Skittles
Mars, Inc
Company
Mars, Inc
Industry
Chocolates & Candy
Other Mars, Inc Brands
Related Brands
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Investment Recommendations
Targeted investment recommendations for Skittles, aimed at boosting brand interest, strengthening market presence, and accelerating brand growth.
| Category | Description | Markets |
|---|---|---|
|
Defend Brand Interest
|
Markets with high brand interest showing decline
|
12 DMAs
|
|
Emerging Market
|
Smaller markets showing strong growth potential
|
1 DMA
|
|
High Growth Priority
|
Large markets showing strong consistent growth
|
2 DMAs
|
|
Maintain & Optimize
|
Stable markets with consistent performance
|
2 DMAs
|
|
Monitor & Maintain
|
All other markets
|
152 DMAs
50 States
|
|
Turnaround Priority
|
Markets requiring immediate attention and improvement
|
41 DMAs
|
Brand Insights
Brand Insights reveal Skittles’s brand interest across U.S. regions, highlighting growth opportunities, market trends, and strategic focus areas.
Skittles shows challenging performance with -10.2% average growth across 51 markets (21.1% avg brand interest), with positive growth in 2 of 51 markets
Skittles has 1 market with high growth (>15%), 0 markets with moderate growth (5-15%), 5 stable markets (0-5%), and 45 declining markets
Notable high-growth markets for Skittles include Wyoming (+33.3% growth, 24.0% brand interest)
Skittles achieves significant brand interest gains in Wyoming (+6.0% brand interest growth, now at 24.0%)
Competitive Insights
Competitive Insights analyze vast market data to pinpoint high-competition regions in the Chocolates & Candy industry.
For Skittles, our benchmarks and BrandStack's AI powered algorithms reveal key insights to refine marketing strategies and boost brand interest across channels.
For Skittles, 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 dominance with 8.7% average brand interest growth, showing exceptional performance in Alaska (+27.5%, 51.0% brand interest), Delaware (+18.4%, 45.0% brand interest), and Idaho (+18.4%, 45.0% brand interest)
In high-growth markets, M&M's maintains an average brand interest of 47.9% with consistent performance across 12 markets
M&M's shows strong momentum with 8.7% average brand interest growth across key markets: Alaska (+27.5% growth, +11.0% brand interest), Ohio (+22.5% growth, +9.0% brand interest), and Illinois (+20.5% growth, +8.0% brand interest)
M&M's captured additional brand interest in 31 markets, averaging +5.3% brand interest growth in key growth markets
Investment Recommendations
Strategic recommendations for Skittles 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.
Defend Brand Interest
Markets with high brand interest showing decline
12
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Oklahoma City OK | 654,139 | 23.0% | +4.6% | -32.4% |
| Greensboro-High Point-Winston Salem NC | 651,174 | 23.0% | -11.5% | -37.8% |
| Louisville KY | 634,542 | 22.0% | -15.4% | -38.9% |
| Albuquerque-Santa Fe NM | 634,260 | 20.0% | -16.7% | -48.7% |
| New Orleans LA | 604,657 | 23.0% | -23.3% | -42.5% |
| Memphis TN | 567,037 | 24.0% | -17.2% | -38.5% |
| Fresno-Visalia CA | 558,026 | 21.0% | -19.2% | -44.7% |
| Richmond-Petersburg VA | 535,207 | 23.0% | -8.0% | -28.1% |
Emerging Market
Smaller markets showing strong growth potential
1
Market
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Rochester MN-Mason City IA-Austin MN | 133,927 | 27.0% | +42.1% | +8.0% |
High Growth Priority
Large markets showing strong consistent growth
2
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Atlanta GA | 2,358,268 | 26.0% | -7.1% | +766.7% |
| Birmingham AL | 674,274 | 27.0% | +8.0% | -25.0% |
Maintain & Optimize
Stable markets with consistent performance
2
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Lima OH | 60,614 | 29.0% | +0.0% | -3.3% |
| San Angelo TX | 50,767 | 39.0% | +0.0% | +0.0% |
Monitor & Maintain
All other markets
152
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Providence RI-New Bedford MA | 584,232 | 19.0% | +5.6% | -32.1% |
| Buffalo NY | 556,257 | 19.0% | -17.4% | -36.7% |
| Ft. Myers-Naples FL | 543,946 | 19.0% | -24.0% | -42.4% |
| Wilkes Barre-Scranton PA | 519,543 | 19.0% | -13.6% | -38.7% |
| Albany-Schenectady-Troy NY | 509,309 | 19.0% | -13.6% | -38.7% |
| Dayton OH | 432,802 | 21.0% | -8.7% | -32.3% |
| Tucson (Sierra Vista) AZ | 431,693 | 19.0% | -5.0% | -38.7% |
| Honolulu HI | 426,184 | 20.0% | -4.8% | -44.4% |
Turnaround Priority
Markets requiring immediate attention and improvement
41
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| New York NY | 6,799,390 | 20.0% | +5.3% | -23.1% |
| Los Angeles CA | 5,137,519 | 19.0% | -13.6% | -45.7% |
| Chicago IL | 3,189,842 | 19.0% | -17.4% | -34.5% |
| Philadelphia PA | 2,735,885 | 20.0% | -13.0% | -33.3% |
| Dallas-Ft. Worth TX | 2,676,555 | 23.0% | -11.5% | -30.3% |
| Houston TX | 2,346,370 | 24.0% | -11.1% | -25.0% |
| Washington DC (Hagerstown MD) | 2,303,268 | 21.0% | -4.6% | -30.0% |
| Boston MA-Manchester NH | 2,284,647 | 19.0% | -5.0% | -29.6% |
Brand Insights
Brand Insights for Skittles 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.
