Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
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- Figure 1: Total U.S. sales and fan chart forecast of non-chocolate confectionery, at current prices, 2007-17
- Market factors
- Adult candy consumption on the rise
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- Figure 2: Chocolate and other candy consumption, April 2007-June 2012
- Market segmentation
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- Figure 3: Total U.S. retail sales of non-chocolate confectionery, by segment, at current prices, 2010 and 2012
- Figure 4: Share of total U.S. retail sales of non-chocolate confectionery, by segment, 2012
- Retail channels
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- Figure 5: Total U.S. retail sales of non-chocolate confectionery, by channel, at current prices, 2010-12
- Innovation
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- Figure 6: Non-chocolate confectionery launches, by top five claims, 2007-11*
- The consumer
- Hard candy and chewy candy top types of non-chocolate confectionery consumed
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- Figure 7: Frequency of non-chocolate confectionery consumed, July 2012
- 18-44s appear as target market, 65+ are hard sell
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- Figure 8: Types of non-chocolate confectionery consumed, by age, July 2012
- Asian and black consumers appear as good target for category sales
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- Figure 9: Types of non-chocolate confectionery consumed, by race/Hispanic origin, July 2012
- Most consumers looking to satisfy a sweet craving
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- Figure 10: Top five reasons for non-chocolate confectionery consumption, July 2012
- Supermarkets and mass merchandisers top purchase locations
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- Figure 11: Top five non-chocolate confectionery purchase locations, July 2012
- Real fruit appeals to 58% of non-chocolate confectionery consumers
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- Figure 12: Top five non-chocolate confectionery attributes (any important), July 2012
- What we think
Issues in the Market
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- How can the category inspire more frequent consumption?
- How can the category grow sales among older consumers?
- How can the category respond to a growing interest in health?
- How can the category flourish amid limitations on outreach to children?
Insights and Opportunities
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- Move into branded retail
- Introduce bold new flavors
- Be responsible about consumer health
- Develop product lines geared toward adults
Trend Applications
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- Trend: Premiumization and Indulgence
- Trend: The Real Thing
- Inspire 2015 trend: Brand Intervention
Market Size and Forecast
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- Key points
- Category sales surpass $6 billion in 2012
- Sales and forecast of non-chocolate confectionery
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- Figure 13: Total U.S. retail sales and forecast of non-chocolate confectionery, at current prices, 2007-17
- Figure 14: Total U.S. retail sales and forecast of non-chocolate confectionery, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 15: Total U.S. retail sales and fan chart forecast of non-chocolate confectionery, at current prices, 2007-17
Market Drivers
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- Key points
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- Figure 16: Chocolate and other candy, April 2007-June 2008
- Figure 17: Bars & other candy, by age, April 2011-June 2012
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- Figure 18: Chocolate and other candy, by age, April 2011-June 2012
- Obesity concerns could strain category participation/performance
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- Figure 19: U.S. obesity rate, by age, 2008 and 2012
- Childhood and teen obesity—highest in decades
- If category players don’t take action, the government will
- Rising commodities costs make for a less-affordable indulgence
Competitive Context
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- Key points
- Chocolate confectionery outperforms non-chocolate
- Nutritional snacks find favor among adults and kids
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- Figure 20: Nutritional snacks, by age, April 2011-June 2012
- Sweet supplements blur category lines
Segment Performance
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- Key points
- Chewy candy dominates non-chocolate confectionery sales
- Sales of non-chocolate confectionery, by segment
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- Figure 21: Total U.S. retail sales of non-chocolate confectionery, by segment, at current prices, 2010 and 2012
Segment Performance – Chewy Candy
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- Key points
- Chewy candy sales grow 49% to maintain category dominance
- Sales of chewy candy
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- Figure 22: Total U.S. retail sales and forecast of chewy non-chocolate candy, at current prices, 2007-17
Segment Performance – Seasonal Candy
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- Key points
- Seasonal sales grow 20% from 2007-12 to reach $1.1 billion
- Sales of seasonal candy
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- Figure 23: Total U.S. retail sales and forecast of seasonal non-chocolate candy, at current prices, 2007-17
Segment Performance – Novelty Candy
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- Key points
- Novelty sales grow 33% from 2007-12 to reach $751 million
- Sales of novelty candy
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- Figure 24: Total U.S. retail sales and forecast of novelty non-chocolate candy, at current prices, 2007-17
Segment Performance – Hard Candy
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- Key points
- Hard candy sales grow 31% from 2007-12 to reach $652 million
- Sales of hard candy
