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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- The market and forecast
- Category shows growth during recession, but recent softness forecast to continue
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- Figure 1: Total U.S. sales and fan chart forecast of gum, mints, breath fresheners, at current prices, 2007-17
- Sugarless gum dominates and influences the overall category performance
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- Figure 2: Rate of change in current dollar sales, gum, mints and breath fresheners, by segment, 2012-17
- Market factors
- Gum could play a positive role in the fight against obesity
- An uncertain economic climate continues to nurture a frugal mentality
- Older population is increasing in number at a higher rate than other ages
- Companies, brands, and innovations
- Market controlled by three large companies; Mars owns half of the market share
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- Figure 3: Selected manufacturer MULO share of gum, mints, and breath fresheners, 2012*
- Low/no/sugar remains the top claim based on launches; sees the greatest decline
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- Figure 4: Percentage change of top seven claims on gum product launches, 2008-12*
- The consumer
- Consumption is lower for gum than mints and breath fresheners
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- Figure 5: Consumption of gum, mints, and breath fresheners, by presence of children in household, August 2012
- Frequency of consumption continues to be low
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- Figure 6: Frequency of consumption of gum, mints, and breath fresheners, June 2012
- Flavor and long-lasting flavors remain important for the majority of consumers
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- Figure 7: Top six important purchase drivers for gum, mints and breath fresheners, August 2012
- Brand loyalty is low; interest in new flavors persists
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- Figure 8: Attitudes toward brand and flavor of gum and mints, August 2012
- Products that provide emotional benefits just as important as functional ones
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- Figure 9: Attitudes toward gum as related to dieting and overall health, August 2012
- Price continues to play an important role in consumers’ choices
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- Figure 10: Attitudes toward purchasing habits and price, August 2012
- What we think
Issues in the Market
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- Can an emphasis on gum and mints’ functional benefits attract consumers?
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- Figure 11: Important attributes when selecting gum and mints, by personal consumption of gum, mints, and breath fresheners, August 2012
- Is the rise in the older consumer population a threat to the gum and mints category?
- How can manufacturers better suit nutritional needs of children, teens?
Insights and Opportunities
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- Provide benefits that appeal to parents without losing fun and taste
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- Figure 12: Important attributes when selecting gum and mints, by presence of children in household, August 2012
- Oral care continues to be an opportunity
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- Figure 13: Important attributes when selecting gum and mints, by age, August 2012
- Emphasize functionality to the elderly
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- Figure 14: Personal consumption of gum, mints, and breath fresheners, by generations, August 2012
- Multigenerational gum packages to appeal to multiple members of HH
Trend Applications
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- Figure 15: Attitudes toward gum as related to overall health, by presence of children, August 2012
- Trend: Moral Brands
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- Figure 16: Attitudes toward gum as related to dieting and overall health, by gender, August 2012
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Market Size and Forecast
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- Key points
- Category experiences difficulties; negative trend forecast to continue
- Sales and forecast of gum, mints and breath fresheners
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- Figure 17: Total U.S. retail sales and forecast of gum, mints, and breath fresheners, at current prices, 2007-17
- Figure 18: Total U.S. retail sales and forecast of gum, mints, and breath fresheners, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 19: Total U.S. sales and fan chart forecast of gum, mints, and breath fresheners, at current prices, 2007-17
Market Drivers
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- Gum could play a positive role in the fight against obesity
- An uncertain economic climate continues to nurture a frugal mentality
- Older population is increasing in number at a higher rate than other ages
Competitive Context
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- Snacking poses threat
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- Figure 20: Teen attitudes toward food and snacking, by gender and age, April 2010-June 2011
