Candy: Mints/Gum/Breath Fresheners 2014
Where the Gains Are
C-store sales, 52 weeks ending Dec. 29, 2013
C-store sales of gum decelerated even more in 2013, with IRI reporting a nearly 8% dip in unit sales and more than 7% drop in dollar sales. Both regular and sugarless lost ground. Nielsen figures also show a nearly 7% drop in c-store gum sales, with units down almost 6%.
Breath-freshener sales were stronger, with IRI reporting a more than 2% increase in unit sales, led by strong sales of the Ice Breakers and Altoids brands. (IRI separates brands such as Mentos and LifeSavers into a “plain mints” segment.)
Nielsen, meanwhile, pegs the unit increase for breath fresheners at 1.3%.
|Candy type||C-store sales
|C-store sales, 52 weeks ending Dec. 28, 2013|
Source: The Nielsen Co., The Hershey Co.
Dollar Share by Flavor: Gum
C-store sales, 52 weeks ending Dec. 28, 2013
The top-selling gum flavor in c-stores was mint in 2013, with fruit a distant second, according to Nielsen.
|Flavor||Dollar share||Point change|
Sources: The Nielsen Co., The Hershey Co.
Customer in Focus
According to Mintel research, 77% of gum, mint and breath-freshener users use this category of products to freshen breath, followed by “to get a bad taste out of my mouth.” “While flavor innovation is a strong means of attracting attention, there should always be a focus on freshening the breath,” Mintel concludes. While only 37% of users cited breath fresheners’ ability to keep them from eating food, manufacturers should still consider highlighting the category’s role in weight loss and hunger control, Mintel advises.