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Viewing report
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Sugar Confectionery in the United States 2008
Mintel, June 2007, Pages: 101
Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
Executive Summary
FDMx sales holding at about $2 billion
Convenience stores are the only channel with significant gains
The competitive landscape is challenging
Chewy candy is the biggest segment, with a 35% share
C-stores control about one-third of total sales
Children, teens, and young adults drive the market
Increasing commodity prices affect candy industry
The Hershey Co. is the market leader… for now
Innovations from many countries
Advertising constrained by childhood obesity concerns
Some two-thirds of adults buy candy
Impulse drives more than half of purchases
Candy preferences: new flavors and concepts
Brand choices
Kids, teens, candy
Market Size and Forecast
Key points
Candy: not so dandy
Kids and candy: a tricky mix
FDMx sales
Figure 1: U.S. FDMx sales and forecast of sugar confectionery at current prices, 2002-12
Figure 2: U.S. FDMx sales and forecast of sugar confectionery at inflation-adjusted prices, 2002-12
Wal-Mart sales
When factoring in convenience stores, overall sales are more robust
Figure 3: U.S. sales of sugar confectionery at convenience stores, at current prices, 2002-07
Figure 4: U.S. sugar confectionery sales at FDMx and convenience stores, at current prices, 2002-07
Competitive Context
Key points
Snack options go beyond candy
Figure 5: Foods chosen to satisfy craving for something sweet, by age, April 2008
If you can’t beat ’em…
Drink your candy
Segment Performance
Key points
Chewy candy is biggest seller
Packaging and placement are major factors
Segment sales summary
Figure 6: U.S. FDMx sales and forecast of sugar confectionery at current prices, by top five segments, 2002-12
Figure 7: U.S. sales of sugar confectionery, by segment, 2005 and 2007
Segment Performance—Chewy Candy
Key points
Biggest segment, and most likely to continue to see sales growth
Figure 8: U.S. FDMx sales and forecast of chewy candy, 2002-12
Segment Performance—Seasonal Candy
Key points
Seasonal candy sales depend on the calendar
Figure 9: U.S. FDMx sales and forecast of seasonal candy, 2002-12
Halloween sees greatest sales growth
Figure 10: U.S. FDMx Sales of seasonal candy, by holiday, 2005 and 2007
Segment Performance—Novelty Candy
Key points
Novelty candy’s success depends on innovation
Figure 11: U.S. FDMx sales and forecast of novelty candy, 2002-12
Segment Performance—Hard Candy
Key points
A segment in need of help
Figure 12: U.S. FDMx sales and forecast of hard candy, 2002-12
Segment Performance—Licorice
Key points
A “plow horse” of a segment
Figure 13: U.S. FDMx sales and forecast of licorice, 2002-12
Retail Channels
Key points
Convenience stores are top venue for candy sales
Supermarkets lose sales
Figure 14: U.S. sales of sugar confectionery, by retail channel, 2005 and 2007
Retail Channels—Convenience Stores
Key points
Candy sales growth in c-stores significant
C-store operators work hard for their candy income
Convenience store sales
Figure 15: U.S. sales of sugar confectionery at convenience stores, 2002-07
Retail Channels—Supermarkets
Key points
Supermarket sales decline
Where to put the candy?
Supermarket sales
Figure 16: U.S. sales of sugar confectionery at supermarkets, 2002-07
Market Drivers
Key points
Children, teens, and young adults are the candy eaters
Figure 17: Projected population by age, 2008 and 2013
Obesity rates among children level off
Commodity prices are taking a toll
Leading Companies
Key points
The candy world is in a state of flux
Mergers, acquisitions, and questions
Figure 18: FDMx Sales of leading sugar confectionery companies, 2005 and 2007
Brand Share—Chewy Candy
Key points
One-fifth of the segment belongs to Mars
Figure 19: FDMx brand sales of chewy candy in the U.S., 2005 and 2007
Brand Share—Seasonal Candy
Key points
Holiday candy sales dependent on the calendar
Different strengths at different holidays
Figure 20: Manufacturer share of total seasonal candy FDMx sales, 2005 and 2007
Figure 21: FDMx brand sales of Easter candy in the U.S., 2005 and 2007
Figure 22: FDMx brand sales of Christmas candy in the U.S., 2005 and 2007
Figure 23: FDMx brand sales of Halloween candy in the U.S., 2005 and 2007
Figure 24: FDMx brand sales of Valentine’s Day candy in the U.S., 2005 and 2007
Brand Share—Novelty Candy
Key points
Market leader has strong backing from book, movie
Figure 25: FDMx brand sales of novelty candy in the U.S., 2005 and 2007
Brand Share—Hard Candy
Key points
A segment in serious trouble
Will Wrigley’s sales improve with Mars’ help?
