• The Products
• Product Classifications
• Candy's Long History

The Market

• Market Growth and Composition
• Manufacturers' Dollar Sales Reach $136 Billion
• Manufacturers' Prices Rise Sharply in 1997
• Factors Affecting Market Growth
• Projected Growth
• Table 1-1: Retail Sales and Growth of US Candy Market, 1993-2002 (dollars): Chocolate, Nonchocolate, Not Specified by Kind, Total
• Figure 1-1: Share of US Retail Sales of Candy by Product Category, 1997 (percent): Chocolate, Nonchocolate, Not Specified by Kind

The Marketers

• A Crowded Field
• Eight Firms Account for Three-Quarters of Market
• Second-Echelon Marketers
• Marketer Shares Through Mass Outlets
• Sports Sponsorships
• Industry on Cutting Edge in Designing Websites
• Product Trends
• Consumer Advertising Expenditures Accelerate

Distribution and Retail

• Methods of Distribution
• Supermarkets Lead Retail Channels

The Consumer

• Users of Individual, Full-Size Candy Bars
• Users of Miniature Candy Bars and Packages
• Users of Hard Roll Candy and Candy Breath Mints
• Users of Boxed Chocolates

Scope and Methodology

• Market Parameters
• Report Methodology

II THE PRODUCTS

• Introduction
• Definition of Candy
• Scope of Report
• International Market

Historical Background

• Candy's Long History Before Chocolate
• Cocoa's Long History Before Chocolate Bars
• Enter Van Houten, Cadbury, Nestlé, and Hershey

Product Classifications

• Two Product Categories: Chocolate and Nonchocolate Chocolate
• Table 2-1: Types of Chocolate Candy Nonchocolate
• Table 2-2: Types of Nonchocolate Candy Candy Sizes and Packages
• Table 2-3: Candy Sizes and Packages
• Another Meaning of "Bulk"
• Seasonal Candy vs Seasonal Packaging

Ingredients

• Sweeteners
• The Making of Chocolate
• Varieties of Chocolate
• Other Ingredients
• Sugar-Free and Low-Fat Products
• Shelf Life

III THE MARKET

• Figure 3-1: Estimated US Retail Sales of Candy, 1992-1997 (dollars)

Market Size and Growth

• Methodology for Estimating Sales
• Retail Sales Top $18 Billion
• Table 3-1: Estimated US Retail Sales of Candy by Product Category, 1992-1997 (dollars): Chocolate, Nonchocolate, Not Specified by Kind
• Manufacturers' Dollar Sales Rise Almost 10% Table 3-2: US Manufacturers' Shipments of Candy, 1992-1997 (pounds and dollars)
• Manufacturers' Prices Rise Sharply in 1997
• Table 3-3: Price Per Pound of US Manufacturers' Shipments of Candy, 1992-1997 (dollars): Chocolate, Nonchocolate, Not Specified by Kind
• Imports Rise, Exports Plummet in 1997
• Table 3-4: US Candy Imports and Exports, 1995-1997 (pounds and dollars): Chocolate, Nonchocolate, Total

Market Composition

• Chocolate's Share Continues to Decline
• Table 3-5: Share of US Manufacturers' Shipments of Candy by Product Category: Pound Volume, 1992-1997 (percent): Chocolate, Nonchocolate, Not Specified by Kind
• Table 3-6: Share of US Manufacturers' Shipments of Candy by Product Category: Dollar Volume, 1992-1997 (percent): Chocolate, Nonchocolate, Not Specified by Kind
• Focus on Chocolate: An $81 Billion Category
• Table 3-7: US Manufacturers' Chocolate Candy Shipments by Product Type, 1996-1997 (pounds): 6 Product Types
• Table 3-8: US Manufacturers' Chocolate Candy Shipments by Product Type, 1996-1997 (dollars): 6 Product Types Assorted Chocolates Growing Rapidly in Pounds and Dollars Wholesale Prices Increase Across Board
• Table 3-9: US Wholesale Price Per Pound of Chocolate Candy by Product Type, 1996-1997 (dollars): 6 Product Types Focus on Nonchocolate: A $46 Billion Category
• Table 3-10: US Manufacturers' Nonchocolate Candy Shipments by Product Type, 1996-1997 (pounds): 6 Product Types
• Table 3-11: US Manufacturers' Nonchocolate Candy Shipments by Product Type, 1996-1997 (dollars): 6 Product Types Chewy Candy Is Standout Performer in Nonchocolate Shipments Panned Candy, Soft Candy Pace Price Hikes in Nonchocolate
• Table 3-12: US Wholesale Price Per Pound of Nonchocolate Candy by Product Type, 1996-1997 (dollars): 6 Product Types
• Supermarkets Lead Retail Channels
• Seasonality: Fall and Winter Are Peak Times
• Figure 3-2: US Per Capita Consumption of Candy, 1987-1997 (pounds)

