US consumers voted for their favorite confectionery brands in three categories: chocolate, premium chocolate, and candy.
The 2015 Harris Poll EquiTrend surveyed over 38,000 Americans aged over 15 to develop an equity index for brands across industries such as automobiles and computing.
Previous Harris Polls have assessed multiple categories in food, but this year’s survey only measured confectionery brands.
The EquiTrend Brand Equity Index analyzes three factors - familiarity, quality and purchase consideration – to give a brand equity rating for each product.
Just 20 of the 49 confectionery brands assessed had an equity ranking above the category average.
Hershey and Mars had the most ranked brands, followed by Lindt.
Chocolate: Hershey's Kisses victorious
Hershey's Kisses jumped from fourth place in last year's Harris Poll to the top spot this year, leapfrogging previous winner Hershey Milk Chocolate.
Just two companies, Mars and Hershey, boasted brands with equity ranking above the category average.
Premium Chocolate: Ghirardelli
But only Mars featured in the top premium chocolate brands. Lindt's Ghirardelli retained the number one position, while Yildiz Holding's Godiva brand jumped from fourth to second.
Non-chocolate: Reese's Pieces
Hershey's Reese's Pieces was voted America's favorite non-chocolate confectionery brand, retaining top spot from last year. Nestlé recorded its only top brand in the Harris Poll with Laffy Taffy. Smaller companies such as Jelly Belly and Tootsie Roll also featured in the category.
Companies with most top brands
No. of top brands in Harris Poll