• Table 1-1 U.S. Gum & Mint Retail-Market Sales, 2000-2004 (in million $)
• Gum
• Table 1-2 IRI-Tracked Sales of Gum (Regular/Sugarless), 2000-2004 (in million $)
• Mints
• Table 1-3 IRI-Tracked Sales of Mints and Breath Fresheners, 2000-2004 (in million $)

• Adults Outpace Kids in Population Growth
• Children Moving Towards Healthier Snacking
• Chewing To Lose Weight
• Skewed Towards Healthful Foods
• Sweet Innovations
• Growing Hispanic Population
• Wrigley Enters Mint Market

• Breath Conscious Consumer
• Health Conscious Consumer
• Obesity and the Low Carb Trend
• Going Organic
• Functional Gums
• Fruit-Flavored Gums
• Innovative Ingredients
• Technological Advancements
• Extreme Flavors
• Targeting the Ethnic Markets
• Liquid Mints
• Innovative Packaging
• Mexican Players Entering the U.S. Market

Chapter 2 The Market

• Product Definition
  • Gum
  • Mints
  
  
• Overall Market Size
  • Market Overview
  • Figure 2-1 U.S. Gum & Mint Retail-Market Sales, 2000-2004 (in million $)
  
  
• Market Structure
  • Figure 2-2 IRI-Tracked Market Share of Gum & Mint, 2004 (in %)
  • Figure 2-3 IRI-Tracked Market Share of Gum & Mint Market,
  • by Category, 2004
  
  
• The Gum Market
  • Table 2-1 IRI-Tracked Sales of Regular Gum 2000-2004 (in million $)
  • Table 2-2 IRI-Tracked Sales of Sugarless Gum 2000-2004 (in million $)
  
  
• The Mints/Breath Freshener Market
  • Table 2-3 IRI-Tracked Sales of Breath Fresheners 2000-2004 (in million $)
  • Table 2-4 IRI-Tracked Sales of Plain Mints 2000-2004 (in million $)
  
  
• Factors to Future Growth
  • Adults Outpace Kids in Population Growth
  • Table 2-5 Projected U.S. Population by Age Bracket, 2000-2010 (in million)
  • Chewing Gum Top Adult Snack
  • Table 2-6 Top 10 Snacks Consumed by Men and Women*
  • Chewing To Lose Weight
  • Diet Trends Shifting
  • Innovations
  • Growing Hispanic Population
  • Wrigley Re-Enters Mint Market
  
  
• Market Forecast
  • Figure 2-4 U.S. Retail-Market Sales Projections for Gum And Mints, 2004-2009 (in million $)

Chapter 3 Gum Market

• Gum
  • Overview
  • Figure 3-1 Market Composition by Major Marketer Share of Total Gum, 2004 (by %)
  
  
• Regular (Not Sugarless) Gum
  • Overview
  • Top Regular Gum Marketers
  • Figure 3-2 Market Composition by Major Marketer Share of Regular Gum, 2004 (in %)
  • William Wrigley Jr. Co.
  • Table 3-1 IRI-Tracked Sales of Regular Gum Marketers, 2000-2004 (in million $)
  • Americas Confectionery
  • Hershey Foods Corp.
  • Top Regular Gum Brands
  • Figure 3-3 Market Composition by Brand Share of Regular Gum, 2004 (in %)
  • Table 3-2 IRI-Tracked Sales of Regular Gum Brands, 2000-2004 (in million $)
  
  
• Sugarless Gum
  • Overview
  • Top Sugarless Gum Marketers
  • Figure 3-4 Market Composition, by Major Marketer Share of Sugarless Gum, 2004 (in %)
  • Table 3-3 IRI-Tracked Sales of Sugarless Gum Marketers 2000-2004 (in million $)
  • Top Sugarless Gum Brands
  • Figure 3-5 Market Composition by Brand Share of Sugarless Gum, 2004 (in percentage)
  • Table 3-4 IRI-Tracked Sales of Sugarless Gum Brands, 2000-2004 (in million $)
  
