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The U.S. Market for Non-Chocolate Candy


Attention: There is an updated edition available for this report.

With candy universally popular, endlessly varied, and ubiquitously available, the overall U.S. market is largely mature. Moreover, ever-growing consumer health and obesity concerns have kept consumption levels generally flat, even as marketer competition and innovation have been dampened by a sluggish economy, market consolidation, and rising costs. The competitive response? Novelty products for kids (notably including interactive and “extreme” candies) and licensed products are the driving trends in the non-chocolate candy market, along with innovative new flavors.

Following in the footsteps of chocolate candy, healthier non-chocolates also are gaining ground, including those based on diet, natural, and premium appeals; indeed, even if low-carb candy sales were buoyed by a consumer fad, nutritional concerns are now a permanent feature of the candy market. Productscan tracking of non-chocolate candy new product introductions show the number of no- or low-sugar/carb package tags tripling from 2000 to 2004, while the number of “real” ingredient (typically real fruit) or high-fruit content tags doubled. Driven in large part by the low-carb craze, technology seems to have finally caught up with consumer tastes, and a particular area of growth will be in lower- or no-sugar products aimed at kids and teens, along with upscale entries aimed mainly at adults.

Packaged Facts’ new report, The U.S. Market for Non-Chocolate Candy, analyzes sales and growth potential for hard and chewy non-chocolates, kids’ novelty and interactive candies, mints other than breath fresheners, fruit- and mint-flavored candies, non-chocolate nut candies, licorice and gummies, diet candies, and seasonal offerings. The report surveys marketing and new product trends and dissects consumer demographics for non-chocolate candy overall, fruit/mint non-chocolates, caramel/nut non-chocolates, and leading brands. The report also tracks variations in food- and health-related attitudes among adult consumers of non-chocolate candy, presenting comparisons with chocolate candy, as well as detailed brand preference data for teens (age 12-17) and children (age 6-ll) as prime consumers.

Report Methodology
The information in The U.S. Market for Non-Chocolate Candy based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the candy market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass merchandiser sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. Figures provided on national consumer advertising expenditures are based primarily on data (copyright 2004) compiled by TNS Media Intelligence/CMR, the leading provider of strategic advertising and marketing communications intelligence. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for spring 2004. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Datamonitor.

What You’ll Get in this Report
The U.S. Market for Non-Chocolate Candy is a brand-new report that offers a unique perspective on the changing market for non-chocolate candies. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Non-Chocolate Candy offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • The Consumer (who’s buying what, and where)
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is already competing in the non-chocolate candy market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for non-chocolate candies, as well as projected sales and trends through 2009. Contributing to that understanding will be a complete analysis of sales data from IRI and other published and trade sources, a detailed discussion of the consumer for candy based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for non-chocolate candy.
  • Research and development professionals stay on top of competitor initiatives and explore demand for products in the non-chocolate candy arena.
  • Advertising agencies working with clients in the food industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


