Kit Kat
The Hershey Company
Company
The Hershey Company
Industry
Chocolates & Candy
Other The Hershey Company Brands
Related Brands
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Investment Recommendations
Targeted investment recommendations for Kit Kat, aimed at boosting brand interest, strengthening market presence, and accelerating brand growth.
| Category | Description | Markets |
|---|---|---|
|
Growth Opportunity
|
Mid-size markets with positive brand interest trends
|
58 DMAs
22 States
|
|
High Growth Priority
|
Large markets showing strong consistent growth
|
63 DMAs
22 States
|
|
Maintain & Optimize
|
Stable markets with consistent performance
|
45 DMAs
|
|
Turnaround Priority
|
Markets requiring immediate attention / improvement
|
45 DMAs
6 States
|
Brand Insights
Brand Insights reveal Kit Kat’s brand interest across U.S. regions, highlighting growth opportunities, market trends, and strategic focus areas.
Kit Kat shows stable performance with 3.3% average growth across 51 markets (14.2% avg brand interest), with positive growth in 23 of 51 markets
Kit Kat has 6 markets with high growth (>15%), 17 markets with moderate growth (5-15%), 13 stable markets (0-5%), and 15 declining markets
Notable high-growth markets for Kit Kat include Delaware (+23.1% growth, 16.0% brand interest), Kansas (+27.3% growth, 14.0% brand interest), and Montana (+25.0% growth, 15.0% brand interest)
Kit Kat maintains consistent performance with steady growth and stable brand interest across 33% of markets, exemplified by Alabama (+8.3% growth, +1.0% brand interest), District of Columbia (+5.9% growth, +1.0% brand interest), and Hawaii (+9.5% growth, +2.0% brand interest)
Competitive Insights
Competitive Insights analyze vast market data to pinpoint high-competition regions in the Chocolates & Candy industry.
For Kit Kat, our benchmarks and BrandStack's AI powered algorithms reveal key insights to refine marketing strategies and boost brand interest across channels.
For Kit Kat, our benchmarks and BrandStack's AI powered algorithms reveal key insights to refine marketing strategies and boost brand interest across channels.
Skittles demonstrates category leadership at state level with 11.2% average brand interest growth, showing exceptional performance in Arizona (+15.0%, 23.0% brand interest), California (+15.8%, 22.0% brand interest), and Delaware (+21.1%, 23.0% brand interest)
In high-growth state markets, Skittles maintains an average brand interest of 23.1% with consistent performance across 18 markets
Skittles shows strong momentum with 11.2% average brand interest growth across key state markets: Montana (+41.2% growth, +7.0% brand interest), Idaho (+33.3% growth, +6.0% brand interest), and Pennsylvania (+33.3% growth, +6.0% brand interest)
Skittles captured additional brand interest in 34 state markets, averaging +3.3% brand interest growth in key growth state
Investment Recommendations
Strategic recommendations for Kit Kat in the Chocolates & Candy category, highlighting market opportunities and potential growth areas.
Based on comprehensive analysis of market share, growth trends, and competitive positioning across different markets.
Based on comprehensive analysis of market share, growth trends, and competitive positioning across different markets.
