What has driven the superior confectionery category growth rate?
Superior Consumer value. The confectionery industry is comprised of companies with long histories of providing the consumer with products of consistently high quality and value. Consumers trust and appreciate this track record, and as a result, very strong candy brand loyalties have evolved in the consumer’s mind. Not only is this the foundation of growth, but we believe that U.S. confectionery manufactures have over the years maintained a very good price-value relationship which has been a major reason behind the fact that private label is only about 2% of our market. Strong marketing programs. Increased advertising and highly focused trade promotions motivate the retailer to aggressively sell our products rather than stock the back room with inventory on deal. Highly visible and thematic selling events with appropriate displays have really helped drive the business for both manufacturers and retailers alike. Category Management. Partnering with our customers, the retailer, we provide
