Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Total market at a glance
- Private label not a major player in gum, mints and breath fresheners
- Sugarless gum leads the way
- Supermarkets generate the most sales
- Innovation a key growth engine
- Packaging a major component of gum, mints and breath fresheners experience
- Consumers willing to experiment when it comes to new flavors
Insights and Opportunities
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- Stock functional gum in oral care section
- Mint-based energy drinks
- Drugstore chain private label mint and gum products
- Development of disease-detecting gums
- Sampling program through dental offices
- Rethinking fitness gums
- Merchandise gum with diet products
Inspire Insights
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- Trend 1: There’s No Limit to Gum
- A well worn concept
- We want more
- Trend 2: Good For You Candy
- Do we always want “good for you”?
Market Size and Forecast
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- Key points
- Growth continues despite tough economy
- Inflation not much of a factor
- Kraft’s acquisition of Cadbury should spark competition
- FDMx sales and forecast
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- Figure 1: FDMx sales and forecast of gum, mints, and breath fresheners at current prices, 2004-14
- Figure 2: FDMx sales and forecast of gum, mints, and breath fresheners at inflation-adjusted prices, 2004-14
- Walmart sales
Competitive Context
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- Key points
- Cadbury accepts Kraft Foods’ sweetened acquisition offer
- Private label not a major player in gum, mints and breath fresheners
- Gum, mints and breath fresheners are impulse purchases
- Retailers rethinking front-end sections
Segment Performance
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- Key points
- Sugarless gum continues to grow
- Sales of gum, mints, and breath fresheners, by segment
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- Figure 3: FDMx sales and forecast of gum, mints, and breath fresheners at current prices, by segment, 2004-14
- Sugarless gum only segment to grow in share
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- Figure 4: FDMx sales of gum, mints and breath fresheners, by segment, 2007 and 2009
Segment Performance—Sugarless Gum
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- Key points
- Sales growth drives sugarless gum sales to highest mark ever
- Innovations sparking growth
- Sales and forecast of sugarless gum
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- Figure 5: FDMx sales and forecast of sugarless gum, at current prices, 2004-14
Segment Performance—Regular Gum
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- Key points
- Sales down more than $100 million since 2004
- Consumers shifting away from sugary gum
- Sales and forecast of regular gum
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- Figure 6: FDMx sales and forecast of regular gum, at current prices, 2004-14
Segment Performance—Breath Fresheners
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- Key points
- Sales decline continues
- Successful new products seem to be cannibalizing sales
- Sales and forecast of breath fresheners
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- Figure 7: FDMx sales and forecast of breath fresheners, at current prices, 2004-14
Segment Performance—Plain Mints
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- Key points
- Growth continues
- Manufacturers need to broaden appeal to grow segment
- Sales and forecast of plain mints
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- Figure 8: FDMx sales and forecast of plain mints, at current prices, 2004-14
Retail Channels
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- Key points
- Supermarkets benefit from gum as an impulse purchase
- Drugstores/other share drops despite sales gain
- FDMx sales of gum, mints and breath fresheners, by channel
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- Figure 9: FDMx sales of gum, mints and breath fresheners, by retail channel, 2008 and 2009
Retail Channels—Supermarkets
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- Key points
- Sales growth drives sales past $1 billion
- Impact of evolving checkout lines
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- Figure 10: Supermarkets sales of gum, mints and breath fresheners, 2004-09
Retail Channels—Drugstores/Other
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- Key points
- Sales continue upward
- Drugstore shopper profile good for gum
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- Figure 11: Drugstores/other FDMx sales of gum, mints, and breath fresheners, 2004-09
Market Drivers
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- Key points
- Consumers eating at home more often
- Latin-based flavors becoming more mainstream
- Fewer people driving to work decreasing consumption opportunities
- Less socializing decreases need for gum and mints
- School bans on sweets and gums
Leading Companies
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- Key points
- Kraft finally succeeds in acquiring Cadbury
- Mars and Cadbury leverage gum sales to dominate markets
- Private label almost a non-factor
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- Figure 12: FDMx sales of gum, mints and breath fresheners, by leading companies, 2008 and 2009
