Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Executive Summary
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- The market
- Recent declines cancel category growth
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- Figure 1: Total US retail sales and forecast of gum, mints, and breath fresheners, at current prices, 2008-18
- Market segmentation
- Breath fresheners see strong growth as gum falters
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- Figure 2: US retail sales of gum, mints, and breath fresheners, by segment, at current prices, 2011 and 2013
- Innovation
- Lackluster innovation strains growth potential
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- Figure 3: Gum, mint, and breath freshener launches, by launch type, 2009-13*
- Leading companies
- Mars makes up half of sales, Hershey makes strong gains
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- Figure 4: MULO sales of gum, mints, and breath fresheners, by leading companies, rolling 52 weeks 2012 and 2013
- The consumer
- Gum experiences significant usage drop by age
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- Figure 5: Personal purchase, by age, October 2013
- Breath freshening leads reasons for use
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- Figure 6: Top five reasons for use, October 2013
- What we think
Issues and Insights
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- What are consumers looking for in the category?
- Issues
- Insight: Breath freshening should be prioritized, other functionality important
- How can the category stem sales losses?
- Issues
- Insight: Keep products top of mind, fill consumer need
- What role do retailers play in category sales?
- Issue
- Insight: Product placement is key, discounts can incentivize trial
Trend Applications
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- Trend: The Big Issue
- Trend: Mood to Order
- Mintel Futures: East Meets West
Market Size and Forecast
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- Key points
- Recent declines cancel category growth
- Sales of gum, mints, and breath fresheners
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- Figure 7: Total US retail sales and forecast of gum, mints, and breath fresheners, at current prices, 2008-18
- Figure 8: Total US retail sales and forecast of gum, mints, and breath fresheners, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 9: Total US retail sales and forecast of gum, mints, and breath fresheners, at current prices, 2008-18
Competitive Context
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- Key points
- Oral care and other breath fresheners can challenge category
- Oral care products are standard for dental care
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- Figure 10: Mouthwash/dental rinse, by age, May 2012-June 2013
- Gum, mints, and breath fresheners offer convenience, added protection
- Breath freshening qualities seen in other products
Segment Performance
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- Key points
- Breath fresheners see strong growth as gum falters
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- Figure 11: Total US retail sales of gum, mints, and breath fresheners, by segment, at current prices, 2011 and 2013
- Sugarless gum sees overall declines
- US retail sales and forecast of sugarless gum
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- Figure 12: US retail sales and forecast of sugarless gum, at current prices, 2008-18
- Regular gum sees largest losses of the category
- US retail sales and forecast of regular gum
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- Figure 13: Total US retail sales and forecast of regular gum, at current prices, 2008-18
- Breath fresheners breathe life into category
- US retail sales and forecast of breath fresheners
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- Figure 14: Total US retail sales and forecast of breath fresheners, at current prices, 2008-18
- Plain mint sales grow 8% from 2008-13, stagnation forecast
- US retail sales and forecast of plain mints
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- Figure 15: Total US retail sales and forecast of plain mints, at current prices, 2008-18
Retail Channels
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- Key points
- Supermarkets see largest declines
- Checkout location useful, but other creative positioning can have impact
- Price promotion can attract attention
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- Figure 16: Total US retail sales of gum, mints, and breath fresheners, by channel, at current prices, 2011-13
- Private label launches see strong growth
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- Figure 17: Gum, mint, and breath freshener launches, by brand type, 2009-13*
- Supermarkets sales fall 2% from 2008-13
- Supermarket sales of gum, mints, and breath fresheners
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- Figure 18: US supermarket sales of gum, mints, and breath fresheners, at current prices, 2008-13
- Drug store decline gains momentum, product expansion could stem
- Drug store sales of gum, mints, and breath fresheners
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- Figure 19: US drug store sales of gum, mints, and breath fresheners, at current prices, 2008-13
- Figure 20: Gum, mint, and breath freshener launches, by store type, 2009-13*
- Other channels grow overall, still experience declines
- Other channel sales of gum, mints, and breath fresheners
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- Figure 21: US sales of gum, mints, and breath fresheners, through other retail channels, at current prices, 2008-13
- Natural supermarket sales grow 39% from 2011-13
- Sales of gum, mints, and breath fresheners in the natural channel
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- Figure 22: Natural supermarket sales of gum, mints, and breath fresheners, at current prices, 2011-13*
- Figure 23: Natural supermarket sales of gum, mints, and breath fresheners at inflation-adjusted prices, 2011-13*
- Natural channel sales of gum, mints, and breath fresheners by segment
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- Figure 24: Natural supermarket sales of gum, mints, and breath fresheners, by segment, 2011 and 2013*