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- Figure 21: Attitudes and opinions about food, by age, April 2011-June 2012
- Figure 22: Attitudes toward gum as related to dieting and overall health, by age, August 2012
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- Figure 23: Important attributes when selecting gum and mints, by age, August 2012
- Chewy Candy—shows positive performance and presents tough competition
Segment Performance
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- Key points
- Sugarless gum dominates; influences overall category performance
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- Figure 24: Attitudes toward brand and flavor of gum and mints, by age, August 2012
- Figure 25: Important attributes when selecting gum and mints, by age, August 2012
- Sales of gum, mints, and breath fresheners, by segment
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- Figure 26: Total U.S. retail sales of gum, mints, and breath fresheners, by segment, at current prices, 2010 and 2012
Segment Performance—Sugarless Gum
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- Key points
- Strategic positioning could change the future of sugarless gum
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- Figure 27: Attitudes toward brand and flavor of gum and mints, by age, August 2012
- Figure 28: Important attributes when selecting gum and mints, by personal consumption of sugarless gum, August 2012
- Sales and forecast of sugarless gum
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- Figure 29: Total U.S. retail sales and forecast of sugarless gum, at current prices, 2007-17
Segment Performance—Breath Fresheners
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- Key points
- Breath fresheners shows strongest performance among all segments
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- Figure 30: Important attributes when selecting gum and mints, by personal consumption of breath fresheners, August 2012
- Sales and forecast of breath fresheners
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- Figure 31: Total U.S. retail sales and forecast of breath fresheners, at current prices, 2007-17
Segment Performance—Regular Gum
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- Key points
- Regular gum becoming a square peg in a round hole?
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- Figure 32: Important attributes when selecting gum and mints, by personal consumption, regular gum, August 2012
- Sales and forecast of regular gum
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- Figure 33: Total U.S. retail sales and forecast of regular gum, at current prices, 2007-17
Segment Performance—Plain Mints
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- Key points
- Plain mints need a spark to continue growth trend
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- Figure 34: Important attributes when selecting gum and mints, by personal consumption of plain mints and breath strips, August 2012
- Sales and forecast of plain mints
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- Figure 35: Total U.S. retail sales and forecast of plain mints, at current prices, 2007-17
Retail Channels
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- Key points
- Retail channels struggle overall; impulse purchases are key
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- Figure 36: Purchase habits of gum and mints, by age, August 2012
- Figure 37: Important attributes when selecting gum and mints, by age, August 2012
- Sales of gum, mints, and breath fresheners, by channel
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- Figure 38: Total U.S. retail sales of gum, mints and breath fresheners, by channel, at current prices, 2010 and 2012
- Supercenters, clubs and other retailers take a hit in 2010 after positive performance
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- Figure 39: Attitudes toward purchasing habits and price, by age, August 2012
- Supercenters’, warehouse clubs’ and other retailers’ sales of gum, mints, and breath fresheners
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- Figure 40: U.S. supercenters’, warehouse clubs’ and other retailers’ sales of gum, mints and breath fresheners, at current prices, 2007-12
- Supermarkets suffer loss from 2010-12
- Supermarket sales of gum, mints, and breath fresheners
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- Figure 41: U.S. supermarket sales of gum, mints, and breath fresheners, at current prices, 2007-12
- Drugstores show sales increases; 2012 shows minor softness
- Drugstores sales of gum, mints, and breath fresheners
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- Figure 42: U.S. drugstore sales of gum, mints, and breath fresheners, at current prices, 2007-12
Retail Channels—Natural Supermarkets
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- Key points
- Insights
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- Figure 43: Natural supermarket sales of gum, mints, and breath fresheners, at current prices, 2010-12*
- Figure 44: Natural supermarket sales of gum, mints, and breath fresheners, at inflation-adjusted prices, 2010-12*
- Natural channel sales of gum, mints and breath fresheners by segment
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- Figure 45: Natural supermarket sales of gum, mints, and breath fresheners, by segment, 2010 and 2012*
