Skittles
Mars, Inc
Company
Mars, Inc
Industry
Chocolates & Candy
Other Mars, Inc 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 |
|---|---|---|
|
Growth Opportunity
|
Mid-size markets with positive brand interest trends
|
27 DMAs
6 States
|
|
High Growth Priority
|
Large markets showing strong consistent growth
|
93 DMAs
26 States
|
|
Maintain & Optimize
|
Stable markets with consistent performance
|
14 DMAs
|
|
Turnaround Priority
|
Markets requiring immediate attention / improvement
|
77 DMAs
18 States
|
Brand Insights
Brand Insights reveal Skittles’s brand interest across U.S. regions, highlighting growth opportunities, market trends, and strategic focus areas.
Skittles shows strong performance with 11.2% average growth across 51 markets (22.9% avg brand interest), with positive growth in 40 of 51 markets
Top performing markets for Skittles demonstrate exceptional results in Montana (+41.2% growth, 24.0% brand interest, +7.0% change), Idaho (+33.3% growth, 24.0% brand interest, +6.0% change), and Pennsylvania (+33.3% growth, 24.0% brand interest, +6.0% change)
Skittles has 18 markets with high growth (>15%), 18 markets with moderate growth (5-15%), 9 stable markets (0-5%), and 6 declining markets
Notable high-growth markets for Skittles include Arizona (+15.0% growth, 23.0% brand interest), California (+15.8% growth, 22.0% brand interest), and Delaware (+21.1% growth, 23.0% brand interest)
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.
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 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.
Growth Opportunity
Mid-size markets with positive brand interest trends
27
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Atlanta GA | 2,277,873 | 27.0% | +8.0% | -12.9% |
| Washington DC (Hagerstown MD) | 2,224,748 | 24.0% | +9.1% | -7.7% |
| Minneapolis-St. Paul MN | 1,563,558 | 22.0% | +10.0% | -12.0% |
| Denver CO | 1,523,659 | 24.0% | +9.1% | -11.1% |
| Cleveland-Akron (Canton) OH | 1,319,557 | 22.0% | +10.0% | -21.4% |
| Raleigh-Durham (Fayetteville) NC | 1,096,084 | 25.0% | +8.7% | -10.7% |
| Baltimore MD | 977,058 | 26.0% | +8.3% | -10.3% |
| Grand Rapids-Kalamazoo-Battle Creek MI | 663,876 | 22.0% | +10.0% | -15.4% |
High Growth Priority
Large markets showing strong consistent growth
93
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| New York NY | 6,567,593 | 19.0% | +11.8% | -9.5% |
| Los Angeles CA | 4,962,377 | 21.0% | +10.5% | -12.5% |
| Chicago IL | 3,081,097 | 23.0% | +15.0% | -8.0% |
| Philadelphia PA | 2,642,616 | 26.0% | +18.2% | -7.1% |
| Dallas-Ft. Worth TX | 2,585,309 | 27.0% | +12.5% | -3.6% |
| Houston TX | 2,266,381 | 26.0% | +13.0% | -16.1% |
| Boston MA-Manchester NH | 2,206,762 | 21.0% | +16.7% | -8.7% |
| Phoenix AZ | 1,818,040 | 23.0% | +15.0% | -11.5% |
Maintain & Optimize
Stable markets with consistent performance
14
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Birmingham AL | 651,287 | 28.0% | +3.7% | -3.5% |
| Great Falls MT | 55,922 | 0.0% | +0.0% | +0.0% |
| Greenwood-Greenville MS | 52,998 | 0.0% | +0.0% | +0.0% |
| Casper-Riverton WY | 47,932 | 0.0% | +0.0% | +0.0% |
| St. Joseph MO | 38,607 | 0.0% | +0.0% | +0.0% |
| Fairbanks AK | 32,241 | 0.0% | +0.0% | +0.0% |
| Zanesville OH | 28,849 | 0.0% | +0.0% | +0.0% |
| Victoria TX | 28,475 | 0.0% | +0.0% | +0.0% |
Turnaround Priority
Markets requiring immediate attention / improvement
77
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| San Francisco-Oakland-San Jose CA | 2,204,229 | 20.0% | +5.3% | -20.0% |
| Detroit MI | 1,646,663 | 20.0% | -4.8% | -25.9% |
| Miami-Ft. Lauderdale FL | 1,462,825 | 20.0% | -4.8% | -20.0% |
| Portland OR | 1,086,232 | 21.0% | +5.0% | -12.5% |
| St. Louis MO | 1,066,886 | 24.0% | +4.4% | -14.3% |
| Salt Lake City UT | 975,902 | 22.0% | +4.8% | -18.5% |
