Mints & Gum

Extra  Polar Ice  and Extra  Arctic Ice are  two new variants  adding to Wrigley’s category leader status, with a 77.9% share of the Mouth Freshening Category
Extra Polar Ice and Extra Arctic Ice are two new variants adding to Wrigley’s category leader status, with a 77.9% share of the Mouth Freshening Category

Mints and gum remains a high-potential sector where NPD and value growth is concerned. In particular, sugar free and functional confectionery, including dental care products, are stimulating growth.

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Brand Central

19 August 2008 | 0

At a glance: MINTS & GUM

  • The global gum market is expected to increase by 17% to almost €13.5bn in the next four years (Leatherhead International)
  • Wrigley is the market leader in the sector with a more than 35% share of the worldwide sector – 8% greater than nearest rival Cadbury (Leatherhead International)
  • The sugar-free gum segment is growing 4% above the overall growth of chewing gum markets globally*
  • The well-being category (based upon functional items offering health and wellness benefits) is posting 15% annual growth*
  • Wrigley is currently the category leader in Ireland with a 77.9% share of the Mouth Freshening Category, which was worth over E56m last year
  • Wrigley was the first to introduce sugar free gum and these products now make up 87% of the company’s sales
  • Airwaves is the second best-selling chewing gum brand in Ireland, now currently worth nearly €7m
  • The gum category in Ireland is growing nearly twice as fast as Total Confectionery and over six times as fast as Chocolate*
  • Wrigley’s Extra is worth nearly €30m in annual sales

* ‘Global Chewing Gum Market: A High Growth Confectionery Segment’, Koncept Analytics,
June 2007

Chewing gum has been an area of innovation in recent times, as manufacturers explore different possibilities in flavour and experience. Product development has included the use of exotic flavours and combinations, as well as different textures such as gels, sometimes all in the one product. Recent innovation concerning the development of products with a dental care purpose has proved particularly popular.

Koncept Analytics who published a report on the global chewing gum market as ‘a high growth confectionery segment’, found that one of the major factors driving this growth in the chewing gum industry is the higher consumption of sugar-free gums. In fact, this segment is growing 4% above the overall growth of chewing gum markets globally. Another chewing gum category – the well being category (based upon functional items offering health and wellness benefits) is posting 15% annual growth.

The report states the global chewing gum industry is a duopoly market with Wrigley and Cadbury’s controlling more than 60% of the market share. Wrigley is the market leader globally, but Cadbury’s powerful Trident brand is also performing well in the UK market. Recent research by Mintel found the mints market has also experienced growth driven by sugar-free and soft and chewy variants and a number of new product launches such as Trebor Extra Cool Mints, Mentos Soft and Chewy and Wrigley’s Extra Ice Sugar Free Mints.

Flippin’ minty!

Lemon’s is a valuable brand in the Irish sugar confectionery market, which boasts a varied array of product lines, including jellies, fruit flavours, toffees and mint chews. New to the market are Lemon’s chewy mints in flip top boxes which compliment the existing Lemon’s chewy mints roll format. The box has a flip-top locking lid to contain the chewy centered disc-shaped mints.

Extra Polar Ice and Extra Arctic Ice are two new variants adding to Wrigley’s category leader status, with a 77.9% share of the Mouth Freshening Category

The pack fulfils the consumer’s need for a more convenient and portable product as the flip top box is ideal for pockets, bags, desks and cars. Retailing at €1.10 and available nationwide, Lemon’s chewy mints flip top box is a unique and innovative line on the Irish market, produced by Robert Roberts Ltd.

A pro-active approach

Wrigley is currently the category leader in Ireland with a 77.9% share of the Mouth Freshening Category.* The company takes an innovative, pro-active stance; developing new products specifically to meet consumer trends and demands.

For example, Wrigley launched the Extra Bottle pack in 2007, specifically designed for easy storage and key usage occasions such as in the car, at home or at work to provide greater consumer convenience. Recent Wrigley research indicated consumers are looking for mouth freshening products that stimulate new taste sensations.

It therefore launched the Extra Fusion range which capitalises upon consumers’ desire for this. The Wrigley Company was also the first to introduce sugar free gum and these products now make up 87% of Wrigley sales.

Delivering long lasting freshness

Wrigley launched two new variants to its already successful Extra brand earlier this year – Extra Polar Ice and Extra Arctic Ice. Offering ultimate freshness immediately, the new variants neutralise even strong foods and give long lasting freshness even after chewing has finished. Available in pellet blister packs, Extra Polar Ice and Extra Arctic Ice have an RRP of 60c.

Another recent exciting launch from Wrigley has been the introduction of the first ever fruity flavours under the Orbit Complete brand – Orbit Complete Strawberry and Orbit Complete Lemon & Lime (RRP 85c). 

The new Orbit Complete fruity flavours provide consumers with a fruity way to fight plaque, containing Xylitol to help reduce plaque and prevent the risk of tooth decay. The two new products appeal to consumers looking for a healthier dental lifestyle who enjoy fruit flavours and come in handy envelope packs containing individually wrapped tabs of gum.

Making news across airwaves

Airwaves is the second best selling chewing gum brand in Ireland. With an improved longer-lasting flavour and vibrant new packaging the brand is now currently worth nearly €7m*.

The Airwaves brand has also been supported by a heavyweight TV ad campaign that was part of a wider multimedia marketing programme continuing throughout the year to maintain Airwaves’ product positioning and including the brand’s successful sponsorship of the Airwaves Ducati British Superbike Team.              

* ‘Global Chewing Gum Market: A High Growth Confectionery Segment’, Koncept Analytics, June 2007   



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