Bottle formats seeing increasing success for gum, say producers

THE total gum category is currently worth over £260m in the UK, but sales have been on the decline over the past year.

Perfetti Van Melle, the company behind Mentos gum, said it was important not to be disheartened, but to look for emerging opportunities.

“As an industry, we have a responsibility to ensure we’re constantly rejuvenating the market, and addressing both areas of growth and decline,” said trade marketing manager Mark Roberts.

“Just 19% of adults in the UK smoke now, but we’re drinking more coffee than ever before. There is definitely a role for mints and gums, because people will always want fresh breath.

“We need to be smart about how we target our audiences everywhere from in-store to above the line. Try stocking mints and gums next to the coffee machine to encourage impulse purchase.

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18.9%

Bottled gum grew by almost 20% in the past year, now contributing around 22% of the market

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“Sales can be revived, and our new collection of innovative formats and flavours will put the spotlight back on gum, proving it’s a category we can have a lot of fun with and continue to grow.”

He pointed to bottles – a format which grew by almost 20% this year, according to figures from Nielsen – as one area with huge potential.

“Offering great value for money, and convenience, retailers should ensure they stock a full range of bottled gums to tap into this lucrative sector,” he said.

“Our new Mentos White Bottle Gum range includes classic flavours Peppermint, Spearmint as well as our new Bubble Fresh, appealing to a younger audience and delivering excellent incremental sales.”

Alison Owen, refresh portfolio director, Wrigley UK, also said bottle formats are seeing increasing success.

“Consumers are looking for a convenient way to keep their teeth clean and healthy after eating and drinking, when brushing isn’t possible.

“Wrigley’s bottle formats meet this demand – they’re ideal for desk or car and a great oral care solution for those who graze frequently throughout the day and have seen 13% growth in the last 12 months,” she said.

Wrigley’s Extra sugarfree gum bottle range recently expanded with the launch of Extra Cool Breeze 60 pellet bottles.