25: US drug store sales of sugar confectionery, at current prices, 2009-14
                                                                                                • Other retail channels represent majority of category sales
                                                                                                  • Figure 26: US sales of sugar confectionery through other retail channels, at current prices, 2009-14
                                                                                                • Checkout purchases less common across retail channels
                                                                                                  • Figure 27: Non-chocolate candy purchase locations within select retail channels, September 2014
                                                                                              • Leading Companies and Brand Analysis – Sugar Confectionery

                                                                                                • Key points
                                                                                                  • Mars edges out Hershey’s in overall category sales
                                                                                                    • Manufacturer sales of sugar confectionery
                                                                                                      • Figure 28: MULO sales of sugar confectionery, by leading companies, rolling 52-weeks 2013 and 2014
                                                                                                    • New product innovation leads to segment growth
                                                                                                      • Figure 29: Marshawn Lynch Gears Up for NFL Season with Skittles, TV ad, September 2014
                                                                                                      • Figure 30: “First Day,” Breaking Out YouTube series, October 2014
                                                                                                      • Figure 31: “Unexpected,” Lancaster Soft Crèmes TV ad, February 2014
                                                                                                    • Manufacturer sales of chewy candy
                                                                                                      • Figure 32: MULO sales of chewy candy, by leading companies, rolling 52-weeks 2013 and 2014
                                                                                                      • Figure 33: MULO sales of chewy candy, by leading companies, rolling 52-weeks 2013 and 2014 (continued)
                                                                                                    • Household penetration increases 1%
                                                                                                      • Figure 34: Key purchase measures for the top chewy candy brands, by household penetration, 52-weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
                                                                                                    • Hershey’s Jolly Rancher brand leads in hard candy segment
                                                                                                      • Figure 35: “How to Win a New Tootsie Pop,” June 2014
                                                                                                    • Manufacturer sales of hard candy
                                                                                                      • Figure 36: MULO sales of hard candy, by leading companies, rolling 52-weeks 2013 and 2014
                                                                                                    • Household penetration increases 2%
                                                                                                      • Figure 37: Key purchase measures for the top hard candy brands, by household penetration, 52-weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
                                                                                                    • Hershey’s grows seasonal sales 36%
                                                                                                        • Figure 38: Peeps Minis, “Take Your Pants for a Walk Day,” June 2014
                                                                                                      • Manufacturer sales of seasonal candy
                                                                                                        • Figure 39: MULO sales of seasonal candy, by leading companies, rolling 52-weeks 2013 and 2014
                                                                                                        • Figure 40: MULO sales of seasonal candy, by leading companies, rolling 52-weeks 2013 and 2014 (continued)
                                                                                                        • Figure 41: MULO sales of seasonal candy, by leading companies, rolling 52-weeks 2013 and 2014 (continued)
                                                                                                      • Easter, Valentine’s Day candy household penetration increases
                                                                                                        • Figure 42: Key purchase measures for the top seasonal candy brands, by household penetration, 52-weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
                                                                                                      • Other sugar confectionery segment highly fragmented
                                                                                                        • Manufacturer sales of other sugar confectionery
                                                                                                          • Figure 43: MULO sales of other sugar confectionery*, by leading companies, rolling 52-weeks 2013 and 2014
                                                                                                          • Figure 44: MULO sales of other sugar confectionery*, by leading companies, rolling 52-weeks 2013 and 2014 (continued)
                                                                                                        • Novelty candy household penetration increases
                                                                                                          • Figure 45: Key purchase measures for the top other sugar confectionery brands, by household penetration, 52- weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
                                                                                                      • Innovations and Innovators

