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
|
15 DMAs
6 States
|
|
High Growth Priority
|
Large markets showing strong consistent growth
|
19 DMAs
7 States
|
|
Maintain & Optimize
|
Stable markets with consistent performance
|
49 DMAs
1 State
|
|
Turnaround Priority
|
Markets requiring immediate attention / improvement
|
128 DMAs
36 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 1.5% average growth across 51 markets (11.9% avg brand interest), with positive growth in 15 of 51 markets
Kit Kat has 6 markets with high growth (>15%), 9 markets with moderate growth (5-15%), 12 stable markets (0-5%), and 24 declining markets
Notable high-growth markets for Kit Kat include Montana (+22.2% growth, 11.0% brand interest), New Hampshire (+30.0% growth, 13.0% brand interest), and North Dakota (+62.5% growth, 13.0% brand interest)
Kit Kat achieves significant brand interest gains in Rhode Island (+6.0% brand interest growth, now at 15.0%) and Vermont (+5.0% brand interest growth, now at 16.0%)
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.
M&M's demonstrates category leadership at state level with 5.9% average brand interest growth, showing exceptional performance in Georgia (+15.8%, 44.0% brand interest), North Dakota (+15.0%, 46.0% brand interest), and Vermont (+19.1%, 50.0% brand interest)
In high-growth state markets, M&M's maintains an average brand interest of 46.7% with consistent performance across 3 markets
M&M's shows strong momentum with 5.9% average brand interest growth across key state markets: Vermont (+19.1% growth, +8.0% brand interest), Georgia (+15.8% growth, +6.0% brand interest), and North Dakota (+15.0% growth, +6.0% brand interest)
M&M's captured additional brand interest in 27 state markets, averaging +4.4% 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
15
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| New York NY | 6,567,593 | 15.0% | +7.1% | -16.7% |
| Detroit MI | 1,646,663 | 15.0% | +7.1% | -6.3% |
| Denver CO | 1,523,659 | 12.0% | +9.1% | -25.0% |
| Nashville TN | 993,259 | 12.0% | +9.1% | -20.0% |
| Baltimore MD | 977,058 | 13.0% | +8.3% | -31.6% |
| San Antonio TX | 900,609 | 12.0% | +9.1% | -25.0% |
| New Orleans LA | 584,044 | 12.0% | -7.7% | +20.0% |
| Albany-Schenectady-Troy NY | 491,946 | 13.0% | +8.3% | +0.0% |
High Growth Priority
Large markets showing strong consistent growth
19
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Greenville-Spartanburg SC-Asheville NC-Anderson SC | 805,248 | 12.0% | +20.0% | -20.0% |
| Greensboro-High Point-Winston Salem NC | 628,975 | 12.0% | +33.3% | -25.0% |
| Louisville KY | 612,910 | 12.0% | +20.0% | -20.0% |
| Providence RI-New Bedford MA | 564,315 | 17.0% | +41.7% | -5.6% |
| Ft. Myers-Naples FL | 525,402 | 11.0% | +37.5% | -21.4% |
| Wichita-Hutchinson KS | 388,977 | 10.0% | +11.1% | +11.1% |
| Springfield MO | 386,138 | 12.0% | +33.3% | +20.0% |
| Omaha NE | 384,022 | 13.0% | +18.2% | +18.2% |
Maintain & Optimize
Stable markets with consistent performance
49
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| San Francisco-Oakland-San Jose CA | 2,204,229 | 19.0% | +0.0% | +0.0% |
| Duluth MN-Superior WI | 148,546 | 9.0% | +0.0% | +0.0% |
| Monroe LA-El Dorado AR | 147,849 | 2.0% | +0.0% | +0.0% |
| Beaumont-Port Arthur TX | 143,616 | 1.0% | +0.0% | +0.0% |
| Odessa-Midland TX | 136,170 | 2.0% | +0.0% | +0.0% |
| Sioux City IA | 132,124 | 14.0% | +0.0% | +0.0% |
| Biloxi-Gulfport MS | 120,080 | 1.0% | +0.0% | +0.0% |
| Terre Haute IN | 118,890 | 2.0% | +0.0% | +0.0% |
Turnaround Priority
Markets requiring immediate attention / improvement
128
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Los Angeles CA | 4,962,377 | 15.0% | -11.8% | -21.1% |
| Chicago IL | 3,081,097 | 14.0% | +0.0% | -17.7% |