  • Executive Summary
    • Scope And Methodology
      • Market Scope
      • Report Methodology
      • Non-Chocolate Candy 2002: Comparison And Review
    • The Competitive Situation
      • Overall Retail Sales At $5.3 Billion
      • Non-Seasonal Chocolates At 82% Of Mass Market
      • Factors To Market Growth
      • The Top Marketers
      • By Brand, Altoids Lead In Dollar Gains
      • Skittles And Starbust Are Most Heavily Advertised Brands
      • 427 New Product Lines In 2004
      • The Key Trends: Kids, Novelty, Licensed, And Health
    • The Consumer
      • 25% Of Adults Eat Non-Chocolate Candy
      • Cremesavers The Top Brand At 5% Rate
    • Spotlight On Children As Consumers
      • 55% Of Teens Eat Non-Chocolate Candy
      • 89% Of Kids Eat Non-Chocolate Candy
    • Looking Ahead
      • Trends And Opportunities
  • Competitive Situation
    • Market Size And Growth
      • Note On Information Resources, Inc. Market Share Data
      • 5.5% Annual Declines In Wholesale Dollar Shipments
      • Wholesale Per Capita Consumption At 7.7 Pounds
      • Overall Retail Sales At $5.3 Billion
      • Iri-Tracked Sales At $1.9 Billion
      • Non-Seasonal Chocolates At 82% Of Mass Market
      • Chewy Candy At 33% Of Iri-Tracked Sales
      • Chewy Candy At 31% Of Wholesale Dollar Shipments
      • Supermarkets And Grocery Stores At 29% Of Market
      • Factors To Market Growth
      • Sales Projected At $4.8 Billion In 2009
        • Table U.S. Manufacturers' Pound And Dollar Shipments Of Non-Chocolate Confectionery, 1999-2003 (In Millions Of Pounds And Dollars)
        • Table U.S. Manufacturers' Pound And Dollar Shipments Of Non-Chocolate Confectionery By Product Type, 1999-2003 (In Millions Of Pounds And Dollars)
        • Table U.S. Per Capita Consumption Of Non-Chocolate Confectionery: Pounds And Wholesale Dollar Value, 1999-2003
        • Table U.S. Retail Sales Of Non-Chocolate Candy, 2000-2004 (In Millions Of Dollars)
        • Table Iri-Tracked Sales Of Non-Chocolate Candy, 2000-2004 (In Millions Of Dollars)
        • Table Iri-Tracked Sales Of Non-Chocolate Candy: Standard Assortment Vs. Seasonal, 2000-2004 (In Millions Of Dollars)
        • Table Share Of Non-Chocolate Candy Sales Through Iri-Tracked Outlets: By Segment, 2000 Vs. 2004 (Percent)
        • Table Projected U.S. Population By Age Bracket, 2000-2010 (In Thousands)
        • Table Share Of U.S. Population Growth For Selected Age Brackets, 2005-2010 (Percent)
        • Table Population Projections For Selected U.S. Racial/Ethnic Populations, 2000-2020 (In Thousands)
        • Table Projected U.S. Retail Sales Of Non-Chocolate Candy, 2004-2009 (In Millions Of Dollars)
    • Marketer And Brand Shares
      • The Top Marketers
      • Nestlé, Private Label Lead In Dollar Gains
      • Lifesavers Brand At 10% Mass-Market Share
      • By Brand, Altoids Lead In Dollar Gains
      • Wrigley On a Roll
        • Table Top Marketers Of Non-Chocolate Candy By Iri-Tracked Share, 2000-2004 (Percent)
        • Table Top Marketers Of Non-Chocolate Candy By Iri-Tracked Share: Standard Assortment, Seasonal, And Overall, 2004 (Percent)
        • Table Iri-Tracked Sales Of Top Non-Chocolate Candy Mass Marketers, 2000-2004 (In Millions Of Dollars)
        • Table Increase/Decline In Iri-Tracked Sales Of Top Non-Chocolate Candy Mass Marketers, 2000-2004 (In Millions Of Dollars)
        • Table Top Brands Of Non-Chocolate Candy By Iri-Tracked Share, 2000-2004 (Percent)
        • Table Iri-Tracked Sales Of Top Mass-Market Non-Chocolate Candy Brands, 2000-2004 (In Millions Of Dollars)