                                                                                                        • Sugar confectionery
                                                                                                          • Figure 46: Gum, sugar confectionery product launches, by launch type, 2009-14*
                                                                                                          • Figure 47: Sugar confectionery product launches, by top 10 claims, 2009-14*
                                                                                                          • Figure 48: Sugar confectionery product launches, by top 10 flavors, 2009-14*
                                                                                                        • Small indulgences
                                                                                                          • Upscale and gourmet offerings
                                                                                                            • Figure 49: Dylan’s Candy Bar video, August 2014
                                                                                                          • Blurry category lines
                                                                                                            • Added health benefits
                                                                                                              • Gum, Breath Fresheners, and Mints
                                                                                                                  • Figure 50: Gum, breath fresheners, and mints product launches, by launch type, 2009-14*
                                                                                                                  • Figure 51: Gum, breath fresheners, and mints product launches, by top 10 claims, 2009-14*
                                                                                                                  • Figure 52: Gum, breath fresheners, and mints product launches, by top 10 flavors, 2009-14*
                                                                                                                  • Figure 53: Gum, breath fresheners, and mints product launches, by top 10 package types, 2009-14*
                                                                                                              • Social Media

                                                                                                                  • Key points
                                                                                                                    • Market overview
                                                                                                                      • Key social media metrics
                                                                                                                        • Figure 54: Key performance indicators, selected sugar confectionery, gum, mints, and breath freshener brands, Nov. 17, 2013-Nov. 16, 2014
                                                                                                                      • Brand usage and awareness
                                                                                                                        • Figure 55: Brand usage and awareness of sugar confectionery, gum, mints and breath freshener brands, September 2014
                                                                                                                      • Interaction with brands
                                                                                                                        • Figure 56: Interaction with sugar confectionery, gum, mints, and breath freshener brands, September 2014
                                                                                                                        • Figure 57: Interaction with sugar confectionery, gum, mints, and breath freshener brands, September 2014 (continued)
                                                                                                                      • Leading online campaigns
                                                                                                                        • Skittles live activity stream
                                                                                                                          • Interactive videos
                                                                                                                            • Snapchat branded content
                                                                                                                              • What we think
                                                                                                                                • Online conversations
                                                                                                                                  • Figure 58: Online mentions, selected sugar confectionery, gum, mints, and breath freshener brands, Nov. 17, 2013-Nov. 16, 2014
                                                                                                                                • What are people talking about online?
                                                                                                                                  • Figure 59: Mentions by topic of conversation, selected sugar confectionery, gum, mints, and breath freshener brands, Nov. 17, 2013-Nov. 16, 2014
                                                                                                                              • Personal Consumption

                                                                                                                                • Key points
                                                                                                                                  • Some 91% of adults eat sugar confectionery
                                                                                                                                    • Figure 60: Personal sugar confectionery consumption – Any consumption, by gender, September 2014
                                                                                                                                    • Figure 61: Personal sugar confectionery consumption – Any consumption, by age, September 2014
                                                                                                                                  • Presence of children a strong indicator for consumption
                                                                                                                                    • Figure 62: Personal sugar confectionery consumption – Any consumption, by presence of children in household, September 2014
                                                                                                                                • Reasons for Eating

                                                                                                                                  • Key points
                                                                                                                                    • Function reasons drive consumption
                                                                                                                                      • Figure 63: Reasons for eating non-chocolate candy, by gender, September 2014
                                                                                                                                    • Younger generations more likely to reward, celebrate with candy
                                                                                                                                      • Figure 64: Reasons for eating non-chocolate candy, by generations, September 2014
                                                                                                                                  • Important Product Characteristics

                                                                                                                                    • Key points
                                                                                                                                      • Natural ingredients preferred
                                                                                                                                          • Figure 65: Important characteristics when buying non-chocolate candy, by gender, September 2014
                                                                                                                                        • 25-34s most likely to look for real fruit and other natural ingredients
                                                                                                                                          • Figure 66: Important characteristics when buying non-chocolate candy, by age, September 2014
                                                                                                                                      • Behaviors Related to Sugar Confectionery

