866-997-4948(US-Canada Toll Free)

Non-chocolate Confectionery - US - December 2012

Published By :

Mintel

Published Date : Dec 2012

Category :

Food

No. of Pages : 183 Pages


“The non-chocolate confectionery category is in a position to drive perceptions of the healthfulness of product offerings, and to suggest responsible category participation, rather than suffering from consumer flight due to health concerns.”
Table of Content

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms

EXECUTIVE SUMMARY
The market
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
Figure 2: Chocolate and other candy consumption, April 2007-June 2012
Market segmentation
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
Figure 5: Total U.S. retail sales of non-chocolate confectionery, by channel, at current prices, 2010-12
Innovation
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
Figure 7: Frequency of non-chocolate confectionery consumed, July 2012
18-44s appear as target market, 65+ are hard sell
Figure 8: Types of non-chocolate confectionery consumed, by age, July 2012
Asian and black consumers appear as good target for category sales
Figure 9: Types of non-chocolate confectionery consumed, by race/Hispanic origin, July 2012
Most consumers looking to satisfy a sweet craving
Figure 10: Top five reasons for non-chocolate confectionery consumption, July 2012
Supermarkets and mass merchandisers top purchase locations
Figure 11: Top five non-chocolate confectionery purchase locations, July 2012
Real fruit appeals to 58% of non-chocolate confectionery consumers
Figure 12: Top five non-chocolate confectionery attributes (any important), July 2012
What we think

ISSUES IN THE MARKET
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
Move into branded retail
Introduce bold new flavors
Be responsible about consumer health
Develop product lines geared toward adults

TREND APPLICATIONS
Trend: Premiumization and Indulgence
Trend: The Real Thing
Inspire 2015 trend: Brand Intervention

MARKET SIZE AND FORECAST
Key points
Category sales surpass $6 billion in 2012
Sales and forecast of non-chocolate confectionery
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
Figure 15: Total U.S. retail sales and fan chart forecast of non-chocolate confectionery, at current prices, 2007-
17

MARKET DRIVERS
Key points
Figure 16: Chocolate and other candy, April 2007-June 2008
Figure 17: Bars & other candy, by age, April 2011-June 2012
Figure 18: Chocolate and other candy, by age, April 2011-June 2012
Obesity concerns could strain category participation/performance
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
Key points
Chocolate confectionery outperforms non-chocolate
Nutritional snacks find favor among adults and kids
Figure 20: Nutritional snacks, by age, April 2011-June 2012
Sweet supplements blur category lines

SEGMENT PERFORMANCE
Key points
Chewy candy dominates non-chocolate confectionery sales
Sales of non-chocolate confectionery, by segment
Figure 21: Total U.S. retail sales of non-chocolate confectionery, by segment, at current prices, 2010 and 2012 .. 50

SEGMENT PERFORMANCE – CHEWY CANDY
Key points
Chewy candy sales grow 49% to maintain category dominance
Sales of chewy candy
Figure 22: Total U.S. retail sales and forecast of chewy non-chocolate candy, at current prices, 2007-17

SEGMENT PERFORMANCE – SEASONAL CANDY
Key points
Seasonal sales grow 20% from 2007-12 to reach $1.1 billion
Sales of seasonal candy
Figure 23: Total U.S. retail sales and forecast of seasonal non-chocolate candy, at current prices, 2007-17

SEGMENT PERFORMANCE – NOVELTY CANDY
Key points
Novelty sales grow 33% from 2007-12 to reach $751 million
Sales of novelty candy
Figure 24: Total U.S. retail sales and forecast of novelty non-chocolate candy, at current prices, 2007-17

SEGMENT PERFORMANCE – HARD CANDY
Key points
Hard candy sales grow 31% from 2007-12 to reach $652 million
Sales of hard candy
Figure 25: Total U.S. retail sales and forecast of hard non-chocolate candy, at current prices, 2007-17

SEGMENT PERFORMANCE – LICORICE
Key points
Licorice sales grow 30% from 2007-12 to reach $560 million
Sales of licorice
Figure 26: Total U.S. retail sales and forecast of licorice, at current prices, 2007-17

SEGMENT PERFORMANCE – OTHER NON-CHOCOLATE CONFECTIONERY
Key points
“Other” segment sales grow 21% from 2007-12 to reach $576 million
Sales of other non-chocolate confectionery
Figure 27: Total U.S. retail sales and forecast of other non-chocolate confectionery, at current prices, 2007-17

RETAIL CHANNELS
Key points
Category popular across wide range of retail channels
Sales of non-chocolate confectionery, by channel
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
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
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
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
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
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
Figure 35: Natural supermarket sales of non-chocolate confectionery, by segment, 2010 and 2012*
Natural channel sales of non-chocolate confectionery by organic
Figure 36: Natural supermarket sales of non-chocolate confectionery, by organic, 2010 and 2012*
Natural brands of note