- Natural channel sales of gum, mints, and breath fresheners by organic
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- Figure 25: Natural supermarket sales of gum, mints, and breath fresheners, by organic, 2011 and 2013*
Leading Companies and Brand Share
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- Key points
- Mars makes up half of sales, Hershey sees strong gains
- MULO sales of gum, mints, and breath fresheners
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- Figure 26: MULO sales of gum, mints, and breath fresheners, by leading companies, rolling 52 weeks 2012 and 2013
- Orbit/Wrigley make up more than half of sugarless gum sales
- MULO sales of sugarless gum
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- Figure 27: MULO sales of sugarless gum, by leading companies, rolling 52 weeks 2012 and 2013
- Private label sees strong sales growth in regular gum
- MULO sales of regular gum
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- Figure 28: MULO sales of regular gum, by leading companies, rolling 52 weeks 2012 and 2013
- Ice Breakers leads breath freshener sales
- MULO sales of breath fresheners
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- Figure 29: MULO sales of breath fresheners, by leading companies, rolling 52 weeks 2012 and 2013
- Life Savers and Mentos make up more than half of plain mint sales
- MULO sales of plain mints
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- Figure 30: MULO sales of plain mints, by leading companies, rolling 52 weeks 2012 and 2013
Innovations and Innovators
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- Lackluster innovation strains growth potential
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- Figure 31: Gum, mint, and breath freshener launches, by launch type, 2009-13*
- Strong emphasis on breath freshening necessary, other function important
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- Figure 32: Gum, mint, and breath freshener launches, by top 10 claims, 2009-13*
- Blister packs grow in popularity, room for more playful packaging exists
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- Figure 33: Gum, mint, and breath freshener launches, by package type, 2009-13*
- Minty flavors lead
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- Figure 34: Gum, mint, and breath freshener launches, by package type, 2009-13*
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- Figure 35: Chewing gum/bubble gum, April 2008-June 2013
- Figure 36: Chewing gum/bubble gum, April 2008-June 2013 (continued)
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- Figure 37: Gum, April 2008-June 2013
- Room for fun
Marketing Strategies
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- Overview of brand landscape
- Brand analysis: Orbit
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- Figure 38: Brand analysis of Orbit, 2013
- Online initiatives
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- Figure 39: Orbit, Facebook ad, 2013
- Figure 40: Orbit, Facebook ad, 2013
- TV presence
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- Figure 41: Orbit, “Polo,” TV ad, 2013
- Print and other
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- Figure 42: Orbit, Twitter ads, 2013
- Figure 43: Orbit, Twitter ad, 2013
- Brand analysis: Ice Breakers
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- Figure 44: Brand analysis of Ice Breakers, 2013
- Online initiatives
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- Figure 45: Ice Breakers, Facebook ad, 2013
- Figure 46: Ice Breakers, Facebook ad, 2013
- TV presence
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- Figure 47: Ice Breakers, “Space,” TV ad, 2013
- Print and other
- Brand Analysis: Mentos
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- Figure 48: Brand analysis of Mentos, 2013
- Online initiatives
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- Figure 49: Mentos, Facebook ad, 2013
- Figure 50: Mentos, Facebook ad, 2013
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- Figure 51: Mentos, Facebook Coupon ad, 2013
- TV presence
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- Figure 52: Mentos, “Roll with it,” TV ad, 2013
- Brand Analysis: Trident Layers
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- Figure 53: Brand analysis of Trident Layers, 2013
- Online initiatives
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- Figure 54: Trident Layers, Facebook ads, 2013
- Figure 55: Trident Layers, Facebook ad, 2013
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- Figure 56: Trident Layers, Twitter page screenshot, 2013
- TV presence
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- Figure 57: Trident Layers, “The Trident Player,” TV ad, 2013
- Print and other
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- Figure 58: Trident Layers, “Flavors Collide,” TV-Social Media ad, 2013
Use and Purchase of Gum, Mints, and Breath Fresheners
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- Key points
- 65% of households use gum, mints, and/or breath fresheners
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- Figure 59: Gum/mint/breath freshener purchase, October 2013
- Use on the decline
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- Figure 60: Chewing gum/bubble gum, April 2008-June 2013
- Figure 61: Breath mints/strips/sprays, April 2008-June 2013
- Sales growth can come from encouraging daily use
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- Figure 62: Usage frequency, October 2013
- Women prefer gum, men drawn to mints/breath fresheners
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- Figure 63: usage, by gender, October 2013
- Men are higher-frequency users
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- Figure 64: Usage frequency*, by gender, October 2013
- Men more likely to purchase multiple products, women stick to gum
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- Figure 65: Purchase, by gender, October 2013
- 25-34s are target audience
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- Figure 66: Usage, by age, October 2013
- Half of 18-34s use these products every day
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- Figure 67: Usage frequency*, by age, October 2013
