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
|
18 DMAs
|
|
Emerging Market
|
Smaller markets showing strong growth potential
|
15 DMAs
1 State
|
|
Growth Opportunity
|
Mid-size markets with positive brand interest trends
|
5 DMAs
|
|
High Growth Priority
|
Large markets showing strong consistent growth
|
17 DMAs
|
|
Maintain & Optimize
|
Stable markets with consistent performance
|
2 DMAs
1 State
|
|
Monitor & Maintain
|
All other markets
|
136 DMAs
48 States
|
|
Turnaround Priority
|
Markets requiring immediate attention and improvement
|
18 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 strong performance with 11.2% average growth across 51 markets (23.3% avg brand interest), with positive growth in 40 of 51 markets
Top performing markets for Skittles demonstrate exceptional results in Idaho (+25.0% growth, 25.0% brand interest, +5.0% brand interest change), Montana (+25.0% growth, 25.0% brand interest, +5.0% brand interest change), and Georgia (+21.7% growth, 28.0% brand interest, +5.0% brand interest change)
Skittles has 16 markets with high growth (>15%), 21 markets with moderate growth (5-15%), 10 stable markets (0-5%), and 4 declining markets
Notable high-growth markets for Skittles include Georgia (+21.7% growth, 28.0% brand interest), Idaho (+25.0% growth, 25.0% brand interest), and Illinois (+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 dominance with 11.2% average brand interest growth, showing exceptional performance in Georgia (+21.7%, 28.0% brand interest), Idaho (+25.0%, 25.0% brand interest), and Illinois (+21.1%, 23.0% brand interest)
In high-growth markets, Skittles maintains an average brand interest of 23.3% with consistent performance across 16 markets
Skittles shows strong momentum with 11.2% average brand interest growth across key markets: New Hampshire (+53.3% growth, +8.0% brand interest), Pennsylvania (+33.3% growth, +6.0% brand interest), and New Jersey (+26.3% growth, +5.0% brand interest)
Skittles captured additional brand interest in 34 markets, averaging +3.2% 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
18
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| New York NY | 6,567,593 | 20.0% | +0.0% | -4.8% |
| Kansas City MO | 866,618 | 24.0% | -4.0% | -7.7% |
| Greensboro-High Point-Winston Salem NC | 628,975 | 24.0% | +4.4% | -4.0% |
| Louisville KY | 612,910 | 24.0% | +9.1% | -22.6% |
| Albuquerque-Santa Fe NM | 612,638 | 23.0% | +15.0% | -20.7% |
| New Orleans LA | 584,044 | 27.0% | +17.4% | -27.0% |
| Providence RI-New Bedford MA | 564,315 | 21.0% | +10.5% | -4.6% |
| Memphis TN | 547,706 | 23.0% | -4.2% | -23.3% |
Emerging Market
Smaller markets showing strong growth potential
15
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Peoria-Bloomington IL | 210,894 | 27.0% | +28.6% | +12.5% |
| Santa Barbara-Santa Maria-San Luis Obispo CA | 205,020 | 24.0% | +33.3% | +9.1% |
| Wilmington NC | 186,609 | 29.0% | +16.0% | +31.8% |
| Duluth MN-Superior WI | 148,546 | 21.0% | +40.0% | +16.7% |
| Palm Springs CA | 142,979 | 25.0% | +47.1% | +19.1% |
| Minot-Bismarck-Dickinson(Williston) ND | 141,262 | 30.0% | +15.4% | +15.4% |
| Rochester MN-Mason City IA-Austin MN | 129,362 | 32.0% | +18.5% | +39.1% |
| Joplin MO-Pittsburg KS | 128,486 | 40.0% | +81.8% | +5.3% |
Growth Opportunity
Mid-size markets with positive brand interest trends
5
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Tulsa OK | 462,154 | 27.0% | +8.0% | +3.9% |
| Colorado Springs-Pueblo CO | 327,871 | 32.0% | +45.5% | +23.1% |
| Davenport IA-Rock Island-Moline IL | 257,210 | 26.0% | +36.8% | +4.0% |
| Lincoln & Hastings-Kearney NE | 247,903 | 24.0% | +26.3% | +9.1% |
| Eugene OR | 213,214 | 26.0% | +36.8% | +18.2% |
High Growth Priority
Large markets showing strong consistent growth
17
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Los Angeles CA | 4,962,377 | 21.0% | +10.5% | -12.5% |
| Chicago IL | 3,081,097 | 23.0% | +21.1% | -8.0% |
| Philadelphia PA | 2,642,616 | 26.0% | +30.0% | -7.1% |
| Washington DC (Hagerstown MD) | 2,224,748 | 24.0% | +14.3% | -11.1% |
| Phoenix AZ | 1,818,040 | 23.0% | +9.5% | -11.5% |
| Seattle-Tacoma WA | 1,798,974 | 24.0% | +14.3% | -11.1% |
| Minneapolis-St. Paul MN | 1,563,558 | 22.0% | +10.0% | -12.0% |
| Denver CO | 1,523,659 | 25.0% | +13.6% | -7.4% |
Maintain & Optimize
Stable markets with consistent performance
2
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Casper-Riverton WY | 47,932 | 40.0% | +0.0% | +0.0% |
| Mankato MN | 47,507 | 29.0% | +0.0% | +0.0% |
Monitor & Maintain
All other markets
136