        • Table Top Mass-Market Non-Chocolate Candy Brands By 4-Year Dollar Growth, 2000-2004 (In Millions Of Dollars)
    • Marketing And New Product Trends
      • Skittles And Starbust Are Most Heavily Advertised Brands
      • 427 New Product Lines In 2004
      • The Key Trends: Kids, Novelty, And Licensed
      • Targeting Children: Interactive Candies
      • Long-Term Licenses
      • Extreme Treats: Eat At Your Own Risk
      • Turning Sour
      • Hispanic Candies: Border Crossings
      • Gummies Have Legs
      • Diet- And Nutrition-Related Appeals
      • Going Natural
      • Upscale And Gourmet
        • Table Number Of New Non-Chocolate Candy Introductions By Package Tags, 2000-2004
        • Table Non-Chocolate Candy Flavor Trends By Number Of New Product Introduction Package Tags, 2004
        • Table Top Mass-Market Non-Chocolate Product Lines By 52-Week Increase In Iri- Tracked Sales, 2004 (Millions Of Dollars)
        • Table Selected Non-Chocolate Candy New Product Introductions, 2004
  • The Consumer
    • Consumer Overview
      • Note On Simmons Market Research Bureau Consumer Data
      • 25% Of Adults Eat Non-Chocolate Candy
      • Heavy Usage Index Of 162 For Blacks
      • Fruit/Mint-Flavored Vs. Caramel/Nut
      • Attitude Variations In Chocolate And Non-Chocolate Consumers
        • Table Purchasing Indexes By Demographic Breakout: Consumers Of Chocolate Candy Vs. Consumers Of Non-Chocolate Brands, 2004 (U.S. Adults)
        • Table Purchasing Indexes By Demographic Breakout: Consumers Of Non-Chocolate Candy Vs. Heavy Consumers Of Non-Chocolate Candy, 2004 (U.S. Adults)
        • Table Purchasing Indexes By Demographic Breakout: Consumers Of Fruity/Mint Non- Chocolate Candy Vs. Consumers Of Caramel/Nut Non-Chocolate Candy, 2004 (U.S. Adults)
        • Table Indexes For Food- And Diet-Related Attitudes And Behaviors: Consumers Of Chocolate Candy Vs. Consumers Of Non-Chocolate Candy, 2004 (U.S. Adults)
    • Brand Demographics
      • Cremesavers The Top Brand At 5% Rate
      • 35% Of Werther's Original, Brach's Fans Are Heavy Users
      • Women Index Highest For Brach's, Tootsie Roll Brands
      • Blacks Post Index Of 267 For Laffy Taffy
      • The Kid Factor
      • Sweetarts, Twizzlers Relatively Strong In Higher-Income Households
        • Table Preference Rates For Selected Non-Chocolate Candy Brands, 2004 (% Of U.S. Adults)
        • Table Percentage Of Users Who Are Heavy Users By Non-Chocolate Candy Brand, 2004 (% Of U.S. Adults)
        • Table Purchasing Indexes For Selected Chocolate Candy Brands: By Gender, 2004 (U.S. Adults)
        • Table Purchasing Indexes For Selected Chocolate Candy Brands: By Race/Ethnicity, 2004 (U.S. Adults)
        • Table Purchasing Indexes For Selected Chocolate Candy Brands: Households With Children Vs. Households Without Children, 2004 (U.S. Adults)
        • Table Purchasing Indexes For Selected Chocolate Candy Brands: By Age Of Children In Household, 2004 (U.S. Adults)
        • Table Purchasing Indexes For Selected Chocolate Candy Brands: Households With Income Under $50,000 Vs. Households With Income Of $50,000 Or More, 2004 (U.S. Adults)
  • Spotlight On Children As Consumers
    • Note On Simmons Market Research Bureau Consumer Data
      • 55% Of Teens Eat Non-Chocolate Candy
      • Black Teenagers Represent 19% Of Market
      • Skittles Is Top Teen Brand At 23% Usage Rate
      • 89% Of Kids Eat Non-Chocolate Candy
      • Index Of 108 For Asian-American Children
      • Topps Among Top Marketers
      • Non-Chocolates Gain Traction Among 9- To 11-Year-Olds
