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Category Management Handbook

Candy: Mints/Gum/Breath Fresheners 2016

Where the Gains Are

Following three years of declines, c-store gum sales stabilized in 2015, at least from a dollar perspective. According to IRI figures, sales of both sugarless and regular gum rose just more than 1% in the 52 weeks ending Dec. 27, 2015, but units fell about 1%. Nielsen data shows a similar trend of static c-store dollar sales for the 52 weeks ending Dec. 26, 2015, but slipping unit sales.

Breath fresheners have a better story to tell: Units were up more than 4% in the 52 weeks ending Dec. 27, according to IRI. Nielsen reports a more than 5% increase in units, with the Mentos and Ice Breakers brands helping drive growth.

C-store sales, 52 weeks ending Dec. 27, 2015

Candy typeC-store sales ($ millions)PCYA*Unit sales (millions)PCYA*
Sugarless$907.41.3%571.2(0.9%)
Regular$205.21.2%237.9(1.3%)
Total gum$1112.61.3%809.1(1.0%)
Breath fresheners$251.39.5%134.94.3%
Plain mints$89.913.0%71.36.6%

 

Sources: The Nielsen Co., The Hershey Co. | * Percent change from a year ago


C-store sales, 52 weeks ending Dec. 26, 2015

Candy typeC-store sales ($ millions)PCYA*Unit sales (millions)PCYA*
Sugarless$808.20.4%513.3(2.5%)
Regular$180.3(1.6%)212.5(4.5%)
Total gum$988.50.0%725.8(3.1%)
Breath Fresheners$281.611.0%163.75.7%

Sources: The Nielsen Co., The Hershey Co. | * Percent change from a year ago


Refreshment Share 

C-store sales, 13 weeks ending Dec. 26, 2015

Breath fresheners gained nearly 2 points in share of c-store refreshment dollar sales in 2015, and more than 1 point in unit share, according to Nielsen.

Sources: The Nielsen Co., The Hershey Co.


Gum Market Share by Sugar Content

C-store sales, 13 weeks ending Dec. 26, 2015

Sugarless gum’s share of c-store dollar and unit sales inched up in 2015, according to Nielsen. The segment provided nearly 82% of gum dollar sales.

Sources: The Nielsen Co., The Hershey Co.


Dollar Share by Flavor: Gum

C-store sales, 13 weeks ending Dec. 26, 2015

Sources: The Nielsen Co., The Hershey Co.

Continuted: Gum UPCs & Trends

Latest Quarter: Gum UPCs

C-store sales, 13 weeks ending Dec. 27, 2015

The final quarter of 2015 ended on a downward note for c-store gum sales, with units off nearly 3%, according to IRI.

UPCC-store sales ($ millions)PCYA*Unit sales (millions)PCYA*
Wrigley's 5 Rain (15-count)$10.64.6%5.93.9%
Wrigley's 5 Cobalt (15-count)$10.5(5.5%)5.8(6.1%)
Orbit Spearmint (14-count)$8.70.3%5.6(1.2%)
Wrigley's Extra Spearmint (15-count)$8.19.4%5.49.5%
Orbit Peppermint (14-count)$7.71.8%5.00.6%
Trident Spearmint (18-count)$7.411.7%5.012.9%
Wrigley's Doublemint (15-count)$7.32.3%4.82.0%
Wrigley's Extra Polar Ice (15-count)$6.711.6%4.511.8%
Orbit Wintermint (14-count)$6.62.2%4.30.9%
Trident Original (18-count)$6.520.4%4.420.6%
Total**$266.8(0.2%)192.92.8%

Source: IRI | * Percent change from a year ago | ** Including UPCs/brands/families not shown


1.7 points – Breath fresheners' gain in share of refreshment dollar sales in c-stores in 2015, per Nielsen.


Gum Trends

C-store sales, 52 weeks ending Dec. 26, 2015

Trident, Wrigley’s Extra and Dentyne Fire/Ice brands saw dollar and unit growth in 2015, helping slow the category’s sales erosion, according to Nielsen figures.

Brands

 C-store sales ($ millions)PCYA*Unit sales (millions)PCYA*
Trident$160.14.8%106.82.7%
Orbit$147.4(1.6%)95.8(6.7%)
Wrigley's 5$146.8(0.5%)84.6(4.9%)
Wrigley's Extra$96.69.3%64.88.6%
Dentyne Fire/Ice$53.95.9%35.06.5%
Wrigley's Doublemint$42.40.3%57.02.2%
Stride$33.9(20.9%)22.9(21.9%)
Wrigley's Eclipse$33.30.1%20.3(3.2%)
Trident White$31.24.6%20.32.5%
Wrigley's Juicy Fruit$29.620.8%35.811.6%
Total**$988.50.0%725.8(3.1%)

Sources: The Nielsen Co., The Hershey Co. | * Percent change from a year ago | ** Including UPCs/brands/families not shown


