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Steve Piork
Gibbs & Soell

Hershey’s Reigns Supreme as America Declares Love for “Kisses,”
Dethroning M&M’s as America’s Favorite Chocolate Brand, According
to the 2012 Harris Poll EquiTrend® Study
Reese's Peanut Butter Cups slips into second, driving M&M’s into third in annual
survey; rounding out the “sweet tooth” brands of the year are Ghirardelli
Chocolate, Life Savers Candy and Extra Chewing Gum
NEW YORK, April 12, 2012 — Americans have a sweet tooth and proclaim chocolate candies as their
favorite indulgence, according to the just released 2012 Harris Poll EquiTrend (EQ) study, an annual
study of brand equity, conducted by Harris Interactive.
In the perennial battle of the brands, Hershey's Kisses is the top ranked chocolate candy brand for the
fifth time in eight years. America’s favorite little chocolate candy unseats one of its most enduring
competitors, M&M’s Plain Chocolate Candy, which has occupied the top spot whenever Hershey's Kisses
Chocolate Candy hasn’t.
2012 Harris Poll EquiTrend®
Chocolate Candy Brand Equity

Hershey's Kisses Chocolate Candy



Reese's Peanut Butter Cups Chocolate Candy



M&M’s Peanut Chocolate Candy



M&M’s Plain Chocolate Candy



Hershey's Milk Chocolate Candy Bars



Snickers Chocolate Candy



Kit Kat Chocolate Candy



Reese's Pieces Chocolate Candy



Twix Chocolate Candy


Category Average


While always enjoying strong brand equity, this
year, Reese's Peanut Butter Cups Chocolate
Candy moves up to the second spot for the first
time. “For the last eight years, it has been a
battle between Hershey's Kisses and M&M’s Plain
Chocolate Candy for the top spot as America’s
favorite,” says Aron Galonsky, Senior Vice
President of the Brand and Communications
Consulting Group at Harris Interactive. “While
Reese's Peanut Butter Cups Chocolate Candy is
usually in the top five, 2012 marks the first time
that it is a contender for the top spot. It will be
interesting to see if it continues this momentum.”

This year, Hershey’s and Mars products dominate
the top chocolate brands, which include Hersey’s Milk Chocolate Candy Bars, Kit Kat Bars, and Reese’s
Pieces. Within the Mars family, Peanut M&M’s, Snickers, and Twix also make the list of top brands.
Premium Chocolate

2012 Harris Poll EquiTrend®
Premium Chocolate Candy Brand Equity

Ghirardelli Chocolate



Godiva Chocolate


Dove Milk Chocolate Candy


Category Average



The 2012 study marks the first EQ in which
premium chocolate is separate from the larger

Harris Interactive has conducted its Harris Poll EquiTrend study regularly since 1989. followed by Dentyne Gum. and as such. Life Savers Candy takes the top spot.83 Category Average 68. What a Life Saver 2012 Harris Poll EquiTrend® Non-Chocolate Candy Brand Equity 1 Life Savers Candy 2 Jolly Rancher Candy 66. which made its first appearance in the Harris Poll EquiTrend study in 2008. Chewing Something Extra 2012 Harris Poll EquiTrend® Gum Brand Equity 1 Extra Gum 64.including how well the public knows a brand. Tootsie Pops. .000 times among respondents who are familiar with the brand.53 4 Skittles Candy 63. and Starburst.27 6 Stride Gum 60. Ghirardelli Chocolate. Other non-chocolate brands making the top of the list include Jolly Rancher.28 4 Trident Gum 63. a key take-away from Harris Poll EquiTrend. and Stride Gum. how positively they think of the brand and their consideration to do business with or donate to a brand. Trident.83 4 Starburst Candy 63. Skittles.500 consumers on key measures of brand health .Press Contact: Steve Piork Gibbs & Soell 212-697-2600 spiork@gibbs-soell.34 2 Dentyne Gum 64. Orbit. 5 Gum. Extra Gum chomps its way to the top. These statements conform to the principles of disclosure of the National Council on Public Polls.85 61.49 Category Average 59. 2012 and analyzes the responses of over 38. The study was conducted online from January 31 through February 20. chewing gum is sorted into its own Harris Poll EquiTrend category. and can offer yearly trended data from 2005. About Harris Poll EquiTrend ® Harris Poll EquiTrend® is a leading Brand Equity tracking study conducted by Harris Interactive that measures and compares brand health for more than 1. is the top ranked brand followed by Godiva Chocolate and Dove Milk Chocolate.07 For those Americans who enjoy candy of the non-chocolate candy field. has been validated against financial performance by Georgetown University.53 For the first time.09 3 5 Gum 63.12 5 Orbit Gum 61. Each brand is rated 1. The Equity Score.500 brands.19 3 Tootsie Pops Candy 64.

Harris offers expertise in a wide range of industries including health care. media. leveraging research. Known widely for The Harris Poll® and for pioneering innovative research methodologies. and consumer package goods. financial services. restaurant. telecommunications. contact Dagney Cassella at 212-539-9600 or dcassella@harrisinteractive. please visit insurance. Press Contact: Steve Piork Gibbs & Soell The Harris Poll EquiTrend® study results disclosed in this release may not be used for advertising.Press Contact: Steve Piork Gibbs & Soell 212-697-2600 spiork@gibbs-soell. public affairs. marketing or promotional purposes without the prior written consent of Harris Interactive. technology. About Harris Interactive Harris Interactive is one of the world's leading custom market research firms. 1252 spiork@gibbs-soell.harrisinteractive. Harris specializes in delivering research solutions that help us . For a complete listing of all the brands covered in the study. Serving clients in more than 215 countries and territories through our North American and European offices and a network of independent market research firms.stay ahead of what's next. retail. energy. For more information. and business acumen to transform relevant insight into actionable foresight.and our clients . Product and brand names are trademarks or registered trademarks of their respective . ext.