Gum, Mints and Breath Fresheners - US - December 2012

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market and forecast
Category shows growth during recession, but recent softness forecast to continue
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
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
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
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
Figure 5: Consumption of gum, mints, and breath fresheners, by presence of children in household, August 2012
Frequency of consumption continues to be low
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
Figure 7: Top six important purchase drivers for gum, mints and breath fresheners, August 2012
Brand loyalty is low; interest in new flavors persists
Figure 8: Attitudes toward brand and flavor of gum and mints, August 2012
Products that provide emotional benefits just as important as functional ones
Figure 9: Attitudes toward gum as related to dieting and overall health, August 2012
Price continues to play an important role in consumers’ choices
Figure 10: Attitudes toward purchasing habits and price, August 2012
What we think
ISSUES IN THE MARKET
Can an emphasis on gum and mints’ functional benefits attract consumers?
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
Provide benefits that appeal to parents without losing fun and taste
Figure 12: Important attributes when selecting gum and mints, by presence of children in household, August 2012
Oral care continues to be an opportunity
Figure 13: Important attributes when selecting gum and mints, by age, August 2012
Emphasize functionality to the elderly
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
Figure 15: Attitudes toward gum as related to overall health, by presence of children, August 2012
Trend: Moral Brands
Figure 16: Attitudes toward gum as related to dieting and overall health, by gender, August 2012
MARKET SIZE AND FORECAST
Key points
Category experiences difficulties; negative trend forecast to continue
Sales and forecast of gum, mints and breath fresheners
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
Figure 19: Total U.S. sales and fan chart forecast of gum, mints, and breath fresheners, at current prices, 2007-17
MARKET DRIVERS
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
Snacking poses threat
Figure 20: Teen attitudes toward food and snacking, by gender and age, April 2010-June 2011
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
Figure 23: Important attributes when selecting gum and mints, by age, August 2012
Chewy Candy—shows positive performance and presents tough competition
SEGMENT PERFORMANCE
Key points
Sugarless gum dominates; influences overall category performance
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
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
Key points
Strategic positioning could change the future of sugarless gum
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
Figure 29: Total U.S. retail sales and forecast of sugarless gum, at current prices, 2007-17
SEGMENT PERFORMANCE—BREATH FRESHENERS
Key points
Breath fresheners shows strongest performance among all segments
Figure 30: Important attributes when selecting gum and mints, by personal consumption of breath fresheners, August 2012
Sales and forecast of breath fresheners
Figure 31: Total U.S. retail sales and forecast of breath fresheners, at current prices, 2007-17
SEGMENT PERFORMANCE—REGULAR GUM
Key points
Regular gum becoming a square peg in a round hole?
Figure 32: Important attributes when selecting gum and mints, by personal consumption, regular gum, August 2012
Sales and forecast of regular gum
Figure 33: Total U.S. retail sales and forecast of regular gum, at current prices, 2007-17
SEGMENT PERFORMANCE—PLAIN MINTS
Key points
Plain mints need a spark to continue growth trend
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
Figure 35: Total U.S. retail sales and forecast of plain mints, at current prices, 2007-17
RETAIL CHANNELS
Key points
Retail channels struggle overall; impulse purchases are key
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