Growth Opportunity
Mid-size markets with positive brand interest trends
58
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Chicago IL | 3,081,097 | 16.0% | +0.0% | +14.3% |
| Philadelphia PA | 2,642,616 | 15.0% | -6.3% | +7.1% |
| Atlanta GA | 2,277,873 | 13.0% | -7.1% | +8.3% |
| Houston TX | 2,266,381 | 14.0% | -6.7% | +27.3% |
| Washington DC (Hagerstown MD) | 2,224,748 | 16.0% | +0.0% | +6.7% |
| Boston MA-Manchester NH | 2,206,762 | 15.0% | -6.3% | +15.4% |
| San Francisco-Oakland-San Jose CA | 2,204,229 | 18.0% | -5.3% | +12.5% |
| Phoenix AZ | 1,818,040 | 14.0% | -12.5% | +16.7% |
High Growth Priority
Large markets showing strong consistent growth
63
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Minneapolis-St. Paul MN | 1,563,558 | 13.0% | +8.3% | +18.2% |
| Miami-Ft. Lauderdale FL | 1,462,825 | 16.0% | +6.7% | +23.1% |
| Raleigh-Durham (Fayetteville) NC | 1,096,084 | 15.0% | +7.1% | +25.0% |
| Portland OR | 1,086,232 | 16.0% | +6.7% | +33.3% |
| St. Louis MO | 1,066,886 | 14.0% | +7.7% | +27.3% |
| Indianapolis IN | 1,026,188 | 14.0% | +7.7% | +16.7% |
| Salt Lake City UT | 975,902 | 15.0% | +7.1% | +15.4% |
| Columbus OH | 865,632 | 14.0% | +7.7% | +16.7% |
Maintain & Optimize
Stable markets with consistent performance
45
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Orlando-Daytona Beach-Melbourne FL | 1,508,869 | 13.0% | +0.0% | +0.0% |
| Dayton OH | 418,047 | 12.0% | +0.0% | +0.0% |
| Amarillo TX | 167,518 | 12.0% | +0.0% | +0.0% |
| Monroe LA-El Dorado AR | 147,849 | 0.0% | +0.0% | +0.0% |
| Beaumont-Port Arthur TX | 143,616 | 13.0% | +0.0% | +0.0% |
| Albany GA | 122,885 | 20.0% | +0.0% | +0.0% |
| Biloxi-Gulfport MS | 120,080 | 0.0% | +0.0% | +0.0% |
| Missoula MT | 110,645 | 25.0% | +0.0% | +0.0% |
Turnaround Priority
Markets requiring immediate attention / improvement
45
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| New York NY | 6,567,593 | 15.0% | -6.3% | +0.0% |
| Los Angeles CA | 4,962,377 | 16.0% | -5.9% | +0.0% |
| Dallas-Ft. Worth TX | 2,585,309 | 13.0% | -7.1% | +0.0% |
| Nashville TN | 993,259 | 12.0% | -7.7% | +0.0% |
| Oklahoma City OK | 631,839 | 11.0% | -15.4% | +0.0% |
| Knoxville TN | 475,703 | 11.0% | -15.4% | +0.0% |
| Tulsa OK | 462,154 | 10.0% | -16.7% | -16.7% |
| Tucson (Sierra Vista) AZ | 416,976 | 10.0% | -41.2% | -9.1% |
Brand Insights
Brand Insights for Kit Kat in the Chocolates & Candy category provide in-depth analysis of the brand's performance, market positioning, and growth opportunities.
These insights are derived from comprehensive data analysis, covering areas such as market share, growth trends, and competitive dynamics.
These insights are derived from comprehensive data analysis, covering areas such as market share, growth trends, and competitive dynamics.