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Dallas-Ft. Worth TX | 2,585,309 | 3.0% | -87.0% | -89.3% |
| Atlanta GA | 2,277,873 | 3.0% | -88.5% | -90.3% |
| Houston TX | 2,266,381 | 3.0% | -87.5% | -90.3% |
| San Antonio TX | 900,609 | 4.0% | -82.6% | -85.2% |
| Austin TX | 831,742 | 5.0% | -77.3% | -80.8% |
| Milwaukee WI | 765,170 | 3.0% | -83.3% | -87.0% |
| Oklahoma City OK | 631,839 | 27.0% | +17.4% | +0.0% |
| Dayton OH | 418,047 | 24.0% | +14.3% | -11.1% |
Turnaround Priority
Markets requiring immediate attention and improvement
18
Markets
| Market | Approx. Digital-First Households |
Current Brand Interest | QoQ Change | YoY Change |
|---|---|---|---|---|
| Boston MA-Manchester NH | 2,206,762 | 20.0% | +5.3% | -9.1% |
| San Francisco-Oakland-San Jose CA | 2,204,229 | 20.0% | -4.8% | -20.0% |
| Tampa-St. Petersburg (Sarasota) FL | 1,758,412 | 23.0% | +4.6% | -14.8% |
| Detroit MI | 1,646,663 | 20.0% | -4.8% | -25.9% |
| Miami-Ft. Lauderdale FL | 1,462,825 | 20.0% | -9.1% | -20.0% |
| Cleveland-Akron (Canton) OH | 1,319,557 | 22.0% | +4.8% | -21.4% |
| Charlotte NC | 1,124,890 | 26.0% | +4.0% | -16.1% |
| Raleigh-Durham (Fayetteville) NC | 1,096,084 | 24.0% | +4.4% | -14.3% |
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 -4.1% average growth across 195 markets (21.2% avg brand interest), with positive growth in 116 of 195 markets
Top performing markets for Skittles demonstrate exceptional results in Bowling Green KY (+161.9% growth, 55.0% brand interest, +34.0% brand interest change), Binghamton NY (+129.4% growth, 39.0% brand interest, +22.0% brand interest change), and Missoula MT (+123.8% growth, 47.0% brand interest, +26.0% brand interest change)
Skittles has 69 markets with high growth (>15%), 34 markets with moderate growth (5-15%), 29 stable markets (0-5%), and 63 declining markets
Notable high-growth markets for Skittles include Albany-Schenectady-Troy NY (+26.3% growth, 24.0% brand interest), Albuquerque-Santa Fe NM (+15.0% growth, 23.0% brand interest), and Alexandria LA (+75.4% growth, 100.0% brand interest)
Skittles maintains strong brand interest positions in key markets: Jackson TN (32.0% brand interest, -1.0% change), Alexandria LA (100.0% brand interest, +43.0% change), and Billings, MT (32.0% brand interest, +16.0% change)
Skittles shows positive brand interest momentum in 116 markets, notably in Albany-Schenectady-Troy NY (+5.0% brand interest), Albuquerque-Santa Fe NM (+3.0% brand interest), Alexandria LA (+43.0% brand interest)
Skittles demonstrates strong market momentum with combined growth and brand interest gains in key markets: Albany-Schenectady-Troy NY (+26.3% growth, +5.0% gain, 24.0% current brand interest), Alexandria LA (+75.4% growth, +43.0% gain, 100.0% current brand interest), and Amarillo TX (+52.6% growth, +10.0% gain, 29.0% current brand interest)
Skittles successfully defends strong market positions while maintaining brand interest growth in Alexandria LA (maintained 100.0% brand interest, +75.4% growth), Amarillo TX (maintained 29.0% brand interest, +52.6% growth), and Baltimore MD (maintained 26.0% brand interest, +18.2% growth)
Skittles maintains dominant market position with >35% brand interest in key markets: Alexandria LA (100.0% brand interest, +75.4% change) and Biloxi-Gulfport MS (41.0% brand interest, +24.2% change)
Skittles achieves significant brand interest gains in Albany-Schenectady-Troy NY (+5.0% brand interest growth, now at 24.0%) and Alexandria LA (+43.0% brand interest growth, now at 100.0%)
Skittles shows accelerating brand interest growth in Albany-Schenectady-Troy NY (+26.3% growth, 24.0% brand interest) and Alexandria LA (+75.4% growth, 100.0% brand interest)
Skittles maintains stable brand interest performance in mature markets: Detroit MI (-4.8% decline, 20.0% brand interest) and Greenville-New Bern-Washington NC (-4.2% decline, 23.0% brand interest)
Skittles faces growth challenges in historically strong markets: Hattiesburg-Laurel MS (-17.6% decline, 28.0% brand interest) and Jackson TN (-3.0% decline, 32.0% brand interest)
Skittles performance in major markets: Atlanta GA (-88.5% decline, 3.0% brand interest, 2.7M TVHH), Dallas-Ft. Worth TX (-87.0% decline, 3.0% brand interest, 3.0M TVHH), and Detroit MI (-4.8% decline, 20.0% brand interest, 1.9M TVHH)
Skittles shows positive brand interest growth in markets representing 61.2% of total TVHH coverage
Skittles shows challenging performance with -27.3% average growth across 192 markets (21.1% avg brand interest), with positive growth in 22 of 192 markets
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.
