Mars Wrigley’s ambition to get half the nation chewing

Mars Wrigley has driven huge gum growth over the last two years, leading to a 31% value and +18% volume[1] increase. This can be attributed to their expanded product portfolio, including the launch of the Extra Watermelon flavour earlier this year, considerable media investment to drive consumer acquisition and permanent display upgrades within retail to drive shopper conversion.

Despite this success, Ross Ripamonti, Gum Brand Director at Mars Wrigley, highlights their ambitions beyond this. “We want to get half the nation chewing. With current household penetration at around 30%[2], we have set ourselves a target of 50%; and with over half (55%)[3] of people saying they do not chew gum but equally do not reject it, the growth opportunity is clear”.

“Strategically, there are three ways in which we plan to achieve this. First, ensure our media & content is focused on communicating the broad range of consumer needs that gum can meet, working with retailers to optimise transaction zone execution, and lastly ensure we continue to provide the right portfolio of existing and future products across mint and fruit flavours to maximise shopper penetration. It is an exciting time for the category, with so much opportunity for growth that will ultimately benefit retailers and consumers.”

The impulse opportunity

Gum is one of the most impulsive products purchased in retail. Half (50%) of all gum sales are driven by impulsivity[4], and 40%[5] of all gum purchases are driven by seeing the product on shelf – in fact, 46% of gum sales will be lost if the product can’t be found[6].

The golden rule is to ensure that the most impulsive products are in the strongest position within the transaction zone, with the optimal number of SKUs and pack formats on display and the perfect mix of brands and flavours available – all executed with unmissable POS that prompts purchase. Alongside this, consider placing gum in secondary locations near drinks stations and complementary products such as crisps and chocolate to encourage unplanned purchases.

The role of fruity flavours

The category is seeing a proliferation of new products that are expanding the offering beyond mint into exciting fruit flavours, flavour combinations and different textures with products having a softer chew experience, for instance.

Most notably, fruit gum is at the heart of this evolution, and central to Mars Wrigley’s new product development. Fruit is the fastest growing gum segment with 70%[7] volume growth incremental and is growing 23%[8] faster than mint, typically recruiting younger shoppers into the category. Consequently, Mars Wrigley has doubled fruit gum over the last two years and this trajectory is expected to continue.

Ripamonti continues: “To leverage this growth in popularity, we recommended that a fruity partition is introduced to the permanent range to convert new shoppers. Fruit gum is the fastest growing gum segment and typically appeals to a younger shopper, a core consumer demographic for independent retailers up and down the country. Stay informed about new product launches, innovative flavours and optimised permanent kit solutions to disrupt shoppers.

The portfolio opportunity

Consumers today are looking for products that benefit their holistic wellness, and in fact many are chewing gum for a broad set of benefits beyond breath freshening. Research shows that 1 in 2[9]  chew gum during times where they are wanting to alleviate stress and avoid treats and that gum over-indexes in mental reset associations. This highlights the opportunity for retailers to respond to this new consumer need by re-positioning gum as more than a functional product. 

“The consumer demand for more choice and more variety is not letting up, highlighting the need for retailers to have the strongest range on offer to maximise the revenue opportunity. It is imperative that independent retailers have the right mix of gum brands, flavours and pack formats on display as they satisfy different shopper missions. The Mars Wrigley portfolio is perfectly placed to deliver this, with a range of brands and products that appeal to a wide array of consumer needs”, concludes Ripamonti.

For more advice on how to maximise the revenue potential of chewing gum, visit http://www.availabilityintoaction.co.uk/

[1] Nielsen data 08.01.22 to 06.07.24

[2] Kantar panel data September 2024

[3] Mars Wrigley Global Gum chewers research conducted 2020

[4] MW research, Grocery Customer, 2020

[5] MW research 2021 – Grocery customer

[6] MW research 2021 – Grocery customer

[7] Source: Kantar – TH Panel – Total Market – Total Gum – 52 w/e 14 May 2023

[8] Total Fruit Gum vs Total Mint Gum market trends – GB Total Coverage – Latest 52 Weeks vs YA & 2YA – WE 14 October 2023

[9] Ipsos Chewing Gum Understanding (Current Gum Chewers), US 2022