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- Figure 25: Total U.S. retail sales and forecast of hard non-chocolate candy, at current prices, 2007-17
Segment Performance – Licorice
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- Key points
- Licorice sales grow 30% from 2007-12 to reach $560 million
- Sales of licorice
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- Figure 26: Total U.S. retail sales and forecast of licorice, at current prices, 2007-17
Segment Performance – Other Non-Chocolate Confectionery
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- Key points
- “Other” segment sales grow 21% from 2007-12 to reach $576 million
- Sales of other non-chocolate confectionery
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- Figure 27: Total U.S. retail sales and forecast of other non-chocolate confectionery, at current prices, 2007-17
Retail Channels
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- Key points
- Category popular across wide range of retail channels
- Sales of non-chocolate confectionery, by channel
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- Figure 28: Total U.S. retail sales of non-chocolate confectionery, by channel, at current prices, 2010-12
- Retailers play vital role in category performance
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- Figure 29: Non-chocolate candy purchase, July 2012
- Supermarket sales grow 20% from 2007-12 to reach $1.3 billion
- Supermarket sales of non-chocolate confectionery
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- Figure 30: U.S. supermarket sales of non-chocolate confectionery, at current prices, 2007-12
- Drug stores sales grow 20% from 2007-12 to reach $785 million
- Drug store sales of non-chocolate confectionery
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- Figure 31: U.S. drug store sales of non-chocolate confectionery, at current prices, 2007-12
- Other channels represent 66.5% of non-chocolate confectionery sales
- Mass merchandisers
- Convenience
- Specialty
- Discount
- Other channels sales of non-chocolate confectionery
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- Figure 32: U.S. sales of non-chocolate confectionery, through other retail channels, at current prices, 2007-12
- Natural channel sales grow 34% from 2010-12 to reach $24.3 million
- Sales of non-chocolate confectionery in the natural channel
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- Figure 33: Natural supermarket sales of non-chocolate confectionery, at current prices, 2010-12*
- Figure 34: Natural supermarket sales of non-chocolate confectionery, at inflation-adjusted prices, 2010-12*
- Natural channel sales of non-chocolate confectionery by segment
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- Figure 35: Natural supermarket sales of non-chocolate confectionery, by segment, 2010 and 2012*
- Natural channel sales of non-chocolate confectionery by organic
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- Figure 36: Natural supermarket sales of non-chocolate confectionery, by organic, 2010 and 2012*
- Natural brands of note
Leading Companies
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- Key points
- Hershey’s and Mars battle for the top
- Non-chocolate confectionery fragmented among many companies
- Just Born, Storck see big gains
- Private label poses competition
- Manufacturer sales of non-chocolate confectionery
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- Figure 37: MULO sales of non-chocolate confectionery by leading companies, rolling 52 weeks 2011 and 2012
- Figure 38: Shopping behavior, April 2011-June 2012
Brand Share – Chewy Candy
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- Key points
- Consumers like to taste the rainbow
- Chewy candy experiences solid growth
- Big brands threatened by private label
- Sales of leading chewy candy brands
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- Figure 39: MULO sales of chewy candy by leading companies, rolling 52 weeks 2011 and 2012
Brand Share – Seasonal Candy
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- Key points
- Brach’s, Nestlé stumble amid growing competition
- Sales of leading seasonal candy brands
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- Figure 40: MULO sales of seasonal candy by leading companies, rolling 52 weeks 2011 and 2012
Brand Share – Novelty Candy
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- Key points
- Wonka is the ticket
- Private label shines in novelty segment
- Sales of leading novelty candy brands
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- Figure 41: MULO sales of novelty candy by leading companies, rolling 52 weeks 2011 and 2012
Brand Share – Hard Candy
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- Key points
- Hershey’s takes lead in hard candy
- Private label shows little growth
- Sales of leading hard candy brands
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- Figure 42: MULO sales of hard candy by leading companies, rolling 52 weeks 2011 and 2012
Brand Share – Licorice
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- Key points
- Licorice dominated by two brands
- Private label not much of a game changer
- Sales of leading licorice brands
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- Figure 43: MULO sales of licorice by leading companies, rolling 52 weeks 2011 and 2012
Brand Share – Other
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- Key points
- Hershey’s leads diverse segment
- Sales of leading other brands
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- Figure 44: MULO sales of other non-chocolate confectionery by leading companies, rolling 52 weeks 2011 and 2012
Innovations and Innovators
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- New product launch trends
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- Figure 45: Non-chocolate confectionery launches, by launch type, 2007-12*
- Seal the deal
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- Figure 46: Chocolate and other candy, April 2011-June 2012
- Seasonal claim leads product launches
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- Figure 47: Non-chocolate confectionery launches, by top 10 claims, 2007-12*