                                                                                                                                        • Key points
                                                                                                                                          • More than one quarter eat sugar confectionery on the go
                                                                                                                                              • Figure 67: Behaviors related to non-chocolate candy, by gender, September 2014
                                                                                                                                            • Youngest generation eating more sugar confectionery
                                                                                                                                              • Figure 68: Behaviors related to non-chocolate candy, by generations, September 2014
                                                                                                                                          • Attitudes toward Sugar Confectionery

                                                                                                                                            • Key points
                                                                                                                                              • Half of consumers buy products on impulse
                                                                                                                                                • Figure 69: Attitudes toward non-chocolate candy – Any agree, by gender, September 2014
                                                                                                                                              • Youngest generation more likely to view candy as a treat
                                                                                                                                                • Figure 70: Attitudes toward non-chocolate candy – Any agree, by generations, September 2014
                                                                                                                                            • Race and Hispanic Origin

                                                                                                                                              • Key points
                                                                                                                                                • Black consumers eat more gum, breath fresheners
                                                                                                                                                  • Figure 71: Personal sugar confectionery consumption – Any consumption, by race and Hispanic origin, September 2014
                                                                                                                                                • Blacks, Hispanics, more likely to reward themselves with candy
                                                                                                                                                  • Figure 72: Reasons for eating non-chocolate candy, by race and Hispanic origin, September 2014
                                                                                                                                                • Almost one third of Hispanics eat candy on the go
                                                                                                                                                  • Figure 73: Behaviors related to non-chocolate candy, by race and Hispanic origin, September 2014
                                                                                                                                                • Hispanics view sugar confectionery as a special treat
                                                                                                                                                  • Figure 74: Attitudes toward non-chocolate candy – Any agree, by race and Hispanic origin, September 2014
                                                                                                                                              • CHAID analysis – Sugar Confectionery and Breath Fresheners – December 2014

                                                                                                                                                • Methodology
                                                                                                                                                  • Younger adults with children at home buy candy at checkout
                                                                                                                                                    • Figure 75: Purchase locations – CHAID – Tree output, December 2014
                                                                                                                                                    • Figure 76: Purchase locations – CHAID – Table output, December 2014
                                                                                                                                                • Appendix – Other Useful Tables – Gum, Breath Fresheners, and Mints

                                                                                                                                                  • Segment Performance – Gum, Breath Fresheners, and Mints
                                                                                                                                                    • Figure 77: Sales of gum, breath fresheners, and mints, segmented by type, 2012 and 2014
                                                                                                                                                    • Figure 78: Total US sales and forecast of gum, at current prices, 2009-19
                                                                                                                                                    • Figure 79: Total US sales and forecast of breath fresheners and mints, at current prices, 2009-19
                                                                                                                                                  • Retail Channels – Gum, Breath Fresheners, and Mints
                                                                                                                                                    • Figure 80: Total US retail sales of gum, breath fresheners, and mints, by channel, at current prices, 2012 and 2014
                                                                                                                                                    • Figure 81: US supermarket sales of gum, breath fresheners, and mints, at current prices, 2009-14
                                                                                                                                                    • Figure 82: US drug store sales of gum, breath fresheners, and mints, at current prices, 2009-14
                                                                                                                                                    • Figure 83: US sales of gum, breath fresheners, and mints, through other retail channels, at current prices, 2009-14
                                                                                                                                                  • Leading Companies and Brand Share – Gum, Breath Fresheners, and Mints
                                                                                                                                                    • Figure 84: MULO sales of gum, breath fresheners, and mints, by leading companies, rolling 52-weeks 2013 and 2014
                                                                                                                                                    • Figure 85: MULO sales of gum, by leading companies, rolling 52-weeks 2013 and 2014
                                                                                                                                                    • Figure 86: MULO sales of breath fresheners and mints, by leading companies, rolling 52-weeks 2013 and 2014
                                                                                                                                                    • Figure 87: Key purchase measures for the top gum, breath fresheners, and mints brands, by household penetration, 52-weeks ending Dec. 30, 2012 (year ago) and Dec. 29, 2013 (current)
                                                                                                                                                • Appendix – Other Useful Consumer Tables