Factors Affecting Market Growth

• Continued Growth in Per Capita Consumption
• Table 3-13: US Per Capita Consumption of Candy, 1987-1997 (pounds and dollars)
• Children, Teens Grow as Percentage of Population
• African-American, Asian Populations to Grow
• Other Population Projections: Good News, Bad News
• Striking Back Through Consumer Education
• Marketers Keep New Products Coming
• New Outlets for Candy
• Going Online to Build Sales
• Need to Limit Costs and Prices
• Hershey vs M&M/Mars
• Figure 3-3: Projected US Retail Sales of Candy, 1997-2002 (dollars)

Projected Market Growth

• Retail Sales to Approach $23 Billion by 2002
• Table 3-14: Projected US Retail Sales of Candy by Product Category, 1997-2002 (dollars): Chocolate, Nonchocolate, Not Specified by Kind

IV THE MARKETERS

• The Marketers
• Crowded Field Dominated by Handful
• Second-Echelon Marketers
• Hundreds of Niche Marketers
• An Historical Perspective
• Table 4-1: US Candy Market: Selected Marketers and Their Brands

Competitive Situation

• Competition Among Leaders Is Intense
• Hershey and M&M/Mars Battle for Top Spot
• Advertising, Product Development Are Arenas
• Emergence of Favorite Brands Highlights Continuing Consolidation
• Figure 4-1: Marketer Shares of US Candy Market, 1996 vs 1997 (percent): 9 Marketers