- Mixing it up
- Segment shift
- Flavor morphs
- Liquid
- Licorice
- Health conscious
- Focus on fruit
- Natural
- Functional
- Interactive
- Private label
- Branded
Marketing Strategies
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- Overview of brand landscape
- Brand analysis: Skittles
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- Figure 48: Brand analysis, Skittles, 2012
- Online initiatives
- TV presence
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- Figure 49: Skittles TV ad, “I Am The Walrus,” 2012
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- Figure 50: Skittles TV ad, “Bye Bye Blender,” 2011
- Print and other
- Brand analysis: PayDay
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- Figure 51: Brand analysis of PayDay, 2012
- TV presence
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- Figure 52: PayDay TV ad, “Let’s Dance,” 2012
- Brand analysis: Twizzlers
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- Figure 53: Brand analysis of Twizzlers, 2012
- TV presence
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- Figure 54: Twizzlers TV ad, “Strawberry Twist,” 2012
- Online initiatives
- Print and other
- Brand analysis: Starburst
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- Figure 55: Brand analysis of Starburst, 2012
- Print and other
- TV presence
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- Figure 56: Starburst TV ad, “Streets Flavor,” 2012
- Brand analysis: Jolly Rancher
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- Figure 57: Brand analysis of Jolly Rancher, 2012
- TV Presence
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- Figure 58: Jolly Rancher TV ad, “Escaping Reality,” 2012
- More marketing strategies
- Mike & Ike Breaks Up
Types of Non-Chocolate Confectionery Consumed
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- Key points
- Hard candy and chewy candy top types of candy consumed
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- Figure 59: Types of non-chocolate confectionery consumed, July 2012
- Women more likely to eat candy, men do so with greater frequency
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- Figure 60: Types of non-chocolate confectionery consumed, by gender, July 2012
- 18-44s appear as target market, 65+ are hard sell
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- Figure 61: Types of non-chocolate confectionery consumed, by age, July 2012
- $75K-99.9K are target audience
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- Figure 62: Types of non-chocolate confectionery consumed, by household income, July 2012
Consumption Location and Occasion
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- Key points
- Most consumers looking to satisfy a sweet craving at home
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- Figure 63: Where and why non-chocolate confectionery consumed, by gender, July 2012
- Older consumers need some coaxing
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- Figure 64: Where and why non-chocolate confectionery consumed, by age, July 2012
Non-Chocolate Confectionery Purchase
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- Key points
- Supermarkets and mass merchandisers top purchase locations
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- Figure 65: Non-chocolate confectionery purchase location, July 2012
- Consumers want variety, but still swayed by impulse/convenience
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- Figure 66: Non-chocolate confectionery purchase location (in-store), July 2012
- Women motivated by price, men by convenience
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- Figure 67: Non-chocolate confectionery purchase location, by gender, July 2012
- Young consumers purchase candy wherever they can
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- Figure 68: Non-chocolate confectionery purchase location, by age, July 2012
- 18-44s buy on impulse, 55+ plan
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- Figure 69: Non-chocolate confectionery purchase, by age, July 2012
- Convenience key to younger shoppers, older shoppers set in their ways
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- Figure 70: Non-chocolate confectionery purchase location (in-store), by age, July 2012
Important Attributes
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- Key points
- Real fruit appeals to 58% of non-chocolate confectionery consumers
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- Figure 71: Non-chocolate confectionery attributes, by gender, July 2012
- 18-34s focus on new and natural, 65+ express sugar concerns
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- Figure 72: Non-chocolate confectionery attributes, by age, July 2012
Attitudes Towards Non-Chocolate Candy
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- Key points
- Brands and flavor variety are important among candy buyers
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- Figure 73: Attitudes towards non-chocolate confectionery, by gender, July 2012
- Young consumers strongly influenced by innovation, brand
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- Figure 74: Attitudes towards non-chocolate confectionery, by age, July 2012
- Candy offers good value, but lower income HHs still price conscious
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- Figure 75: Attitudes towards non-chocolate confectionery, by household income, July 2012
Impact of Race and Hispanic Origin
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- Key points
- Asian and black consumers appear as good target for category sales
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- Figure 76: Types of non-chocolate confectionery consumed, by race/Hispanic origin, July 2012
- Hispanic consumers are buying for others
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- Figure 77: Non-chocolate confectionery purchase, by race/Hispanic origin, July 2012
- Energy boosting functionality may resonate with black consumers
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- Figure 78: Where and why non-chocolate confectionery consumed, by race/Hispanic origin, July 2012
