MANILA, Philippines - M&M, the 82-year-old confectionary brand that has stayed on top of the global confectionary war, is about to be dislodged.

Citing projections by research firm Euromonitor International, Advertising Age (or AdAge) reported that Snickers, currently the 3rd top brand, will take the No.1 spot by end of 2012.

Slim differences in market shares and global sales -- boosted by strong demand in US, strong growth in emerging markets, and backed by and effective advertising strategy -- will give Snickers the slight edge against M&M, a sister brand under Mars Inc.

AdAge also cited National Confectioners Association, which first spotted the the razor-thin difference among the brands in the close and fragmented worldwide candy battle. "Only a fraction of a share point separate the Top 10," the AdAge said.

Snickers, according to Euromonitor, is expected to post $3.57 billion in global sales by end-2012, capturing a 1.8% share, while M&M's is still not far behind with $3.49 billion in global sales and 1.8% share.

See how the projected performance of each of the Top 10 brand will stand at end-2012:

1. Snickers

Snickers had the backing from ad agency is BBDO, which itself has been backed with major media investments in recent years, including Super Bowl spots.

Mars Inc's product line extension called Snickers Peanut Butter Squared launch in 2011, featuring "two square-shape bars that adds peanut butter to the familiar mix of peanuts, caramel, nougat and milk chocolate," was a hit in the US, still one of the biggest global candy markets.

In Russia, sales of Snickers have "doubled since 2007 to $300 million, partly as a result of distribution gains Mars has made by acquiring some ex-Soviet chocolate companies," said Lee Linthicum, Euromonitor's global head of food research, as reported by AdAge.

In Eastern Europe and emerging countries, candy bars like Snickers are "more of a novelty," added Linthicum.


2. M&M

M&M is expected to keep its No. 2 spot, with key advertising support, such as a feature on it at the 2012 Super Bowl.

Bite sized candies like M&M's area facing stiff competition in emerging countries, noted Linthicum.


3. Trident

Gum brand Trident will fall to 3rd place as brands like Snickers, M&M, and Wrigley 5 post gains.

Trident maker, global food giant Kraft, however, will remain the global leader with a total of 14.7% share in all confectionery brands. This is lower than the 14.8% share in 2011, however, as Mars Inc. is expected to eat some market share with 14.4% at end-2012 from 14.1%, according to Euromonitor.

Trident has been pushed for its "functional benefits such as oral health and vitamins" by agency Saatchi & Saatchi.


4. Reese's

Reese's will stay in 4th spot because its maker, Hershey Co., because of lesser reach and because it is an "acquired taste," said Linthicum.

Hershey has "less of a global footprint than Mars…and peanut butter is not as popular in Europe as it is in the States. It is a very uniquely American thing," AdAge quoted Linthicum as saying.


5. Galaxy/Dove

6. Milka

7. Cadbury Dairy Milk

8. Orbit

9. Extra

10. Kit Kat

Not making it to the Top 10 but still a key player is "Wrigley 5," the Mars-owned brand that has a "slick packaging, innovative flavors and a highly produced ad campaign by Energy BBDO called 'Stimulate Your Senses'."

In the U.S., "Wrigley 5 is now the 4th-largest gum brand with a 7.43% share, according to SymphonyIRI, which excludes Walmart." - Rappler.com