From a business-to-business perspective, the key for the manufacturer is to create consumer demand for their products. When brand identity and demand are strong, wholesalers and retailers have little bargaining power. Price movement in the candy industry is generally linked to consumers' disposable income. Therefore, since consumers have additional money, more money is available to spend on treats. For example, with the recent experience of lower gas prices in the first part of 2016, consumers may decide to reinvest the extra money on other goods and services. Which products will