| Philadelphia PA | 2,642,616 | 14.0% | +0.0% | -6.7% |
| Dallas-Ft. Worth TX | 2,585,309 | 12.0% | -14.3% | -20.0% |
| Atlanta GA | 2,277,873 | 11.0% | -15.4% | -21.4% |
| Houston TX | 2,266,381 | 14.0% | +0.0% | -12.5% |
| Washington DC (Hagerstown MD) | 2,224,748 | 15.0% | -6.3% | -25.0% |
| Boston MA-Manchester NH | 2,206,762 | 13.0% | -7.1% | -18.8% |
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 strong performance with 7.0% average growth across 210 markets (8.3% avg brand interest), with positive growth in 72 of 210 markets
Top performing markets for Kit Kat demonstrate exceptional results in Rochester MN-Mason City IA-Austin MN (+120.0% growth, 22.0% brand interest, +12.0% change), Jackson TN (+100.0% growth, 36.0% brand interest, +36.0% change), and St. Joseph MO (+100.0% growth, 23.0% brand interest, +23.0% change)
Kit Kat has 58 markets with high growth (>15%), 14 markets with moderate growth (5-15%), 41 stable markets (0-5%), and 97 declining markets
Notable high-growth markets for Kit Kat include Abilene-Sweetwater TX (+100.0% growth, 1.0% brand interest), Albany GA (+100.0% growth, 2.0% brand interest), and Bangor ME (+100.0% growth, 3.0% brand interest)
Kit Kat demonstrates strong market momentum with combined growth and brand interest gains in key markets: Jackson TN (+100.0% growth, +36.0% gain, 36.0% current brand interest), Rochester MN-Mason City IA-Austin MN (+120.0% growth, +12.0% gain, 22.0% current brand interest), and St. Joseph MO (+100.0% growth, +23.0% gain, 23.0% current brand interest)
Kit Kat successfully defends strong market positions while maintaining brand interest growth in Jackson TN (maintained 36.0% brand interest, +100.0% growth), Rochester MN-Mason City IA-Austin MN (maintained 22.0% brand interest, +120.0% growth), and St. Joseph MO (maintained 23.0% brand interest, +100.0% growth)
Kit Kat maintains dominant market position with >35% brand interest in key markets: Jackson TN (36.0% brand interest, +100.0% growth)
Kit Kat achieves significant brand interest gains in Jackson TN (+36.0% brand interest growth, now at 36.0%), Johnstown-Altoona PA (+7.0% brand interest growth, now at 17.0%), and Paducah KY-Cape Girardeau MO-Harrisburg-Mount Vernon IL (+5.0% brand interest growth, now at 15.0%)
Kit Kat shows accelerating brand interest growth in Abilene-Sweetwater TX (+100.0% growth, 1.0% brand interest) and Albany GA (+100.0% growth, 2.0% brand interest)
Kit Kat demonstrates emerging brand interest strength in Abilene-Sweetwater TX (+100.0% growth, 1.0% brand interest) and Albany GA (+100.0% growth, 2.0% brand interest)
Kit Kat maintains stable brand interest performance in mature markets: Harrisonburg VA (+0.0% growth, 24.0% brand interest) and Honolulu HI (+0.0% growth, 20.0% brand interest)
Kit Kat performance in major markets: Atlanta GA (-15.4% growth, 11.0% brand interest, 2.7M TVHH), Boston MA-Manchester NH (-7.1% growth, 13.0% brand interest, 2.6M TVHH), and Cleveland-Akron (Canton) OH (-8.3% growth, 11.0% brand interest, 1.6M TVHH)
Kit Kat shows positive brand interest growth in markets representing 24.9% of total TVHH coverage
Kit Kat maintains strong brand interest positions (>30% share) in key markets: Jackson TN (36.0% brand interest, +36.0% change), Rochester MN-Mason City IA-Austin MN (22.0% brand interest, +12.0% change), and St. Joseph MO (23.0% brand interest, +23.0% change)
Kit Kat achieves significant brand interest gains in Abilene-Sweetwater TX (+1.0% brand interest), Albany GA (+2.0% brand interest), and Bangor ME (+3.0% brand interest)
Kit Kat shows challenging performance with -5.2% average growth across 210 markets (8.3% avg brand interest), with positive growth in 50 of 210 markets
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.