  
• Projections
  • Table 3-5 Retail Market Sales Projections for the Gum Market, 2004-2009 (in million $)
  
  
• Consumer
  • Overview
  
  
• Gum Consumers
  • Table 3-6 Demographic Profile of U.S. Adult Gum Consumer 2004
  • Gum Types — Sugarless, Regular Gum
  • Table 3-7 Demographic Profile of Gum Consumers, Sugarless vs.
  • Regular Gum
  • Gums Flavor Preference
  • Table 3-8 Gum Flavor Preference, 2004 (in percentage)
  • Table 3-9 Demographic Profile of Gum Consumers by Flavor: Peppermint, Spearmint, Wintergreen/Winterfresh
  • Table 3-10 Demographic Profile of Gum Consumers by Flavor: Cinnamon, Fruit, Original/Bubble Gum
  • Gum Brand Preference
  • Table 3-11 Preference for Gum Brands, 2004 (in percentage)
  • Table 3-12 Demographic Profile of Gum Consumers by Brand: Dentyne Ice, Trident, Wrigley’s Spearmint
  • Usage Rate of Gums
  • Table 3-13 Usage Rate of Gum Among U.S. Consumers

Chapter 4 Mint Market

• Overview
• Figure 4-1 IRI-tracked Market Share of Mint Marketers 2004 (in percentage)

• Overview
• Top Breath Freshener Marketers
• Figure 4-2 IRI-Tracked Market Share of Breath Freshener Marketers, 2004
• Table 4-1 IRI-Tracked Sales Of Breath Freshener Marketers 2000-2004,
• (in million $)
• Top Breath Freshener Brands
• Figure 4-3 IRI-Tracked Market Share of Breath Freshener Brands 2004,
• (in percentage)
• Table 4-2 IRI-Tracked Sales of Breath Freshener Brands 2000-2004, (in million $)

• Top Plain Mints Marketers
• Figure 4-4 IRI-Tracked Market Share of Plain Mints Marketers, 2004
• Table 4-3 IRI-Tracked Sales of Plain Mints Marketers 2000-2004, (in million $)
• Top Plain Mints Brands
• Figure 4-5 IRI-Tracked Market Share of Plain Mint Brands, 2004
• Table 4-4 IRI-Tracked Sales of Plain Mints Brands 2000-2004, (in million $)

• Table 4-5 U.S. Retail-Market Sales Projections for the Mints and Breath Freshener Market, 2004-2009 (in million $)

• Overview
• Mint Consumers
• Table 4-6 Demographic Profile of U.S. Adult Mint Consumer, 2004
• Mint Types
• Table 4-7 Demographic Profile of U.S. Mint Consumer by Type, Regular and Sugarless, 2004
• Mints Brand Preference
• Table 4-8 Preference for Breath Mint Brands, 2004 (in %)
• Table 4-9 Demographic Profile of Mint Consumers by Brand: Altoids, Listerine Cool Mint, Tic Tac, 2004
• Table 4-10 Demographic Profile of Mint Consumers By Brand: Breath Savers, Certs, Life Savers, 2004
• Table 4-11 Demographic Profile of Mint Consumers by Brand: Eclipse Flash Strips, Ice Breakers, Mentos, 2004
• Usage Rate of Mints
• Table 4-12 Usage Rate of Breath Mints 2004 (in %)

Chapter 5 Marketing Dynamics

• Overview
  • Vying for the Number One Position
  • Cadbury Adams Promotes its Brands
  • Masterfoods USA Targeting Kids
  • Pfizer Promotes Its New Flavor
  • Wrigley’s Targets Children and Teens
  • The Doublemint Twins Are Back
  • Packaging Options Proliferate
  • Unorthodox Messages and Packaging
  • New Product Introductions
  • Top Chewing Gum Marketers by Number of SKUs Introduced
  • Table 5-1 Top Gum Marketers Based on Number of SKUs Introduced, 2004-2005
  • Top Mint Marketers by Number of SKUs Introduced
  • Table 5-2 Top Mint Marketers Based on Number of SKUs Introduced, 2004 - 2005
  