        • Table Teen Usage Rates By Demographic Breakout: Non-Chocolate Candy Vs. Chocolate Candy, 2004 (% Of U.S. Children Age 12-17)
        • Table Teen Usage Rates By Demographic Breakout: Fruity/Mint Vs. Caramel/Nut Non- Chocolate Candy, 2004 (% Of U.S. Children Age 12-17)
        • Table Teen Usage Indexes By Demographic Breakout: Non-Chocolate Candy Vs. Chocolate Candy, 2004 (U.S. Children Age 12-17)
        • Table Teen Usage Indexes By Demographic Breakout: Fruity/Mint Vs. Caramel/Nut Non- Chocolate Candy, 2004 (U.S. Children Age 12-17)
        • Table Teen Market Composition By Demographic Breakout: Non-Chocolate Candy Vs. Chocolate Candy, 2004 (% Of U.S. Children Age 12-17)
        • Table Teen Market Composition By Demographic Breakout: Fruity/Mint Vs. Caramel/Nut Non-Chocolate Candy, 2004 (% Of U.S. Children Age 12-17)
        • Table Teen Market Population By Demographic Breakout: Non-Chocolate Candy Vs. Chocolate Candy, 2004 (U.S. Children Age 12-17 In Thousands)
        • Table Teen Market Population By Demographic Breakout: Fruity/Mint Vs. Caramel/Nut Non-Chocolate Candy, 2004 (U.S. Children Age 12-17 In Thousands)
        • Table Teen Usage Rates For Selected Non-Chocolate Candy Brands, 2004 (% Of U.S. Children Age 12-17)
        • Table Teen Usage Indexes For Selected Non-Chocolate Candy Brands: By Gender, 2004 (U.S. Children Age 12-17)
        • Table Teen Usage Indexes For Selected Non-Chocolate Candy Brands: By Age Bracket, 2004 (U.S. Children Age 12-17)
        • Table Teen Usage Indexes For Selected Non-Chocolate Candy Brands: By Race/Ethnicity, 2004 (U.S. Children Age 12-17)
        • Table Kids' Usage Rates By Demographic Breakout: Non-Chocolate Candy Vs. Chocolate Candy, 2004 (% Of U.S. Children Age 6-11)
        • Table Kids' Usage Rates By Demographic Breakout: Fruity/Mint Vs. Caramel/Nut Non- Chocolate Candy, 2004 (% Of U.S. Children Age 6-11)
        • Table Kids' Usage Indexes By Demographic Breakout: Non-Chocolate Candy Vs. Chocolate Candy, 2004 (U.S. Children Age 6-11)
        • Table Kids' Usage Indexes By Demographic Breakout: Fruity/Mint Vs. Caramel/Nut Non- Chocolate Candy, 2004 (U.S. Children Age 6-11)
        • Table Kids' Market Composition By Demographic Breakout: Non-Chocolate Candy Vs. Chocolate Candy, 2004 (% Of U.S. Children Age 6-11)
        • Table Kids' Market Composition By Demographic Breakout: Fruity/Mint Vs. Caramel/Nut Non-Chocolate Candy, 2004 (% Of U.S. Children Age 6-11)
        • Table Kids' Market Population By Demographic Breakout: Non-Chocolate Candy Vs. Chocolate Candy, 2004 (U.S. Children Age 6-11 In Thousands)
        • Table Kids' Market Population By Demographic Breakout: Fruity/Mint Vs. Caramel/Nut Non-Chocolate Candy, 2004 (U.S. Children Age 6-11 In Thousands)
        • Table Kids' Preference Rates For Selected Non-Chocolate Candy Brands, 2004 (% Of U.S. Children Age 6-11)
        • Table Kids' Preference Indexes For Selected Chocolate Candy Brands: By Gender, 2004 (U.S. Children Age 6-11)
        • Table Kids' Preference Indexes For Selected Chocolate Candy Brands: By Age Bracket, 2004 (U.S. Children Age 6-11)
        • Table Kids' Preference Indexes For Selected Chocolate Candy Brands: By Race/Ethnicity, 2004 (U.S. Children Age 6-11)
  • Looking Ahead
    • Facing The Stats
    • Passing The Brand
    • The Elephant In The Room: Nutritional Concerns
    • Taming The Wolf: Nutritious Candy
      • Table Marketers Of Diet Candy By Iri-Tracked Sales, 2000-2004 (In Millions Of Dollars)
    • Cutting The Sugar And Scaling Up
  • Addresses Of Selected Marketers

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