Marketer and Brand Shares

• Note About IRI Data
• Hershey Stretches Lead Over M&M/Mars
• Packaged Facts Alters IRI Subcategories
• Hershey, Mars, Nestlé Dominate in Chocolate
• Nonchocolate Is Most Competitive Subcategory
• Hershey and Mars Make Big Gains in Seasonal Candy
• Hershey, Mars Rule Chocolate's Largest Segment
• Hershey, Mars, and Nestlé Own Chocolate Bar Segment
• Big Three Even More Dominant in Snack-Size Chocolate
• Russell Stover Rules Fast Growing Gift Box Chocolates Segment
• Hershey and Mars Own Chocolate-Covered Cookie/Wafer Segment
• Mars Leads Largest Nonchocolate Segment
• Leaf Acquisition Makes Hershey Leading Hard Sugar Candy Marketer
• Nestlé Tops Novelty Candy Segment
• Four Marketers Vie in Breath Fresheners
• LifeSavers Paces Plain Mint Segment
• Hershey's Twizzlers Towers in Licorice
• Mars, Van Melle Gain in Nonchocolate Candy Bars
• Hershey Starts at Top in Specialty Nut/Coconut Candy
• LifeSavers Gains Second in Diet Candy Segment
• M&M/Mars Tops Fast-Growing Chewy Snack-Size Segment
• Easter Leads Seasonal Parade, Hershey Leads Easter
• Hershey and Mars Pace Christmas Segment
• Russell Stover Is Sweetheart of Valentine Candy
• Halloween Is Hershey Treat
• Specialists Rule Tiny "All Other Seasonal" Segment
• Table 4-2: Marketer Shares of US Candy Market, 1996 vs 1997 (percent): 9 Marketers
• Table 4-3: Marketer Shares for Chocolate Candy Other Than Seasonal, 1997 (percent): 5 Marketers
• Table 4-4: Brand Shares for Chocolate Candy Other Than Seasonal, 1997 (percent): 10 Brands/4 Marketers
• Table 4-5: Marketer Shares for Nonchocolate Candy Other Than Seasonal, 1997 (percent): 12 Marketers
• Table 4-6: Brand Shares for Nonchocolate Candy Other Than Seasonal, 1997 (percent): 11 Brands/8 Marketers
• Table 4-7: Marketer Shares for Seasonal Candy, 1997 (percent): 7 Marketers
• Table 4-8: Brand Shares for Seasonal Candy, 1997 (percent): 10 Brands/6 Marketers
• Table 4-9: Marketer Shares for Chocolate Candy: Box/Bag, 1997 (percent): 5 Marketers
• Table 4-10: Brand Shares for Chocolate Candy: Box/Bag, 1997 (percent): 8 Brands/2 Marketers
• Table 4-11: Marketer Shares for Chocolate Candy: Candy Bars, 1997 (percent): 4 Marketers
• Table 4-12: Brand Shares for Chocolate Candy: Candy Bars, 1997 (percent): 11 Brands/3 Marketers
• Table 4-13: Marketer Shares for Chocolate Candy: Snack Size, 1997 (percent): 3 Marketers
• Table 4-14: Brand Shares for Chocolate Candy: Snack Size, 1997 (percent): 12 Brands/3 Marketers
• Table 4-15: Marketer Shares for Gift Box Chocolates, 1997 (percent): 5 Marketers
• Table 4-16: Brand Shares for Gift Box Chocolates, 1997 (percent): 6 Brands/5 Marketers
• Table 4-17: Marketer and Brand Shares for Chocolate-Covered Cookies/Wafers, 1997 (percent): 2 Marketers/4 Brands
• Table 4-18: Marketer Shares for Nonchocolate Chewy Candy: Box/Bag, 1997 (percent): 9 Marketers
• Table 4-19: Brand Shares for Nonchocolate Chewy Candy: Box/Bag, 1997 (percent): 7 Brands/6 Marketers
• Table 4-20: Marketer Shares for Hard Sugar Candy: Package/Roll, 1997 (percent): 9 Marketers
• Table 4-21: Brand Shares for Hard Sugar Candy: Package/Roll, 1997 (percent): 9 Brands/7 Marketers
• Table 4-22: Marketer Shares for Novelty Candy, 1997 (percent): 13 Marketers
• Table 4-23: Brand Shares for Novelty Candy, 1997 (percent): 13 Brands/9 Marketers
• Table 4-24: Marketer Shares for Breath Fresheners, 1997 (percent): 4 Marketers
• Table 4-25: Brand Shares for Breath Fresheners, 1997 (percent): 6 Brands/4 Marketers
• Table 4-26: Marketer Shares for Plain Mints, 1997 (percent): 8 Marketers
• Table 4-27: Brand Shares for Plain Mints, 1997 (percent): 9 Brands/7 Marketers
• Table 4-28: Marketer Shares for Licorice: Box/Bag, 1997 (percent): 4 Marketers
• Table 4-29: Brand Shares for Licorice: Box/Bag, 1997 (percent): 7 Brands/4 Marketers
• Table 4-30: Marketer Shares for Nonchocolate Chewy Candy Bars, 1997 (percent): 8 Marketers
• Table 4-31: Brand Shares for Nonchocolate Chewy Candy Bars, 1997 (percent): 11 Brands/5 Marketers
• Table 4-32: Marketer Shares for Specialty Nut/Coconut Candy, 1997 (percent): 10 Marketers
• Table 4-33: Brand Shares for Specialty Nut/Coconut Candy, 1997 (percent): 8 Brands/Marketers
• Table 4-34: Marketer Shares for Diet Candy, 1997 (percent): 10 Marketers
• Table 4-35: Brand Shares for Diet Candy, 1997 (percent): 11 Brands/9 Marketers
• Table 4-36: Marketer Shares for Nonchocolate Chewy Snack-Size Candy, 1997 (percent): 4 Marketers
• Table 4-37: Brand Shares for Nonchocolate Chewy Snack-Size Candy, 1997 (percent): 7 Brands/4 Marketers
• Table 4-38: Marketer Shares for Easter Candy, 1997 (percent): 8 Marketers
• Table 4-39: Brand Shares for Easter Candy, 1997 (percent): 14 Brands/7 Marketers
• Table 4-40: Marketer Shares for Christmas Candy, 1997 (percent): 9 Marketers
• Table 4-41: Brand Shares for Christmas Candy, 1997 (percent): 13 Brands/8 Marketers
• Table 4-42: Marketer Shares for Valentine Candy, 1997 (percent): 8 Marketers
• Table 4-43: Brand Shares for Valentine Candy, 1997 (percent): 10 Brands/6 Marketers
• Table 4-44: Marketer Shares for Halloween Candy, 1997 (percent): 9 Marketers
• Table 4-45: Brand Shares for Halloween Candy, 1997 (percent): 13 Brands/8 Marketers
• Table 4-46: Marketer and Brand Shares for All Other Seasonal Candy, 1997 (percent): 5 Marketers/Brands

