The 2013 Harris Poll EquiTrend by Harris Interactive used a brand equity model including elements such as familiarity, quality, and purchase consideration. It awarded the highest ranked brands in each category. Harris released the findings of its consumer goods poll earlier this year, but has since broken the results down by category.
Mars has more popular products in the confectionery category than any other manufacturer. Hershey was just behind with two fewer followed by Mondelez International.
In the chocolate category, Hershey’s Reese’s Peanut Butter Cups scooped the top prize for the first time in the poll’s history. The top position has previously been a to-and-fro battle between Hershey’s Kisses and M&M’s.
Hershey’s Kisses, which has been the top chocolate brand five times in the past eight years, including last year, dropped down to forth this year.
US consumers voted for peanut M&M's at number two, ahead of the milk chocolate version.
Premium chocolate: Ghirardelli
Swiss chocolatier Lindt & Sprüngli’s Ghirardelli brand topped the premium chocolate category ahead of Mars’ Dove brand.
Turkish firm Yildiz Holding, owner of the Ülker, also made the list for its Godiva brand, which it acquired for $850m in March 2008 from the Campbell Soup Company.
Gum: Wrigley’s Extra
Mondelez International owned three of the top five brands, but was pipped to first place by Mars-owned Wrigley’s Extra brand.
Wrigley and Mondelez dominate the global gum category with 33.7% and 28.5% respectively, according to figures from Euromonitor International. The next largest player is Mentos maker Perfetti Van Melle, which trials with a 7.8% share – but none of its brands were considered in the poll.
Candy: Life Savers
Wrigley trumped Mondelez in the non-chocolate candy category as its Life Savers brand took pole position and Wrigley-made Starburst ranked third. All of Mondelez’s candy brands included in the poll such as Sour Patch Kids ranked below the category average.
Hershey was strongly represented in the candy category with three brands: Jolly Rancher, Twizzlers and PayDay.
We at ConfectioneryNews use a broader definition of confectionery that includes biscuits.
The most popular cookie brand in Harris Interactive poll was global biscuit leader Mondelez International’s Oreo.
Three varieties of Kellogg’s Keebler cookies made it into the top brands, while the Campell Soup Company made an entry at number two with Pepperidge Farm Milano Cookies.
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