Kit Kat shows challenging performance with -1.2% average growth across 210 markets (10.4% avg brand interest), with positive growth in 70 of 210 markets
Top performing markets for Kit Kat demonstrate exceptional results in Albany GA (+100.0% growth, 20.0% brand interest, +20.0% change), Lima OH (+100.0% growth, 43.0% brand interest, +43.0% change), and Missoula MT (+100.0% growth, 25.0% brand interest, +25.0% change)
Kit Kat has 43 markets with high growth (>15%), 26 markets with moderate growth (5-15%), 64 stable markets (0-5%), and 77 declining markets
Notable high-growth markets for Kit Kat include Albany GA (+100.0% growth, 20.0% brand interest), Albuquerque-Santa Fe NM (+16.7% growth, 14.0% brand interest), and Bakersfield CA (+30.8% growth, 17.0% brand interest)
Kit Kat demonstrates strong market momentum with combined growth and brand interest gains in key markets: Lima OH (+100.0% growth, +43.0% gain, 43.0% current brand interest) and Missoula MT (+100.0% growth, +25.0% gain, 25.0% current brand interest)
Kit Kat successfully defends strong market positions while maintaining brand interest growth in Lima OH (maintained 43.0% brand interest, +100.0% growth), Missoula MT (maintained 25.0% brand interest, +100.0% growth), and Honolulu HI (maintained 22.0% brand interest, +4.8% growth)
Kit Kat maintains dominant market position with >35% brand interest in key markets: Lima OH (43.0% brand interest, +100.0% growth)
Kit Kat achieves significant brand interest gains in Albany GA (+20.0% brand interest growth, now at 20.0%), Bakersfield CA (+4.0% brand interest growth, now at 17.0%), and Chico-Redding CA (+5.0% brand interest growth, now at 18.0%)
Kit Kat shows accelerating brand interest growth in Albany GA (+100.0% growth, 20.0% brand interest) and Albuquerque-Santa Fe NM (+16.7% growth, 14.0% brand interest)
Kit Kat demonstrates emerging brand interest strength in Albuquerque-Santa Fe NM (+16.7% growth, 14.0% brand interest) and Bakersfield CA (+30.8% growth, 17.0% brand interest)
Kit Kat performance in major markets: Atlanta GA (-7.1% growth, 13.0% brand interest, 2.7M TVHH), Boston MA-Manchester NH (-6.2% growth, 15.0% brand interest, 2.6M TVHH), and Charlotte NC (-7.1% growth, 13.0% brand interest, 1.3M TVHH)
Kit Kat shows positive brand interest growth in markets representing 26.8% of total TVHH coverage
Kit Kat maintains strong brand interest positions (>30% share) in key markets: Charlottesville VA (20.0% brand interest, -8.0% change), Albany GA (20.0% brand interest, +20.0% change), and Lima OH (43.0% brand interest, +43.0% change)
Kit Kat achieves significant brand interest gains in Albany GA (+20.0% brand interest), Albuquerque-Santa Fe NM (+2.0% brand interest), and Bakersfield CA (+4.0% brand interest)
Kit Kat shows strong performance with 18.9% average growth across 209 markets (10.5% avg brand interest), with positive growth in 120 of 209 markets
Top performing markets for Kit Kat demonstrate exceptional results in Albany GA (+100.0% growth, 20.0% brand interest, +20.0% change), Lima OH (+100.0% growth, 43.0% brand interest, +43.0% change), and Missoula MT (+100.0% growth, 25.0% brand interest, +25.0% change)
Competitive Insights
Competitive Insights showcase how Kit Kat performs against competitors across different markets.
These insights are generated by analyzing competitive performance data across hundreds of thousands of data points.
Each insight highlights specific market opportunities and challenges where Kit Kat can focus its competitive strategy.
Each insight highlights specific market opportunities and challenges where Kit Kat can focus its competitive strategy.
Skittles demonstrates category leadership at dma level with 11.7% average brand interest growth, showing exceptional performance in Albany GA (+39.1%, 32.0% brand interest), Albany-Schenectady-Troy NY (+33.3%, 24.0% brand interest), and Albuquerque-Santa Fe NM (+33.3%, 24.0% brand interest)