LEADING COMPANIES
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
Figure 37: MULO sales of non-chocolate confectionery by leading companies, rolling 52 weeks 2011 and 2012 .. 73
Figure 38: Shopping behavior, April 2011-June 2012

BRAND SHARE – CHEWY CANDY
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
Figure 39: MULO sales of chewy candy by leading companies, rolling 52 weeks 2011 and 2012

BRAND SHARE – SEASONAL CANDY
Key points
Brach’s, Nestlé stumble amid growing competition
Sales of leading seasonal candy brands
Figure 40: MULO sales of seasonal candy by leading companies, rolling 52 weeks 2011 and 2012

BRAND SHARE – NOVELTY CANDY
Key points
Wonka is the ticket
Private label shines in novelty segment
Sales of leading novelty candy brands
Figure 41: MULO sales of novelty candy by leading companies, rolling 52 weeks 2011 and 2012

BRAND SHARE – HARD CANDY
Key points
Hershey’s takes lead in hard candy
Private label shows little growth
Sales of leading hard candy brands
Figure 42: MULO sales of hard candy by leading companies, rolling 52 weeks 2011 and 2012

BRAND SHARE – LICORICE
Key points
Licorice dominated by two brands
Private label not much of a game changer
Sales of leading licorice brands
Figure 43: MULO sales of licorice by leading companies, rolling 52 weeks 2011 and 2012

BRAND SHARE – OTHER
Key points
Hershey’s leads diverse segment
Sales of leading other brands
Figure 44: MULO sales of other non-chocolate confectionery by leading companies, rolling 52 weeks 2011 and
2012

INNOVATIONS AND INNOVATORS

NEW PRODUCT LAUNCH TRENDS
Figure 45: Non-chocolate confectionery launches, by launch type, 2007-12*
Seal the deal
Figure 46: Chocolate and other candy, April 2011-June 2012
Seasonal claim leads product launches
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

OVERVIEW OF BRAND LANDSCAPE
Brand analysis: Skittles
Figure 48: Brand analysis, Skittles, 2012
Online initiatives
TV presence
Figure 49: Skittles TV ad, “I Am The Walrus,” 2012
Figure 50: Skittles TV ad, “Bye Bye Blender,” 2011
Print and other
Brand analysis: PayDay
Figure 51: Brand analysis of PayDay, 2012
TV presence
Figure 52: PayDay TV ad, “Let’s Dance,” 2012
Brand analysis: Twizzlers
Figure 53: Brand analysis of Twizzlers, 2012
TV presence
Figure 54: Twizzlers TV ad, “Strawberry Twist,” 2012
Online initiatives
Print and other
Brand analysis: Starburst
Figure 55: Brand analysis of Starburst, 2012
Print and other
TV presence
Figure 56: Starburst TV ad, “Streets Flavor,” 2012
Brand analysis: Jolly Rancher
Figure 57: Brand analysis of Jolly Rancher, 2012
TV Presence
Figure 58: Jolly Rancher TV ad, “Escaping Reality,” 2012
More marketing strategies
Mike & Ike Breaks Up

TYPES OF NON-CHOCOLATE CONFECTIONERY CONSUMED
Key points
Hard candy and chewy candy top types of candy consumed
Figure 59: Types of non-chocolate confectionery consumed, July 2012
Women more likely to eat candy, men do so with greater frequency
Figure 60: Types of non-chocolate confectionery consumed, by gender, July 2012
18-44s appear as target market, 65+ are hard sell
Figure 61: Types of non-chocolate confectionery consumed, by age, July 2012
$75K-99.9K are target audience
Figure 62: Types of non-chocolate confectionery consumed, by household income, July 2012

CONSUMPTION LOCATION AND OCCASION
Key points
Most consumers looking to satisfy a sweet craving at home
Figure 63: Where and why non-chocolate confectionery consumed, by gender, July 2012
Older consumers need some coaxing
Figure 64: Where and why non-chocolate confectionery consumed, by age, July 2012

NON-CHOCOLATE CONFECTIONERY PURCHASE
Key points
Supermarkets and mass merchandisers top purchase locations
Figure 65: Non-chocolate confectionery purchase location, July 2012
Consumers want variety, but still swayed by impulse/convenience
Figure 66: Non-chocolate confectionery purchase location (in-store), July 2012
Women motivated by price, men by convenience
Figure 67: Non-chocolate confectionery purchase location, by gender, July 2012
Young consumers purchase candy wherever they can
Figure 68: Non-chocolate confectionery purchase location, by age, July 2012
18-44s buy on impulse, 55+ plan
Figure 69: Non-chocolate confectionery purchase, by age, July 2012
Convenience key to younger shoppers, older shoppers set in their ways
Figure 70: Non-chocolate confectionery purchase location (in-store), by age, July 2012