- Younger consumers open to multiple products
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- Figure 68: Usage, by age, October 2013
- Price not a strong deterrent, opportunity exists for premium products
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- Figure 69: Usage, by household income, October 2013
- Figure 70: Usage frequency*, by household income, October 2013
Reasons for Use
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- Key points
- Breath freshening leads reasons for use
- Functional benefits, particularly dietary ones, should resonate with women
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- Figure 71: Consumption occasion, by gender, October 2013
- Category has chance to innovate with marketing to seniors
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- Figure 72: Consumption occasion, by age, October 2013
- Premium products can focus on sociability
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- Figure 73: Consumption occasion, by household income, October 2013
Purchase Decision
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- Key points
- Flavor trumps price
- Young consumers more likely to be price conscious
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- Figure 74: Purchase decision, by age, October 2013
- Daily users drawn to function, availability may inspire increased purchase
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- Figure 75: Purchase decision, by user groups*, October 2013
Barriers to Purchase
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- Key points
- One third of users have decreased purchase
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- Figure 76: Change in purchase, October 2013
- Products in category are not top of mind
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- Figure 77: Reason for not purchasing or decreased purchase, October 2013
- Sugar/dental health are a concern for older shoppers
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- Figure 78: Reason for not purchasing or decreased purchase, by age, October 2013
- Cost is a barrier for lower income earners
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- Figure 79: Reason for not purchasing or decreased purchase, by household income, October 2013
Custom Consumer Group – Households with Children
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- Key points
- Kids and teens buy products for themselves
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- Figure 80: Chewing gum/bubble gum, April 2008-June 2013
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- Figure 81: Chewing gum/bubble gum, April 2008-June 2013
- Opportunity exists to grow teen breath mint use
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- Figure 82: Breath mints/strips, April 2008-June 2013
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- Figure 83: Breath mints/strips, April 2008-June 2013
- 88% of kids chew gum
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- Figure 84: Gum, by age, May 2012-June 2013
- Keeping low-sugar products available will be key in sustainability
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- Figure 85: Gum, by age, May 2012-June 2013
- Gum use experiencing slight declines among kids
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- Figure 86: Gum, April 2008-June 2013
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- Figure 87: Food and drink in school, April 2008-June 2013
- Tying gum to studying might increase use
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- Figure 88: Gum, May 2012-June 2013
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- Figure 89: Gum, May 2012-June 2013
- More than half of kids use mints
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- Figure 90: Breath mints/strips, by age, May 2012-June 2013
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- Figure 91: Breath mints/strips, May 2012-June 2013
- Money going elsewhere
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- Figure 92: Allowance/Money, April 2008-June 2013
- Price, oral care, resealable packaging important among HHs with kids
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- Figure 93: Purchase decision, by presence of children in household, October 2013
Impact of Race and Hispanic Origin
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- Key points
- Black consumers top category participation
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- Figure 94: Personal purchase, by race/Hispanic origin, October 2013
- Hispanics appear as high-volume users
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- Figure 95: Usage frequency*, by race/Hispanic origin, October 2013
- …may also be buying for their children
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- Figure 96: Gum/Mint/Breath freshener purchase, by race/Hispanic origin, October 2013
- Asian consumers can be attracted by function, flavor innovation
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- Figure 97: Consumption occasion, by race/Hispanic origin, October 2013
- Low price important driver to Hispanic purchase
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- Figure 98: Purchase decision, by race/Hispanic origin, October 2013
- Establishing relevance among Asian shoppers should be considered
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- Figure 99: Reason for not purchasing or decreased purchase, by race/Hispanic origin, October 2013
Key Household Purchase Measures – Information Resources Inc. Builders Panel Data – Gum
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- Overview of gum
- Sugarless gum
- Consumer insights on key purchase measures – sugarless gum
- Brand map
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- Figure 100: Brand map, selected brands of sugarless gum, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 101: Key purchase measures for the top brands of sugarless gum, by household penetration, 2012*
- Regular gum
- Consumer insights on key purchase measures – regular gum
- Brand map
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- Figure 102: Brand map, selected brands of regular gum buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 103: Key purchase measures for the top brands of regular gum, by household penetration, 2012*
