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Gum, Mints and Breath Fresheners - US - December 2012

“When it comes to gum, mints and breath fresheners, flavor remains the most important attribute consumers are seeking. However, an increased consumer desire for getting a benefit from everything they ingest has raised a demand for functional benefits. Therefore, while some strides have been made in this area, manufacturers need to consider further development to fill specific needs; additionally targeting particular demographics also could prove to be a lucrative strategy.”

– Carla Dobre-Chastain, Food Analyst

Some questions answered in this report include:

  • Can an emphasis on gum and mints’ functional benefits attract consumers?
  • Is the rise in the older consumer population a threat to the gum and mints category?
  • How can manufacturers better suit nutritional needs of children, teens?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market and forecast
                          • Category shows growth during recession, but recent softness forecast to continue
                            • Figure 1: Total U.S. sales and fan chart forecast of gum, mints, breath fresheners, at current prices, 2007-17
                          • Sugarless gum dominates and influences the overall category performance
                            • Figure 2: Rate of change in current dollar sales, gum, mints and breath fresheners, by segment, 2012-17
                          • Market factors
                            • Gum could play a positive role in the fight against obesity
                              • An uncertain economic climate continues to nurture a frugal mentality
                                • Older population is increasing in number at a higher rate than other ages
                                  • Companies, brands, and innovations
                                    • Market controlled by three large companies; Mars owns half of the market share
                                      • Figure 3: Selected manufacturer MULO share of gum, mints, and breath fresheners, 2012*
                                    • Low/no/sugar remains the top claim based on launches; sees the greatest decline
                                      • Figure 4: Percentage change of top seven claims on gum product launches, 2008-12*
                                    • The consumer
                                      • Consumption is lower for gum than mints and breath fresheners
                                        • Figure 5: Consumption of gum, mints, and breath fresheners, by presence of children in household, August 2012
                                      • Frequency of consumption continues to be low
                                        • Figure 6: Frequency of consumption of gum, mints, and breath fresheners, June 2012
                                      • Flavor and long-lasting flavors remain important for the majority of consumers
                                        • Figure 7: Top six important purchase drivers for gum, mints and breath fresheners, August 2012
                                      • Brand loyalty is low; interest in new flavors persists
                                        • Figure 8: Attitudes toward brand and flavor of gum and mints, August 2012
                                      • Products that provide emotional benefits just as important as functional ones
                                        • Figure 9: Attitudes toward gum as related to dieting and overall health, August 2012
                                      • Price continues to play an important role in consumers’ choices
                                        • Figure 10: Attitudes toward purchasing habits and price, August 2012
                                      • What we think
                                      • Issues in the Market

                                          • Can an emphasis on gum and mints’ functional benefits attract consumers?
                                            • Figure 11: Important attributes when selecting gum and mints, by personal consumption of gum, mints, and breath fresheners, August 2012
                                          • Is the rise in the older consumer population a threat to the gum and mints category?
                                            • How can manufacturers better suit nutritional needs of children, teens?
                                            • Insights and Opportunities

                                              • Provide benefits that appeal to parents without losing fun and taste
                                                • Figure 12: Important attributes when selecting gum and mints, by presence of children in household, August 2012
                                              • Oral care continues to be an opportunity
                                                • Figure 13: Important attributes when selecting gum and mints, by age, August 2012
                                              • Emphasize functionality to the elderly
                                                • Figure 14: Personal consumption of gum, mints, and breath fresheners, by generations, August 2012
                                              • Multigenerational gum packages to appeal to multiple members of HH
                                              • Trend Applications

                                                    • Figure 15: Attitudes toward gum as related to overall health, by presence of children, August 2012
                                                  • Trend: Moral Brands
                                                      • Figure 16: Attitudes toward gum as related to dieting and overall health, by gender, August 2012
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Category experiences difficulties; negative trend forecast to continue
                                                        • Sales and forecast of gum, mints and breath fresheners
                                                          • Figure 17: Total U.S. retail sales and forecast of gum, mints, and breath fresheners, at current prices, 2007-17
                                                          • Figure 18: Total U.S. retail sales and forecast of gum, mints, and breath fresheners, at inflation-adjusted prices, 2007-17
                                                        • Fan chart forecast
                                                            • Figure 19: Total U.S. sales and fan chart forecast of gum, mints, and breath fresheners, at current prices, 2007-17
                                                        • Market Drivers

                                                          • Gum could play a positive role in the fight against obesity
                                                            • An uncertain economic climate continues to nurture a frugal mentality
                                                              • Older population is increasing in number at a higher rate than other ages
                                                              • Competitive Context

