Focus On - Gum & Mints

49 GUM CATEGORY & SHOPPER INSIGHTS The gum category is valued at £360 million, growing at 4% annually in the UK. 1 Symbols & Independent sales have reached £95 million, a 7% increase over the last year. 2 With an average Rate of Sale (ROS) of £56 per store per week, gum benefits from a diverse range of pack types (bottles & singles) and flavours (mint & fruit). Visibility and variety are key drivers of sales. 1 Did You Know? A visible, well-stocked, and well-merchandised fixture at the counter (including POS and displays) can boost conversion rates from 1.7% to 8% . 4 Over 60% of shoppers admit they don’t visit the main confectionery aisle for gum. 3 85% of shoppers say convenience and access to a variety of gum brands are the top reasons for shopping at the counter. 5 Peppermint and spearmint are the two most popular flavours, followed by strawberry and bubblemint . 6 Peppermint Spearmint Strawberry Bubblemint Menthol Apple Tropical Blackcurrant 60% 59% 48% 48% 43% 31% 30% 25% Preference of chewing gum flavours The small pack is the preferred package format, with a clear preference over bottles and bags/pouches. 6 Preference of package types Small Pack Multi-pack of Small Bottle Bag/Pouch 63% 59% 41% 27% 4 1. NIQ Total Coverage CY 2024 2. SmartView Convenience Value MAT to 29/12/2024 3. Mars Wrigley Shopper Research – dc-activ (n=1,354) – Nov 2024 4. Mars Wrigley Global Research (various) 5. Mars Wrigley Shopper Research – dc-activ (n=825) – Nov 2024 6. Toluna Harris Interactive, 508 respondents