Fresh perspective

Changes in the mints and gum market suggest people want new and fruity flavours

NEW flavours of gum are tempting people away from buying mints and causing big changes in the market, according to recent market analysis. Confectionery 2014, a Market Update from Key Note, suggests UK sales for mints shrank by 1.7% in 2013; it was the only sub-category in confectionery to see a decline.
Key Note found that UK consumers are increasingly choosing to purchase chewing and bubble gum over mints, and while there is still demand for mints it’s mostly among older people.
Meanwhile, increasing interest in gum caused that sector to grow by 3.7% over the same period.
Key Note attributed the shift in consumer habits to innovation and NPD in gum, including offering more flavours, while still retaining breath-freshening characteristics.
It pointed to recent examples from Wrigley, which continues to dominate the UK market for chewing gum and has launched a number of new products during 2014.
Among the brands highlighted by Key Note was Extra Ice, which added a citrus-flavour gum earlier this year.
At the time of its launch, Extra Ice Citrus was said to have been designed to tap into growing consumer trends towards fruit-flavoured gum.
Sue Cobbledick, Wrigley oral care marketing manager, said: “The fruity taste of Extra Ice Citrus caters to the growing number of shoppers seeking new and exciting flavours from products they’ve become accustomed to.

“You only have to look at Extra Strawberry and Extra White Bubblemint to see how the trend towards fruit and also sweet-flavoured gum has really taken off. 30% of Extra Strawberry chewers are incremental to the category and in just 10 months, Extra White Bubblemint has grown to be the third-fastest-selling gum SKU in the impulse channel.”
Wrigley’s 5Gum portfolio has also been revamped with fresh packaging and the launch of a new variant – 5Gum Glare, which is flavoured with blueberry, acai and pomegranate.
“5Gum has always offered a fruity alternative to mint gum and to ensure continued success in the UK market, the brand has undergone an exciting renovation,” said brand manager Katie Codd.
Key Note says the gum market has also benefitted from an influx of “fun” products, like Chewie Gum, confectioner Leaf’s range of Chewits-branded bubblegum.
• Key Note’s 2014 Market Update, Confectionery, is available from Key Note on 0845 504 0452 or at www.keynote.co.uk, priced £575.