                                                                • Snacking poses threat
                                                                  • Figure 20: Teen attitudes toward food and snacking, by gender and age, April 2010-June 2011
                                                                  • Figure 21: Attitudes and opinions about food, by age, April 2011-June 2012
                                                                  • Figure 22: Attitudes toward gum as related to dieting and overall health, by age, August 2012
                                                                  • Figure 23: Important attributes when selecting gum and mints, by age, August 2012
                                                                • Chewy Candy—shows positive performance and presents tough competition
                                                                • Segment Performance

                                                                  • Key points
                                                                    • Sugarless gum dominates; influences overall category performance
                                                                        • Figure 24: Attitudes toward brand and flavor of gum and mints, by age, August 2012
                                                                        • Figure 25: Important attributes when selecting gum and mints, by age, August 2012
                                                                      • Sales of gum, mints, and breath fresheners, by segment
                                                                        • Figure 26: Total U.S. retail sales of gum, mints, and breath fresheners, by segment, at current prices, 2010 and 2012
                                                                    • Segment Performance—Sugarless Gum

                                                                      • Key points
                                                                        • Strategic positioning could change the future of sugarless gum
                                                                          • Figure 27: Attitudes toward brand and flavor of gum and mints, by age, August 2012
                                                                          • Figure 28: Important attributes when selecting gum and mints, by personal consumption of sugarless gum, August 2012
                                                                        • Sales and forecast of sugarless gum
                                                                          • Figure 29: Total U.S. retail sales and forecast of sugarless gum, at current prices, 2007-17
                                                                      • Segment Performance—Breath Fresheners

                                                                        • Key points
                                                                          • Breath fresheners shows strongest performance among all segments
                                                                            • Figure 30: Important attributes when selecting gum and mints, by personal consumption of breath fresheners, August 2012
                                                                          • Sales and forecast of breath fresheners
                                                                            • Figure 31: Total U.S. retail sales and forecast of breath fresheners, at current prices, 2007-17
                                                                        • Segment Performance—Regular Gum

                                                                          • Key points
                                                                            • Regular gum becoming a square peg in a round hole?
                                                                              • Figure 32: Important attributes when selecting gum and mints, by personal consumption, regular gum, August 2012
                                                                            • Sales and forecast of regular gum
                                                                              • Figure 33: Total U.S. retail sales and forecast of regular gum, at current prices, 2007-17
                                                                          • Segment Performance—Plain Mints

                                                                            • Key points
                                                                              • Plain mints need a spark to continue growth trend
                                                                                • Figure 34: Important attributes when selecting gum and mints, by personal consumption of plain mints and breath strips, August 2012
                                                                              • Sales and forecast of plain mints
                                                                                • Figure 35: Total U.S. retail sales and forecast of plain mints, at current prices, 2007-17
                                                                            • Retail Channels

                                                                              • Key points
                                                                                • Retail channels struggle overall; impulse purchases are key
                                                                                    • Figure 36: Purchase habits of gum and mints, by age, August 2012
                                                                                    • Figure 37: Important attributes when selecting gum and mints, by age, August 2012
                                                                                  • Sales of gum, mints, and breath fresheners, by channel
                                                                                    • Figure 38: Total U.S. retail sales of gum, mints and breath fresheners, by channel, at current prices, 2010 and 2012
                                                                                  • Supercenters, clubs and other retailers take a hit in 2010 after positive performance
                                                                                      • Figure 39: Attitudes toward purchasing habits and price, by age, August 2012
                                                                                    • Supercenters’, warehouse clubs’ and other retailers’ sales of gum, mints, and breath fresheners
                                                                                      • Figure 40: U.S. supercenters’, warehouse clubs’ and other retailers’ sales of gum, mints and breath fresheners, at current prices, 2007-12
                                                                                    • Supermarkets suffer loss from 2010-12
                                                                                      • Supermarket sales of gum, mints, and breath fresheners
                                                                                        • Figure 41: U.S. supermarket sales of gum, mints, and breath fresheners, at current prices, 2007-12
                                                                                      • Drugstores show sales increases; 2012 shows minor softness
                                                                                        • Drugstores sales of gum, mints, and breath fresheners
                                                                                          • Figure 42: U.S. drugstore sales of gum, mints, and breath fresheners, at current prices, 2007-12
                                                                                      • Retail Channels—Natural Supermarkets

