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
|
22 DMAs
8 States
|
|
High Growth Priority
|
Large markets showing strong consistent growth
|
105 DMAs
34 States
|
|
Maintain & Optimize
|
Stable markets with consistent performance
|
23 DMAs
|
|
Turnaround Priority
|
Markets requiring immediate attention / improvement
|
46 DMAs
7 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 strong performance with 17.5% average growth across 50 markets (14.1% avg brand interest), with positive growth in 42 of 50 markets
Kit Kat has 30 markets with high growth (>15%), 12 markets with moderate growth (5-15%), 2 stable markets (0-5%), and 6 declining markets
Notable high-growth markets for Kit Kat include Alabama (+30.0% growth, 13.0% brand interest), Arizona (+16.7% growth, 14.0% brand interest), and California (+28.6% growth, 18.0% brand interest)
Kit Kat achieves significant brand interest gains in California (+4.0% brand interest growth, now at 18.0%), Connecticut (+3.0% brand interest growth, now at 15.0%), and Massachusetts (+3.0% 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.
Kit Kat demonstrates category leadership at state level with 17.5% average brand interest growth, showing exceptional performance in Alabama (+30.0%, 13.0% brand interest), Arizona (+16.7%, 14.0% brand interest), and California (+28.6%, 18.0% brand interest)
In high-growth state markets, Kit Kat maintains an average brand interest of 14.3% with consistent performance across 30 markets
Kit Kat shows strong momentum with 17.5% average brand interest growth across key state markets: Idaho (+62.5% growth, +5.0% brand interest), Nevada (+54.5% growth, +6.0% brand interest), and Kansas (+50.0% growth, +4.0% brand interest)
Kit Kat captured additional brand interest in 42 state markets, averaging +2.5% 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
22
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| New York NY | 6,567,593 | 16.0% | +6.7% | +0.0% |
| Miami-Ft. Lauderdale FL | 1,462,825 | 14.0% | +7.7% | -6.7% |
| Pittsburgh PA | 998,699 | 14.0% | +7.7% | +0.0% |
| Nashville TN | 993,259 | 13.0% | +8.3% | +0.0% |
| Salt Lake City UT | 975,902 | 14.0% | +7.7% | +0.0% |
| Greenville-Spartanburg SC-Asheville NC-Anderson SC | 805,248 | 11.0% | -8.3% | +10.0% |
| Harrisburg-Lancaster-Lebanon-York PA | 656,472 | 16.0% | +0.0% | +6.7% |
| Oklahoma City OK | 631,839 | 11.0% | +10.0% | -15.4% |
High Growth Priority
Large markets showing strong consistent growth
105
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Los Angeles CA | 4,962,377 | 18.0% | +20.0% | +5.9% |
| Chicago IL | 3,081,097 | 17.0% | +21.4% | +6.3% |
| Philadelphia PA | 2,642,616 | 16.0% | +14.3% | +0.0% |
| Dallas-Ft. Worth TX | 2,585,309 | 15.0% | +25.0% | +7.1% |
| Atlanta GA | 2,277,873 | 13.0% | +18.2% | -7.1% |
| Washington DC (Hagerstown MD) | 2,224,748 | 17.0% | +13.3% | +6.3% |
| Boston MA-Manchester NH | 2,206,762 | 17.0% | +30.8% | +6.3% |
| San Francisco-Oakland-San Jose CA | 2,204,229 | 23.0% | +21.1% | +21.1% |
Maintain & Optimize
Stable markets with consistent performance
23
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Detroit MI | 1,646,663 | 15.0% | +0.0% | +0.0% |
| Greensboro-High Point-Winston Salem NC | 628,975 | 12.0% | +0.0% | +0.0% |
| Harlingen-Weslaco-Brownsville-McAllen TX | 342,950 | 10.0% | +0.0% | +0.0% |
| Ft. Smith-Fayetteville-Springdale-Rogers AR | 287,564 | 12.0% | +0.0% | +0.0% |
| Missoula MT | 110,645 | 1.0% | +0.0% | +0.0% |
| Alexandria LA | 72,854 | 0.0% | +0.0% | +0.0% |
| Grand Junction-Montrose CO | 66,615 | 0.0% | +0.0% | +0.0% |
| Lima OH | 58,548 | 0.0% | +0.0% | +0.0% |
Turnaround Priority
Markets requiring immediate attention / improvement
46
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Houston TX | 2,266,381 | 14.0% | +0.0% | -6.7% |