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
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
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
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
Figure 42: U.S. drugstore sales of gum, mints, and breath fresheners, at current prices, 2007-12
RETAIL CHANNELS—NATURAL SUPERMARKETS
Key points
Insights
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
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
Figure 46: Natural supermarket sales of gum, mints, and breath fresheners, by organic, 2010 and 2012*
LEADING COMPANIES
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
Figure 47: Adult usage of chewing or bubblegum, by brand, by age, April 2011-June 2012
Manufacturer sales of gum, mints, and breath fresheners
Figure 48: MULO sales of gum, plain mints, and breath fresheners, by leading companies, 2011* and 2012*
BRAND SHARE—SUGARLESS GUM
Key points
A two-horse race experiencing a troublesome journey
Mars remains the leader; continued declines could threaten its position
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
Figure 50: Trended frequency of usage of chewing gum or bubblegum in last seven days, 2008-12
Manufacturer sales of sugarless gum
Figure 51: MULO sales of sugarless gum, by leading companies, 2011* and 2012*
BRAND SHARE—REGULAR GUM
Key points
Mars dominates and influences segment’s continued downward trend
Tootsie Roll banks on nostalgia and wins big
Manufacturer sales of regular gum
Figure 52: MULO sales of regular gum, by leading companies, 2011*and 2012*
BRAND SHARE—BREATH FRESHENERS
Key points
A small breath of fresh air
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
Figure 54: MULO sales of breath fresheners, by leading companies, 2011* and 2012*
BRAND SHARE—PLAIN MINTS
Key points
Life Savers celebrates 100 years; Mentos stays fresh
Private label builds momentum
Manufacturer sales of plain mints
Figure 55: MULO sales of plain mints, by leading companies, 2011* and 2012*
INNOVATIONS AND INNOVATORS
Number of product introductions for gum on decline 2008-12
Figure 56: Gum product introductions, 2008-12
Figure 57: Gum product introductions, by claims, 2008-12
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
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
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
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
Figure 63: Wrigley Extra, TV ad, Title “Icy Cool,” 2011
Figure 64: Brand analysis of Wrigley Extra, 2012
Online initiatives
Print and other
Stride continues to tout its long-lasting flavor
TV presence
Figure 65: Stride, TV ad, “Thanks Ryan,” 2011
Figure 66: Brand analysis of Stride, 2012
Online initiatives
Print and other
Trident stresses oral health
TV presence
Figure 67: Trident, TV ad, “Fun,” 2012
Figure 69: Brand analysis of Trident, 2012
Print, PR and other
Dentyne underscores convenience through its Split2Fit gum pack
TV presence
Figure 68: Dentyne, TV ad “Fresh Breath,” 2012
Figure 69: Brand analysis of Dentyne, 2012
Online initiatives
Tic Tac plays up its flavors
TV presence
Figure 70: Tic Tac, TV ad “Fruit Adventure,” 2012
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
Key points
Key social media metrics
Figure 72: Key brand metrics, November 2012
Market overview
Figure 73: Examples of smaller gum pack sizes that include six pieces
Brand usage and awareness
Figure 74: Usage and awareness of selected gum, mints and breath freshener brands, October 2012
Brand satisfaction
Figure 75: Satisfaction with selected gum, mints and breath freshener brands, October 2012
Interaction with brands
Figure 76: Interaction with brands, October 2012
Motivations for interacting with brands
Figure 77: Why people interact with gum, mints and breath freshener brands, October 2012
 ONLINE CONVERSATIONS
Figure 78: Percentage of consumer conversation, by selected gum, mints and breath freshener brands, August 1, 2012- November 17, 2012
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?
Figure 80: Mentions, by page type, selected gum, mints and breath freshener brands, August 1, 2012-November 17, 2012
What are people talking about?