- Brands of note
- Natural channel sales of gum, mints and breath fresheners by organic
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- Figure 46: Natural supermarket sales of gum, mints, and breath fresheners, by organic, 2010 and 2012*
Leading Companies
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- Key points
- Mars leads the way; Mondelez follows; both companies show declines
- Private label is small; but has a strong presence in some segments
- Consumer usage in line with dollar sales data
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- Figure 47: Adult usage of chewing or bubblegum, by brand, by age, April 2011-June 2012
- Manufacturer sales of gum, mints, and breath fresheners
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- Figure 48: MULO sales of gum, plain mints, and breath fresheners, by leading companies, 2011* and 2012*
Brand Share—Sugarless Gum
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- Key points
- A two-horse race experiencing a troublesome journey
- Mars remains the leader; continued declines could threaten its position
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- Figure 49: Adult usage of top 12 chewing or bubblegum, by brand, by age, April 2011-June 2012
- Mondelez International sees little success in sugarless segment
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- Figure 50: Trended frequency of usage of chewing gum or bubblegum in last seven days, 2008-12
- Manufacturer sales of sugarless gum
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- Figure 51: MULO sales of sugarless gum, by leading companies, 2011* and 2012*
Brand Share—Regular Gum
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- Key points
- Mars dominates and influences segment’s continued downward trend
- Tootsie Roll banks on nostalgia and wins big
- Manufacturer sales of regular gum
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- Figure 52: MULO sales of regular gum, by leading companies, 2011*and 2012*
Brand Share—Breath Fresheners
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- Key points
- A small breath of fresh air
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- Figure 53: Adult usage of breath mints, by brand, by age, April 2011-June 2012
- Listerine’s functionality regains some ground
- Manufacturer sales of breath fresheners
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- Figure 54: MULO sales of breath fresheners, by leading companies, 2011* and 2012*
Brand Share—Plain Mints
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- Key points
- Life Savers celebrates 100 years; Mentos stays fresh
- Private label builds momentum
- Manufacturer sales of plain mints
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- Figure 55: MULO sales of plain mints, by leading companies, 2011* and 2012*
Innovations and Innovators
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- Number of product introductions for gum on decline 2008-12
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- Figure 56: Gum product introductions, 2008-12
- Figure 57: Gum product introductions, by claims, 2008-12
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- Figure 58: Gum product introductions, by flavor, 2008-12
- Figure 59: Adult usage of chewing or bubblegum, by flavor, by age, April 2011-June 2012
- Long-lasting flavor still an area of focus for consumers
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- Figure 60: Elements of flavor and packaging that manufacturers should work on, 2010 and 2012
- Nostalgia—an attempt to revive regular gum
- Emphasis on naturalness, ethical products and environmentally friendly
- Flavor development continues to be a focus
- Functional benefits vary; more focus in this area is needed
Marketing Strategies
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- Overview of the brand landscape
- Wrigley 5—an innovative brand meant to appeal to the young consumer
- Wrigley’s 5 TV ad is meant to appeal to young consumers
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- Figure 61: 5 Gum, TV ad, “New Sensation,” 2012
- Figure 62: Brand analysis of 5, 2012
- Wrigley aggressively leverages online advertising to create awareness of its 5 brand
- Wrigley 5 becomes a sponsor for MTV’s music meter mobile application
- Wrigley Extra emphasizes its flavors and low caloric content
- TV presence
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- Figure 63: Wrigley Extra, TV ad, Title “Icy Cool,” 2011
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- Figure 64: Brand analysis of Wrigley Extra, 2012
- Online initiatives
- Print and other
- Stride continues to tout its long-lasting flavor
- TV presence
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- Figure 65: Stride, TV ad, “Thanks Ryan,” 2011
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- Figure 66: Brand analysis of Stride, 2012
- Online initiatives
- Print and other
- Trident stresses oral health
- TV presence
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- Figure 67: Trident, TV ad, “Fun,” 2012
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- Figure 69: Brand analysis of Trident, 2012
- Print, PR and other
- Dentyne underscores convenience through its Split2Fit gum pack
- TV presence
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- Figure 68: Dentyne, TV ad “Fresh Breath,” 2012
