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Research and Markets: Recently Announced Acquisition of Category-Leading Supplier Wrigley by Confectionery Giant Mars, Inc. Is Likely To Trigger a Similar Deal Between Cadbury and Hershey
DUBLIN, Ireland-(Business Wire)-July 2, 2008 - Research and Markets (http://www.researchandmarkets.com/research/2dc641/gum_mints_and_bre) has announced the addition of the "Gum, Mints and Breath Fresheners in the United States 2008" report to their offering.
The gum, mint and breath freshener category has experienced steady growth in recent years. The successful string of new flavor line extensions and new brand launches in the dynamic and highly competitive sugarless gum segment are largely attributed to this market growth.
Mintel provides insight into recent marketing activity in the category and analyzes sales results in order to help retailers and marketers plot a course for continued growth.
This report includes:
- Analysis of category sales by segment, retail channel, key manufacturer, and brand- including brand profiles of major category competitors
- Discussion of recent new product introductions from major competitors
- An overview of advertising in the category
- Examination of the recently announced acquisition of category-leading supplier Wrigley by confectionery giant Mars, Inc. and how the merger is likely to trigger a similar deal between Cadbury and Hershey, the category's number-two and three competitors.
Key Topics Covered:
Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Market size
Two major suppliers dominate
Mergers may make the strongest stronger
Category marketing activity is concentrated in sugarless gum
Recent innovation has focused on flavor
Expanding distribution outlets equals expanding sales
Key advertising themes delivered with a dose of irreverence
Kids, teens, young adults control the category
Market Size and Forecast
Key points
Sugarless gum leads category growth
More retail outlets means more chances to pick up gum
Figure 1: Total U.S. sales and forecast of gum, mints, and breath fresheners at current prices, 2002-12
Figure 2: Total U.S. sales and forecast of gum, mints, and breath fresheners at inflation-adjusted prices, 2002-12
Competitive Context
Corporate dealing changes the category playing field
Segment Performance
Key points
Spurred by new brands and innovation, sugarless gum has become the format of choice for the category
Figure 3: U.S. sales and forecast of gum, mints, and breath fresheners at current prices, by segment, 2002-12
Figure 4: U.S. sales of gum, mints, and breath fresheners, by segment, 2005 and 2007
Segment Performance—Sugarless Gum
Key point
Sugarless gum has become the focus of innovation for the category
Figure 5: U.S. sales and forecast of sugarless gum, 2002-12
Segment Performance — Regular Gum
Key points
Buoyed by kids ... but for how long?
Figure 6: U.S. sales and forecast of regular gum, 2002-12
Segment Performance — Breath Fresheners
Key points
Breath fresheners left out in the cold as consumers turn to gum
Figure 7: U.S. sales and forecast of breath fresheners, 2002-12
Segment Performance — Plain Mints
Key point
A quiet segment receives little attention, but keeps on rolling
Figure 8: U.S. sales and forecast of plain mints, 2002-12
Retail Channels
Key points
Riding a wave of convenience
Figure 9: U.S. sales of gum, mints, and breath fresheners, by retail channel, 2005 and 2007
Retail Channels — Convenience Stores
Key points
Along for the ride
Figure 10: U.S. sales of gum, mints, and breath fresheners at convenience stores, 2002-07
Retail Channels — Supermarkets
Key point
Gum and mint sales flat as channel struggles to redefine itself
Figure 11: U.S. sales of gum, mints, and breath fresheners at supermarkets, 2002-07
Retail Channels — Drugstores
Key point
Category helping spur front-end sales growth
Figure 12: U.S. sales of gum, mints, and breath fresheners at drugstores, 2002-07
Retail Channels — Other
Key points
A collection of growing channels leads to growing sales for the category
Figure 13: U.S. sales of gum, mints, and breath fresheners at other channels, 2002-07
Market Drivers
Shifts in population composition by age and race/ethnicity will impact the market
Figure 14: U.S. population, by age, 2002-12
Figure 15: U.S. population, by race and Hispanic origin, 2002-12
Interest in healthy eating
Figure 16: Attitudes towards healthy eating, 2002-07
Leading Companies
Key points
The strongest may be getting stronger
Figure 17: FDMx Sales of leading gum, mints, and breath fresheners companies, 2005 and 2007
Brand Share — Sugarless Gum
Key points
In with the new ...
