16 Apr 2008


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Wrigley drives chewing gum category

Sugar mints and gum

Wrigley

Wrigley Extra

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The chewing gum category is currently the star performer within confectionery growing at a substantial rate and with this, so are sales of the Wrigley range to the tune of 3.9%.

Wrigley currently has an 88.6% share of the total gum category, while it's nearest competitor accounts for just 7.6%.

In the past year, the Wrigley Extra brand has increased by 9%, and Orbit has seen a volume growth of 5.9%.

The bottom line for independent retailers is simple – customers continue to look to Wrigley for great tasting products, so they need to ensure they are well stocked with the full Wrigley range. (Source: Nielsen w/e 12 January 2008)

What is driving the category?
Innovation in any category is important to ensure constant growth, and the chewing gum category is no different.

The Wrigley Company has always taken a pro-active approach to launching innovative products and packaging concepts to the category, and this success is reflected by the fact a third of Wrigley sales come from products less than five years old.

The latest Wrigley products to be launched are part of the Extra brand, the number one sugar confectionery brand in the UK worth £184m, and come as a result of Wrigley working closely with consumers and producing products which meet their demands.

Wrigley research revealed that an increased number of consumers seek products and experiences that stimulate new sensations and The Extra Fusion range, launched in June 2007, has capitalised upon this need state between enjoyment and freshening.

Extra Fusion is a great tasting range of chewing gum which stimulates the taste buds and provides consumers with a new and exciting taste experience.

Extra Fusion is available in two formats: Spearmint with a twist of Melon and Peppermint with a twist of Berry come in an extra large blister pack, while available in Tab format is two fruity flavours – Raspberry, Blackcurrant & Grapefruit flavour and Orange, Pineapple & Banana flavour.

Alexandra MacHutchon, communications manager at Wrigley, comments: “We are extremely pleased with Extra Fusion, an exciting twist to the Extra brand, retailers should stock up to ensure they cash-in on this exciting profit opportunity.”

How can retailers keep abreast of Wrigley's activity?
Wrigley continues to support all its brands with a variety of activities, in what can only be described as a comprehensive marketing campaign.

Major TV ad campaigns last year included the Airwaves 'Alien' and Extra Ice with a Liquid Burst 'Dry Spell Academy' series of adverts, and of course the Extra brand continues to sponsor long running teen favourite Hollyoaks.

Retailers may also be aware of Wrigley Extra's partnership with the Premier League. Research conducted by Wrigley shows that of the 11m people who chew Extra, 60% are football fans, so retailers are advised to make sure they are fully stocked to meet the demand for the No 1 Sugar confectionery brand.

Wrigley recommends that retailers make sure they ask their sales representative for the latest news on the category and product updates, as well as keeping an eye on dedicated trade website, www.wrigley-trade.co.uk

Do you have any merchandising advice for retailers stocking the category?
Adopting a logical, focused and strategic approach to merchandising by offering attractive new products and removing the slower sellers will help customers select the products they require and ensure valuable space is not wasted.

Minimise out-of-stocks and maximise availability keeping the till point well merchandised and fully stocked at all times. The tillpoint is the one place in a store that every customer visits, so it should be kept clean and clutter free.

A daily schedule for cleaning and merchandising the tillpoint should become part of someone's job role. Finally, well supported NPD should be made available early to maximise excitement and pick up generated by new launches.

Chewing gum facts and figures
• The chewing gum category is worth £277.8m

• Total chewing gum sales are up by 16.1% in 2007 (Source: Nielsen 52 w/e 29 December 2007)

• Wrigley has a 64.4% share of the mouth freshening category

• The Extra brand was worth £184.6m in 2007 up £15.2m (9%) on 2006.

• Sales from Wrigley's 2007 chewing gum NPD are currently worth £44.3m equal to 59.3% of total chewing gum NPD sales in 2007 (Source: ACNielsen 52 w/e 29 December 2007)

• 36% of Wrigley sales come from products less than 5 years old
Source: Nielsen 52 w/e 29 December 2007 unless stated