Extra is the third-largest confectionery brand for independent retailers1 with core flavours being Peppermint and Spearmint. While these two flavours remain the most popular and bestselling among consumers, there has been growth in flavoured gum as enjoyment is one of the leading reasons why chewing gum is purchased.
Nearly 50% of gum consumption comes from Gen Z, especially fruity gum, which over indexes with under 25-year-olds2. In fact, last year fruity gum outperformed the category in the UK. Extra Refreshers Tropical offers an alternative refreshment benefit because of its fruity flavour and softer chew. Tropical is one of the biggest flavors worldwide.
In addition, the Extra gum range now includes of two new fruity gum flavours, Apple and Blueberry. Apple is the most popular fruit in the UK, and blueberry is a leading flavour for confectionery.3
When stocking new products, retailers should make use of any PoS materials available. We are supporting the Extra range with in-store displays and bold PoS. PoS helps drive awareness and ultimately trial. Additionally, pre-filled counter-top units are available through selected wholesalers.
Flavours including Extra Refreshers Tropical and Extra Strawberry is also part of our most recent campaign for Extra, ‘Find your Fresh New Look’. This campaign is designed to keep gum top of mind and grow the brand’s penetration with under-25s. The campaign supports a re-brand for all Extra chewing gum and includes UK partnerships with clothing brand, I Saw It First, and sunglasses manufacturer, BadHero.
In addition to the Extra range, we are also finding great success with Airwaves. This is a fan favourite, particularly Airwaves Menthol & Eucalyptus, as it remains in the top five bestselling single and bottle formats for Mars Wrigley. The Extreme variety also resonates well with consumers looking for that bolder flavour boost.
Gum bottles are a growing format. The top five sellers are:
- Extra Peppermint Pellets
- Extra Spearmint Pellets
- Extra White Bubblemint Pellets
- Airwaves Menthol & Eucalyptus Pellets
- Extra White Pellets
We know gum sells with an average convenience store selling 100 cases of Wrigley gum a year. Don’t miss your opportunity to stock the range and capitalise on those impulse purchases.
For advice, planogram examples and more, visit www.AvailabilityintoAction.co.uk.
Sources:
1 Nielsen Scantrack Total Confectionery Total coverage MAT w/e 12.06.21
2 Kantar World Panel – TGI sourcing UK
3 New Flavours data – Kantar 52 w/e 10.05.21, Total Fruity Confectionery
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