I don’t think the world is unaware of America’s love of fast food, soda and candy but it is interesting to look at just how much we compare to other countries in search trends. I am going to focus primarily on candy in english speaking countries across the world, but then also look at some foreign terms for candy to see how they match up as well.
Below is a graph comparing search volume index for different kinds of candy worldwide. This is a comparison of google search volume index for “caramel candy”, “chocolate candy”, “chocolate hearts”, “chocolate bunnies”, and “candy corn”. I chose these because they show a variety of search terms, some more specific than others, to get an overall view of the candy landscape in the United States.
The spikes for the different times of the year are immediately apparent as each of these search terms has a seasonal value to it. December leads in chocolate spikes because of Christmas and Hanukkah, followed by Valentine’s Day in February and Easter in April. The seasonal trends of candy are more noticeable when looking at the more specific terms like “chocolate hearts” and “chocolate bunnies”. We can test this out more by picking a candy popular for Halloween, “Candy Corn”, to show the spikes in October. Judging the generic “chocolate candy” term trend-line, the entire fall months have a sharp chocolate-fueled curve leading into December, then we are gradually weened off our chocolate binge in the middle of the year.
America vs. The Rest of the World
Let’s look at how these same search terms fare geographically. Below shows the regional interest of “caramel candy” and “chocolate candy”. “caramel candy” “chocolate candy” It seems from this data that America has more search volume than the rest of the world. However, it’s important to remember that this is affected by language and primarily english speaking countries will show results with the terms I selected above. For example, searching for the German word for chocolate candy, “Praline”, we can see there is a similar geographic correlation. One of the more interesting results of this data is for “Chocolate Hearts”. For reasons unbeknownst to me, Australia rules the world in searching for chocolate bunnies. I’ve never been to Australia and don’t know why this would be, but a quick google search may sheds a light on why this may be. I don’t know the entire history of this phenomenon, but since around 2012, Australia has had a “revolution” in what chocolatiers are buying for easter as the chocolate bunny is starting to be replaced by the chocolate Bilby, a rabbit-bandicoot native to the country. There are hundreds of articles, like this one, about this craze that also mention chocolate bunnies, which may be the reason for the search popularity in the country. I’m sure there are other reasons for this spike and more research would need to be done to see if this is really the case.
Let’s Go Local
When doing these searches it’s fun to look into our local area and see what the trends are in Baltimore. Unfortunately, only focusing in on Baltimore doesn’t give us enough data to make things interesting. So instead, taking the same search trends, the graph below focuses in on the Maryland region.
As expected, Maryland follows the same seasonal waves, but searches for “caramel candy”,”chocolate hearts” and “chocolate bunnies” almost completely fall off the map. There is a small spike of “caramel candy” starting in 2012. When a google search is performed for “Caramel Candy Baltimore 2012”, the top result leads to the website of Goetze’s candy who has a home in Baltimore. They conveniently have a timeline on the side of their “About Us” page. When you look at 2012 it reads “We redesigned all of our websites”. A direct result of this was most likely more search traffic which brought more people to their sites.
The one thing I hadn’t realized about Maryland that I’ve learned from this data is that Maryland loves Candy Corn beyond all else as you can see in the purple spikes on the graph above. A big reason for this may be that candy corn was started in Philadelphia, PA and the spike may be a result of the regional proximity to its origins.
Who doesn’t love candy? Perhaps for our next study we can look more into that question, but we don’t want our readers to get have a sugar crash. “How can we use this data?” is the more important question. At Black Label, we would dive in deeper and use these trends as merely a jumping off point for more detailed research. Then that data can be processed and used to bring more awareness to your own product in your own industry. As business owners ourselves, looking into data about our own company has proven incredibly useful to understanding our audience and we enjoy bringing that insight to our clients as well.
If you would are interested in learning more about what we do at Black Label and what services we can provide for you, then drop us a note on our contact page.