Key Household Purchase Measures – Information Resources Inc. Builders Panel Data – Breath Fresheners
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- Breath fresheners
- Consumer insights on key purchase measures – breath fresheners
- Brand map
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- Figure 104: Brand map, selected brands of breath fresheners buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 105: Key purchase measures for the top brands of breath fresheners, by household penetration, 2012*
Appendix – Market Drivers
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- Consumer confidence
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- Figure 106: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Unemployment
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- Figure 107: US unemployment rate, by month, 2002-13
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- Figure 108: US unemployment and underemployment rates, 2007-13
- Figure 109: Number of employed civilians in US, in thousands, 2007-13
- Food cost pressures
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- Figure 110: Changes in USDA food price indexes, 2011-14
- Obesity
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- Figure 111: American adults by weight category as determined by body mass index (BMI), 2008-October 28, 2013
- Childhood and teen obesity – highest in decades
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- Figure 112: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- Racial, ethnic population growth
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- Figure 113: US population by race and Hispanic origin, 2008, 2013, and 2018
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- Figure 114: Households with children, by race and Hispanic origin of householder, 2012
- Shifting US demographics
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- Figure 115: US population, by age, 2008-18
- Figure 116: US households, by presence of own children, 2002-12
Appendix – Other Useful Consumer Tables
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- Gum/mint/breath freshener purchase and use
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- Figure 117: Gum/Mint/Breath freshener purchase, October 2013
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- Figure 118: Gum/Mint/Breath freshener purchase, by gender, October 2013
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- Figure 119: Gum/Mint/Breath freshener purchase, by age, October 2013
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- Figure 120: Personal purchase, by gender and age, October 2013
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- Figure 121: Usage frequency*, by gender and age, October 2013
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- Figure 122: Gum/Mint/Breath freshener purchase, by household income, October 2013
- Reasons for use
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- Figure 123: Reasons for use, by gender and age, October 2013
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- Figure 124: Consumption occasion, by user groups*, October 2013
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- Figure 125: Reasons for use, by gum, October 2013
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- Figure 126: Reasons for use, by gum, October 2013 (continued)
- Purchase decision
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- Figure 127: Purchase decision, by gender, October 2013
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- Figure 128: Purchase decision, by gender and age, October 2013
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- Figure 129: Purchase decision, by household income, October 2013
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- Figure 130: Purchase decision, by segment, October 2013
- Purchase barriers
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- Figure 131: Reason for not purchasing or decreased purchase, by gender, October 2013
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- Figure 132: Reason for not purchasing or decreased purchase (gum), by gender, October 2013
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- Figure 133: Reason for not purchasing or decreased purchase (mints), by gender, October 2013
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- Figure 134: Reason for not purchasing or decreased purchase (breath fresheners), by gender, October 2013
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- Figure 135: Reason for not purchasing or decreased purchase (gum), by age, October 2013
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- Figure 136: Reason for not purchasing or decreased purchase (mints), by age, October 2013
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- Figure 137: Reason for not purchasing or decreased purchase (breath fresheners), by age, October 2013
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- Figure 138: Reason for not purchasing or decreased purchase (gum), by gender and age, October 2013
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- Figure 139: Reason for not purchasing or decreased purchase (mints), by gender and age, October 2013
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- Figure 140: Reason for not purchasing or decreased purchase (breath fresheners), by gender and age, October 2013
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- Figure 141: Reason for not purchasing or decreased purchase, by user groups, October 2013
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- Figure 142: Reason for not purchasing or decreased purchase (gum), by household income, October 2013
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- Figure 143: Reason for not purchasing or decreased purchase (mints), by household income, October 2013
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- Figure 144: Reason for not purchasing or decreased purchase (breath fresheners), by household income, October 2013
Appendix – Information Resources Inc. Builders Panel Data Definitions
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- Information Resources Inc. Consumer Network Metrics
Appendix – Trade Associations
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