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Gum, Mints and Breath Fresheners in the United States 2010
Mintel, Feb 2010, Pages: 102
Gum, mints and breath fresheners continue to be some of the more innovative consumer packaged goods categories, which has helped them maintain and grow sales despite the recession. Innovations have been focused on packaging, bolder and more exciting flavors, as well as functional benefits that have long been a trademark of the gum category in particular. Early benefits focused on fresh breath and general oral care. More recently, claims have evolved to the point where gum is being promoted as helping to alleviate stress, help reduce weight, improve brain and digestive functions and more. There are even gums that are in the early stages of development that a hold potential to detect diseases such as malaria.
This report provides an in-depth look at these segments by providing the following insights:
- The functionality of gum continues to be strongly marketed by manufacturers and will be even more so in the future as more functions for gum are developed.
- Kraft’s recent acquisition of Cadbury has the potential to significantly impact gum and related categories.
- Despite the billions of dollars at stake, why private label is a relative non-factor in the gum category.
- How impulse purchases like gum, mints and breath fresheners fare during recessionary times.
- The potential impact of retailers rethinking merchandising at checkout lines, which used to be the sole domain of gum and candy but now competes with beverages and salty snacks as well.
- The social context of gum, mints and breath fresheners.
- What consumers are looking for in terms of flavors, packaging, functionality and sweeteners
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