In high-growth dma markets, Skittles maintains an average brand interest of 28.0% with consistent performance across 83 markets
Skittles shows strong momentum with 11.7% average brand interest growth across key dma markets: Alexandria LA (+138.1% growth, +58.0% brand interest), Binghamton NY (+131.6% growth, +25.0% brand interest), and Bowling Green KY (+122.7% growth, +27.0% brand interest)
Skittles captured additional brand interest in 122 dma markets, averaging +7.1% brand interest growth in key growth dma
In direct competition, Skittles outperforms Snickers with 10.2 percentage point brand interest advantage across 210 shared markets: Abilene-Sweetwater TX (gap: 0.0% brand interest, 24.1% growth), Amarillo TX (gap: 3.0% brand interest, 3.5% growth), and Anchorage AK (gap: 3.0% brand interest, 9.1% growth)
In select markets, M&M's outperforms Kit Kat despite weaker overall growth (-2.9% vs -1.2% overall): Abilene-Sweetwater TX (M&M's leads: 56.0% share, +27.3% growth vs Kit Kat: 0.0%, -100.0%) and Anchorage AK (M&M's leads: 50.0% share, +8.7% growth vs Kit Kat: 13.0%, -13.3%)
In select markets, Snickers outperforms Kit Kat despite weaker overall growth (-0.2% vs -1.2% overall): Abilene-Sweetwater TX (Snickers leads: 22.0% share, +15.8% growth vs Kit Kat: 0.0%, -100.0%) and Atlanta GA (Snickers leads: 16.0% share, +6.7% growth vs Kit Kat: 13.0%, -7.1%)
In select markets, Kit Kat outperforms Skittles despite weaker overall growth (-1.2% vs +11.7% overall): Baton Rouge LA (Kit Kat: +100.0% growth vs Skittles: -20.7% growth) and Chico-Redding CA (Kit Kat: +38.5% growth vs Skittles: -14.3% growth)
In select markets, M&M's outperforms Skittles despite weaker overall growth (-2.9% vs +11.7% overall): Abilene-Sweetwater TX (M&M's leads: 56.0% share, +27.3% growth vs Skittles: 22.0%, -8.3%), Amarillo TX (M&M's leads: 51.0% share, +6.2% growth vs Skittles: 17.0%, -5.6%), and Anchorage AK (M&M's leads: 50.0% share, +8.7% growth vs Skittles: 20.0%, -9.1%)
In select markets, Snickers outperforms Skittles despite weaker overall growth (-0.2% vs +11.7% overall): Abilene-Sweetwater TX (Snickers: +15.8% growth vs Skittles: -8.3% growth) and Baton Rouge LA (Snickers: +35.7% growth vs Skittles: -20.7% growth)
In select markets, Kit Kat outperforms Snickers despite weaker overall growth (-1.2% vs -0.2% overall): Albany GA (Kit Kat leads: 20.0% share, +100.0% growth vs Snickers: 18.0%, -30.8%), Albuquerque-Santa Fe NM (Kit Kat: +16.7% growth vs Snickers: -5.0% growth), and Bakersfield CA (Kit Kat leads: 17.0% share, +30.8% growth vs Snickers: 13.0%, -35.0%)
In select markets, M&M's outperforms Snickers despite weaker overall growth (-2.9% vs -0.2% overall): Amarillo TX (M&M's leads: 51.0% share, +6.2% growth vs Snickers: 20.0%, -9.1%)
In select markets, Kit Kat outperforms Reese's Pieces despite weaker overall growth (-1.2% vs -6.4% overall): Albany-Schenectady-Troy NY (Kit Kat leads: 16.0% share, +14.3% growth vs Reese's Pieces: 0.0%, -100.0%), Albuquerque-Santa Fe NM (Kit Kat leads: 14.0% share, +16.7% growth vs Reese's Pieces: 0.0%, -100.0%), and Baton Rouge LA (Kit Kat leads: 14.0% share, +100.0% growth vs Reese's Pieces: 0.0%, -100.0%)
In select markets, Snickers outperforms Reese's Pieces despite weaker overall growth (-0.2% vs -6.4% overall): Albany-Schenectady-Troy NY (Snickers leads: 16.0% share, +33.3% growth vs Reese's Pieces: 0.0%, -100.0%) and Baton Rouge LA (Snickers leads: 19.0% share, +35.7% growth vs Reese's Pieces: 0.0%, -100.0%)
Kit Kat successfully defends market leadership positions while maintaining brand interest growth in Lima OH (maintained 43.0% brand interest, +100.0% growth), Missoula MT (maintained 25.0% brand interest, +100.0% growth), and Honolulu HI (maintained 22.0% brand interest, +4.8% growth)
M&M's successfully defends market leadership positions while maintaining brand interest growth in Abilene-Sweetwater TX (maintained 56.0% brand interest, +27.3% growth), Bangor ME (maintained 60.0% brand interest, +30.4% growth), and Bend OR (maintained 100.0% brand interest, +117.4% growth)