Candy: Mints/Gum/Breath Fresheners 2014

By
Samantha Oller, Senior Editor/Special Projects Coordinator

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Where the Gains Are

C-store sales, 52 weeks ending Dec. 29, 2013

C-store sales of gum decelerated even more in 2013, with IRI reporting a nearly 8% dip in unit sales and more than 7% drop in dollar sales. Both regular and sugarless lost ground. Nielsen figures also show a nearly 7% drop in c-store gum sales, with units down almost 6%.

Breath-freshener sales were stronger, with IRI reporting a more than 2% increase in unit sales, led by strong sales of the Ice Breakers and Altoids brands. (IRI separates brands such as Mentos and LifeSavers into a “plain mints” segment.)

Nielsen, meanwhile, pegs the unit increase for breath fresheners at 1.3%.

Candy typeC-store sales
($ millions)
PCYAUnit sales
(millions)
PCYA
Regular gum
(no sugarless)
$189.1-5.8%222.0-10.2%
Sugarless gum$917.3-7.4%612.1-7.0%
Total gum$1,106.3-7.1%834.2-7.9%
Breath fresheners$216.85.7%126.82.1%
Plain mints$78.9-1.5%69.2-4.9%

Source: IRI

C-store sales, 52 weeks ending Dec. 28, 2013    
Sugarless$853.0-7.5%573.6-5.7%
Regular$168.3-3.0%190.0-6.7%
Total gum$1,021.3-6.8%763.6-5.9%
Breath fresheners$243.0-4.7%154.81.3%

Source: The Nielsen Co., The Hershey Co.


Dollar Share by Flavor: Gum

C-store sales, 52 weeks ending Dec. 28, 2013

The top-selling gum flavor in c-stores was mint in 2013, with fruit a distant second, according to Nielsen.

FlavorDollar sharePoint change
Mint67.9%3.3
Fruit20.1%-1.4
Bubblegum5.3%0.4
Cinnamon3.2%0.0
Sour0.1%0.0
All others3.4%-2.3

Sources: The Nielsen Co., The Hershey Co.


Customer in Focus

According to Mintel research, 77% of gum, mint and breath-freshener users use this category of products to freshen breath, followed by “to get a bad taste out of my mouth.” “While flavor innovation is a strong means of attracting attention, there should always be a focus on freshening the breath,” Mintel concludes. While only 37% of users cited breath fresheners’ ability to keep them from eating  food, manufacturers should still consider highlighting the category’s role in weight loss and hunger control, Mintel advises.

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