Sugarless UPCs

 C-store sales ($ millions)PCYA*Unit sales (millions)PCYA*
Wrigley's 5 Cobalt (15-count)$43.70.9%24.6(0.1%)
Wrigley's 5 Rain (15-count)$42.95.8%24.14.9%
Orbit Spearmint (14-count)$34.76.8%22.83.8%
Wrigley's Extra Spearmint (15-count)$30.87.4%20.66.6%
Orbit Peppermint (14-count)$30.08.0%19.85.2%
Total**$808.20.4%513.3(2.5%)

Sources: The Nielsen Co., The Hershey Co. | * Percent change from a year ago | ** Including UPCs/brands/families not shown


Regular UPCs

 C-store sales ($ millions)PCYA*Unit sales (millions)PCYA*
Wrigley's Doublemint (15-count)$29.12.1%19.30.3%
Wrigley's Doublemint (5-count)$13.2(3.3%)37.8(3.4%)
Wrigley's Juicy Fruit (15-count)$13.22.5%8.82.0%
Wrigley's Big Red (15-count)$12.2(4.3%)8.0(5.6%)
Wrigley's Spearmint (15-count)$10.61.9%7.00.5%
Total**$180.3(1.6%)212.5(4.5%)

Sources: The Nielsen Co., The Hershey Co. | * Percent change from a year ago | ** Including UPCs/brands/families not shown


Best Practice

Consumers are increasingly turning to the “more socially acceptable” mint category for their refreshment needs, says Alan Tobin, senior manager of category strategy and insights, c-store/VCFr/specialty/foodservice, for The Hershey Co. The most recent evidence is a 5.7% increase in dollar sales during the 12 weeks ending Jan. 23, 2016. Hershey sees household penetration for mints continuing to grow as new products enter the category.

Continued: Breath Fresheners

Breath-Freshener Trends

C-store sales, 52 weeks ending Dec. 26, 2015
 
Mint-flavored breath fresheners gained in category dollar share in 2015, according to Nielsen. Most of the top 10 UPCs posting growth were mint varieties.
 
Sources: The Nielsen Co., The Hershey Co.

Best Practice

Gum sales started off 2016 in negative territory, with c-store dollar sales off 1.6% for the 12 weeks ending Jan. 23, 2016, according to Nielsen. Expect this trend to continue, says Alan Tobin, senior manager of category strategy and insights, c-store/VCFr/specialty/foodservice, for The Hershey Co.

“We see declines in gum continuing throughout 2016, with right-sizing of space still needed at a lot of major retailers,” says Tobin. What’s the right size for maximizing sales? A set that is 75% confection, 19% gum and 6% mint, he says.


Brand

 C-store sales ($ millions)PCYA*Unit sales (millions)PCYA*
Ice Breakers$52.016.0%21.212.5%
Mentos$50.48.9%40.17.7%
Tic Tac$42.24.2%27.50.5%
Breath Savers$31.7(4.2%)25.2(8.2%)
Altoids$28.31.8%11.50.9%
Ice Breakers Duo$18.8(5.8%)7.6(9.2%)
Ice Breakers Cool Blasts$12.8N/A5.4N/A
Altoids Arctic$12.4211.5%6.1212.8%
Breakers Frost$10.7(12.9%)4.4(15.2%)
Altoids Smalls$6.0(19.9%)3.8(21.0%)
Total**$281.611.0%163.75.7%

Sources: The Nielsen Co., The Hershey Co. | * Percent change from a year ago | ** Including UPCs/brands/families not shown


“If something changes in the store that will impact space allocation, it’s a matter of: What will continue to drive the business? Make sure the counter area is really set up in a way to be as impactful as humanly possible.”
Tim Young —Candy Category Manager of the Year Award winner

UPC

 C-store sales ($ millions)PCYA*Unit sales (millions)PCYA*
Ice Breakers Cool Mint (1.5-oz.)$24.012.4%9.89.1%
Ice Breakers Winter Mint (1.5-oz.)$20.013.5%8.210.5%
Mentos Mixed Fruit (1.32-oz.)$18.017.1%14.512.3%
Altoids Peppermint (1.76-oz.)$16.30.3%6.6(0.5%)
Mentos Mint (1.32-oz.)$16.04.6%13.21.2%
Tic Tac Freshmint (1-oz.)$15.30.7%10.0(1.3%)
Breath Mint Wintergreen (12-count)$12.8(0.8%)11.5(4.4%)
Tic Tac Orange (1-oz.)$12.02.5%7.8(0.1%)
Altoids Wintergreen (1.76-oz.)$10.46.2%4.25.2%
Breath Savers Peppermint (12-count)$10.1(5.5%)9.1(8.0%)
Total**$281.611.0%163.75.7%

Sources: The Nielsen Co., The Hershey Co. | * Percent change from a year ago | ** Including UPCs/brands/families not shown


5.7% – Increase in unit sales of breath fresheners in 2015, according to Nielsen

Candy: What to Watch

Chocolate

Non-Chocolate

CMOY Candy: Tim Young

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