Figure 26: FDMx brand sales of hard candy in the U.S., 2005 and 2007
Brand Share—Licorice
Key points
Hershey’s Twizzler owns the segment
Figure 27: FDMx brand sales of licorice in the U.S., 2005 and 2007
Brand Qualities
A “Peeps” for all seasons
Innovation and Innovators
Key points
International new product launches on the rise
Figure 28: New product launches, sugar confectionery, 2002-07
New product trends
Many new launches aimed at kids
Using licensed characters to capture kids’ attention
Gender-based candy for kids
Kids still like extreme flavors and colors
Truly unusual
Healthier candy for kids and adults
Creative packaging for sugar-free products
Growth in natural and organic candies
A move towards “real” ingredients
Herbal = healthy
Functional candy originated in Asia
Vitamin and mineral fortification
Breath-freshening beyond mint
Advertising and Promotion
Overview
Teen-focused ads
Figure 29: Airheads Pops television ad, 2007
Figure 30: Ring pops television ad, 2007
Figure 31: Sour Patch Kids television ad, 2007
Adult-focused ads
Figure 32: Jelly Belly television ad, 2007
Figure 33: Skittles Fruit Sweets television ad, 2007
Figure 34: Starburst Fruit Sweets television ad, 2007
Figure 35: Starbucks Fruit Sweets II television ad, 2007
Healthy candy or candy snack?
Figure 36: Yogos television ad, 2007
Usage
Key points
Figure 37: Purchase incidence of non-chocolate candy, by key demographics, April 2008
Figure 38: People for whom non-chocolate candy is purchased, by household income, April 2008
Figure 39: People for whom non-chocolate candy is purchased, by presence of children under 18 in household, April 2008
Choices to Satisfy Desire for Something Sweet
Key points
Figure 40: Foods chosen to satisfy craving for something sweet, by age, April 2008
Figure 41: Foods chosen to satisfy craving for something sweet, by race/Hispanic origin, April 2008
Impulse or Planned Purchase?
Key points
Figure 42: Ways of purchasing non-chocolate candy for personal consumption, by age, April 2008
Figure 43: Ways of purchasing non-chocolate candy for personal consumption, by race/Hispanic origin, April 2008
Non-Chocolate Candy Preferences
Key points
Figure 44: Opinions about non-chocolate candy (strongly agree/agree), by race/Hispanic origin, April 2008
Figure 45: Interest in non-chocolate confectionery concepts, by age, April 2008
Figure 46: Interest in non-chocolate confectionery concepts, by presence of children under 18 in household, April 2008
Brand Preferences of Adults, Teens and Kids
Key points
Adults’ preferences are more limited
Figure 47: Brands of non-chocolate candy preferred by adults, January 2007-November 2007
Teenagers more likely to choose a wide array of candy
Figure 48: Brands of non-chocolate candy preferred by teenagers, January 2007-November 2007
Children like candy they can play with
Figure 49: Children’s candy preferences, January 2007-November 2007
Children, Teens and Candy
Key points
Kids and candy
Figure 50: Children’s preferences for non-chocolate candy, April 2008
What teens have to say about candy
Figure 51: Opinions about non-chocolate confectionery, by gender, April 2008
Figure 52: Potential motivators for buying candy, April 2008
Appendix: Other Useful Tables
People for whom respondents purchase candy
Figure 69: People for whom non-chocolate candy is purchased, by age, April 2008
Satisfying a craving for something sweet
Figure 70: Foods chosen to satisfy craving for something sweet, by income, April 2008
Figure 71: Foods chosen to satisfy craving for something sweet, by presence of children under 18 in household, April 2008
Opinions about candy
Figure 72: Opinions about non-chocolate candy (strongly agree/agree), by age, April 2008
Figure 73: Opinions about non-chocolate candy (strongly agree/agree), by presence of children under age 18 in household, April 2008
Figure 74: Interest in non-chocolate confectionery concepts, by race/Hispanic origin, April 2008
Brand share – smaller segments
Figure 75: FDMx brand sales of sugar-free/diet candy in the U.S., 2005 and 2007
Figure 76: FDMx brand sales of nut/coconut candy in the U.S., 2005 and 2007
Figure 77: FDMx brand sales of caramel/taffy apple kits and dips in the U.S., 2005 and 2007
Appendix: Trade Associations
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