| West Palm Beach-Ft. Pierce FL | 754,979 | 13.0% | +0.0% | -7.1% |
| Birmingham AL | 651,287 | 10.0% | +0.0% | -16.7% |
| New Orleans LA | 584,044 | 12.0% | +0.0% | -7.7% |
| Providence RI-New Bedford MA | 564,315 | 14.0% | -17.7% | -12.5% |
| Tucson (Sierra Vista) AZ | 416,976 | 12.0% | +0.0% | -29.4% |
| Honolulu HI | 411,655 | 17.0% | -15.0% | -19.1% |
| Spokane WA | 409,624 | 11.0% | -8.3% | -21.4% |
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 77.6% average growth across 195 markets (11.2% avg brand interest), with positive growth in 121 of 195 markets
Top performing markets for Kit Kat demonstrate exceptional results in Montgomery (Selma) AL (+950.0% growth, 21.0% brand interest, +19.0% change), Lafayette IN (+766.7% growth, 26.0% brand interest, +23.0% change), and Charlottesville VA (+700.0% growth, 24.0% brand interest, +21.0% change)
Kit Kat has 100 markets with high growth (>15%), 21 markets with moderate growth (5-15%), 30 stable markets (0-5%), and 44 declining markets
Notable high-growth markets for Kit Kat include Albany GA (+450.0% growth, 11.0% brand interest), Albuquerque-Santa Fe NM (+20.0% growth, 12.0% brand interest), and Atlanta GA (+18.2% growth, 13.0% brand interest)
Kit Kat demonstrates strong market momentum with combined growth and brand interest gains in key markets: Charlottesville VA (+700.0% growth, +21.0% gain, 24.0% current brand interest), Eureka CA (+100.0% growth, +35.0% gain, 35.0% current brand interest), and Lafayette IN (+766.7% growth, +23.0% gain, 26.0% current brand interest)
Kit Kat successfully defends strong market positions while maintaining brand interest growth in Charlottesville VA (maintained 24.0% brand interest, +700.0% growth), Eureka CA (maintained 35.0% brand interest, +100.0% growth), and Lafayette IN (maintained 26.0% brand interest, +766.7% growth)
In large markets, Kit Kat shows strong growth with notable brand interest: Atlanta GA (+18.2% growth, 13.0% brand interest) and Baltimore MD (+15.4% growth, 15.0% brand interest)
Kit Kat achieves significant brand interest gains in Austin TX (+3.0% brand interest growth, now at 16.0%), Boise ID (+6.0% brand interest growth, now at 15.0%), and Boston MA-Manchester NH (+4.0% brand interest growth, now at 17.0%)
Kit Kat shows accelerating brand interest growth in Albany GA (+450.0% growth, 11.0% brand interest) and Albuquerque-Santa Fe NM (+20.0% growth, 12.0% brand interest)
Kit Kat demonstrates emerging brand interest strength in Albany GA (+450.0% growth, 11.0% brand interest) and Albuquerque-Santa Fe NM (+20.0% growth, 12.0% brand interest)
Kit Kat performance in major markets: Atlanta GA (+18.2% growth, 13.0% brand interest, 2.7M TVHH), Baltimore MD (+15.4% growth, 15.0% brand interest, 1.1M TVHH), and Boston MA-Manchester NH (+30.8% growth, 17.0% brand interest, 2.6M TVHH)
Kit Kat shows positive brand interest growth in markets representing 82.1% of total TVHH coverage
Kit Kat maintains strong brand interest positions (>30% share) in key markets: Charlottesville VA (24.0% brand interest, +21.0% change), Eureka CA (35.0% brand interest, +35.0% change), and Lafayette IN (26.0% brand interest, +23.0% change)
Kit Kat achieves significant brand interest gains in Albany GA (+9.0% brand interest), Albuquerque-Santa Fe NM (+2.0% brand interest), and Atlanta GA (+2.0% brand interest)
Kit Kat shows strong performance with 5.3% average growth across 208 markets (11.4% avg brand interest), with positive growth in 77 of 208 markets
Top performing markets for Kit Kat demonstrate exceptional results in Reno NV (+150.0% growth, 20.0% brand interest, +12.0% change), Eureka CA (+100.0% growth, 35.0% brand interest, +35.0% change), and Lafayette IN (+100.0% growth, 26.0% brand interest, +26.0% 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.
