Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- A slow growing market
- But a wide range of market developments
- Obesity, diabetes, and oral health contribute to sales of some products
- Growth in functional products
- Older consumers are not big gum or mint users
- Channel blurring: all channels sell gum and mints, or so it seems
- Segments show different rates of growth and decline
- Wrigley and Cadbury control the market…for now
- Advertising and promotion are essential
- Convenience stores are top channel
- Half of respondents use gum or mints
- Attitudes and expectations vary
- Aging consumers’ need for functional products may boost market
- Two issues continue to challenge manufacturers
- A slow-growth future
Market Drivers
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- Usage and frequency trends underscore static market
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- Figure 1: Incidence of chewing bubblegum/chewing gum – adults, teens, and kids, 2002-06
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- Figure 2: Frequency of chewing bubblegum/chewing gum—adults and teens, 2004-06
- “Functional” gum products demonstrate potential
- Channel blurring, front-end automation among challenges to growth
- Issues of diet and health
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- Figure 3: Attitudes towards healthy eating, 2002-06
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- Figure 4: Attitudes toward taking care of teeth, March 2007
Market Size and Trends
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- Market size
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- Figure 5: Total U.S. retail sales of gum, mints, and breath fresheners, at current and constant prices, 2001-06
- Market trends
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- Figure 6: New gum introductions, by product claim, by quarter, 2005 and 2006
- Sugarless products lead launches for gum
- Developments in flavors and ingredients
- Innovations in packaging
Market Segmentation
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- Overview
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- Figure 7: Sales of gum, mints, and breath fresheners market, segmented by product type, 2004 and 2006
- Sugarless gum
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- Figure 8: Sales of sugarless gum, at current and constant prices, 2001-06
- Breath fresheners
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- Figure 9: Sales of breath fresheners, at current and constant prices, 2001-06
- Anti-smoking gum
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- Figure 10: Sales of anti-smoking gum, at current and constant prices, 2001-06
- Regular gum
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- Figure 11: Sales of regular gum, at current and constant prices, 2001-06
- Plain mints
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- Figure 12: Sales of plain mints, at current and constant prices, 2001-06
- Breath freshener spray
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- Figure 13: Sales of breath freshener spray, at current and constant prices, 2001-06
Supply Structure
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- Overview of company and brand sales
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- Figure 14: Manufacturer sales of gum, mints, and breath fresheners in the U.S., 2004 and 2006
- Sugarless gum
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- Figure 15: Manufacturer brand sales of sugarless gum in the U.S., 2004 and 2006
- Breath fresheners
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- Figure 16: Manufacturer brand sales of breath fresheners in the U.S., 2004 and 2006
- Anti-smoking gum
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- Figure 17: Manufacturer brand sales of anti-smoking gum in the U.S., 2004 and 2006
- Regular gum
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- Figure 18: Manufacturer brand sales of regular gum in the U.S., 2004 and 2006
- Plain mints
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- Figure 19: Manufacturer brand sales of plain mints in the U.S., 2004 and 2006
- Breath spray drops
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- Figure 20: Manufacturer brand sales of breath spray drops in the U.S., 2004 and 2006
Advertising and Promotion
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- Wm. Wrigley Jr. Co.
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- Figure 21: Snoop Dogg: Orbit Girl to the rescue, 2007
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- Figure 22: Doublemint Twins Mints—they’re different! 2007
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- Figure 23: Extra gum—help! 2007
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- Figure 24: Extra Winterfresh gum, 2007
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- Figure 25: Juicy Fruit gum and the killer ant, 2007
- Cadbury Schweppes (Adams)
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- Figure 26: Dentyne Ice Happy Hunting, 2007
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- Figure 27: Dentyne Fire Mints and Dentyne Ice Gum, 2007
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- Figure 28: Stride chewing gum—the marketing team at work, 2007
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- Figure 29: Bubblicious burst chewing gum, 2007
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- Figure 30: Trident White—smile brighter, 2007
- Hershey’s
- Masterfoods USA
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- Figure 31: Skittles Rainbow Bubble Gum—taste the rainbow, 2007
- GlaxoSmithKline
- Topps Co. Inc.
- McNeil PPC
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- Figure 32: Listerine—infringing on my personal space , 2007
Retail Distribution
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- Introduction
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- Figure 33: U.S. retail sales of gum, mints, and breath fresheners, by channel, 2004 and 2006
- Supermarkets
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- Figure 34: U.S. supermarket sales of gum, mints, and breath fresheners, at current and constant prices, 2001-06
The Consumer
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- Introduction
- Summary
- Incidence of gum and mint/breath strip consumption
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- Figure 35: Usage of gum and breath mints/strips—adults, teens and kids, January-October 2006
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- Figure 36: Usage of gum and breath mints/strips—adults, teens and kids, by gender, January-October 2006
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- Figure 37: Usage of gum and breath mints/strips—adults, by age, January-October 2006
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- Figure 38: Usage of gum and breath mints/strips—adults, teens and kids, by race/ethnicity,
- Consumer preference for regular vs. sugarless gum and mints
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- Figure 39: Type of gum chewed—adults, teens and kids, January-October 2006
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- Figure 40: Type of mints eaten—adults and teens, January-October 2006
- Gum brands used
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- Figure 41: Brands of gum chewed—adults, by age, January-October 2006
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- Figure 42: Brands of gum chewed—teens, January-October 2006
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- Figure 43: Brands of gum chewed—children, January-October 2006
- Breath mints/strips brands used
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- Figure 44: Brands of breath mints/strips used—adults, by age, January-October 2006
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- Figure 45: Brands of mints/strips used—teens, January-October 2006
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- Figure 46: Brands of mints/strips used—children, January-October 2006
- Usage patterns: amount of gum and mints used
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- Figure 47: Average amount of gum/mints used—adults, teens, and children, January-October 2006
- Trying new flavors of gum and mints
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- Figure 48: Trying new flavors of gum and mints, by age, February 2007
- Attitudes and opinions about gum and mints
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- Figure 49: Attitudes and opinions about gum, by gender and age, February 2007
- Gum: important attributes
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- Figure 50: Important attributes of gum, by age, February 2007
- Interest in functional gum
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- Figure 51: Interest in functional gum for oral health/care, by age, February 2007
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- Figure 52: Interest in functional gum for purposes other than oral care, by age, February 2007
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- Figure 53: Interest in functional gum, by level of interest and age, February 2007
- Matching products to usage occasions
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- Figure 54: Uses for gum and mints, by age, February 2007
Future and Forecast
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- Future trends
- Aging population
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- Figure 55: Projections of U.S. resident population, by age, 2005 and 2015
- Continuing channel blurring requires more imaginative solutions
- The future of functional products
- New products need a new twist
- Market forecast
- Gum, mints and breath fresheners market
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- Figure 56: Forecast of total U.S. retail sales of gum, mints, and breath fresheners, at current and constant prices, 2006-11
- Sugarless gum
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- Figure 57: Forecast of U.S. sales of sugarless gum, at current and constant prices, 2006-11
- Breath fresheners
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- Figure 58: Forecast of U.S. sales of breath fresheners, at current and constant prices, 2006-11
- Anti-smoking gum
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- Figure 59: Forecast of U.S. sales of anti-smoking gum, at current and constant prices, 2006-11
- Regular gum
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- Figure 60: Forecast of U.S. sales of regular gum, at current and constant prices, 2006-11
- Plain mints
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- Figure 61: Forecast of U.S. sales of plain mints, at current and constant prices, 2006-11
- Forecast factors
Appendix: Trade Associations
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