Gum continued its sales slump in 2011, with both regular and sugarless losing
ground. According to SymphonyIRI, unit sales of sugarless fell 6.5% in the 52.
Candy Mints/Gum/Breath Fresheners
Up and Down Plain mints
Where the Gains Are
Sugarless gum Regular gum Breath fresheners
Market Share by Sugar Content C-store sales, 52 weeks ending Dec. 25, 2011
Gum continued its sales slump in 2011, with both regular and sugarless losing ground. According to SymphonyIRI, unit sales of sugarless fell 6.5% in the 52 weeks ending Dec. 25, 2011, while regular sales were off 0.6%. Nielsen reports that sugarless-gum unit sales fell more than 4% in the 52 weeks ending Dec. 31, 2011, with regular down 6.6%. However, sales continue to move upward in the plain-mints subcategory, with unit sales rising 7.7%, thanks to double-digit gains for Mentos and Life Savers, according to SymphonyIRI. Nielsen, which includes these brands within its “breath fresheners” subcategory, shows unit sales down 2.4%.
More than 83% of c-store gum dollar sales and nearly 73% of unit sales came from sugarless varieties in 2011, according to SymphonyIRI.
Candy type
Dollar share Sugarless 83.5% Regular
16.5%
Sugarless 72.7% Regular
($ millions)
Unit sales (millions)
PCYA*
$1,042.4
–4.9%
688.3
–6.5%
Regular gum
$206.2
–0.6%
258.3
–0.6%
Total gum
$1,248.6
–4.2%
946.6
–5.0%
C-store sales ($ millions)
PCYA*
Unit sales (millions)
PCYA*
Breath fresheners
$184.4
+5.8%
119.0
–5.0%
Plain mints
$74.7
+11.2%
71.2
+7.7%
Source: SymphonyIRI Group * Percent change from a year ago
27.3%
PCYA*
Sugarless gum
Candy type
Unit share
C-store sales
C-store sales, 52 weeks ending Dec. 25, 2011
Source: SymphonyIRI Group
Candy type
C-store sales ($ millions)
PCYA*
Unit sales (millions)
PCYA*
Gum Market Share by Manufacturer
Sugarless gum
$977.7
–2.4%
645.8
–4.3%
Regular gum
$214.4
–4.8%
270.8
–6.6%
C-store sales, 52 weeks ending Dec. 31, 2011
Total gum
$1,192.1
–2.9%
916.6
–5.1%
More than 55% of c-store gum sales came from Mars’ Wrigley brands in 2011, according to Nielsen figures. Kraft’s Cadbury gained half a point in share. Manufacturer
Dollar share
Point change
Wrigley
55.6%
–0.1
Cadbury
38.7%
+0.5
Hershey
1.7%
–0.5
All other
4.0%
+0.1
Candy type Breath fresheners
CSP
($ millions)
PCYA*
$229.9
+5.3%
Unit sales (millions)
169.0
PCYA* –2.4%
Sources: The Nielsen Co., The Hershey Co. C-store sales, 52 weeks ending Dec. 31, 2011 * Percent change from a year ago
Sources: The Nielsen Co., The Hershey Co.
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C-store sales
C a t e g o ry M a n a g e m e n t H a n d b o o k 2012
Sugarless Gum While sugarless-gum sales were anything but sweet in 2011, four SKUs grew units, according to Nielsen figures. SymphonyIRI shows Wrigley’s Extra, Dentyne Ice and Wrigley’s Extra Dessert Delights as the only brands in the top 10 to grow unit sales.