Reese's Pieces demonstrates category dominance with 20.6% average brand interest growth, showing exceptional performance in Atlanta GA (+366.7%, 14.0% brand interest), Austin TX (+300.0%, 12.0% brand interest), and Baltimore MD (+33.3%, 4.0% brand interest)
In high-growth markets, Reese's Pieces maintains an average brand interest of 7.6% with consistent performance across 39 markets
Kit Kat shows strong momentum with 10.2% average brand interest growth across key markets: Macon GA (+233.3% growth, +21.0% brand interest), Laredo TX (+200.0% growth, +24.0% brand interest), and Tyler-Longview(Lufkin & Nacogdoches) TX (+170.0% growth, +17.0% brand interest)
Kit Kat captured additional brand interest in 85 markets, averaging +5.9% brand interest growth in key growth markets
Snickers shows strong momentum with 18.8% average brand interest growth across key markets: Abilene-Sweetwater TX (+455.6% growth, +82.0% brand interest), Lubbock TX (+441.7% growth, +53.0% brand interest), and Charleston SC (+258.3% growth, +31.0% brand interest)
Snickers captured additional brand interest in 95 markets, averaging +10.5% brand interest growth in key growth markets
Reese's Pieces shows strong momentum with 20.6% average brand interest growth across key markets: Charleston SC (+600.0% growth, +12.0% brand interest), Waco-Temple-Bryan TX (+550.0% growth, +11.0% brand interest), and Madison WI (+500.0% growth, +10.0% brand interest)
Reese's Pieces captured additional brand interest in 39 markets, averaging +4.5% brand interest growth in key growth markets
Kit Kat maintains market dominance with an average 33.3% brand interest across key markets: Columbia SC (33.0% brand interest, +120.0% growth), Corpus Christi TX (31.0% brand interest, +158.3% growth), and Laredo TX (36.0% brand interest, +200.0% growth)
M&M's maintains market dominance with an average 58.2% brand interest across key markets: Bend OR (58.0% brand interest, +26.1% growth), Billings, MT (68.0% brand interest, +65.8% growth), and Biloxi-Gulfport MS (59.0% brand interest, +18.0% growth)
Skittles maintains market dominance with an average 42.2% brand interest across key markets: Alexandria LA (100.0% brand interest, +75.4% growth), Billings, MT (32.0% brand interest, +100.0% growth), and Biloxi-Gulfport MS (41.0% brand interest, +24.2% growth)
Snickers maintains market dominance with an average 45.9% brand interest across key markets: Abilene-Sweetwater TX (100.0% brand interest, +455.6% growth), Albany GA (35.0% brand interest, +45.8% growth), and Atlanta GA (40.0% brand interest, +166.7% growth)
Kit Kat dominates in 110 of 170 key battleground markets against M&M's, notably in Amarillo TX (11.0% vs 46.0% brand interest), Bangor ME (13.0% vs 49.0% brand interest), and Bend OR (0.0% vs 58.0% brand interest)
Skittles dominates in 93 of 166 key battleground markets against Kit Kat, notably in Amarillo TX (11.0% vs 29.0% brand interest), Bangor ME (13.0% vs 21.0% brand interest), and Billings, MT (0.0% vs 32.0% brand interest)
Snickers dominates in 88 of 153 key battleground markets against Kit Kat, notably in Abilene-Sweetwater TX (0.0% vs 100.0% brand interest), Amarillo TX (11.0% vs 14.0% brand interest), and Bangor ME (13.0% vs 17.0% brand interest)
Reese's Pieces dominates in 56 of 112 key battleground markets against Kit Kat, notably in Cedar Rapids-Waterloo-Iowa City & Dubuque IA (10.0% vs 0.0% brand interest), Chattanooga TN (11.0% vs 0.0% brand interest), and Chico-Redding CA (13.0% vs 0.0% brand interest)