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
|
29 DMAs
5 States
|
|
High Growth Priority
|
Large markets showing strong consistent growth
|
33 DMAs
3 States
|
|
Maintain & Optimize
|
Stable markets with consistent performance
|
11 DMAs
2 States
|
|
Turnaround Priority
|
Markets requiring immediate attention / improvement
|
136 DMAs
40 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 -7.3% average growth across 51 markets (19.0% avg brand interest), with positive growth in 6 of 51 markets
Top performing markets for Skittles demonstrate exceptional results in Hawaii (+21.1% growth, 23.0% brand interest, +4.0% change)
Skittles has 3 markets with high growth (>15%), 3 markets with moderate growth (5-15%), 9 stable markets (0-5%), and 36 declining markets
Notable high-growth markets for Skittles include Hawaii (+21.1% growth, 23.0% brand interest), Montana (+28.6% growth, 18.0% brand interest), and Rhode Island (+20.0% growth, 18.0% 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.
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 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
29
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Houston TX | 2,266,381 | 23.0% | +4.6% | +0.0% |
| Miami-Ft. Lauderdale FL | 1,462,825 | 21.0% | +5.0% | +0.0% |
| Harrisburg-Lancaster-Lebanon-York PA | 656,472 | 18.0% | -5.3% | +12.5% |
| Oklahoma City OK | 631,839 | 25.0% | +4.2% | +13.6% |
| Louisville KY | 612,910 | 23.0% | +0.0% | +9.5% |
| Ft. Myers-Naples FL | 525,402 | 19.0% | -9.5% | +5.6% |
| Dayton OH | 418,047 | 23.0% | +4.6% | +4.6% |
| Tucson (Sierra Vista) AZ | 416,976 | 20.0% | -16.7% | +17.7% |
High Growth Priority
Large markets showing strong consistent growth
33
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Greensboro-High Point-Winston Salem NC | 628,975 | 23.0% | +21.1% | +4.6% |
| Providence RI-New Bedford MA | 564,315 | 19.0% | +18.8% | +5.6% |
| Memphis TN | 547,706 | 25.0% | +19.1% | +0.0% |
| Albany-Schenectady-Troy NY | 491,946 | 21.0% | +16.7% | +16.7% |
| Honolulu HI | 411,655 | 21.0% | +16.7% | +5.0% |
| Columbia SC | 382,874 | 25.0% | +8.7% | +4.2% |
| Rochester NY | 370,481 | 21.0% | +10.5% | +0.0% |
| Harlingen-Weslaco-Brownsville-McAllen TX | 342,950 | 22.0% | +15.8% | -12.0% |
Maintain & Optimize
Stable markets with consistent performance
11
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Austin TX | 831,742 | 22.0% | +4.8% | -4.4% |
| Greenville-Spartanburg SC-Asheville NC-Anderson SC | 805,248 | 23.0% | +4.6% | -4.2% |
| Grand Rapids-Kalamazoo-Battle Creek MI | 663,876 | 21.0% | +0.0% | +5.0% |
| New Orleans LA | 584,044 | 23.0% | +0.0% | +4.6% |
| Buffalo NY | 537,294 | 18.0% | +0.0% | +0.0% |
| Zanesville OH | 28,849 | 0.0% | +0.0% | +0.0% |
| Helena MT | 27,557 | 0.0% | +0.0% | +0.0% |
| Presque Isle ME | 23,953 | 0.0% | +0.0% | +0.0% |
Turnaround Priority
Markets requiring immediate attention / improvement
136
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| New York NY | 6,567,593 | 16.0% | -11.1% | -5.9% |
| Los Angeles CA | 4,962,377 | 17.0% | -15.0% | -10.5% |
| Chicago IL | 3,081,097 | 18.0% | -10.0% | -10.0% |
| Philadelphia PA | 2,642,616 | 20.0% | +0.0% | -9.1% |
| Dallas-Ft. Worth TX | 2,585,309 | 22.0% | -4.4% | -8.3% |
| Atlanta GA | 2,277,873 | 24.0% | +0.0% | -4.0% |
| Washington DC (Hagerstown MD) | 2,224,748 | 20.0% | +0.0% | -9.1% |
| Boston MA-Manchester NH | 2,206,762 | 17.0% | -10.5% | -5.6% |