Skittles shows challenging performance with -15.1% average growth across 182 markets (22.2% avg brand interest), with positive growth in 20 of 182 markets
Top performing markets for Skittles demonstrate exceptional results in Rochester MN-Mason City IA-Austin MN (+42.1% growth, 27.0% brand interest, +8.0% brand interest change), Topeka KS (+25.0% growth, 25.0% brand interest, +5.0% brand interest change), and Elmira NY (+13.6% growth, 25.0% brand interest, +3.0% brand interest change)
Skittles has 4 markets with high growth (>15%), 10 markets with moderate growth (5-15%), 17 stable markets (0-5%), and 151 declining markets
Notable high-growth markets for Skittles include Rochester MN-Mason City IA-Austin MN (+42.1% growth, 27.0% brand interest), Rockford IL (+20.0% growth, 18.0% brand interest), and Santa Barbara-Santa Maria-San Luis Obispo CA (+50.0% growth, 18.0% brand interest)
Skittles maintains strong brand interest positions in key markets: Alexandria LA (57.0% brand interest, -8.0% change), Beaumont-Port Arthur TX (31.0% brand interest, -4.0% change), and Eureka CA (34.0% brand interest, -66.0% change)
Skittles shows positive brand interest momentum in 20 markets, notably in Rochester MN-Mason City IA-Austin MN (+8.0% brand interest), Rockford IL (+3.0% brand interest), Santa Barbara-Santa Maria-San Luis Obispo CA (+6.0% brand interest)
Skittles demonstrates strong market momentum with combined growth and brand interest gains in key markets: Rochester MN-Mason City IA-Austin MN (+42.1% growth, +8.0% gain, 27.0% current brand interest) and Topeka KS (+25.0% growth, +5.0% gain, 25.0% current brand interest)
Skittles successfully defends strong market positions while maintaining brand interest growth in Rochester MN-Mason City IA-Austin MN (maintained 27.0% brand interest, +42.1% growth), Biloxi-Gulfport MS (maintained 33.0% brand interest, +3.1% growth), and Great Falls MT (maintained 48.0% brand interest, +0.0% decline)
Skittles maintains dominant market position with >35% brand interest in key markets: Alexandria LA (57.0% brand interest, -12.3% change) and Jonesboro AR (37.0% brand interest, -17.8% change)
Skittles achieves significant brand interest gains in Rochester MN-Mason City IA-Austin MN (+8.0% brand interest growth, now at 27.0%) and Santa Barbara-Santa Maria-San Luis Obispo CA (+6.0% brand interest growth, now at 18.0%)
Skittles shows accelerating brand interest growth in Rochester MN-Mason City IA-Austin MN (+42.1% growth, 27.0% brand interest) and Rockford IL (+20.0% growth, 18.0% brand interest)
Skittles demonstrates emerging brand interest strength in Rockford IL (+20.0% growth, 18.0% brand interest) and Santa Barbara-Santa Maria-San Luis Obispo CA (+50.0% growth, 18.0% brand interest)
Skittles maintains stable brand interest performance in mature markets: Baton Rouge LA (-3.3% decline, 29.0% brand interest) and Cincinnati OH (-4.2% decline, 23.0% brand interest)
Skittles faces growth challenges in historically strong markets: Albany GA (-28.9% decline, 27.0% brand interest) and Alexandria LA (-12.3% decline, 57.0% brand interest)
Skittles performance in major markets: Atlanta GA (-7.1% decline, 26.0% brand interest, 2.7M TVHH), Baltimore MD (-8.3% decline, 22.0% brand interest, 1.1M TVHH), and Boston MA-Manchester NH (-5.0% decline, 19.0% brand interest, 2.6M TVHH)
Skittles shows positive brand interest growth in markets representing 12.0% of total TVHH coverage
Competitive Insights
Competitive Insights showcase how Skittles 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 Skittles can focus its competitive strategy.