Kit Kat demonstrates category leadership at dma level with 77.6% average brand interest growth, showing exceptional performance in Albany GA (+450.0%, 11.0% brand interest), Albuquerque-Santa Fe NM (+20.0%, 12.0% brand interest), and Atlanta GA (+18.2%, 13.0% brand interest)
In high-growth dma markets, Kit Kat maintains an average brand interest of 15.1% with consistent performance across 100 markets
Kit Kat shows strong momentum with 77.6% average brand interest growth across key dma markets: Montgomery (Selma) AL (+950.0% growth, +19.0% brand interest), Biloxi-Gulfport MS (+900.0% growth, +9.0% brand interest), and Yuma AZ-El Centro CA (+850.0% growth, +17.0% brand interest)
Kit Kat captured additional brand interest in 121 dma markets, averaging +5.6% brand interest growth in key growth dma
Snickers shows strong momentum with 56.2% average brand interest growth across key dma markets: Binghamton NY (+900.0% growth, +18.0% brand interest), Joplin MO-Pittsburg KS (+900.0% growth, +18.0% brand interest), and Bowling Green KY (+850.0% growth, +17.0% brand interest)
Snickers captured additional brand interest in 62 dma markets, averaging +10.9% brand interest growth in key growth dma
Reese's Pieces shows strong momentum with 6.0% average brand interest growth across key dma markets: Greenville-New Bern-Washington NC (+900.0% growth, +9.0% brand interest), Cincinnati OH (+150.0% growth, +3.0% brand interest), and Bakersfield CA (+100.0% growth, +6.0% brand interest)
Reese's Pieces captured additional brand interest in 34 dma markets, averaging +6.5% brand interest growth in key growth dma
In direct competition, Kit Kat outperforms Snickers with 7.3 percentage point brand interest advantage across 193 shared markets: Amarillo TX (gap: 3.0% brand interest, 11.8% growth), Bend OR (gap: 20.0% brand interest, 500.0% growth), and Billings, MT (gap: 27.0% brand interest, 540.0% growth)
In select markets, M&M's outperforms Kit Kat despite weaker overall growth (+0.0% vs +77.6% overall): Amarillo TX (M&M's leads: 55.0% share, +25.0% growth vs Kit Kat: 12.0%, -20.0%)
In select markets, Skittles outperforms Kit Kat despite weaker overall growth (-2.9% vs +77.6% overall): Bend OR (Skittles leads: 31.0% share, +100.0% growth vs Kit Kat: 0.0%, -100.0%) and Billings, MT (Skittles leads: 19.0% share, +137.5% growth vs Kit Kat: 0.0%, -100.0%)
In select markets, Snickers outperforms Kit Kat despite weaker overall growth (+56.2% vs +77.6% overall): Bend OR (Snickers leads: 20.0% share, +400.0% growth vs Kit Kat: 0.0%, -100.0%) and Billings, MT (Snickers leads: 27.0% share, +440.0% growth vs Kit Kat: 0.0%, -100.0%)
In select markets, Reese's Pieces outperforms Kit Kat despite weaker overall growth (+6.0% vs +77.6% overall): Honolulu HI (Reese's Pieces: +100.0% growth vs Kit Kat: -15.0% growth), Johnstown-Altoona PA (Reese's Pieces: +100.0% growth vs Kit Kat: -35.3% growth), and Monroe LA-El Dorado AR (Reese's Pieces leads: 14.0% share, +100.0% growth vs Kit Kat: 1.0%, -50.0%)
In select markets, M&M's outperforms Skittles despite weaker overall growth (+0.0% vs -2.9% overall): Albuquerque-Santa Fe NM (M&M's leads: 49.0% share, +4.3% growth vs Skittles: 18.0%, -10.0%)
In select markets, M&M's outperforms Snickers despite weaker overall growth (+0.0% vs +56.2% overall): Albuquerque-Santa Fe NM (M&M's leads: 49.0% share, +4.3% growth vs Snickers: 16.0%, -11.1%) and Amarillo TX (M&M's leads: 55.0% share, +25.0% growth vs Snickers: 15.0%, -31.8%)
In select markets, Skittles outperforms Snickers despite weaker overall growth (-2.9% vs +56.2% overall): Albany-Schenectady-Troy NY (Skittles leads: 21.0% share, +16.7% growth vs Snickers: 11.0%, -8.3%)