Figure 81: Mentions, by type of conversation, selected gum, mints and breath freshener brands, August 1, 2012-November 17, 2012
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
Figure 84: Tic Tac, key social media indicators, November 2012
Key online campaigns
What we think
Wrigley’s 5
Figure 85: Wrigley’s 5, key social media indicators, November 2012
Key online campaigns
What we think
Altoids
Figure 86: Altoids, key social media indicators, November 2012
Key online campaigns
What we think
Juicy Fruit
Figure 87: Juicy Fruit, key social media indicators, November 2012
Key online campaigns
What we think
Orbit
Figure 88: Orbit, key social media indicators, November 2012
Key online campaigns
What we think
Dentyne Ice
Figure 89: Dentyne Ice, key social media indicators, November 2012
Key online campaigns
What we think
USAGE, FREQUENCY OF CONSUMPTION—ADULTS
Key points
Category has room to grow; opportunities exist for breath strips
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
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
Figure 92: Frequency of consumption of gum, mints, and breath fresheners, by type, August 2012
USAGE, FREQUENCY OF CONSUMPTION—KIDS
Key points
Almost all children chew gum; older children lead the way
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
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
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
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
Figure 100: Kids' usage of breath mints/strips, by gender and age, April 2011-June 2012
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
Figure 102: Kids' usage of breath mints/strips, by brands, by gender and age, April 2011-June 2012
USAGE, FREQUENCY OF CONSUMPTION—TEENS
Key points
Significantly more teen girls aged 15-17 eat sugar-free gum
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
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
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
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
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
Figure 109: Teen usage of breath mints, by brands, by gender and age, April 2011-June 2012
PURCHASE DECISION INFLUENCERS
Key points
Word of mouth—main influencer for gum and mints purchases
Figure 110: Venues that influence purchase decision of gum and mints, by type, August 2012
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
Figure 113: Factors that influence purchase decision of gum and mints, by presence of children, August 2012
IMPACT OF RACE/HISPANIC ORIGIN
Key points
Multicultural groups tend to over index on consumption
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
Figure 115: Attitudes toward gum as related to dieting and overall health, by race/Hispanic origin, August 2012
Wrigley brands—favorite with blacks
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
Figure 117: Important attributes when selecting gum and mints, by race/Hispanic origin, August 2012
SYMPHONYIRI/BUILDERS—KEY HOUSEHOLD PURCHASE MEASURES
 OVERVIEW OF GUM
 SUGARLESS GUM
Consumer insights on key purchase measures—sugarless gum
Brand map
Figure 118: Brand map, selected brands of sugarless gum buying rate, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
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
Figure 120: Brand map, selected brands of regular gum (no sugarless) buying rate, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
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
Figure 122: Brand map, selected brands of breath fresheners buying rate, by household penetration, 2012*
Brand leader characteristics
Key purchase measures
Figure 123: Key purchase measures for the top brands of breath fresheners, by household penetration, 2012*
APPENDIX: OTHER USEFUL CONSUMER TABLES
Figure 124: Adult usage of chewing or bubblegum, by brand, by age, April 2011-June 2012
Figure 125: Adult usage of chewing or bubblegum, by brand, by gender, April 2011-June 2012
Figure 126: Adult usage of chewing or bubblegum, by brand, by age, April 2011-June 2012
Figure 127: Adult usage of chewing or bubblegum, by brand, by presence of children in household, April 2011-June 2012
Figure 128: Kids' usage of gum, by type, by gender and age, April 2011-June 2012
Figure 129: Frequency of favorite gum in house, by gender and age, April 2011-June 2012
Figure 130: Frequency of favorite breath mint/strip in house, by gender and age, April 2011-June 2012
Figure 131: Availability of gum from vending machines at school, by gender and age, April 2011-June 2012
Figure 132: Teen usage of chewing or bubblegum, by type, by gender and age, April 2011-June 2012
Figure 133: Purchase habits of gum and mints, by household income, August 2012
APPENDIX—SYMPHONYIRI BUILDERS PANEL DATA DEFINITIONS
SymphonyIRI Consumer Network Metrics
APPENDIX—SOCIAL MEDIA—GUM, MINTS AND BREATH FRESHENERS
Brand usage and awareness
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
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
Figure 139: Usage and awareness of the Dentyne Ice brand, by demographics, October 2012
Satisfaction with brands
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
Figure 143: Satisfaction with Orbit brand, by demographics, November 2012
Figure 144: Satisfaction with Juicy Fruit brand, by demographics, November 2012
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
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
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
Figure 152: Interaction with the Dentyne Ice brand, by demographics, November 2012
Motivations for interaction
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
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
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
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
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
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