Competitive Profile: Hershey Chocolate USA

• Candy Is Main Business of Parent Company
• Hershey Becomes Leader in Nonchocolate through Leaf Acquisition
• Extends Jolly Rancher Brand
• Scores with Reese's Crunchy Cookie Cups Introduction
• Thinner Results for Reduced-Fat Sweet Escapes

Competitive Profile: M&M/Mars

• Candy and Pet Food Are Biggest Businesses
• Tradition of Developing Own Products
• Starburst Extensions, Dove Promises Succeed
• Sales of Milky Way Lite Plummet
• A History in Foreign Markets
• Bumpy Road in Russia
• Remains Top Foreign Candy Marketer in Russia

Competitive Profile: Nestlé Food Co

• World's Largest Candy Marketer Boasts Three Larger Businesses
• Nestlé Holds Own in US Candy Market Against Big Two
• Aggressive in New Product Launches and Ad Support
• Dominates Novelty Candy Segment
• Tie-ins with Movies and NBA Competitive Profile: Russell Stover Candies, Inc Ward Purchase Sets Company on Growth Course
• Sons Pursue Licensing to Broaden Consumer Base
• Licenses Involve Childhood Icons of Several Generations
• Growth Becomes Imperative as Big Two Invade Russell Stover's Turf
• Widens Lead in Boxed Chocolate
• Building Plants to Boost Capacity Competitive Profile: LifeSavers Co Leads Plain Mints Segment
• Successfully Extends Flagship Brand into New Segments
• Launches Ambitious Website
• New President Takes Over Competitive Profile: Brach & Brock Confections, Inc Joining Forces to Meet Competition
• Focus on Introducing Branded Products
• Cobranding Is Latest Strategy Competitive Profile: Favorite Brands International, Inc New Competitor Arises Through Acquisitions
• Farley Division Is Leader in "General Line" Confections
• Loses Right to Use Kraft Logo Competitive Profile: Tootsie Roll Industries, Inc Company Keeps Rolling Along
• Keeping Its Distance from Wall Street
• Strong Brand Portfolio
• Adult Ads Stress Low-Fat Content Competitive Profile: Warner-Lambert Co Gum and Foreign Markets Account for Bulk of Confectionery Sales
• Strong in Thriving Breath Fresheners Segment
• Working to Grow International Business Competitive Profile: Godiva Chocolatier Belgian Company Becomes US Fixture
• Godiva Enjoying Double-Digit Growth
• Opening Boutiques at Rapid Rate Marketing Trends Targeting Adults
• Candy and Sports: Perfect Together
• Industry Public Relations Campaign for Boxed Chocolate
• Industry on Cutting Edge in Designing Web Sites
• Corporate Citizenship Product and Packaging Trends Introductions Down Slightly, But Chocolate Launches Rise
• Has "Fat Mania" Peaked?
• Shift from "No/Low" to Positive Product Claims?
• Whither Sugar-Free Candy?
• Spicier Food Spawns More Powerful Breath Mints
• Many New Faces Boost Seasonal Candy
• Novelty Candy Still Outpacing Overall Market
• Licensed Products Continue to Abound
• Resealable Packages
• Table 4-47: Selected New Product Introductions Consumer Advertising Ad Spending Up Sharply
• Figures Reflect Dominance of Few
• Advertising Concentration Reinforces Market Dominance
• M&M/Mars Remains Top Spender, But Hershey Ups Spending More
• Than Half
• Starburst Fruit Twists Brand Paces M&M/Mars Increase
• New Products, Baby Ruth Pace Nestlé Increase
• LifeSavers Cuts Spending 15%
• Ferrero and Storck Boost Outlays
• Warner-Lambert Concentrates on Certs Cool Mint Drops
