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 |
|---|---|---|
|
Growth Opportunity
|
Mid-size markets with positive brand interest trends
|
17 DMAs
1 State
|
|
High Growth Priority
|
Large markets showing strong consistent growth
|
29 DMAs
1 State
|
|
Maintain & Optimize
|
Stable markets with consistent performance
|
17 DMAs
1 State
|
|
Turnaround Priority
|
Markets requiring immediate attention / improvement
|
148 DMAs
47 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 challenging performance with -11.4% average growth across 51 markets (20.7% avg brand interest), with positive growth in 1 of 51 markets
Top performing markets for Skittles demonstrate exceptional results in Alaska (+22.2% growth, 22.0% brand interest, +4.0% change)
Skittles has 1 market with high growth (>15%), 0 markets with moderate growth (5-15%), 2 stable markets (0-5%), and 48 declining markets
Notable high-growth markets for Skittles include Alaska (+22.2% growth, 22.0% 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.
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 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
17
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Knoxville TN | 475,703 | 23.0% | +4.6% | +4.6% |
| Tucson (Sierra Vista) AZ | 416,976 | 24.0% | -7.7% | +26.3% |
| Green Bay-Appleton WI | 400,512 | 20.0% | +5.3% | +0.0% |
| Flint-Saginaw-Bay City MI | 375,743 | 23.0% | -4.2% | +9.5% |
| Colorado Springs-Pueblo CO | 327,871 | 22.0% | +10.0% | +0.0% |
| Davenport IA-Rock Island-Moline IL | 257,210 | 21.0% | -19.2% | +10.5% |
| La Crosse-Eau Claire WI | 192,704 | 23.0% | -11.5% | +9.5% |
| Medford-Klamath Falls OR | 155,635 | 33.0% | +0.0% | +37.5% |
High Growth Priority
Large markets showing strong consistent growth
29
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Oklahoma City OK | 631,839 | 24.0% | +9.1% | +4.4% |
| Charleston SC | 339,966 | 26.0% | +44.4% | -7.1% |
| El Paso TX | 315,971 | 25.0% | +38.9% | +8.7% |
| Baton Rouge LA | 300,475 | 29.0% | +31.8% | -3.3% |
| Ft. Smith-Fayetteville-Springdale-Rogers AR | 287,564 | 25.0% | +13.6% | +8.7% |
| Tri-Cities TN-VA | 281,792 | 31.0% | +29.2% | +14.8% |
| Reno NV | 260,899 | 25.0% | +25.0% | -10.7% |
| Greenville-New Bern-Washington NC | 259,522 | 26.0% | +13.0% | -13.3% |
Maintain & Optimize
Stable markets with consistent performance
17
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Orlando-Daytona Beach-Melbourne FL | 1,508,869 | 22.0% | +0.0% | +4.8% |
| Lima OH | 58,548 | 3.0% | +0.0% | +0.0% |
| Meridian MS | 55,267 | 6.0% | +0.0% | +0.0% |
| Parkersburg WV | 53,788 | 21.0% | +0.0% | +0.0% |
| Greenwood-Greenville MS | 52,998 | 8.0% | +0.0% | +0.0% |
| Cheyenne WY-Scottsbluff NE | 51,459 | 21.0% | +0.0% | +0.0% |
| Casper-Riverton WY | 47,932 | 7.0% | +0.0% | +0.0% |
| Ottumwa IA-Kirksville MO | 39,381 | 6.0% | +0.0% | +0.0% |
Turnaround Priority
Markets requiring immediate attention / improvement
148
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| New York NY | 6,567,593 | 18.0% | -5.3% | -5.3% |
| Los Angeles CA | 4,962,377 | 20.0% | -4.8% | -9.1% |
| Chicago IL | 3,081,097 | 20.0% | -16.7% | -16.7% |
| Philadelphia PA | 2,642,616 | 20.0% | -13.0% | -16.7% |
| Dallas-Ft. Worth TX | 2,585,309 | 23.0% | -11.5% | -11.5% |
| Atlanta GA | 2,277,873 | 24.0% | -7.7% | -14.3% |
| Houston TX | 2,266,381 | 22.0% | -8.3% | -18.5% |
| Washington DC (Hagerstown MD) | 2,224,748 | 20.0% | -13.0% | -9.1% |