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- Figure 69: Brand analysis of Dentyne, 2012
- Online initiatives
- Tic Tac plays up its flavors
- TV presence
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- Figure 70: Tic Tac, TV ad “Fruit Adventure,” 2012
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- Figure 71: Brand analysis of Tic Tac, 2012
- Online initiatives
- Print and other
- Mentos uses social media to appeal to younger consumers
Social Media—Gum, Mints and Breath Fresheners
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- Key points
- Key social media metrics
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- Figure 72: Key brand metrics, November 2012
- Market overview
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- Figure 73: Examples of smaller gum pack sizes that include six pieces
- Brand usage and awareness
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- Figure 74: Usage and awareness of selected gum, mints and breath freshener brands, October 2012
- Brand satisfaction
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- Figure 75: Satisfaction with selected gum, mints and breath freshener brands, October 2012
- Interaction with brands
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- Figure 76: Interaction with brands, October 2012
- Motivations for interacting with brands
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- Figure 77: Why people interact with gum, mints and breath freshener brands, October 2012
- Online conversations
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- Figure 78: Percentage of consumer conversation, by selected gum, mints and breath freshener brands, August 1, 2012- November 17, 2012
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- Figure 79: Online mentions, selected gum, mints and breath freshener brands, by week, August 1, 2012-November 17, 2012
- Where are people talking about gum, mints and breath freshener brands?
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- Figure 80: Mentions, by page type, selected gum, mints and breath freshener brands, August 1, 2012-November 17, 2012
- What are people talking about?
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- Figure 81: Mentions, by type of conversation, selected gum, mints and breath freshener brands, August 1, 2012-November 17, 2012
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- Figure 82: Major areas of discussion surrounding gum, mints and breath freshener brands, by day, August 1, 2012-November 17, 2012
- Figure 83: Major areas of discussion surrounding gum, mints and breath freshener brands, by page type, August 1, 2012-November 17, 2012
- Brand analysis
- Tic Tac
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- Figure 84: Tic Tac, key social media indicators, November 2012
- Key online campaigns
- What we think
- Wrigley’s 5
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- Figure 85: Wrigley’s 5, key social media indicators, November 2012
- Key online campaigns
- What we think
- Altoids
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- Figure 86: Altoids, key social media indicators, November 2012
- Key online campaigns
- What we think
- Juicy Fruit
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- Figure 87: Juicy Fruit, key social media indicators, November 2012
- Key online campaigns
- What we think
- Orbit
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- Figure 88: Orbit, key social media indicators, November 2012
- Key online campaigns
- What we think
- Dentyne Ice
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- Figure 89: Dentyne Ice, key social media indicators, November 2012
- Key online campaigns
- What we think
Usage, Frequency of Consumption—Adults
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- Key points
- Category has room to grow; opportunities exist for breath strips
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- Figure 90: Personal consumption of gum, mints, and breath fresheners, by type, by gender, August 2012
- Consumers aged 18-24 are key users for the category
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- Figure 91: Personal consumption and frequency of consumption of gum, mints, and breath fresheners, by type, by age, August 2012
- Frequency of consumption continues to be low
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- Figure 92: Frequency of consumption of gum, mints, and breath fresheners, by type, August 2012
Usage, Frequency of Consumption—Kids
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- Key points
- Almost all children chew gum; older children lead the way
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- Figure 93: Kids' usage of gum, by gender and age, April 2011-June 2012
- Figure 94: Parents' attitudes toward children’s and teens’ consumption of gum and mints, by age, August 2012
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- Figure 95: Important attributes when selecting gum and mints, by presence of children in household, August 2012
- Figure 96: Kids' usage of gum, by flavor, by gender and age, April 2011-June 2012
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- Figure 97: Kids' frequency usage of gum in last week, by gender and age, April 2011-June 2012
- Figure 98: Important attributes when selecting gum and mints, by presence of children in household, August 2012