                                                                                        • Key points
                                                                                          • Insights
                                                                                              • Figure 43: Natural supermarket sales of gum, mints, and breath fresheners, at current prices, 2010-12*
                                                                                              • Figure 44: Natural supermarket sales of gum, mints, and breath fresheners, at inflation-adjusted prices, 2010-12*
                                                                                            • Natural channel sales of gum, mints and breath fresheners by segment
                                                                                              • Figure 45: Natural supermarket sales of gum, mints, and breath fresheners, by segment, 2010 and 2012*
                                                                                            • Brands of note
                                                                                              • Natural channel sales of gum, mints and breath fresheners by organic
                                                                                                • Figure 46: Natural supermarket sales of gum, mints, and breath fresheners, by organic, 2010 and 2012*
                                                                                            • Leading Companies

                                                                                              • Key points
                                                                                                • Mars leads the way; Mondelez follows; both companies show declines
                                                                                                  • Private label is small; but has a strong presence in some segments
                                                                                                    • Consumer usage in line with dollar sales data
                                                                                                      • Figure 47: Adult usage of chewing or bubblegum, by brand, by age, April 2011-June 2012
                                                                                                    • Manufacturer sales of gum, mints, and breath fresheners
                                                                                                      • Figure 48: MULO sales of gum, plain mints, and breath fresheners, by leading companies, 2011* and 2012*
                                                                                                  • Brand Share—Sugarless Gum

                                                                                                    • Key points
                                                                                                      • A two-horse race experiencing a troublesome journey
                                                                                                        • Mars remains the leader; continued declines could threaten its position
                                                                                                          • Figure 49: Adult usage of top 12 chewing or bubblegum, by brand, by age, April 2011-June 2012
                                                                                                        • Mondelez International sees little success in sugarless segment
                                                                                                          • Figure 50: Trended frequency of usage of chewing gum or bubblegum in last seven days, 2008-12
                                                                                                        • Manufacturer sales of sugarless gum
                                                                                                          • Figure 51: MULO sales of sugarless gum, by leading companies, 2011* and 2012*
                                                                                                      • Brand Share—Regular Gum

                                                                                                        • Key points
                                                                                                          • Mars dominates and influences segment’s continued downward trend
                                                                                                            • Tootsie Roll banks on nostalgia and wins big
                                                                                                              • Manufacturer sales of regular gum
                                                                                                                • Figure 52: MULO sales of regular gum, by leading companies, 2011*and 2012*
                                                                                                            • Brand Share—Breath Fresheners

                                                                                                              • Key points
                                                                                                                • A small breath of fresh air
                                                                                                                  • Figure 53: Adult usage of breath mints, by brand, by age, April 2011-June 2012
                                                                                                                • Listerine’s functionality regains some ground
                                                                                                                  • Manufacturer sales of breath fresheners
                                                                                                                    • Figure 54: MULO sales of breath fresheners, by leading companies, 2011* and 2012*
                                                                                                                • Brand Share—Plain Mints

                                                                                                                  • Key points
                                                                                                                    • Life Savers celebrates 100 years; Mentos stays fresh
                                                                                                                      • Private label builds momentum
                                                                                                                        • Manufacturer sales of plain mints
                                                                                                                          • Figure 55: MULO sales of plain mints, by leading companies, 2011* and 2012*
                                                                                                                      • Innovations and Innovators

                                                                                                                        • Number of product introductions for gum on decline 2008-12
                                                                                                                          • Figure 56: Gum product introductions, 2008-12
                                                                                                                          • Figure 57: Gum product introductions, by claims, 2008-12
                                                                                                                          • Figure 58: Gum product introductions, by flavor, 2008-12
                                                                                                                          • Figure 59: Adult usage of chewing or bubblegum, by flavor, by age, April 2011-June 2012
                                                                                                                        • Long-lasting flavor still an area of focus for consumers
                                                                                                                          • Figure 60: Elements of flavor and packaging that manufacturers should work on, 2010 and 2012
                                                                                                                        • Nostalgia—an attempt to revive regular gum
                                                                                                                          • Emphasis on naturalness, ethical products and environmentally friendly
                                                                                                                            • Flavor development continues to be a focus
                                                                                                                              • Functional benefits vary; more focus in this area is needed
                                                                                                                              • Marketing Strategies