Brand Share—Sugarless Gum
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- Key points
- National brands control segment
- Mars accounts for more than half of the segment
- Manufacturer and brand sales of sugarless gum
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- Figure 13: Manufacturer and brand FDMx sales of sugarless gum, 2008 and 2009
Brand Share—Regular Gum
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- Key points
- Regular gum sales trail sugarless by a wide margin
- Mars controls the regular gum segment
- Manufacturer and brand sales of regular gum
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- Figure 14: Manufacturer and brand FDMx sales of regular gum, 2008 and 2009
- Gum usage by brand
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- Figure 15: Chewing gum/bubble gum usage by brand, April 2008-June 2009
Brand Share—Breath Fresheners
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- Key points
- Consumers interested in social benefits rather than functional
- Johnson & Johnson’s functional approach not as popular
- Manufacturer and brand sales of breath fresheners
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- Figure 16: Manufacturer and brand FDMx sales of breath fresheners, 2008 and 2009
Brand Share—Plain Mints
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- Key points
- Mars and Perfetti Van Melle top two manufacturers
- Private label well received in plain mints
- Manufacturer and brand sales of plain mints
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- Figure 17: Manufacturer and brand FDMx sales of plain mints, 2008 and 2009
- Breath mint/strip usage by brand
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- Figure 18: Breath mint/strip usage by brand, April 2008-June 2009
Brand Qualities
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- Trident launched the sugarless gum industry
- Tic Tacs shaking up its packaging to go green
- Gum as a fashion accessory
- Bazooka Joe offers more than just nostalgic appeal
- Mentos freshens up its products beyond mints
Innovation and Innovators
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- Focus on fun and novelty
- Novel packaging
- The Health platform
- Gum and mints with energy
- Private label innovation
Advertising and Promotion
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- Overview
- Altoids Smalls
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- Figure 19: Altoids “are you in mint condition,” March 2009
- Wrigley’s Extra Spearmint
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- Figure 20: Wrigley’s extra spearmint, March 2009
- Wrigley’s Orbit Mist
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- Figure 21: Wrigley’s Orbit Mist “the wettest gum in the world”, July 2009
- Dentyne
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- Figure 22: Dentyne July 2009
- Binaca
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- Figure 23: Binaca “Are You Ready?”, November 2009
- Tic Tac
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- Figure 24: Tic Tac, November 2009
Where Gum, Mints and Breath Strips are Usually Kept
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- Figure 25: Where gum, mints and breath strips usually kept, October 2009
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- Figure 26: Where gum, mints and breath strips usually kept, by gender, October 2009
- Figure 27: Where gum, mints and breath strips usually kept, by age, October 2009
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- Figure 28: Where gum, mints and breath strips usually kept, by race/Hispanic origin, October 2009
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Frequency of Having Gum, Mints and Breath Strips Available
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- Figure 29: How often people have gum available, by occasion, October 2009
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- Figure 30: How often people have mints available, by occasion, October 2009
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Loyalty to Brand Types and Flavors of Gum and Mints
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- Overview
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- Figure 31: Loyalty to brands, types and flavors of gum and mints, October 2009
- Gum
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- Figure 32: Loyalty to brands, types and flavors of gum, by age, October 2009
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- Figure 33: Loyalty to brands, types and flavors of gum, by race/Hispanic origin, October 2009
- Figure 34: Loyalty to brands, types and flavors of gum, by household income, October 2009
- Mints
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- Figure 35: Loyalty to brands, types and flavors of mints, by gender, October 2009
- Figure 36: Loyalty to brands, types and flavors of mints, by age, October 2009
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- Figure 37: Loyalty to brands, types and flavors of mints, by race/Hispanic origin, October 2009
- Figure 38: Loyalty to brands, types and flavors of mints, by household income, October 2009
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- Figure 39: Loyalty to brands, types and flavors of mints, by presence of children, October 2009
Gum, Mints in the Social Context
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- Give away or eat it yourself?
