SLR p48-50 Gum Jun09.qxp 29/05/2009 12:22 Page 48
gum
Keeping things fresh
The gum fixture may be one of the smallest in
store, but that doesn’t mean its something that
should be overlooked, and for retailers making
sure they are on top of the constant changes
taking place in the sector is hugely important as
they try to keep sales up.
F
or such a small fixture, its impactful look, increasing stand out
incredible to think the gum and improving accessibility of the
market is worth £265m, but product for customers.
that’s the facts and with leading player In terms of products themselves,
Wrigley having an 86% share of that consumers are not only seeking
market, it’s a company whose brands convenient product formats but they
are prevalent in practically every c-store also want to purchase healthy or
in the country. healthier products, says Wrigley. The
The leading brand is of course Extra company was the first to introduce
and despite competition from both sugarfree gum and these products now
Cadbury’s Trident brand, and NPD make up over 94% of Wrigley chewing
from Wrigley it remains the top seller gum sales with Extra,
in the sector by some margin, Airwaves and Orbit
and is worth £89% complete chewing
in Impulse. NPD gum ranges are
remains hugely sugarfree.
important in the Formats are also
area, with £4.7m important to
being generated by consumers, and
Wrigley NPD alone in with many peole –
2008. First and such as drivers – not in a Sugarfree gum following hot on the heels of its Extra
foremost though, it is position to open a now accounts for Fusion range comes 5.
a category that relies small regular pellet over 94% of 5 is what Wrigley call a ‘sense-
on good pack, Wrigley has a Wrigley gum stimulating gum’ and, launching this
merchandising. bottle pack available sales. month, will be the category’s most
“Ensuring in the leading premium brand. With high standout,
consumers have a flavours of Extra. It high impact packaging and longer
wide range of was designed for easy lasting flavour delivery Wrigley will be
products to choose from storage ideal for usage hoping that 5 can re-energise the
is important, but it is stocking and occasions such as in gum category.
displaying the most popular and well the car, at home or at work. The bottle The range is available in
supported brands that will put retailers pack has been such as success three flavours: Cobalt –
on the path to success,” says Gareth that now accounts for 6.6% of all Cooling Peppermint; Electro
Streeter, PR manager at Wrigley. Extra sales in the UK. – Tingling Spearmint and
“Independent retailers can improve As mentioned above, NPD is Pulse – Crisp Tropical.
chewing gum sales by up to 12% by important to the sector and constant Complete with stylish
simply stocking the best selling lines innovation sees new products emerge embossed black gloss
and supporting them with in-store on a consistent basis. For Wrigley, packaging and sharp eye
POS. This combined with a correctly catching bursts of colour, the
merchandised display unit that remains
well stocked at all times will ensure
Retailer advice
new premium range will add real
excitement to the chewing gum
retailers get the most out of their gum In order for retailers to make the most of their gum fixture in category and to retailer till points across
fixture.” store, Wrigley has the following merchandising advice: the UK.
The tillpoint is a obviously the key l Minimise out-of-stocks and maximise availability The range is already available in
area for merchandising, as any l Keep the tillpoint well merchandised and fully stocked at North America, where it has achieved
customer making a purchase will visit all times the number two position behind
it. Wrigley has recently launched a new l Well supported and best-selling lines should be allocated Wrigley, the range will retain its
counter merchandising unit that adequate space so full advantage can be taken of the premium positioning in the UK and
enables more flexible ranging and will interest generated. have an rrp of 97p. Each pack contains
appeal to consumers with its new 12 sticks individually wrapped in
48 l SCOTTISH LOCAL RETAILER l JUNE 2009 WWW.55NORTH.COM
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