The U.S. Market for Gum, Mints and Breath Fresheners: Volume 3 in the series

Published: January 1, 2003 - 174 Pages

Table of Contents

I. Executive Summary

    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


Abstract

In a data-intensive yet compact new format, this Packaged Facts report analyses the $3 billion market for gum, mints, and breath fresheners. Providing comprehensive sales, pricing, retail promotion, national advertising, and consumer data, the report focuses on growth segments (sugarless/value added gum, breath strips, fruity mints, novelty products), brand competition, and new product trends in a market increasingly characterized by free-for-all competition between product segments.

This report first quantifies the market, covering market size and composition for 1998 to 2002 as well as projected market growth for 2003 to 2007. An analysis of the competitive situation follows, addressing consolidation and acquisition/divestment activity, marketer and brand shares, the adult vs. the kid market, the new wave of product benefits, and Internet marketing strategies. Next come detailed individual profiles of leading mass marketers across the gum, mint, and breath freshener segments. The final chapter tabulates and analyzes demographics for the market overall as well as by consumption level, product type, and brand line. Use this compact but comprehensive report to keep up with industry developments relating to target marketing, gum/mint/breath freshener synergies and encroachments, brand maintenance and line extensions, novelty and interactive products for kids, product benefit advances, and the uses of the Internet.

This report is the third of a three-part series on the confectionery market. The series may also be purchased in its entirety. When purchasing the series you also receive an added Executive Overview of all three volumes, which provides a cross-comparison of opportunities and competition in these inter-related sectors of the confectionery market.

Volumes in the series are as follows:

Volume I: The U.S. Market for Chocolate Candy
Volume II: The U.S. Market for Non-Chocolate Candy
Volume III: The U.S. Market for Gum, Mints & Breath Fresheners
The U.S. Market for Chocolate, Candy, Gum & Mints - Volumes I-III


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