Chewing gum is trying to restore its mojo.
The category had a burst of good fortune as recently as 2016 when new innovation was coupled with supplier and, by extension, retailer decisions to scale back overall selection of brands. It seemed that less did become more.
Healthy gum innovation was also at the root of that rebirth. But chewing gum as a whole seems to be on the upswing as other new and dynamic snack options have risen up.
The gum category for a 24-week period ending May 14, 2017, shows regular nonsugarless varieties falling 4.08% in dollar sales and 6% in units from the year-ago period. Sugarless fell 5% and 8%, respectively, according to data from Chicago-based IRI. But the top sellers mostly saw incremental growth.
Tiffany Menyhart, director, U.S. category management for Chicago-based Wm. Wrigley Jr. Co., offers some advice for retailers to regain some merchandising strength. This might be an obvious selling tenet, but Menyhart says it’s incumbent on c-stores to truly “maximize exposure at checkout. Although checkout at c-stores is different than other channels, it’s still important to make the most of shoppers’ time while they wait to approach the counter and pay. For example, every c-store should have a countertop display by the cash register, which could include seasonal products. Shoppers are likely to grab a treat when they see it in that area,” Menyhart says.
Following are seven gum brands that fall within the top-20 nonsugarless segment.