The U.S. Market for Gum, Mints, & Breath Fresheners

• Wholesale Dollar Shipments and Per Capita Consumption
• Overall Retail Sales at $3.7 Billion
• Pockets of Growth
• Projected Market Growth
• Top Marketers and Brands
• Top Advertisers
• Wrigley in the Catbird’s Seat
• New Products and Market Saturation
• Overview of Flavor Trends
• Novelty, Licensing, and Packaging Strategies
• Consumer Demographics
• Figure 1-1: Top Gums and Breath Mints by Brands Most Often Used, 2002 (% of U.S. households)

II. The Market

Market Size and Composition

• Note on IRI Market Data and Packaged Facts Figures
• Market Definition
• Wholesale Gum Shipments at $1.7 Billion
• Wholesale Per Capita Gum Consumption at $6.27
• Overall Retail Sales Approach $3.7 Billion
  • Sales of Gum at $2.9 Billion
  • Sales of Mints/Breath Fresheners at $746 Million
  
  
• 10% Compound Annual Growth Rate for Sugarless Gum
• Backward Steps for Breath Fresheners
• Sugarless Gum at 64% of Category
• Supermarkets at 21% Market Share
• Figure 2-1: U.S. Retail Sales of Gum, Mints, and Breath Fresheners, 1998-2002 (dollars)
• Figure 2-2: U.S. Manufacturers’ Pound and Dollar Shipments of Chewing Gum, Bubble Gum, and Chewing Gum Base, 1997-2001 (pound and dollar)
• Figure 2-3: Wholesale Dollar Value/Pound U.S. Manufacturers’ Shipments of Chewing Gum, Bubble Gum, and Chewing Gum Base, 1997-2001 (dollars)
• Figure 2-4: U.S. Per Capita Consumption of Chewing Gum, Bubble Gum, and Chewing Gum Base: Pounds and Wholesale Dollar Value, 1997-2001 (pounds and dollar)
• Figure 2-5: U.S. Retail Sales of Gum, Mints, and Breath Fresheners, 1998-2002 (dollars)
• Figure 2-6: U.S. Retail Sales by Product Category: Gum vs. Breath Fresheners/Mints, 1998-2002 (dollar)
• Figure 2-7: IRI-Tracked Retail Sales by Product Segment: Sugarless Gum vs. Regular Gum, 1998-2002 (dollar)
• Figure 2-8: IRI-Tracked Retail Sales by Product Segment: Breath Fresheners vs. Plain Mints 1998-2002 (dollar)
• Figure 2-9: Sugarless Gum vs. Regular Gum Share of Combined Sales Through IRI-Tracked Outlets, 1998 vs. 2002 (percent)
• Figure 2-10: Breath Freshener vs. Plain Mint Share of Combined Sales Through IRI-Tracked Outlets, 1998 vs. 2002 (percent)
• Figure 2-11: Share of U.S. Gum, Mints, and Breath Fresheners Market by Chain Retail Channel, 2002 (percent): 4 Types of Retail Channels, All Others

Market Forecasts


• Pockets of Growth
  • Growth Strategies
  • “Extra Duty” Sugarless Gums
  • A Fiftysomething Future
  • Hispanic Market in the Spotlight
  • The Wal-Mart Express
  
  
• Projected Market Growth
• Overall Market to Exceed $4.2 Billion in 2007
• Figure 2-12: Sugarless Gum vs. Regular Gum Share of IRI-Tracked Wrigley/Amurol Sales, 1998 vs. 2002 (percent)
• Figure 2-13: Projected U.S. Population by Age Bracket, 2000-2010 (number): From Age Under 5 to Age 75 and Over
• Figure 2-14: Population Projections for Selected U.S. Racial/Ethnic Populations, 2000-2020 (number): Non-Hispanic White, Non-Hispanic Black, Hispanic, Non-Hispanic Asian/Pacific Islander
• Figure 2-15: Projected U.S. Retail Sales of Gum, Mints, and Breath Fresheners, 2002-2007 (dollars)
• Figure 2-16: Projected U.S. Retail Sales by Product Category: Gum vs. Breath Fresheners/Mints, 2002-2007 (dollar)

III. The Marketers

Marketer and Brand Shares

• Top Marketers and Brands
  • Extra Sugarless Gum at Over $150 Million in IRI-Tracked Sales
  • Wrigley Claims Over Half of Gum Category
  • Kraft Claims One-Third of Breath Freshener/Mint Category
  
  
• Consumer Advertising Expenditures
  • Wrigley a $110 Million Plus Advertiser
  • Adams and Kraft Follow in $60-$70 Million Range
  • Other Top Advertisers
  