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 -2.9% average growth across 208 markets (17.8% avg brand interest), with positive growth in 47 of 208 markets
Top performing markets for Skittles demonstrate exceptional results in Jackson TN (+660.0% growth, 38.0% brand interest, +33.0% change), Wichita Falls TX & Lawton OK (+550.0% growth, 26.0% brand interest, +22.0% change), and Utica NY (+400.0% growth, 25.0% brand interest, +20.0% change)
Skittles has 27 markets with high growth (>15%), 13 markets with moderate growth (5-15%), 27 stable markets (0-5%), and 141 declining markets
Notable high-growth markets for Skittles include Albany-Schenectady-Troy NY (+16.7% growth, 21.0% brand interest), Bend OR (+100.0% growth, 31.0% brand interest), and Billings, MT (+137.5% growth, 19.0% brand interest)
Skittles demonstrates strong market momentum with combined growth and brand interest gains in key markets: Bend OR (+100.0% growth, +31.0% gain, 31.0% current brand interest), Greensboro-High Point-Winston Salem NC (+21.1% growth, +4.0% gain, 23.0% current brand interest), and Jackson TN (+660.0% growth, +33.0% gain, 38.0% current brand interest)
Skittles successfully defends strong market positions while maintaining brand interest growth in Albany-Schenectady-Troy NY (maintained 21.0% brand interest, +16.7% growth), Bend OR (maintained 31.0% brand interest, +100.0% growth), and Greensboro-High Point-Winston Salem NC (maintained 23.0% brand interest, +21.1% growth)
Skittles maintains dominant market position with >35% brand interest in key markets: Jackson TN (38.0% brand interest, +660.0% growth) and Bluefield-Beckley-Oak Hill WV (37.0% brand interest, +12.1% growth)
Skittles achieves significant brand interest gains in Albany-Schenectady-Troy NY (+3.0% brand interest growth, now at 21.0%), Bend OR (+31.0% brand interest growth, now at 31.0%), and Billings, MT (+11.0% brand interest growth, now at 19.0%)
Skittles shows accelerating brand interest growth in Albany-Schenectady-Troy NY (+16.7% growth, 21.0% brand interest) and Bend OR (+100.0% growth, 31.0% brand interest)
Skittles demonstrates emerging brand interest strength in Billings, MT (+137.5% growth, 19.0% brand interest) and Binghamton NY (+200.0% growth, 12.0% brand interest)
Skittles maintains stable brand interest performance in mature markets: Baltimore MD (-4.3% growth, 22.0% brand interest) and Biloxi-Gulfport MS (-3.5% growth, 28.0% brand interest)
Skittles faces growth challenges in historically strong markets: Alexandria LA (-44.4% growth, 30.0% brand interest) and Biloxi-Gulfport MS (-3.5% growth, 28.0% brand interest)
Skittles performance in major markets: Baltimore MD (-4.3% growth, 22.0% brand interest, 1.1M TVHH), Boston MA-Manchester NH (-10.5% growth, 17.0% brand interest, 2.6M TVHH), and Charlotte NC (-8.7% growth, 21.0% brand interest, 1.3M TVHH)
Skittles shows positive brand interest growth in markets representing 15.9% of total TVHH coverage
Skittles maintains strong brand interest positions (>30% share) in key markets: Abilene-Sweetwater TX (23.0% brand interest, -18.0% change), Albany GA (22.0% brand interest, -11.0% change), and Alexandria LA (30.0% brand interest, -24.0% change)
Skittles achieves significant brand interest gains in Albany-Schenectady-Troy NY (+3.0% brand interest), Bend OR (+31.0% brand interest), and Billings, MT (+11.0% brand interest)
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.
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%)