• A Few Brands Dominate Ad Spending
• Advertising Positioning: Ads Use Several Themes, Target Different
• Audiences
• Starburst Boosts Teenage Spirits
• York Peppermint Pattie Is Adult Tonic
• Pearson Nips Help Adults Cope in Work Lives
• Reassuring Women About Fat in Chocolate
• Breath Fresheners Bring Romance and Success
• Candy Commercials Go Postmodern
• The Lure of Nostalgia
• Candy: Mind Altering But Safe
• Addressing Kids Through Fantasy
• Snickers Is for Sports Fans
• Advertising Fuels Seasonal Growth
• Examples of Consumer Advertising Consumer Promotions
• Coupons, Samples, and Trial Sizes
• Joint or Cross Promotions
• Candy Has Tie-ins with Wide Range of Products
• Instant-Win Games Are Popular
• Sweepstakes: Buy Candy and See the World
• Sports-Related Sweepstakes
• Contests Let Consumers Demonstrate Their Talents
• Examples of Consumer Promotions Trade Advertising Smaller Marketers Rely More on Trade Advertising
• Trade Ads Keep Retailers Informed
• Examples of Trade Advertising V DISTRIBUTION AND RETAIL Distribution Channels Candy Is Most Widely Distributed Food
• Virtually All Warehoused
• Wholesalers Handle 40% of US Sales At the Retail Level Supermarkets Are Leading Outlet
• Four Leading Channels Vie for Share
• Mass Merchandisers, Supermarkets Growing Fastest in Sales
• Impulse Purchases and Checkstand Pressures
• Candy Back in Favor as Front-End Category
• Candy Most Profitable Front-End Product: LifeSavers Study Retail Focus: Supermarkets Supermarkets Step Up Merchandising Efforts
• Using Produce Section to Build Boxed Chocolate and Seasonal Sales
• Secondary Candy Displays Abound
• Candy Fights to Hold Checkstand Position
• Profit Margins and Profitability Run High
• Nonchocolate Candy Is Fastest Growing Subcategory
• Valentine Candy and Gift Box Chocolates Are Hottest Segments Retail Focus: Convenience Stores Second in Candy Sales
• High Percentage of Total Sales from Candy
• C-Stores Target Younger Audience
• Candy Sections Average 12 Feet
• Counter Space Hotly Contested
• How Important Are Secondary Displays?
• Margins and Pricing Retail Focus: Mass Merchandisers Sales Growth Slows, But Still Leads
• Supercenters Grow in Number
• Wal-Mart May Become Largest US Food Retailer
• Other Major Supercenter Operators
• Candy Merchandising Similar to Supermarkets'
• Several Standout Segments Retail Focus: Chain Drugstores Despite Strength, Chain Drugstores Have Been Losing Share
• Larger Stores Put Squeeze on Drugstores
• Will Drugstore Consolidation Hurt Candy Sales?
• Drugstores Counter with Aggressive Merchandising
• Drugstores Have Large Candy Sections with Broad Assortments
• Candy Turns and Margins High Retail Focus: Warehouse Clubs Highest Candy Sales Per Store
• Format May Be Approaching Saturation
• Specialize in Larger Packages, with Price the Lure VI THE CONSUMER Figure 6-1: Usage Patterns for Candy Types: Number of Adults Who Buy, 1997 (number): Heavy, Medium, and Light Use
• Introduction
• The Simmons Survey System
• Almost 75% of Adults Use Regular Candy Bars
• Table 6-1: Adult Users of Candy Types, 1997 (number and percent): 4 Types
• Consumption Patterns of Major Types of Candy
• Table 6-2: Usage Patterns for Candy Types, 1997 (number and percent): Heavy, Medium, and Light Use