  
• The Competitive Situation
  • M&A Activity
  • Wrigley in the Catbird’s Seat
  • New Products and Market Saturation
  
  
• Marketing and New Product Trends
  • Flavor Trends
  • Novelty Products
  • The Nutraceutical Scene
  
  
• Figure 3-1: Top Marketers of Gum, Breath Fresheners, and Plain Mints by IRI-Tracked Share, 2002 (percent): 5 Marketers, Private Label, Others
• Figure 3-2: Top Brands of Gum, Breath Fresheners, and Plain Mints by IRI-Tracked Share, 2002 (percent): 22 Brands, Private Label, Others
• Figure 3-3: Selected Brand Lines of Gum, Breath Fresheners, and Plain Mints by IRI-Tracked Sales, 2002 (dollar): 29 Brand Lines
• Figure 3-4: Top Marketers of Gum by IRI-Tracked Share, 2002 (percent): 3 Marketers, Private Label/Others
• Figure 3-5: Top Marketers and Brands of Sugarless Gum by IRI-Tracked Share, 2002 (percent): 4 Marketers/15 Brands/Others
• Figure 3-6: Top Marketers and Brands of Regular Gum by IRI-Tracked Share, 2002 (percent): 6 Marketers/40 Brands, Others
• Figure 3-7: Top Marketers of Breath Fresheners and Plain Mints by IRI-Tracked Share, 2002 (percent): 6 Marketers, Private Label, Others
• Figure 3-8: Top Marketers and Brands of Breath Fresheners by IRI-Tracked Share, 2002 (percent): 9 Marketers/14 Brands, Private Label, Others
• Figure 3-9: Top Marketers and Brands of Plain Mints by IRI-Tracked Share, 2002 (percent): 8 Marketers/10 Brands, Private Label, Others
• Figure 3-10: Selected Gum, Mint, and Breath Freshener Product Lines by 12-Month Increase in IRI- Tracked Sales, Second-Quarter 2002 (dollars): 19 Product Lines

IV. Marketer Profiles

Competitive Profile: Adams (Cadbury Schweppes Plc)

• Company Overview
• Running with Wrigley
• Competitive Review
  • Product Launches
  • Advertising and Promotions
  • Internet Operations

Competitive Profile: Ferrero U.S.A., Inc. (Ferrero SpA, Italy)


• Company Overview
• Product Line-Up
• A Breath Mint Recipe for Success
• Competitive Review
  • New Products Intros, in Lime and Silver
  • Advertising and Promotions
  • Internet Operations

Competitive Profile: Hershey Foods Corp.


• Company Overview
• #1 U.S. Candy Marketer
• Sharper Focus in Non-Chocolates
• Removing Kinks in the System
• Competitive Review
  • Product Launches and Promotions
  • Internet Operations

Competitive Profile: Kraft Foods


• Corporate Overview
• Building Big-Bang Brands
• Product Line-Up
• Competitive Review
  • New Product Launches
  • Advertising and Promotion
  • Internet Operations

Competitive Profile: Wm. Wrigley Jr. Co./Amurol Confections


• Company Overview
• The Wrigley Product Lineup
  • The Amurol Contingent
  
  
• A New Attitude
• Competitive Review
  • New Product Launches
  • Tinkering with the Tried and True
  • Amurol Novelty Gums Banking on Extreme Flavors, Christmas Variants
  • Extreme Flavors Also at Work in Sugarless Segment
  • Advertising Strategies
  • Internet Operations

V. The Consumer

Gum and Breath Mint Demographics

• Note on Simmons Survey Data and Figures
• Overview of Household Consumption
  • 57% of Households Use Gum, 62% Use Breath Mints
  • Preference Rates: Regular vs. Sugarless
  • tic tac the Top Brand by Household Preference
  
  
• Figure 5-1: Overview of Household Usage: Gum and Breath Mints, 2002 (% of U.S. households)
• Figure 5-2: Top Gums and Breath Mints by Brands Most Often Used, 2002 (% of U.S. households)

Consumer Focus: Chewing and Bubble Gum

• Overview of Household Consumption
  • 12% of Households Use 3-4 Pieces Weekly
  • Regular vs. Sugarless Profiles
  
  
• Patterns and Variations for Mass-Market Brands
  • Gender Patterns
  • Age Patterns
  • Adams Stronger Among Hispanic Consumers
  • Trident Is Exception to Regional Pattern
  • Educational, Occupational, and Household Income Patterns
  • Patterns by Household Composition
  