- Shopping habits of Asian consumers imply interest in quality and quantity
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- Figure 79: Non-chocolate confectionery purchase location, by race/Hispanic origin, July 2012
- Growing patronage among Hispanics may come from highlighting health
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- Figure 80: Non-chocolate confectionery attributes, by race/Hispanic origin, July 2012
- Asian consumers appear as strong target for gifting, health
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- Figure 81: Attitudes towards non-chocolate confectionery, by race/Hispanic origin, July 2012
Cluster Analysis
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- Cluster 1: Occasional Treats
- Demographics
- Characteristics
- Opportunity
- Cluster 2: Sours
- Demographics
- Characteristics
- Opportunity
- Cluster 3: Candy Lovers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 82: Target clusters, July 2012
- Figure 83: Types of non-chocolate confectionery consumed, by target clusters, July 2012
- Figure 84: Non-chocolate confectionery purchase, by target clusters, July 2012
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- Figure 85: Non-chocolate confectionery purchase, by target clusters, July 2012
- Figure 86: Where and why non-chocolate confectionery consumed, by target clusters, July 2012
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- Figure 87: Non-chocolate confectionery purchase, by target clusters, July 2012
- Figure 88: Non-chocolate confectionery purchase location, by target clusters, July 2012
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- Figure 89: Non-chocolate confectionery purchase location (in-store), by target clusters, July 2012
- Figure 90: Non-chocolate confectionery attributes, by target clusters, July 2012
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- Figure 91: Non-chocolate confectionery and children, by target clusters, July 2012
- Figure 92: Attitudes towards non-chocolate confectionery, by target clusters, July 2012
- Cluster demographic tables
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- Figure 93: Target clusters, by demographic, July 2012
- Cluster methodology
IRI/Builders – Key Household Purchase Measures
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- Overview of non-chocolate confectionery
- Non-chocolate chewy candy
- Consumer insights on key purchase measures – non-chocolate chewy candy
- Brand map
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- Figure 94: Brand map, selected brands of non-chocolate chewy candy buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 95: Key purchase measures for the top brands of non-chocolate chewy candy, by household penetration, 2012*
- Hard candy
- Consumer insights on key purchase measures – hard candy
- Brand map
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- Figure 96: Brand map, selected brands of hard candy buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 97: Key purchase measures for the top brands of hard candy, by household penetration, 2012*
- Easter candy
- Consumer insights on key purchase measures – Easter candy
- Brand map
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- Figure 98: Brand map, selected brands of Easter candy buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 99: Key purchase measures for the top brands of Easter candy, by household penetration, 2012*
- Christmas candy
- Consumer insights on key purchase measures – Christmas candy
- Brand map
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- Figure 100: Brand map, selected brands of Christmas candy buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 101: Key purchase measures for the top brands of Christmas candy, by household penetration, 2012*
- Halloween candy
- Consumer insights on key purchase measures – Halloween candy
- Brand map
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- Figure 102: Brand map, selected brands of Halloween candy buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 103: Key purchase measures for the top brands of Halloween candy, by household penetration, 2012*
- Valentine’s Day
- Consumer insights on key purchase measures – Valentine’s Day
- Brand map
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- Figure 104: Brand map, selected brands of Valentine’s day candy buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 105: Key purchase measures for the top brands of Valentine’s day candy, by household penetration, 2012*
Appendix – Other Useful Tables
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- Non-chocolate confectionery purchase
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- Figure 106: Non-chocolate confectionery purchase, by household income, July 2012
- Consumption location and occasion
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- Figure 107: Where and why non-chocolate confectionery consumed, by household income, July 2012
- Purchase decision
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- Figure 108: Non-chocolate confectionery purchase, by gender, July 2012
- Purchase location
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- Figure 109: Non-chocolate confectionery purchase location (in-store), by household income, July 2012
- Figure 110: Non-chocolate confectionery purchase location, by non-chocolate confectionery purchase, July 2012
- Figure 111: Non-chocolate confectionery purchase location, by non-chocolate confectionery purchase location (in-store), July 2012
- Important attributes
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- Figure 112: Non-chocolate confectionery attributes, by buy for self, July 2012
- Figure 113: Non-chocolate confectionery attributes, by household income, July 2012
- Attitudes towards non-chocolate confectionery
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- Figure 114: Attitudes towards non-chocolate confectionery, by buy for self, July 2012
- Candy and kids
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- Figure 115: Non-chocolate confectionery and children, by gender, July 2012
Appendix – Trade Associations
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