                                                                                                                                                    • Figure 88: Personal sugar confectionery consumption, September 2014
                                                                                                                                                    • Figure 89: Personal sugar confectionery consumption, September 2014
                                                                                                                                                    • Figure 90: Personal sugar confectionery consumption – Any consumption, by household income, September 2014
                                                                                                                                                    • Figure 91: Personal sugar confectionery consumption – Any consumption, by generations, September 2014
                                                                                                                                                    • Figure 92: Personal sugar confectionery consumption – Any consumption, by region, September 2014
                                                                                                                                                    • Figure 93: Personal gum usage, by age, April 2013-June 2014
                                                                                                                                                    • Figure 94: Personal gum usage, by race/Hispanic origin, April 2013-June 2014
                                                                                                                                                    • Figure 95: Personal gum usage, April 2008-June 2014
                                                                                                                                                    • Figure 96: Personal breath mints/strips usage, April 2008-June 2014
                                                                                                                                                    • Figure 97: Personal gum usage, April 2008-June 2014
                                                                                                                                                    • Figure 98: Reasons for eating non-chocolate candy, by age, September 2014
                                                                                                                                                    • Figure 99: Reasons for eating non-chocolate candy, by household income, September 2014
                                                                                                                                                    • Figure 100: Reasons for eating non-chocolate candy, by presence of children in household, September 2014
                                                                                                                                                    • Figure 101: Reasons for eating non-chocolate candy, by personal sugar confectionery consumption, September 2014
                                                                                                                                                    • Figure 102: Retail channels for buying non-chocolate candy, by age, September 2014
                                                                                                                                                    • Figure 103: Retail channels for buying non-chocolate candy, by household income, September 2014
                                                                                                                                                    • Figure 104: Retail channels for buying non-chocolate candy, by presence of children in household, September 2014
                                                                                                                                                    • Figure 105: Retail channels for buying non-chocolate candy, by generations, September 2014
                                                                                                                                                    • Figure 106: Retail channels for buying non-chocolate candy, by race and Hispanic origin, September 2014
                                                                                                                                                    • Figure 107: Retail channels for buying non-chocolate candy, by region, September 2014
                                                                                                                                                    • Figure 108: Important characteristics when buying non-chocolate candy, by household income, September 2014
                                                                                                                                                    • Figure 109: Important characteristics when buying non-chocolate candy, by presence of children in household, September 2014
                                                                                                                                                    • Figure 110: Important characteristics when buying non-chocolate candy, by generations, September 2014
                                                                                                                                                    • Figure 111: Important characteristics when buying non-chocolate candy, by race and Hispanic origin, September 2014
                                                                                                                                                    • Figure 112: Behaviors related to non-chocolate candy, by age, September 2014
                                                                                                                                                    • Figure 113: Behaviors related to non-chocolate candy, by household income, September 2014
                                                                                                                                                    • Figure 114: Behaviors related to non-chocolate candy, by presence of children in household, September 2014
                                                                                                                                                    • Figure 115: Behaviors related to non-chocolate candy, by personal sugar confectionery consumption, September 2014
                                                                                                                                                    • Figure 116: Attitudes toward non-chocolate candy – Any agree, by age, September 2014
                                                                                                                                                    • Figure 117: Attitudes toward non-chocolate candy – Any agree, by household income, September 2014
                                                                                                                                                    • Figure 118: Attitudes toward non-chocolate candy – Any agree, by presence of children in household, September 2014
                                                                                                                                                    • Figure 119: Licorice – CHAID – Tree output, December 2014
                                                                                                                                                    • Figure 120: Other non-chocolate candy – CHAID – Tree output, December 2014
                                                                                                                                                    • Figure 121: Types of candy eaten – CHAID – Table output, December 2014
                                                                                                                                                • Appendix – Social Media