                                                                                                                                • Overview of the brand landscape
                                                                                                                                  • Wrigley 5—an innovative brand meant to appeal to the young consumer
                                                                                                                                    • Wrigley’s 5 TV ad is meant to appeal to young consumers
                                                                                                                                      • Figure 61: 5 Gum, TV ad, “New Sensation,” 2012
                                                                                                                                      • Figure 62: Brand analysis of 5, 2012
                                                                                                                                    • Wrigley aggressively leverages online advertising to create awareness of its 5 brand
                                                                                                                                      • Wrigley 5 becomes a sponsor for MTV’s music meter mobile application
                                                                                                                                        • Wrigley Extra emphasizes its flavors and low caloric content
                                                                                                                                          • TV presence
                                                                                                                                            • Figure 63: Wrigley Extra, TV ad, Title “Icy Cool,” 2011
                                                                                                                                            • Figure 64: Brand analysis of Wrigley Extra, 2012
                                                                                                                                          • Online initiatives
                                                                                                                                            • Print and other
                                                                                                                                              • Stride continues to tout its long-lasting flavor
                                                                                                                                                • TV presence
                                                                                                                                                  • Figure 65: Stride, TV ad, “Thanks Ryan,” 2011
                                                                                                                                                  • Figure 66: Brand analysis of Stride, 2012
                                                                                                                                                • Online initiatives
                                                                                                                                                  • Print and other
                                                                                                                                                    • Trident stresses oral health
                                                                                                                                                      • TV presence
                                                                                                                                                        • Figure 67: Trident, TV ad, “Fun,” 2012
                                                                                                                                                        • Figure 69: Brand analysis of Trident, 2012
                                                                                                                                                      • Print, PR and other
                                                                                                                                                        • Dentyne underscores convenience through its Split2Fit gum pack
                                                                                                                                                          • TV presence
                                                                                                                                                            • Figure 68: Dentyne, TV ad “Fresh Breath,” 2012
                                                                                                                                                            • Figure 69: Brand analysis of Dentyne, 2012
                                                                                                                                                          • Online initiatives
                                                                                                                                                            • Tic Tac plays up its flavors
                                                                                                                                                              • TV presence
                                                                                                                                                                • Figure 70: Tic Tac, TV ad “Fruit Adventure,” 2012
                                                                                                                                                                • Figure 71: Brand analysis of Tic Tac, 2012
                                                                                                                                                              • Online initiatives
                                                                                                                                                                • Print and other
                                                                                                                                                                  • Mentos uses social media to appeal to younger consumers
                                                                                                                                                                  • Social Media—Gum, Mints and Breath Fresheners

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Key social media metrics
                                                                                                                                                                        • Figure 72: Key brand metrics, November 2012
                                                                                                                                                                      • Market overview
                                                                                                                                                                        • Figure 73: Examples of smaller gum pack sizes that include six pieces
                                                                                                                                                                      • Brand usage and awareness
                                                                                                                                                                        • Figure 74: Usage and awareness of selected gum, mints and breath freshener brands, October 2012
                                                                                                                                                                      • Brand satisfaction
                                                                                                                                                                        • Figure 75: Satisfaction with selected gum, mints and breath freshener brands, October 2012
                                                                                                                                                                      • Interaction with brands
                                                                                                                                                                        • Figure 76: Interaction with brands, October 2012
                                                                                                                                                                      • Motivations for interacting with brands
                                                                                                                                                                        • Figure 77: Why people interact with gum, mints and breath freshener brands, October 2012
                                                                                                                                                                      • Online conversations
                                                                                                                                                                        • Figure 78: Percentage of consumer conversation, by selected gum, mints and breath freshener brands, August 1, 2012- November 17, 2012
                                                                                                                                                                        • Figure 79: Online mentions, selected gum, mints and breath freshener brands, by week, August 1, 2012-November 17, 2012
                                                                                                                                                                      • Where are people talking about gum, mints and breath freshener brands?
                                                                                                                                                                        • Figure 80: Mentions, by page type, selected gum, mints and breath freshener brands, August 1, 2012-November 17, 2012
                                                                                                                                                                      • What are people talking about?
                                                                                                                                                                        • Figure 81: Mentions, by type of conversation, selected gum, mints and breath freshener brands, August 1, 2012-November 17, 2012
                                                                                                                                                                        • Figure 82: Major areas of discussion surrounding gum, mints and breath freshener brands, by day, August 1, 2012-November 17, 2012
                                                                                                                                                                        • Figure 83: Major areas of discussion surrounding gum, mints and breath freshener brands, by page type, August 1, 2012-November 17, 2012
                                                                                                                                                                      • Brand analysis
                                                                                                                                                                        • Tic Tac
                                                                                                                                                                          • Figure 84: Tic Tac, key social media indicators, November 2012
                                                                                                                                                                        • Key online campaigns
                                                                                                                                                                          • What we think
                                                                                                                                                                            • Wrigley’s 5
                                                                                                                                                                              • Figure 85: Wrigley’s 5, key social media indicators, November 2012
                                                                                                                                                                            • Key online campaigns
                                                                                                                                                                              • What we think
                                                                                                                                                                                • Altoids
                                                                                                                                                                                  • Figure 86: Altoids, key social media indicators, November 2012
                                                                                                                                                                                • Key online campaigns
                                                                                                                                                                                  • What we think
                                                                                                                                                                                    • Juicy Fruit
                                                                                                                                                                                      • Figure 87: Juicy Fruit, key social media indicators, November 2012
                                                                                                                                                                                    • Key online campaigns
                                                                                                                                                                                      • What we think
                                                                                                                                                                                        • Orbit
                                                                                                                                                                                          • Figure 88: Orbit, key social media indicators, November 2012
                                                                                                                                                                                        • Key online campaigns
                                                                                                                                                                                          • What we think
                                                                                                                                                                                            • Dentyne Ice
                                                                                                                                                                                              • Figure 89: Dentyne Ice, key social media indicators, November 2012
                                                                                                                                                                                            • Key online campaigns
                                                                                                                                                                                              • What we think
                                                                                                                                                                                              • Usage, Frequency of Consumption—Adults

