As can be seen via the brand shares table below, despite the decrease in Nestlé’s company shares in Singapore’s confectionary market since 2007, the brand share of Kit Kat has increased from 2007, from 3.2% to 3.7%. However, it still lags behind competitors such as Ferrero Rocher, Ricola, Fisherman’s Friend and Mentos in the confectionary market. However, through filtering out of products such as Ricola, Fisherman’s Friend and Mentos, which are not chocolate brands, it can be seen that Kit Kat is second behind Ferrero Rocher.