10 SKUs SKU
SKU
C-store sales Unit sales ($ millions) PCYA* (millions)PCYA*
Wrigley’s 5 Cobalt (15-count)
$33.4 +1.4% 19.7 –0.1%
Wrigley’s 5 Rain (15-count)
$32.3 –2.6% 19.0 –3.9%
Orbit Spearmint (14-count)
$24.7 +1.2% 17.3 –1.3%
Orbit Peppermint (14-count)
$20.9 +3.7% 14.7 +0.9%
Stride Spearmint (14-count)
$20.5 –6.0% 14.3 –8.3%
Wrigley’s Extra Spearmint (15-count) $20.4 +10.7% 14.4 +7.8% Trident Tropical Twist (18-count) $20.2 –3.2% 14.2 –5.0% Trident Spearmint (18-count)
$19.6 +11.0% 13.8 +9.1%
Wrigley’s Extra Polar Ice (15-count) $18.6 +6.4% 13.1 +3.9% Orbit Wintermint (14-count)
$18.4 –5.5% 12.8 –8.1%
Total
$977.7 –2.4% 645.8 –4.3%
(including SKUs not shown)
C-store sales, 52 weeks ending Dec. 31, 2011 Sources: The Nielsen Co., The Hershey Co.
10 Brands BRAND
10 UPC
Brand
Quarterly Look: Gum C-store sales, 13 weeks ending Dec. 25, 2011
Although c-store sales were relatively flat for gum in the final quarter of 2011, seven of the top 10 UPCs saw unit gains. UPC
C-store sales Unit sales ($ millions) PCYA* (millions)PCYA*
Wrigley’s 5 Cobalt (15-count) $10.4 +3.5% 6.1 +3.7% Wrigley’s 5 Rain (15-count)
$10.0 –2.2% 5.8 –1.7%
Orbit Spearmint (14-count)
$7.0 –9.4% 4.8 –11.9%
Wrigley’s Double Mint (15-count) $6.9 +4.3% 4.9 +2.0%
Orbit Peppermint (14-count)
$6.0 –5.4% 4.2 –7.7%
Trident Original (18-count)
$5.6 +15.5% 4.0 +13.8%
Total
$146.3 –2.6% 100.8 –3.4%
Wrigley’s 5
$113.2 –16.4% 66.1 –16.5%
Stride
$85.4 –23.9% 59.5 –25.6%
Wrigley’s Extra
$79.6
Dentyne Ice
$60.8 +130.0% 42.1 +126.8%
+5.2%
56.2 +3.1%
Wrigley’s Eclipse
$56.3
–11.2% 36.2 –14.6%
Trident White
$41.2
–10.4% 28.9 –12.5%
Trident Layers
$32.7
–7.8%
19.4 –9.9%
$1,042.4 –4.9% 688.3 –6.5%
(including brands not shown)
Trident Tropical Twist (18-count) $6.0 +2.6% 4.3 +0.6% $6.0 +6.5% 4.2 +4.9%
$150.8 –4.7% 103.0 –6.4%
Trident
Total
$6.2 +18.6% 4.4 +16.6%
Stride Spearmint (14-count)
Orbit
Wrigley’s Extra Dessert Delights $20.7 +252.5% 14.7 +236.7%
Wrigley’s Extra Spearmint (15-count) $6.4 +10.8% 4.5 +8.3% Trident Spearmint (18-count)
C-store sales Unit sales ($ millions) PCYA* (millions)PCYA*
C-store sales, 52 weeks ending Dec. 25, 2011 Source: SymphonyIRI Group * Percent change from a year ago
$306.9 +0.1% 232.6 –0.7%
(including UPCs not shown)
Source: SymphonyIRI Group
* Percent change from a year ago
CSP
C ategory M anagement H andbook 2012
125
Candy Mints/Gum/Breath Fresheners
Regular Gum
Breath-Freshener Trends
By dollar sales, 15-count packs lead the ranking of top regular-gum SKUs, according to Nielsen; by units, five-count packs are tops. The top five brands supplied more than 63% of regular gum sales in 2011, according to SymphonyIRI.
C-store sales, 52 weeks ending Dec. 31, 2011
10 SKUs
According to Nielsen, the 1.5-ounce Ice Breakers Cool Mint became the top selling c-store breath-freshener SKU in 2011, thanks to double-digit dollar gains. By units, the 1.32-ounce Mentos mint tops the ranking.