Figure 18: FDMx brand sales of sugarless gum, 2005 and 2007
Brand Share — Regular Gum
Key points
Rapid share declines may be difficult to reverse
Figure 19: FDMx brand sales of regular gum, 2005 and 2007
Brand Share — Breath Fresheners
Key points
Looking for a leader ... and a big idea
Figure 20: FDMx brand sales of breath fresheners, 2005 and 2007
Brand Share — Plain Mints
Key points
Not quite candy, not quite breath fresheners
Figure 21: FDM brand sales of plain mints, 2005 and 2007
Brand Qualities
A whole new Orbit
Older brands reinvented
Dentyne
Trident
Wrigley's classics on the ropes
Innovation and Innovators
A flow of new fruit flavors and combinations
Back to the future - new gums that go squirt
Two new brands offer new flavor experiences
Hershey tries to extend Ice Breakers beyond core category benefits
Advertising and Promotion
Overview
Figure 22: Media expenditure of selected gum/mint brands, 2005-06
Oral Care
Figure 23: Orbit television ad, 2007
Figure 24: Orbit television ad, 2007
Figure 25: Orbit White television ad, 2007
Figure 26: Trident White television ad, 2007
Figure 27: Trident Original television ad, 2007
Flavor
Figure 28: Trident Watermelon Twist television ad, 2007
Figure 29: Wrigley 5 television ad, 2007
Figure 30: Stride television ad, 2007
Figure 31: Extra television ad, 2007
Figure 32: Ice Breakers Ice Cubes television ad, 2007
Figure 33: Altoids Mints television ad, 2007
Fresh breath
Figure 34: Ice Breakers Ice Cubes television ad, 2007
Figure 35: Eclipse Gum television ad, 2007
Usage
Incidence of use highest among kids, teens
Figure 36: Usage of gum and breath mints/strips — adults, teens and kids, May 2006-June 2007
Figure 37: Usage of gum and breath mints/strips — adults, by age, May 2006-June 2007
Figure 38: Usage of gum and breath mints/strips — adults, teens and kids, by race/ethnicity, May 2006-June 2007
Kids and teens prefer sugared gum. Adults evenly split between sugared and sugarless
Figure 39: Type of gum chewed — adults, teens and kids, May 2006-June 2007
Figure 40: Type of mints eaten — adults, and teens May 2006-June 2007
With many brands chewed per week, loyalty appears to be low
Figure 41: Brands of gum chewed — adults, by age, May 2006-June 2007
Figure 42: Brands of gum chewed — teens, May 2006-June 2007
Figure 43: Brands of gum liked best — kids, May 2006-June 2007
Fewer mints/strips brands used
Figure 44: Brands of breath strips/mints used — adults, by age, May 2006-June 2007
Figure 45: Brands of breath strips/mints used — teens, May 2006-June 2007
Figure 46: Brands of breath strips/mints liked best — kids, May 2006-June 2007
Usage patterns: teens chew most frequently
Figure 47: Average amount of gum/mints used — adults, teens, and kids, May 2006-June 2007
Attitudes and Motivations
Considerable interest in trying new flavors of gum and mints
Figure 48: Trying new flavors of gum and mints, by age, March 2007
Gum and mints are an everyday thing ... except for business meetings
Figure 49: Attitudes towards and opinions about gum, by gender and age, March 2007
Long-lasting flavor highly valued in gum
Figure 50: Attitudes towards and opinions about gum, by age, March 2007
Interest in functional gum strongest for oral-care benefits
Figure 51: Interest in functional gum for oral health/care, by age, March 2007
Figure 52: Interest in functional gum for purposes other than oral care, by age, March 2007
Gum appropriate for a wider array of uses than mints
Figure 53: Uses for gum and mints, by age, March 2007
Appendix: Trade Associations -0- *T Companies Mentioned: - Wm. Wrigley Jr. Company - Cadbury Schweppes Americas Confectionery - National Association of Convenience Stores - The Stride Rite Corporation - Hershey Company, The - The National Confectioners Association of the U.S. (NCA) - Ferrero U.S.A. Inc. - Mars Incorporated - Wal-Mart Stores (USA) - Cadbury Adams USA LLC - Topps Company, Inc., The - National Confectioners Association - Berkshire Hathaway Inc - U.S. Bureau of the Census - Johnson & Johnson - U.S. Bureau of Labor Statistics - Public Broadcasting Service - Wawa, Inc - CVS Corporation - Tootsie Roll Industries Inc. - Brach's Confections Inc. - Perfetti Van Melle USA Inc. - American Dental Association - YouTube, Inc. - Chocolate Manufacturers Association - American Nutraceutical Association (ANA) - Retail Confectioners International - American Association of Candy Technologists (AACT) - National Association of Chewing Gum Manufacturers (NACGM) - National Confectionery Sales Association (NCSA) - Confectionery Manufacturers Association of Canada (CMAC) *T
For more information visit http://www.researchandmarkets.com/research/2dc641/gum_mints_and_bre.
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