Why Snickers is poised to rule the candy world

Mark Garrison Sep 21, 2012
HTML EMBED:
COPY

Why Snickers is poised to rule the candy world

Mark Garrison Sep 21, 2012
HTML EMBED:
COPY

Prepare for a new king on the candy throne: Snickers will surpass M&M’s to become the number one candy brand in the world sometime this year, according to a new report from Euromonitor International.

A strong showing in Eastern Europe is a key part of Snickers’ global growth, and Russian sales have more than doubled in just five years.

“Chocolate is sweet and peanuts are not sweet,” said Olga Chalykh, as she manned the front desk of Moscow’s Chocolate Hostel. “I like the taste.”

That mix of sweet and salty is old news in America, where Snickers debuted in 1930. But it’s quite novel elsewhere.

“It’s certainly a new flavor, a different flavor proposition for much of the rest of the world,” says Euromonitor global head of food research Lee Linthicum. “It’s one that’s actually gaining traction in many markets.”

Peanuts are also a key part of a marketing pitch that touts an energy boost.

“It’s almost like a de facto energy bar, like a PowerBar,” Linthicum adds. “It’s not! It’s a candy bar, but the peanut element is important.”

That pitch has kept Snickers going strong back home in America. To stay on top around the world, though, Snickers will need to expand in China.

“The Chinese don’t have a history with chocolate, but they certainly have an appetite for all things Western,” says Bernard Pacyniak, editor-in-chief of the trade journal Candy Industry.

He points out that India matters too — but chocolate is tricky there because India’s climate can melt it into a gooey mess.

Marketplace is on a mission.

We believe Main Street matters as much as Wall Street, economic news is made relevant and real through human stories, and a touch of humor helps enliven topics you might typically find…well, dull.

Through the signature style that only Marketplace can deliver, we’re on a mission to raise the economic intelligence of the country—but we don’t do it alone. We count on listeners and readers like you to keep this public service free and accessible to all. Will you become a partner in our mission today?

Your donation is critical to the future of public service journalism. Support our work today – for as little as $5 – and help us keep making people smarter.