  
• New Product Introductions in Gum
  • Package Tags
  • Table 5-3 Gum New Product Selling Points by Select Package Tags, 2004 - 2005
  • Sugarless Gums
  • Table 5-4 New Sugarless Gum Brand Introductions, 2004 - 2005
  • The “Natural” Package Tag
  • Table 5-5 New Gum Brand Introductions with “Natural” Package Tag, 2004 - 2005
  • Table 5-6 New Gum Brand Introductions with “Upscale” Package Tag, 2004 - 2005
  • Flavors
  • Table 5-7 Gum New Product Selling Points by Select Flavor, 2004 - 2005
  • Table 5-8 New Gum Brand Introductions with “Mint” Flavor/Fragrance, 2004 - 2005
  • Table 5-9 New Gum Brand Introductions with “Blended” Flavor/Fragrance, 2004 - 2005
  • Table 5-10 New Gum Brand Introductions with “Cinnamon” Flavor/Fragrance, 2004 - 2005
  • Table 5-11 Gum New Product Selling Points by Select Ingredients, 2004 - 2005
  • Table 5-12 New Gum Brand Introductions with Artificial Flavors, 2004 - 2005
  • Table 5-13 New Gum Brand Introductions with Natural Flavors, 2004 - 2005
  • Table 5-14 New Gum Brand Introductions with Xylitol, 2004 - 2005
  
  
• New Product Introductions in Mints
  • Package Tags
  • Table 5-15 Mints New Product Selling Points by Select Package Tags, 2004 - 2005
  • Sugarless Mints
  • Table 5-16 New Sugarless Mint Introductions, 2004 - 2005
  • The “Upscale” Package Tag
  • Table 5-17 New Mint Brand Introductions with “Upscale” Package Tag, 2004 - 2005
  • Table 5-18 New Mint Brand Introductions with “Licensed” Package Tag, 2004 - 2005
  • Mint, The Top Flavor for Mints
  • Table 5-19 Mints New Product Selling Points by Select Flavor/Fragrance, 2004 - 2005
  • Making Mints A Functional Food
  • Table 5-20 New Mint Brand Introductions with “Blended” Flavor/Fragrance, 2004 - 2005
  • Table 5-21 New Mint Brand Introductions with “Peppermint” Flavor/Fragrance, 2004 - 2005
  • The “Cinnamon” Flavor/Fragrance
  • Table 5-22 New Mint Brand Introductions with “Cinnamon” Flavor/Fragrance, 2004 - 2005
  • Artificial Flavors
  • Table 5-23 Mints New Product Selling Points by Select Ingredients, 2004 - 2005
  • Table 5-24 New Mint Brand Introductions with “Artificial Flavors,” 2004 - 2005
  • Table 5-25 New Mint Brand Introductions with Sorbitol Sweetener,
  • 2004 - 2005
  • Natural Flavor Mint Introductions
  • Table 5-26 New Mint Brand Introductions with Natural Flavors, 2004 - 2005
  
  
• The Retail Scenario
  • Table 5-27 Sales of Gum Through Retail Channels, 2005
  • Retailers Going the Private Label Way
  • License to Profit
  • Front End Focus

Chapter 6 Competitive Briefs

• William Wrigley Jr. Company
• Cadbury Adams USA LLC
• Kraft Foods Inc.
• The Hershey Company
• Ferrero USA Inc.
• Van Melle USA Inc.
• Farleys & Sathers Candy
• Masterfoods USA
• Brach & Brock Confections
• The Topps Company Inc.

Appendix: Addresses of Selected Marketers