| San Diego CA | 940,959 | 21.0% | +0.0% | -22.2% |
| San Antonio TX | 900,609 | 24.0% | +0.0% | -11.1% |
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 strong performance with 11.7% average growth across 210 markets (22.0% avg brand interest), with positive growth in 138 of 210 markets
Top performing markets for Skittles demonstrate exceptional results in Alexandria LA (+138.1% growth, 100.0% brand interest, +58.0% change), Binghamton NY (+131.6% growth, 44.0% brand interest, +25.0% change), and Bowling Green KY (+122.7% growth, 49.0% brand interest, +27.0% change)
Skittles has 83 markets with high growth (>15%), 41 markets with moderate growth (5-15%), 38 stable markets (0-5%), and 48 declining markets
Notable high-growth markets for Skittles include Albany GA (+39.1% growth, 32.0% brand interest), Albany-Schenectady-Troy NY (+33.3% growth, 24.0% brand interest), and Albuquerque-Santa Fe NM (+33.3% growth, 24.0% brand interest)
Skittles demonstrates strong market momentum with combined growth and brand interest gains in key markets: Albany GA (+39.1% growth, +9.0% gain, 32.0% current brand interest), Albany-Schenectady-Troy NY (+33.3% growth, +6.0% gain, 24.0% current brand interest), and Albuquerque-Santa Fe NM (+33.3% growth, +6.0% gain, 24.0% current brand interest)
Skittles successfully defends strong market positions while maintaining brand interest growth in Albany GA (maintained 32.0% brand interest, +39.1% growth), Albany-Schenectady-Troy NY (maintained 24.0% brand interest, +33.3% growth), and Albuquerque-Santa Fe NM (maintained 24.0% brand interest, +33.3% growth)
In large markets, Skittles shows strong growth with notable brand interest: Boston MA-Manchester NH (+16.7% growth, 21.0% brand interest) and Charlotte NC (+17.4% growth, 27.0% brand interest)
In medium markets, Skittles shows strong growth with notable brand interest: Albany-Schenectady-Troy NY (+33.3% growth, 24.0% brand interest) and Albuquerque-Santa Fe NM (+33.3% growth, 24.0% brand interest)
In small markets, Skittles shows strong growth with notable brand interest: Albany GA (+39.1% growth, 32.0% brand interest) and Alexandria LA (+138.1% growth, 100.0% brand interest)
Skittles maintains dominant market position with >35% brand interest in key markets: Alexandria LA (100.0% brand interest, +138.1% growth), Binghamton NY (44.0% brand interest, +131.6% growth), and Bluefield-Beckley-Oak Hill WV (38.0% brand interest, +58.3% growth)
Skittles achieves significant brand interest gains in Albany GA (+9.0% brand interest growth, now at 32.0%), Albany-Schenectady-Troy NY (+6.0% brand interest growth, now at 24.0%), and Albuquerque-Santa Fe NM (+6.0% brand interest growth, now at 24.0%)
Skittles shows accelerating brand interest growth in Albany GA (+39.1% growth, 32.0% brand interest) and Albany-Schenectady-Troy NY (+33.3% growth, 24.0% brand interest)
Skittles demonstrates emerging brand interest strength in Palm Springs CA (+38.5% growth, 18.0% brand interest) and Sioux Falls(Mitchell) SD (+35.7% growth, 19.0% brand interest)
Skittles maintains stable brand interest performance in mature markets: Biloxi-Gulfport MS (-2.6% growth, 38.0% brand interest) and Columbus GA (-3.7% growth, 26.0% brand interest)
Skittles faces growth challenges in historically strong markets: Biloxi-Gulfport MS (-2.6% growth, 38.0% brand interest) and Columbus GA (-3.7% growth, 26.0% brand interest)
Skittles performance in major markets: Detroit MI (-4.8% growth, 20.0% brand interest, 1.9M TVHH), Miami-Ft. Lauderdale FL (-4.8% growth, 20.0% brand interest, 1.7M TVHH), and Boston MA-Manchester NH (+16.7% growth, 21.0% brand interest, 2.6M TVHH)
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.
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)