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- Figure 40: Degree of selfishness with gum, by gender, October 2009
- Figure 41: Degree of selfishness with gum, by age, October 2009
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- Figure 42: Degree of selfishness with gum, by presence of children, October 2009
- Figure 43: Degree of selfishness with gum, by number of people in household, October 2009
- Asking others
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- Figure 44: Asking others for gum and mints, by gender, October 2009
- Figure 45: Asking others for gum and mints, by age, October 2009
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- Figure 46: Asking others for gum and mints, by race/Hispanic origin, October 2009
- Figure 47: Asking others for gum and mints, by household income, October 2009
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- Figure 48: Asking others for gum and mints, by presence of children, October 2009
- Figure 49: Asking others for gum and mints, by number of people in household, October 2009
Consumer Ideas for New Product Development
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- Flavor
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- Figure 50: Elements of flavor that manufacturers should work on, October 2009
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- Figure 51: Elements of flavor that manufacturers should work on, by age, October 2009
- Packaging
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- Figure 52: Elements of packaging that manufacturers should work on, October 2009
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- Figure 53: Elements of packaging that manufacturers should work on, by race, October 2009
- Function
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- Figure 54: Elements of function that manufacturers should work on, October 2009
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- Figure 55: Elements of function that manufacturers should work on, by gender, October 2009
- Sweeteners
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- Figure 56: Interest in sweetener options in gum and mints, by gender, October 2009
- Figure 57: Interest in sweetener options in gum and mints, by race/Hispanic origin, October 2009
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- Figure 58: Interest in sweetener options in gum and mints, by household income, October 2009
Cluster Analysis
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- Variants
- Characteristics
- Demographics
- Opportunity
- Regulars
- Characteristics
- Demographics
- Opportunity
- Searchers
- Characteristics
- Demographics
- Opportunity
- Cluster characteristics
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- Figure 59: Gum and mint clusters, November 2009
- Figure 60: How often people have gum available, by occasion, by gum and mint clusters, November 2009
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- Figure 61: How often people have mints available, by occasion by gum and mint clusters, November 2009
- Figure 62: Loyalty to brands, types and flavors of gum and mints, by gum and mint clusters, November 2009
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- Figure 63: Elements of flavor that manufacturers should work on, by gum and mint clusters, November 2009
- Figure 64: Elements of packaging that manufacturers should work on, by gum and mint clusters, November 2009
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- Figure 65: Elements of function that manufacturers should work on, by gum and mint clusters, November 2009
- Cluster demographics
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- Figure 66: Gum and mint clusters, by gender, November 2009
- Figure 67: Gum and mint clusters, by age, November 2009
- Figure 68: Gum and mint clusters, by household income, November 2009
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- Figure 69: Gum and mint clusters, by race, November 2009
- Figure 70: Gum and mint clusters, by Hispanic origin, November 2009
- Cluster methodology
Consumer Lifestyle Segmentation
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- Use of gum
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- Figure 71: Use of chewing and bubble gum, by top using Mosaic groups, April 2008-June 2009
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- Figure 72: Use of chewing and bubble gum, by least using Mosaic groups, April 2008-June 2009
- Type of gum used
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- Figure 73: Use of types of chewing and bubble gum, by top using Mosaic groups, April 2008-June 2009
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- Figure 74: Use of types of chewing and bubble gum, by least using Mosaic groups, April 2008-June 2009
- Use of mints
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- Figure 75: Use of breath mints/strips, by top using Mosaic groups, April 2008-June 2009
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- Figure 76: Use of breath mints/strips, by least using Mosaic groups, April 2008-June 2009
- Type of mints used
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- Figure 77: Use of types of breath mints/strips, by top using Mosaic groups, April 2008-June 2009
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- Figure 78: Use of types of breath mints/strips, by least using Mosaic groups, April 2008-June 2009
IRI/Builders Panel Data—Key Household Purchase Measures
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- Overview of gum
- Sugarless gum
- Consumer insights on key purchase measures – sugarless gum
- Brand map
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- Figure 79: Brand map, selected brands of sugarless gum, buying rate, by household penetration, 2009*
- Brand leader characteristics
- Key purchase measures
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- Figure 80: Key purchase measures for the top brands of sugarless gum, by household penetration, 2009*
- Regular gum
- Consumer insights on key purchase measures – regular gum
- Brand map
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- Figure 81: Brand map, selected brands of regular gum, buying rate, by household penetration, 2009*
- Brand leader characteristics
- Key purchase measures
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- Figure 82: Key purchase measures for the top brands of regular gum, by household penetration, 2009*
Appendix: Other Useful Consumer Tables
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- Figure 83: Chewing gum ever used and recently used, by key demographic groups (Part 1), October 2009
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- Figure 84: Chewing gum ever used and recently used, by key demographic groups (Part 2), October 2009
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- Figure 85: Mints ever used and recently used, by key demographic groups (Part 1), October 2009
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- Figure 86: Mints ever used and recently used, by key demographic groups (Part 2), October 2009
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- Figure 87: Breath strips ever used and recently used, by key demographic groups (Part 1), October 2009
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- Figure 88: Breath strips ever used and recently used, by key demographic groups (Part 2), October 2009
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Appendix: IRI/Builders Panel Data Definitions
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- IRI Consumer Network Metrics
Appendix: Trade Associations
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