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Category has room to grow; opportunities exist for breath strips
                                                                                                                                                                                                    • Figure 90: Personal consumption of gum, mints, and breath fresheners, by type, by gender, August 2012
                                                                                                                                                                                                  • Consumers aged 18-24 are key users for the category
                                                                                                                                                                                                    • Figure 91: Personal consumption and frequency of consumption of gum, mints, and breath fresheners, by type, by age, August 2012
                                                                                                                                                                                                  • Frequency of consumption continues to be low
                                                                                                                                                                                                    • Figure 92: Frequency of consumption of gum, mints, and breath fresheners, by type, August 2012
                                                                                                                                                                                                • Usage, Frequency of Consumption—Kids

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Almost all children chew gum; older children lead the way
                                                                                                                                                                                                      • Figure 93: Kids' usage of gum, by gender and age, April 2011-June 2012
                                                                                                                                                                                                      • Figure 94: Parents' attitudes toward children’s and teens’ consumption of gum and mints, by age, August 2012
                                                                                                                                                                                                      • Figure 95: Important attributes when selecting gum and mints, by presence of children in household, August 2012
                                                                                                                                                                                                      • Figure 96: Kids' usage of gum, by flavor, by gender and age, April 2011-June 2012
                                                                                                                                                                                                      • Figure 97: Kids' frequency usage of gum in last week, by gender and age, April 2011-June 2012
                                                                                                                                                                                                      • Figure 98: Important attributes when selecting gum and mints, by presence of children in household, August 2012
                                                                                                                                                                                                      • Figure 99: Kids' usage of gum, by top 20 brands, by gender and age, April 2011-June 2012
                                                                                                                                                                                                    • More girls aged 9-11 eat mints/strips; also eat most mints in past month
                                                                                                                                                                                                      • Figure 100: Kids' usage of breath mints/strips, by gender and age, April 2011-June 2012
                                                                                                                                                                                                      • Figure 101: Kids' frequency of usage, breath mints/strips, in last month, by gender and age, April 2011-June 2012
                                                                                                                                                                                                    • Tic Tac—a favorite hard to beat
                                                                                                                                                                                                      • Figure 102: Kids' usage of breath mints/strips, by brands, by gender and age, April 2011-June 2012
                                                                                                                                                                                                  • Usage, Frequency of Consumption—Teens