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- Figure 99: Kids' usage of gum, by top 20 brands, by gender and age, April 2011-June 2012
- More girls aged 9-11 eat mints/strips; also eat most mints in past month
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- Figure 100: Kids' usage of breath mints/strips, by gender and age, April 2011-June 2012
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- Figure 101: Kids' frequency of usage, breath mints/strips, in last month, by gender and age, April 2011-June 2012
- Tic Tac—a favorite hard to beat
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- Figure 102: Kids' usage of breath mints/strips, by brands, by gender and age, April 2011-June 2012
Usage, Frequency of Consumption—Teens
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- Key points
- Significantly more teen girls aged 15-17 eat sugar-free gum
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- Figure 103: Teen usage of chewing or bubblegum, by gender and age, April 2011-June 2012
- Fruit, spearmint, wintergreen—top three flavors chewed by teens
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- Figure 104: Teen usage of chewing or bubblegum, by flavor, by gender and age, April 2011-June 2012
- Wrigley’s 5 hits a home run with teens
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- Figure 105: Teen usage of chewing or bubblegum, by top 20 brands, by gender and age, April 2011-June 2012
- Teens continue to chew the most gum; majority buy their gum and mints
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- Figure 106: Teen frequency usage of chewing gum or bubblegum in last seven days, by gender and age, April 2011-June 2012
- Half of teens use breath mints; teen girls aged 12-14 use the most
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- Figure 107: Teen usage of breath mints, by gender and age, April 2011-June 2012
- Figure 108: Teen frequency usage of breath mints in last 30 days, by gender and age, April 2011-June 2012
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- Figure 109: Teen usage of breath mints, by brands, by gender and age, April 2011-June 2012
Purchase Decision Influencers
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- Key points
- Word of mouth—main influencer for gum and mints purchases
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- Figure 110: Venues that influence purchase decision of gum and mints, by type, August 2012
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- Figure 111: Elements of packaging to change, by age, August 2012
- Figure 112: Attitudes toward purchasing habits and price, by age, August 2012
- TV influences purchase decisions for three in 10 HHs with children
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- Figure 113: Factors that influence purchase decision of gum and mints, by presence of children, August 2012
Impact of Race/Hispanic Origin
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- Key points
- Multicultural groups tend to over index on consumption
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- Figure 114: Personal consumption and frequency of consumption of gum, mints, and breath fresheners, by types, by race/Hispanic origin, August 2012
- More Hispanics use gum to avoid snacking and calm down
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- Figure 115: Attitudes toward gum as related to dieting and overall health, by race/Hispanic origin, August 2012
- Wrigley brands—favorite with blacks
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- Figure 116: Adult usage of chewing or bubblegum, by brand, by race/Hispanic origin, April 2011-June 2012
- More Asians and Hispanics consider important short ingredient lines
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- Figure 117: Important attributes when selecting gum and mints, by race/Hispanic origin, August 2012
SymphonyIRI/Builders—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 118: Brand map, selected brands of sugarless gum buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 119: Key purchase measures for the top brands of sugarless gum, by household penetration, 2012*
- Regular gum (no sugarless)
- Consumer insights on key purchase measures—regular gum
- Brand map
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- Figure 120: Brand map, selected brands of regular gum (no sugarless) buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 121: Key purchase measures for the top brands of regular gum (no sugarless), by household penetration, 2012*
- Overview of non-chocolate candy
- Breath fresheners
- Consumer insights on key purchase measures—breath fresheners
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- Figure 122: Brand map, selected brands of breath fresheners buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 123: Key purchase measures for the top brands of breath fresheners, by household penetration, 2012*
Appendix: Other Useful Consumer Tables
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- Figure 124: Adult usage of chewing or bubblegum, by brand, by age, April 2011-June 2012
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- Figure 125: Adult usage of chewing or bubblegum, by brand, by gender, April 2011-June 2012
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- Figure 126: Adult usage of chewing or bubblegum, by brand, by age, April 2011-June 2012
