GUM can play a major part in a consumer’s oral care regime and careful ranging and merchandising of gum can boost retail profits, according to chewing gum producer Wrigley UK.
Sue Cobbledick, oral care marketing manager for Wrigley UK, quoting market research firm Nielsen’s moving annual total figures to the end of November last year, said the total UK gum category is currently worth £273m and in 3% value sales growth. Worth £252m, Wrigley’s gum brand portfolio is shown to be growing faster than the total gum market at 4.6%. Sales of Extra and in particular Extra White are said to be driving the growth, with Extra White sales currently worth £31m and growing by 90.7% year on year.
“The oral health care benefits of gum are what drive the majority of chewers, which is why one of our key focuses for 2014 is demonstrating to UK consumers the importance of a healthy, clean and fresh mouth,” said Cobbledick.
“Our Eat, Drink, Chew strategy aims to encourage consumers to chew sugar-free gum whenever they eat or drink to help remove lingering food and keep teeth clean.”
Award-winning c-store retailer Shahid Razzaq of Premier Mo’s in Blantyre said he has found taking gum seriously pays off.
“I have counter displays at both of my stores and invest a lot of time and effort in the category. I ensure I’m always stocked up with bestsellers, offer a range of flavours and pack formats and support NPD with effective point of sale. Do the same and you’ll be sure to grow your profits,” he said.
