Chocolate Wars

Chocolate Wars: The Relative Value of M&M’s Over Snickers Bars

Chocolate Wars: The Relative Value of M&M’s Over Snickers Bars

Chocolate is, by far, one of the most preferred flavors in the United States. In a poll conducted by Harris Interactive (Corso, 2009) of 2,177 U.S. adults surveyed online between June 8 and 15, 2009, 27% claimed chocolate as their favorite flavor, far surpassing vanilla, strawberry, and all the variety of flavors available. Ever since the Spanish conquistadors under Cortez brought the cacao bean to European shores in 1582 (Telly, 1997), the flavor has captivated the taste buds, eating choices, and cooking styles of generations. In the United States Department of Agriculture’s (USDA) latest Continuing Survey of Food Intakes by Individuals, conducted in 1994-1996, the report revealed that almost 16% of the 14,262 Americans surveyed consumed a mean of 44 grams (approximately 1.57 ounces) of chocolate candy every two days (United States Department of Agriculture, 2000). The National Confectioners Association (2010) reports that annual retail sales of chocolate confections in the United States have risen steadily for the past eight years (see Figure 1). In the four-week period ending May 16, 2010, retail sales in the chocolate category have “commanded 10.1% double digit growth” (National Confectioners Association, 2010, para. 4). Americans certainly like chocolate, especially chocolate candy.

Figure 1. Annual Retail Sales Data of Chocolate Confections in the United States

Note. From the National Confectioners Association Shipment Data and Global Trade Atlas Import/Export Data, 2010.

Some chocolate candy, however, maintains a larger corner of the American market than others do. Rogers (2006) reports that, of the 100 global producers of confectionery companies, Mars leads all competitors with over $9.5 billion in candy sales, surpassing other well-known brands such as Nestlé and Hershey. Mars produces such...