Candy bars may seem sweet to the average consumer, but the companies that make them have to be tougher than nails in order to survive. That, at least, is one of the lessons taken from Kari Paulson’s new book, Candynomics: The Death of the Small Candy Producer. According to Paulson, there were over 2,000 candy companies thriving in the United States in the period between the world wars. Local consumers took pride in their regional candy bars, such as the Caravelle, Clark Bar, Goo Goo Cluster, and the Valomilk, and many factories shipped their confections directly from the factory to local stores. But the economic forces at work over the last sixty years have led to substantial consolidation in the candy industry and, perhaps more importantly, in the way that candy is distributed.
The process that consolidated over 2,000 independent enterprises into three large companies—Mars, Hershey’s, and Nestle—and a few hundred lingering hangers-on has been paralleled in most consumer-oriented manufacturing businesses over the past half century. The largest companies bought up smaller companies in order to grow larger and take advantage of economies of scale in production and distribution. The larger companies could negotiate better rates on sugar, cocoa butter, peanut butter, coconut, and the other central ingredients of the candy industry. These cost advantages resulted in the biggest companies having the financial resources to advertise nationally and to promote national brands such as Snickers, Three Musketeers, and the Mars Bar. The smaller companies, lacking the resources to advertise nationally, stuck to their regional markets.
The strategy of sticking to a regional market, however, only works when there are regional distributors who play along. The consolidation of the food distribution industry over the last few decades into a relatively small number of powerful regional grocery chains and convenience stores, and particularly the overwhelming force now exerted on the entire retail business by extremely high-volume discount retailers such as Walmart and Kmart, has provided a strong advantage for national brands over regional brands. Almost all large food retailers now charge “slotting fees” a payment, often as much as $25,000, to get a particular kind of candy placed on the store shelves. The smaller candy companies, unable to pay the slotting fees demanded by large chains, are relying increasingly on small independent groceries and specialty candy retailers to sell their products. With the numbers of these small retailers dwindling, the smallest candy makers are running out of options.
1. According to the information given in the passage, which of the following candy bars is most likely to be found in a large regional grocery chain?A. Caravelle
B. Three Musketeers
C. Charleston Chew
D. Clark Bar
E. Goo Goo Cluster
2. Which of the following business examples most closely parallels that of the candy industry in recent decades, as described in the passage?A. Many formerly non-profit hospitals are bought and managed by large, for-profit health care consortiums that use their size to negotiate better rates from insurance companies and health care product suppliers.
B. A small number of very large agricultural companies purchase hundreds of thousands of acres of farmland from small farmers when a period of sustained drought makes most of these smaller farms nonviable as independent operations.
C. An online book retailer eats into the market share of both large and small traditional book retailers by opening up an entirely new bookbuying marketplace and offering free shipping.
D. A small number of soft-drink conglomerates buy up smaller regional competitors and use economies of scale to negotiate preferential rates from both suppliers and distributors.
E. A medium-sized regional telecom company uses an inflated stock price to purchase a string of smaller regional competitors and in the process becomes one of the largest companies in the telecom industry.
3. According to the information presented in the passage, which of the following presents an accurate statement about small and large candy companies?A. A large candy company can expect to pay less for a given amount of cocoa butter than a small candy company.
B. A small candy company can expect to pay a larger slotting fee for a given space in a retail outlet than a larger company.
C. A small candy company may have one or two national brands, while a large candy company will usually have dozens of regional brands.
D. A large candy company has probably been in operation longer than a small candy company.
E. A small candy company probably offers its employees better employment benefits than does a large candy company.
4. The final sentence of the first paragraph plays what role in the passage?A. It refutes the conclusions of the first paragraph.
B. It suggests the subject matter for the second paragraph.
C. It raises a question that is answered in the following paragraphs.
D. It suggests an alternative hypothesis to that proposed by Paulson in her book.
E. It provides a conclusion to the premises of the first paragraph and outlines the subject matter of the following paragraphs.