                                                                                                                                                  • Key brand metrics
                                                                                                                                                    • Figure 122: Key social media indicators of selected sugar confectionery, gum, mints, and breath freshener brands, November 2014
                                                                                                                                                  • Online conversations
                                                                                                                                                    • Figure 123: Online mentions, selected sugar confectionery, gum, mints, and breath freshener brands, Nov. 17, 2013-Nov. 16, 2014
                                                                                                                                                  • Brand usage or awareness
                                                                                                                                                    • Figure 124: Brand usage or awareness, September 2014
                                                                                                                                                    • Figure 125: Twizzlers, September 2014
                                                                                                                                                    • Figure 126: Jolly Rancher, September 2014
                                                                                                                                                    • Figure 127: Skittles, September 2014
                                                                                                                                                    • Figure 128: Starburst, September 2014
                                                                                                                                                    • Figure 129: Sour Patch Kids, September 2014
                                                                                                                                                    • Figure 130: Ice Breakers, September 2014
                                                                                                                                                  • Activities done
                                                                                                                                                    • Figure 131: Activities done, September 2014
                                                                                                                                                    • Figure 132: Twizzlers – Activities done – I have looked up/talked about this brand online on social media, September 2014
                                                                                                                                                    • Figure 133: Twizzlers – Activities done – I have contacted/interacted with the brand online on social media to, September 2014
                                                                                                                                                    • Figure 134: Twizzlers – Activities done – I follow/like the brand on social media because, September 2014
                                                                                                                                                    • Figure 135: Twizzlers – Activities done – I have researched the brand on social media to, September 2014
                                                                                                                                                    • Figure 136: Jolly Rancher – Activities done, by I have looked up/talked about this brand online on social media, September 2014
                                                                                                                                                    • Figure 137: Jolly Rancher – Activities done – I have contacted/interacted with the brand online on social media to, September 2014
                                                                                                                                                    • Figure 138: Jolly Rancher – Activities done – I follow/like the brand on social media because, September 2014
                                                                                                                                                    • Figure 139: Jolly Rancher – Activities done – I have researched the brand on social media to, September 2014
                                                                                                                                                    • Figure 140: Skittles – Activities done – I have looked up/talked about this brand online on social media, September 2014
                                                                                                                                                    • Figure 141: Skittles – Activities done – I have contacted/interacted with the brand online on social media to, September 2014
                                                                                                                                                    • Figure 142: Skittles – Activities done – I follow/like the brand on social media because, September 2014
                                                                                                                                                    • Figure 143: Skittles – Activities done – I have researched the brand on social media to, September 2014
                                                                                                                                                    • Figure 144: Starburst – Activities done – I have looked up/talked about this brand online on social media, September 2014
                                                                                                                                                    • Figure 145: Starburst – Activities done – I have contacted/interacted with the brand online on social media to, September 2014
                                                                                                                                                    • Figure 146: Starburst – Activities done – I follow/like the brand on social media because, September 2014
                                                                                                                                                    • Figure 147: Starburst – Activities done – I have researched the brand on social media to, September 2014
                                                                                                                                                    • Figure 148: Sour Patch Kids – Activities done – I have looked up/talked about this brand online on social media, September 2014
                                                                                                                                                    • Figure 149: Sour Patch Kids – Activities done – I have contacted/interacted with the brand online on social media to, September 2014
                                                                                                                                                    • Figure 150: Sour Patch Kids – Activities done – I follow/like the brand on social media because, September 2014
                                                                                                                                                    • Figure 151: Sour Patch Kids – Activities done – I have researched the brand on social media to, September 2014
                                                                                                                                                • Appendix – Information Resources Inc. Builders Panel Data Definitions

                                                                                                                                                    • Information Resources Inc. Consumer Network Metrics
                                                                                                                                                    • Appendix – Trade Associations

                                                                                                                                                      Companies Covered

                                                                                                                                                      • Walmart Stores (USA)

                                                                                                                                                      Sugar Confectionery and Breath Fresheners - US - December 2014

                                                                                                                                                      £3,277.28 (Excl.Tax)