IMPORTANT ATTRIBUTES
Key points
Real fruit appeals to 58% of non-chocolate confectionery consumers
Figure 71: Non-chocolate confectionery attributes, by gender, July 2012
18-34s focus on new and natural, 65+ express sugar concerns
Figure 72: Non-chocolate confectionery attributes, by age, July 2012

ATTITUDES TOWARDS NON-CHOCOLATE CANDY
Key points
Brands and flavor variety are important among candy buyers
Figure 73: Attitudes towards non-chocolate confectionery, by gender, July 2012
Young consumers strongly influenced by innovation, brand
Figure 74: Attitudes towards non-chocolate confectionery, by age, July 2012
Candy offers good value, but lower income HHs still price conscious
Figure 75: Attitudes towards non-chocolate confectionery, by household income, July 2012

IMPACT OF RACE AND HISPANIC ORIGIN
Key points
Asian and black consumers appear as good target for category sales
Figure 76: Types of non-chocolate confectionery consumed, by race/Hispanic origin, July 2012
Hispanic consumers are buying for others
Figure 77: Non-chocolate confectionery purchase, by race/Hispanic origin, July 2012
Energy boosting functionality may resonate with black consumers
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
Figure 79: Non-chocolate confectionery purchase location, by race/Hispanic origin, July 2012
Growing patronage among Hispanics may come from highlighting health
Figure 80: Non-chocolate confectionery attributes, by race/Hispanic origin, July 2012
Asian consumers appear as strong target for gifting, health
Figure 81: Attitudes towards non-chocolate confectionery, by race/Hispanic origin, July 2012

CLUSTER ANALYSIS
Cluster 1: Occasional Treats
Demographics
Characteristics
Opportunity
Cluster 2: Sours
Demographics
Characteristics
Opportunity
Cluster 3: Candy Lovers
Demographics
Characteristics
Opportunity
Cluster characteristic tables
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
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
Figure 87: Non-chocolate confectionery purchase, by target clusters, July 2012
Figure 88: Non-chocolate confectionery purchase location, by target clusters, July 2012
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
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
Figure 93: Target clusters, by demographic, July 2012
Cluster methodology

IRI/BUILDERS – KEY HOUSEHOLD PURCHASE MEASURES

OVERVIEW OF NON-CHOCOLATE CONFECTIONERY

NON-CHOCOLATE CHEWY CANDY
Consumer insights on key purchase measures – non-chocolate chewy candy
Brand map
Figure 94: Brand map, selected brands of non-chocolate chewy candy buying rate, by household penetration,
2012*
Brand leader characteristics
Key purchase measures
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
Figure 96: Brand map, selected brands of hard candy buying rate, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
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
Figure 98: Brand map, selected brands of Easter candy buying rate, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
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
Figure 100: Brand map, selected brands of Christmas candy buying rate, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
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
Figure 102: Brand map, selected brands of Halloween candy buying rate, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
Figure 103: Key purchase measures for the top brands of Halloween candy, by household penetration, 2012* .. 162

VALENTINE’S DAY
Consumer insights on key purchase measures – Valentine’s Day
Brand map
Figure 104: Brand map, selected brands of Valentine’s day candy buying rate, by household penetration,
2012*
Brand leader characteristics
Key purchase measures
Figure 105: Key purchase measures for the top brands of Valentine’s day candy, by household penetration,
2012*

APPENDIX – OTHER USEFUL TABLES
Non-chocolate confectionery purchase
Figure 106: Non-chocolate confectionery purchase, by household income, July 2012
Consumption location and occasion
Figure 107: Where and why non-chocolate confectionery consumed, by household income, July 2012
Purchase decision
Figure 108: Non-chocolate confectionery purchase, by gender, July 2012
Purchase location
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
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
Figure 114: Attitudes towards non-chocolate confectionery, by buy for self, July 2012
Candy and kids
Figure 115: Non-chocolate confectionery and children, by gender, July 2012

APPENDIX – TRADE ASSOCIATIONS

APPENDIX: RESEARCH METHODOLOGY

CONSUMER RESEARCH
Primary Data Analysis
Sampling
Global Market Insite (GMI)
Secondary Data Analysis
Experian Simmons National Consumer Studies
Statistical Forecasting
Statistical modelling
Qualitative insight
The Mintel fan chart
Weather analogy

APPENDIX: WHAT IS MINTEL?
Mintel provides industry-leading market intelligence
Mintel Solutions:
Mintel Oxygen Reports
Mintel GNPD
Mintel Inspire
Mintel Beauty Innovation
Mintel Menu Insights
Mintel Research Consultancy
Mintel Comperemedia

Make an enquiry before buying this Report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title *
  • Company *
  • Phone No. * (Pls. Affix Country Code)
  • Message
  • Security Code *