Use of Regular Candy Bars and Packs

• 143 Million Adult Americans Use Regular Candy Bars
• Child-Related Factors Key with Users Overall
• Heavy Users Have More Distinct Profiles
• Table 6-3: Demographic Characteristics Favoring Use of Individual, Full-Size Candy Bars and Packs, 1997 (All Adults): Buy/Eat, Buy/Heavy, and Eat/Heavy
• M&M's and Hershey's Are Most Popular Brands
• Table 6-4: Most Popular Regular Candy Bars and Packs Among Adults, 1997 (number and percent): 9 Brands Brand Profiles Largely Mirror Those of Heavy Users Importance of Child-Oriented Segments
• Table 6-5: Factors in Brand Use of Regular Candy Bars and Packs Among Adults, 1997 (percent): 9 Brands
• Cadbury: Female, Regional, Downscale Profile
• Heath Also Has Young, Downscale Profile
• Hershey's Has Least Distinctive Profile
• M&M's Profile Skewed More to Younger Adults
• Milky Way's Strongest Appeal Is to Those Age 35-44
• Nestlé Has Sharper Profile Than Close Competitors
• Reese's Profile Young and More Upscale
• Snickers Most Upscale Economically
• Twix Has Youngest Profile Table 6-6a: Demographic Characteristics Favoring Use of Individual, Full-Size Candy Bars and Packs: By Brand, 1997 (All Adults): Cadbury, Heath, Hershey's
• Table 6-6b: Demographic Characteristics Favoring Use of Individual, Full-Size Candy Bars and Packs: By Brand, 1997 (All Adults): M&M's, Milky Way, Nestlé
• Table 6-6c: Demographic Characteristics Favoring Use of Individual, Full-Size Candy Bars and Packs: By Brand, 1997 (All Adults): Reese's, Snickers, Twix

Use of Miniature Candy Bars and Packages

• 117 Million Adults Use Miniature Candy Bars
• Table 6-7: Demographic Characteristics Favoring Use of Miniature Candy Bars and Packages, 1997 (All Adults): Buy/Eat, Buy/Heavy, and Eat/Heavy
• Mini Sizes Appeal to Wider Age Range Than Full-Size Bars
• Hershey's Is Most Popular Brand
• Table 6-8: Most Popular Miniature Candy Bar Brands: By Adult Buyers, 1997 (number and percent): 7 Brands
• Table 6-9: Most Popular Miniature Candy Bar Brands: By Adult Eaters, 1997 (number and percent): 7 Brands
• Brand Profiles Reflect Those of Heavy Users
• Table 6-10a: Factors in Brand Use of Miniature Candy Bars and Packages: Adult Buyers, 1997 (percent): 7 Brands
• Table 6-10b: Factors in Brand Use of Miniature Candy Bars and Packages: Adult Eaters, 1997 (percent): 7 Brands
• Brach's Appeals to Women, Adults 25 or Older, Midwesterners
• Cadbury Has More Upscale Profile Than Other Brands
• Hershey's Has Broad Appeal
• M&M's Profile Younger Than Hershey's
• Nestlé Appeals Strongly to Adults Under 45
• Reese's More Upscale Than Competing Brands
• Twix Appeals to Youngest Adults, Non-Whites
• Table 6-11a: Demographic Characteristics Favoring Use of Miniature Candy Bars and Packages by Brand: Brach's Buy/Eat, 1997 (All Adults)
• Table 6-11b: Demographic Characteristics Favoring Use of Miniature Candy Bars and Packages by Brand: Cadbury Buy/Eat, 1997 (All Adults)
• Table 6-11c: Demographic Characteristics Favoring Use of Miniature Candy Bars and Packages by Brand: Hershey's Buy/Eat, 1997 (All Adults)
• Table 6-11d: Demographic Characteristics Favoring Use of Miniature Candy Bars and Packages by Brand: M&M's Buy/Eat, 1997 (All Adults)
• Table 6-11e: Demographic Characteristics Favoring Use of Miniature Candy Bars and Packages by Brand: Nestlé Buy/Eat, 1997 (All Adults)
• Table 6-11f: Demographic Characteristics Favoring Use of Miniature Candy Bars and Packages by Brand: Reese's Buy/Eat, 1997 (All Adults)
• Table 6-11g: Demographic Characteristics Favoring Use of Miniature Candy Bars and Packages by Brand: Twix Buy/Eat, 1997 (All Adults)