SKU
C-store sales
SKU
($ millions)
PCYA*
Unit sales (millions) PCYA*
Wrigley’s Doublemint (15-count) $23.1
+3.5%
16.4
+0.9%
Wrigley’s Juicy Fruit (15-count)
$14.7
–2.5%
10.4
–5.3%
Wrigley’s Winterfresh (15-count)
$13.9
–1.3%
9.8
–4.3%
Wrigley’s Spearmint (15-count)
$13.6
+2.0%
9.6
–0.7%
Wrigley’s Big Red (15-count)
$13.5
+3.7%
9.6
+0.7%
Wrigley’s Doublemint (5-count)
$12.2
–3.0%
34.9
–3.1%
Wrigley’s Spearmint (5-count)
$8.4
–5.9%
24.0
–6.0%
Wrigley’s Winterfresh (5-count)
$8.1
–9.8%
23.0 –10.1%
Hubba Bubba Bubble Tape Awesome Original (2-oz.)
$7.7
+8.2%
5.5
+5.2%
Wrigley’s Juicy Fruit (5-count)
$7.4
–8.3%
21.1
–8.4%
$214.4
–4.8%
270.8 –6.6%
10 Breath Fresheners SKU
SKU
C-store sales Unit sales ($ millions) PCYA* (millions) PCYA*
Ice Breakers Cool Mint (1.5-oz.) $13.7
+19.6%
6.1
+16.6%
$12.7
+5.0%
12.5
+1.6%
Mentos mint (1.32-oz.) Altoids peppermint (1.76-oz.)
$12.7
+6.6%
5.6
+3.8%
Mentos mixed fruit (1.32-oz.)
$12.7
–1.9%
12.4
–5.5%
Tic Tac Freshmint (1-oz.)
$12.4
BreathSavers Wintergreen
+262.9% 8.7
+256.2%
$10.9
+7.0%
11.0
+3.4%
Ice Breakers Wintergreen (1.5-oz.) $10.8
+15.7%
4.8
+12.9%
+258.2% 7.4
+251.1%
(0.75-oz.)
Tic Tac orange (1-oz.) BreathSavers Peppermint
$10.5
(0.75-oz., 8-pack)
$10.3
+2.4%
10.4
–0.8%
(including SKUs not shown)
Altoids wintergreen (1.76-oz.)
$7.8
+13.7%
3.5
+10.1%
C-store sales, 52 weeks ending Dec. 31, 2011 Sources: The Nielsen Co., The Hershey Co.
Total
10 Brands
Breath Freshener Market Share by Manufacturer
Total
BRAND
C-store sales
Brand
$229.9
+5.3% 169.0
–2.4%
(including SKUs not shown)
Unit sales
PCYA*
Wrigley’s Doublemint
$41.2
+5.9%
57.1
+5.6%
Wrigley’s Juicy Fruit
$25.0
+11.9%
31.3
+4.9%
Manufacturer
Wrigley’s Spearmint
$22.9
+2.3%
34.5
+2.3%
(millions)
PCYA*
Thanks to strong sales of Ice Breakers, Hershey gained more than 2 points in share, with Mentos pushing up Perfetti Van Melle 1.4 points.
($ millions)
Dollar share
Point change
Hershey
35.6%
+2.2
18.8%
–1.8
Wrigley’s Winterfresh
$22.2
–3.3%
32.2
–4.2%
Mars/Wrigley
Wrigley’s Big Red
$19.5
+2.4%
24.7
–0.2%
Ferrero
18.3%
–0.5
17.7%
+1.4
Hubba Bubba Max
$12.6
–20.5%
13.2
–22.2%
Perfetti Van Melle
Bubblicious
$12.5
–8.1%
12.9
–11.8%
Cadbury
7.0%
–0.5
2.6%
–0.7
Hubba Bubba Bubble Tape $11.8
+29.1%
8.3
+24.4%
All others
Freedent
$4.8
–21.3%
3.5
–23.7%
Sources: The Nielsen Co., The Hershey Co. * Percent change from a year ago
Big League Chew
$4.4
–43.7%
3.2
–43.9%
$206.2
–0.6%
258.3
–0.6%
Total (including brands not shown)
C-store sales, 52 weeks ending Dec. 25, 2011 * Percent change from a year ago
126
CSP
Source: SymphonyIRI Group
C a t e g o ry M a n a g e m e n t H a n d b o o k 2012