Each insight highlights specific market opportunities and challenges where Skittles can focus its competitive strategy.
M&M's demonstrates category dominance with 4.4% average brand interest growth, showing exceptional performance in Albuquerque-Santa Fe NM (+17.9%, 46.0% brand interest), Anchorage AK (+23.3%, 53.0% brand interest), and Bakersfield CA (+18.4%, 45.0% brand interest)
In high-growth markets, M&M's maintains an average brand interest of 48.8% with consistent performance across 36 markets
M&M's maintains market dominance with an average 47.0% brand interest across key markets: Albuquerque-Santa Fe NM (46.0% brand interest, +17.9% growth), Anchorage AK (53.0% brand interest, +23.3% growth), and Bakersfield CA (45.0% brand interest, +18.4% growth)
Snickers maintains market dominance with an average 39.7% brand interest across key markets: Rapid City SD (44.0% brand interest, +100.0% growth), Sioux Falls(Mitchell) SD (31.0% brand interest, +19.2% growth), and Mankato MN (44.0% brand interest, +12.8% growth)
M&M's dominates in 125 of 149 key battleground markets against Kit Kat, notably in Albuquerque-Santa Fe NM (13.0% vs 46.0% brand interest), Anchorage AK (15.0% vs 53.0% brand interest), and Austin TX (15.0% vs 44.0% brand interest)
Skittles dominates in 74 of 145 key battleground markets against Kit Kat, notably in Albuquerque-Santa Fe NM (13.0% vs 20.0% brand interest), Alexandria LA (0.0% vs 57.0% brand interest), and Anchorage AK (15.0% vs 19.0% brand interest)
Snickers dominates in 92 of 130 key battleground markets against Kit Kat, notably in Albuquerque-Santa Fe NM (13.0% vs 18.0% brand interest), Anchorage AK (15.0% vs 13.0% brand interest), and Austin TX (15.0% vs 16.0% brand interest)
Reese's Pieces dominates in 39 of 77 key battleground markets against Kit Kat, notably in Albuquerque-Santa Fe NM (13.0% vs 3.0% brand interest), Austin TX (15.0% vs 3.0% brand interest), and Baltimore MD (15.0% vs 3.0% brand interest)
M&M's dominates in 163 of 178 key battleground markets against Skittles, notably in Abilene-Sweetwater TX (46.0% vs 21.0% brand interest), Amarillo TX (43.0% vs 19.0% brand interest), and Bangor ME (51.0% vs 21.0% brand interest)
M&M's dominates in 104 of 160 key battleground markets against Snickers, notably in Amarillo TX (43.0% vs 25.0% brand interest), Biloxi-Gulfport MS (50.0% vs 17.0% brand interest), and Clarksburg-Weston WV (57.0% vs 21.0% brand interest)
M&M's dominates in 63 of 78 key battleground markets against Reese's Pieces, notably in Las Vegas NV (47.0% vs 3.0% brand interest), Orlando-Daytona Beach-Melbourne FL (48.0% vs 3.0% brand interest), and San Diego CA (42.0% vs 4.0% brand interest)
Snickers dominates in 110 of 153 key battleground markets against Skittles, notably in Albany GA (27.0% vs 24.0% brand interest), Albany-Schenectady-Troy NY (19.0% vs 11.0% brand interest), and Albuquerque-Santa Fe NM (20.0% vs 18.0% brand interest)
Skittles dominates in 42 of 78 key battleground markets against Reese's Pieces, notably in Albany-Schenectady-Troy NY (19.0% vs 4.0% brand interest), Albuquerque-Santa Fe NM (20.0% vs 3.0% brand interest), and Atlanta GA (26.0% vs 3.0% brand interest)
Snickers dominates in 53 of 77 key battleground markets against Reese's Pieces, notably in Albany-Schenectady-Troy NY (11.0% vs 4.0% brand interest), Birmingham AL (16.0% vs 3.0% brand interest), and Champaign & Springfield-Decatur IL (16.0% vs 4.0% brand interest)
M&M's successfully defends market leadership positions while maintaining brand interest growth in Albuquerque-Santa Fe NM (maintained 46.0% brand interest, +17.9% growth), Anchorage AK (maintained 53.0% brand interest, +23.3% growth), and Bakersfield CA (maintained 45.0% brand interest, +18.4% growth)
Skittles successfully defends market leadership positions while maintaining brand interest growth in Rochester MN-Mason City IA-Austin MN (maintained 27.0% brand interest, +42.1% growth), Biloxi-Gulfport MS (maintained 33.0% brand interest, +3.1% growth), and Great Falls MT (maintained 48.0% brand interest, +0.0% decline)