Snickers demonstrates category leadership at dma level with 15.5% average brand interest growth, showing exceptional performance in Amarillo TX (+29.4%, 22.0% brand interest), Bend OR (+100.0%, 4.0% brand interest), and Binghamton NY (+100.0%, 2.0% brand interest)
In high-growth dma markets, Snickers maintains an average brand interest of 16.1% with consistent performance across 79 markets
Kit Kat shows strong momentum with 7.0% average brand interest growth across key dma markets: Rochester MN-Mason City IA-Austin MN (+120.0% growth, +12.0% brand interest), Abilene-Sweetwater TX (+100.0% growth, +1.0% brand interest), and Albany GA (+100.0% growth, +2.0% brand interest)
Kit Kat captured additional brand interest in 72 dma markets, averaging +4.0% brand interest growth in key growth dma
M&M's shows strong momentum with 11.2% average brand interest growth across key dma markets: Billings, MT (+171.0% growth, +53.0% brand interest), Ottumwa IA-Kirksville MO (+100.0% growth, +90.0% brand interest), and St. Joseph MO (+100.0% growth, +56.0% brand interest)
M&M's captured additional brand interest in 107 dma markets, averaging +13.2% brand interest growth in key growth dma
Snickers shows strong momentum with 15.5% average brand interest growth across key dma markets: Utica NY (+400.0% growth, +4.0% brand interest), Palm Springs CA (+121.4% growth, +17.0% brand interest), and Bend OR (+100.0% growth, +4.0% brand interest)
Snickers captured additional brand interest in 112 dma markets, averaging +4.9% brand interest growth in key growth dma
Reese's Pieces shows strong momentum with 5.3% average brand interest growth across key dma markets: Clarksburg-Weston WV (+100.0% growth, +38.0% brand interest), Davenport IA-Rock Island-Moline IL (+100.0% growth, +7.0% brand interest), and Grand Rapids-Kalamazoo-Battle Creek MI (+100.0% growth, +3.0% brand interest)
Reese's Pieces captured additional brand interest in 45 dma markets, averaging +4.1% brand interest growth in key growth dma
In direct competition, Snickers outperforms M&M's with 38.9 percentage point brand interest advantage across 209 shared markets: Abilene-Sweetwater TX (gap: 50.0% brand interest, 108.4% growth), Albany GA (gap: 57.0% brand interest, 114.5% growth), and Albany-Schenectady-Troy NY (gap: 39.0% brand interest, 21.0% growth)
In select markets, Reese's Pieces outperforms Kit Kat despite weaker overall growth (+5.3% vs +7.0% overall): Cleveland-Akron (Canton) OH (Reese's Pieces: +33.3% growth vs Kit Kat: -8.3% growth), Dallas-Ft. Worth TX (Reese's Pieces: +33.3% growth vs Kit Kat: -14.3% growth), and Davenport IA-Rock Island-Moline IL (Reese's Pieces leads: 7.0% share, +100.0% growth vs Kit Kat: 1.0%, -90.0%)
In select markets, Skittles outperforms M&M's despite weaker overall growth (-3.5% vs +11.2% overall): Baton Rouge LA (Skittles: +31.8% growth vs M&M's: -6.5% growth), Beaumont-Port Arthur TX (Skittles leads: 44.0% share, +69.2% growth vs M&M's: 36.0%, -33.3%), and Bluefield-Beckley-Oak Hill WV (Skittles: +10.0% growth vs M&M's: -8.6% growth)
In select markets, Kit Kat outperforms Snickers despite weaker overall growth (+7.0% vs +15.5% overall): Abilene-Sweetwater TX (Kit Kat: +100.0% growth vs Snickers: -85.7% growth), Albany GA (Kit Kat: +100.0% growth vs Snickers: -79.0% growth), and Albany-Schenectady-Troy NY (Kit Kat leads: 13.0% share, +8.3% growth vs Snickers: 12.0%, -7.7%)
In select markets, M&M's outperforms Snickers despite weaker overall growth (+11.2% vs +15.5% overall): Abilene-Sweetwater TX (M&M's leads: 54.0% share, +22.7% growth vs Snickers: 4.0%, -85.7%), Albany GA (M&M's leads: 61.0% share, +35.6% growth vs Snickers: 4.0%, -79.0%), and Albany-Schenectady-Troy NY (M&M's leads: 51.0% share, +13.3% growth vs Snickers: 12.0%, -7.7%)
In select markets, Skittles outperforms Snickers despite weaker overall growth (-3.5% vs +15.5% overall): Abilene-Sweetwater TX (Skittles leads: 41.0% share, +46.4% growth vs Snickers: 4.0%, -85.7%)