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- Figure 127: Adult usage of chewing or bubblegum, by brand, by presence of children in household, April 2011-June 2012
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- Figure 128: Kids' usage of gum, by type, by gender and age, April 2011-June 2012
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- Figure 129: Frequency of favorite gum in house, by gender and age, April 2011-June 2012
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- Figure 130: Frequency of favorite breath mint/strip in house, by gender and age, April 2011-June 2012
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- Figure 131: Availability of gum from vending machines at school, by gender and age, April 2011-June 2012
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- Figure 132: Teen usage of chewing or bubblegum, by type, by gender and age, April 2011-June 2012
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- Figure 133: Purchase habits of gum and mints, by household income, August 2012
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Appendix—SymphonyIRI Builders Panel Data Definitions
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- SymphonyIRI Consumer Network Metrics
Appendix—Social Media—Gum, Mints and Breath Fresheners
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- Brand usage and awareness
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- Figure 134: Usage and awareness of the Altoids brand, by demographics, October 2012
- Figure 135: Usage and awareness of the Tic Tac brand, by demographics, October 2012
- Figure 136: Usage and awareness of the Orbit brand, by demographics, October 2012
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- Figure 137: Usage and awareness of the Juicy Fruit brand, by demographics, October 2012
- Figure 138: Usage and awareness of the Wrigley’s 5 brand, by demographics, October 2012
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- Figure 139: Usage and awareness of the Dentyne Ice brand, by demographics, October 2012
- Satisfaction with brands
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- Figure 140: Satisfaction with selected Gum, mints and breath fresheners brands, November 2012
- Figure 141: Satisfaction with Altoids brand, by demographics, November 2012
- Figure 142: Satisfaction with Tic Tac brand, by demographics, November 2012
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- Figure 143: Satisfaction with Orbit brand, by demographics, November 2012
- Figure 144: Satisfaction with Juicy Fruit brand, by demographics, November 2012
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- Figure 145: Satisfaction with Wrigley’s 5 brand, by demographics, November 2012
- Figure 146: Satisfaction with Dentyne Ice brand, by demographics, November 2012
- Interaction with brands
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- Figure 147: Interaction with the Altoids brand, by demographics, November 2012
- Figure 148: Interaction with the Tic Tac brand, by demographics, November 2012
- Figure 149: Interaction with the Orbit brand, by demographics, November 2012
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- Figure 150: Interaction with the Juicy Fruit brand, by demographics, November 2012
- Figure 151: Interaction with the Wrigley’s 5 brand, by demographics, November 2012
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- Figure 152: Interaction with the Dentyne Ice brand, by demographics, November 2012
- Motivations for interaction
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- Figure 153: internet users aged 18+ who have used listed gum, mints and breath fresheners brand and researched or commented on it
- Figure 154: Reason for interaction with the Tic Tac brand, by demographics, November 2012
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- Figure 155: Reason for interaction with the Orbit brand, by demographics, November 2012
- Figure 156: Reason for interaction with the Juicy Fruit brand, by demographics, November 2012
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- Figure 157: Reason for interaction with the Wrigley’s 5 brand, by demographics, November 2012
- Figure 158: Reason for interaction with the Dentyne Ice brand, by demographics, November 2012
- Online conversations
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- Figure 159: Percentage of consumer conversation, by gum, mints and breath freshener brands, August 1, 2012-November 17, 2012
- Figure 160: Online mentions, by gum, mints and breath freshener brands, by day, August 1, 2012-November 17, 2012
- Figure 161: Mentions by page type, selected gum, mints and breath freshener brands, August 1, 2012-November 17, 2012
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- Figure 162: Online mentions, by selected gum, mints and breath freshener brands, by type of conversation, August 1, 2012-November 17, 2012
- Figure 163: Major areas of discussion surrounding gum, mints and breath freshener brands, by day, August 1, 2012-November 17, 2012
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- Figure 164: Major areas of discussion surrounding gum, mints and breath fresheners, by type of website, August 1, 2012-November 17, 2012
Appendix: Trade Associations
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