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 challenging performance with -3.5% average growth across 210 markets (20.8% avg brand interest), with positive growth in 53 of 210 markets
Top performing markets for Skittles demonstrate exceptional results in Cheyenne WY-Scottsbluff NE (+100.0% growth, 21.0% brand interest, +21.0% change), Fairbanks AK (+100.0% growth, 40.0% brand interest, +40.0% change), and Laredo TX (+100.0% growth, 34.0% brand interest, +34.0% change)
Skittles has 36 markets with high growth (>15%), 14 markets with moderate growth (5-15%), 20 stable markets (0-5%), and 140 declining markets
Notable high-growth markets for Skittles include Abilene-Sweetwater TX (+46.4% growth, 41.0% brand interest), Alexandria LA (+31.7% growth, 54.0% brand interest), and Anchorage AK (+31.6% growth, 25.0% brand interest)
Skittles demonstrates strong market momentum with combined growth and brand interest gains in key markets: Abilene-Sweetwater TX (+46.4% growth, +13.0% gain, 41.0% current brand interest), Alexandria LA (+31.7% growth, +13.0% gain, 54.0% current brand interest), and Anchorage AK (+31.6% growth, +6.0% gain, 25.0% current brand interest)
Skittles successfully defends strong market positions while maintaining brand interest growth in Abilene-Sweetwater TX (maintained 41.0% brand interest, +46.4% growth), Alexandria LA (maintained 54.0% brand interest, +31.7% growth), and Anchorage AK (maintained 25.0% brand interest, +31.6% growth)
In small markets, Skittles shows modest growth with notable brand interest: Abilene-Sweetwater TX (+46.4% growth, 41.0% brand interest) and Alexandria LA (+31.7% growth, 54.0% brand interest)
Skittles maintains dominant market position with >35% brand interest in key markets: Abilene-Sweetwater TX (41.0% brand interest, +46.4% growth), Alexandria LA (54.0% brand interest, +31.7% growth), and Beaumont-Port Arthur TX (44.0% brand interest, +69.2% growth)
Skittles achieves significant brand interest gains in Abilene-Sweetwater TX (+13.0% brand interest growth, now at 41.0%), Alexandria LA (+13.0% brand interest growth, now at 54.0%), and Anchorage AK (+6.0% brand interest growth, now at 25.0%)
Skittles shows accelerating brand interest growth in Abilene-Sweetwater TX (+46.4% growth, 41.0% brand interest) and Alexandria LA (+31.7% growth, 54.0% brand interest)
Skittles demonstrates emerging brand interest strength in Butte-Bozeman MT (+100.0% growth, 5.0% brand interest) and Casper-Riverton WY (+100.0% growth, 7.0% brand interest)
Skittles maintains stable brand interest performance in mature markets: Augusta GA (-4.2% growth, 23.0% brand interest) and Austin TX (-4.5% growth, 21.0% brand interest)
Skittles faces growth challenges in historically strong markets: Albany GA (-8.3% growth, 33.0% brand interest) and Biloxi-Gulfport MS (-6.5% growth, 29.0% brand interest)
Skittles performance in major markets: Atlanta GA (-7.7% growth, 24.0% brand interest, 2.7M TVHH), Baltimore MD (-11.5% growth, 23.0% brand interest, 1.1M TVHH), and Boston MA-Manchester NH (-9.5% growth, 19.0% brand interest, 2.6M TVHH)
Skittles shows positive brand interest growth in markets representing 8.1% of total TVHH coverage
Skittles maintains strong brand interest positions (>30% share) in key markets: Albany GA (33.0% brand interest, -3.0% change), Atlanta GA (24.0% brand interest, -2.0% change), and Augusta GA (23.0% brand interest, -1.0% change)
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.
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%)