  
• Figure 5-3: Household Usage Rates for Chewing and Bubble Gum: Overall and by Type, Usage Level, and Brand, 2002 (% of U.S. Households)
• Figure 5-4: Demographic Characteristics Favoring Heavy Use of Gum: 11 or More Pieces in Last 7 Days, 2002 (U.S. Households)
• Figure 5-5: Demographic Characteristics Favoring Use of Regular Gum, 2002 (U.S. Households)
• Figure 5-6: Demographic Characteristics Favoring Use of Sugarless Gum, 2002 (U.S. Households)
• Figure 5-7: Household Usage Rates for Selected Gum Brands: By Gender, 2002 (% of U.S. Households)
• Figure 5-8a: Household Usage Rates for Selected Gum Brands: By Age Bracket, 2002 (% of U.S. Households)
• Figure 5-8b: Household Usage Rates for Selected Gum Brands: By Age Bracket, 2002 (% of U.S. Households)
• Figure 5-9: Household Usage Rates for Selected Gum Brands: By Race/Ethnicity, 2002 (% of U.S. Households)
• Figure 5-10: Top Gum Brands by Household Usage Rates: Black vs. Hispanic, 2002 (% of U.S. households)
• Figure 5-11: Household Usage Rates for Selected Gum Brands: By Region, 2002 (% of U.S. Households)
• Figure 5-12: Household Usage Rates for Selected Gum Brands: By Educational Attainment, 2002 (% of U.S. Households)
• Figure 5-13: Household Usage Rates for Selected Gum Brands: By Occupation, 2002 (% of U.S. Households)
• Figure 5-14a: Household Usage Rates for Selected Gum Brands: By Household Income Bracket, 2002 (% of U.S. Households)
• Figure 5-14b: Household Usage Rates for Selected Gum Brands: By Household Income Bracket, 2002 (% of U.S. Households)
• Figure 5-15: Household Usage Rates for Selected Gum Brands: By Household Size, 2002 (% of U.S. Households)
• Figure 5-16: Household Usage Rates for Selected Gum Brands: By Age of Children in Household, 2002 (% of U.S. Households)

Consumer Focus: Breath Mints

• Overview of Household Consumption
  • 20% of Households Use One Roll Monthly
  • Regular vs. Sugarless Profiles
  
  
• Patterns and Variations for Mass-Market Brands
  • Gender Patterns
  • Age Patterns
  • 27% Rate for LifeSavers Among African-Americans
  • 21% Rate for Altoids in the West
  • Educational, Occupational, and Household Income Patterns
  • Patterns by Household Composition
  
  
• Figure 5-17: Household Usage Rates for Breath Mints: Overall and by Type, Usage Level, and Brand, 2002 (% of U.S. Households)
• Figure 5-18: Demographic Characteristics Favoring Heavy Use of Breath Mints: 8-13 Rolls in Last 30 Days, 2002 (U.S. Households)
• Figure 5-19: Demographic Characteristics Favoring Use of Regular Breath Mints, 2002 (U.S. Households)
• Figure 5-20: Demographic Characteristics Favoring Use of Sugarless Breath Mints, 2002 (U.S. Households)
• Figure 5-21: Household Usage Rates for Selected Breath Mint Brands: By Gender, 2002 (% of U.S. Households)
• Figure 5-22a: Household Usage Rates for Selected Breath Mint Brands: By Age Bracket, 2002 (% of U.S. Households)
• Figure 5-22b: Household Usage Rates for Selected Breath Mint Brands: By Age Bracket, 2002 (% of U.S. Households)
• Figure 5-23: Household Usage Rates for Selected Breath Mint Brands: By Race/Ethnicity, 2002 (% of U.S. Households)
• Figure 5-24: Household Usage Rates for Selected Breath Mint Brands: By Region, 2002 (% of U.S. Households)
• Figure 5-25: Household Usage Rates for Selected Breath Mint Brands: By Educational Attainment, 2002 (% of U.S. Households)
• Figure 5-26: Household Usage Rates for Selected Breath Mint Brands: By Occupation, 2002 (% of U.S. Households)
• Figure 5-27a: Household Usage Rates for Selected Breath Mint Brands: By Household Income Bracket, 2002 (% of U.S. Households)
• Figure 5-27b: Household Usage Rates for Selected Breath Mint Brands: By Household Income Bracket, 2002 (% of U.S. Households)
• Figure 5-28: Household Usage Rates for Selected Breath Mint Brands: By Household Size, 2002 (% of U.S. Households)
• Figure 5-29: Household Usage Rates for Selected Breath Mint Brands: By Age of Children in Household, 2002 (% of U.S. Households)

VI. Looking Ahead

Trends and Opportunities

• Growth Strategies
• Border Crossings and Brand Extensions
• Flavor Trends in Focus
• Sales Growth in Novelty Products
• Sales Growth in Hispanic Market

Appendix I: Examples Of Consumer Advertising And Promotions

Appendix II: Addresses Of Selected Marketers