Use of Hard Roll Candy/Breath Mints

• 121 Million Buy Hard Roll Candy, Candy Breath Mints Heavy Users: Downscale, Family-Oriented, All Ages
• Table 6-12: Demographic Characteristics Favoring Purchase of Hard Roll Candy and Candy Breath Mints, 1997 (All Adults): Heavy User, Sugarless, Regular
• Use by Type: Regular vs Sugarless
• Sugarless Users Have Educated, Affluent Profile
• LifeSavers Is Most Popular Brand
• Table 6-13: Most Popular Brands of Hard Roll Candy/Breath Mints Among Adults, 1997 (number and percent): 5 Brands Brand Profiles Include Some Unique Features
• Certs Has Flattest Profile
• Clorets Has Young, Downscale Profile
• LifeSavers' Profile Resembles That for All Users
• Mentos' Profile Youngest and Most Female-Oriented
• Tic Tacs Has Most Upscale Profile
• Table 6-14a: Demographic Characteristics Favoring Purchase of Hard Roll Candy and Candy Breath Mints: By Brand, 1997 (All Adults): Certs, Clorets, LifeSavers
• Table 6-14b: Demographic Characteristics Favoring Purchase of Hard Roll Candy and Candy Breath Mints: By Brand, 1997 (All Adults): Mentos, Tic Tacs

Use of Boxed Chocolates

• Boxed Chocolates Appeal to Adults Across Board
• Table 6-15: Demographic Characteristics Favoring Purchase of Boxed Chocolates, 1997 (All Adults)
• Russell Stover and Whitman's Are Most Popular Brands
• Table 6-16: Adult Purchasers of Boxed Chocolates: By Brand, 1997 (number and percent): 10 Brands Boxed Chocolates Usually Bought as Gift
• Table 6-17: Adult Purchasers of Boxed Chocolates for Gift or Self: By Brand, 1997 (number and percent): 10 Brands
• Brand Profiles: More Factors Come into Play
• Barracini Has Young, Downscale Profile
• Cadbury: Similar But Less Sharply Defined Profile
• Ethel M: Older, More Upscale Profile
• Fanny Farmer Has Oldest Profile
• Godiva's Profile Very Upscale
• Lindt: Even More Upscale Than Godiva
• Perugina: An Upscale Brand Favored in Northeast
• Russell Stover Has Least Defined Profile
• See's: A Power in the West
• Whitman's Has Middle-of-Road Profile
• Table 6-18a: Demographic Characteristics Favoring Use and Gift-Giving of Boxed Chocolates by Brand: Barracini, 1997 (All Adults)
• Table 6-18b: Demographic Characteristics Favoring Use and Gift-Giving of Boxed Chocolates by Brand: Cadbury, 1997 (All Adults)
• Table 6-18c: Demographic Characteristics Favoring Use and Gift-Giving of Boxed Chocolates by Brand: Ethel M, 1997 (All Adults)
• Table 6-18d: Demographic Characteristics Favoring Use and Gift-Giving of Boxed Chocolates by Brand: Fanny Farmer, 1997 (All Adults)
• Table 6-18e: Demographic Characteristics Favoring Use and Gift-Giving of Boxed Chocolates by Brand: Godiva, 1997 (All Adults)
• Table 6-18f: Demographic Characteristics Favoring Use and Gift-Giving of Boxed Chocolates by Brand: Lindt, 1997 (All Adults)
• Table 6-18g: Demographic Characteristics Favoring Use and Gift-Giving of Boxed Chocolates by Brand: Perugina, 1997 (All Adults)
• Table 6-18h: Demographic Characteristics Favoring Use and Gift-Giving of Boxed Chocolates by Brand: Russell Stover, 1997 (All Adults)
• Table 6-18i: Demographic Characteristics Favoring Use and Gift-Giving of Boxed Chocolates by Brand: See's, 1997 (All Adults)
• Table 6-18j: Demographic Characteristics Favoring Use and Gift-Giving of Boxed Chocolates by Brand: Whitman's, 1997 (All Adults)

APPENDIX I: EXAMPLES OF CONSUMER AND TRADE
ADVERTISING AND PROMOTIONS I-1

APPENDIX II: ADDRESSES OF SELECTED MARKETERS II-1