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Significantly more teen girls aged 15-17 eat sugar-free gum
                                                                                                                                                                                                        • Figure 103: Teen usage of chewing or bubblegum, by gender and age, April 2011-June 2012
                                                                                                                                                                                                      • Fruit, spearmint, wintergreen—top three flavors chewed by teens
                                                                                                                                                                                                        • Figure 104: Teen usage of chewing or bubblegum, by flavor, by gender and age, April 2011-June 2012
                                                                                                                                                                                                      • Wrigley’s 5 hits a home run with teens
                                                                                                                                                                                                        • Figure 105: Teen usage of chewing or bubblegum, by top 20 brands, by gender and age, April 2011-June 2012
                                                                                                                                                                                                      • Teens continue to chew the most gum; majority buy their gum and mints
                                                                                                                                                                                                        • Figure 106: Teen frequency usage of chewing gum or bubblegum in last seven days, by gender and age, April 2011-June 2012
                                                                                                                                                                                                      • Half of teens use breath mints; teen girls aged 12-14 use the most
                                                                                                                                                                                                        • Figure 107: Teen usage of breath mints, by gender and age, April 2011-June 2012
                                                                                                                                                                                                        • Figure 108: Teen frequency usage of breath mints in last 30 days, by gender and age, April 2011-June 2012
                                                                                                                                                                                                        • Figure 109: Teen usage of breath mints, by brands, by gender and age, April 2011-June 2012
                                                                                                                                                                                                    • Purchase Decision Influencers

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Word of mouth—main influencer for gum and mints purchases
                                                                                                                                                                                                          • Figure 110: Venues that influence purchase decision of gum and mints, by type, August 2012
                                                                                                                                                                                                          • Figure 111: Elements of packaging to change, by age, August 2012
                                                                                                                                                                                                          • Figure 112: Attitudes toward purchasing habits and price, by age, August 2012
                                                                                                                                                                                                        • TV influences purchase decisions for three in 10 HHs with children
                                                                                                                                                                                                          • Figure 113: Factors that influence purchase decision of gum and mints, by presence of children, August 2012
                                                                                                                                                                                                      • Impact of Race/Hispanic Origin

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Multicultural groups tend to over index on consumption
                                                                                                                                                                                                            • Figure 114: Personal consumption and frequency of consumption of gum, mints, and breath fresheners, by types, by race/Hispanic origin, August 2012
                                                                                                                                                                                                          • More Hispanics use gum to avoid snacking and calm down
                                                                                                                                                                                                            • Figure 115: Attitudes toward gum as related to dieting and overall health, by race/Hispanic origin, August 2012
                                                                                                                                                                                                          • Wrigley brands—favorite with blacks
                                                                                                                                                                                                            • Figure 116: Adult usage of chewing or bubblegum, by brand, by race/Hispanic origin, April 2011-June 2012
                                                                                                                                                                                                          • More Asians and Hispanics consider important short ingredient lines
                                                                                                                                                                                                            • Figure 117: Important attributes when selecting gum and mints, by race/Hispanic origin, August 2012
                                                                                                                                                                                                        • SymphonyIRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                            • Overview of gum
                                                                                                                                                                                                              • Sugarless gum
                                                                                                                                                                                                                • Consumer insights on key purchase measures—sugarless gum
                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                    • Figure 118: Brand map, selected brands of sugarless gum buying rate, by household penetration, 2012*
                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                      • Figure 119: Key purchase measures for the top brands of sugarless gum, by household penetration, 2012*
                                                                                                                                                                                                                    • Regular gum (no sugarless)
                                                                                                                                                                                                                      • Consumer insights on key purchase measures—regular gum
                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                          • Figure 120: Brand map, selected brands of regular gum (no sugarless) buying rate, by household penetration, 2012*
                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                            • Figure 121: Key purchase measures for the top brands of regular gum (no sugarless), by household penetration, 2012*
                                                                                                                                                                                                                          • Overview of non-chocolate candy
                                                                                                                                                                                                                            • Breath fresheners
                                                                                                                                                                                                                              • Consumer insights on key purchase measures—breath fresheners
                                                                                                                                                                                                                                • Figure 122: Brand map, selected brands of breath fresheners buying rate, by household penetration, 2012*
                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                  • Figure 123: Key purchase measures for the top brands of breath fresheners, by household penetration, 2012*
                                                                                                                                                                                                                              • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                  • Figure 124: Adult usage of chewing or bubblegum, by brand, by age, April 2011-June 2012
                                                                                                                                                                                                                                  • Figure 125: Adult usage of chewing or bubblegum, by brand, by gender, April 2011-June 2012
                                                                                                                                                                                                                                  • Figure 126: Adult usage of chewing or bubblegum, by brand, by age, April 2011-June 2012
                                                                                                                                                                                                                                  • Figure 127: Adult usage of chewing or bubblegum, by brand, by presence of children in household, April 2011-June 2012
                                                                                                                                                                                                                                  • Figure 128: Kids' usage of gum, by type, by gender and age, April 2011-June 2012
                                                                                                                                                                                                                                  • Figure 129: Frequency of favorite gum in house, by gender and age, April 2011-June 2012
                                                                                                                                                                                                                                  • Figure 130: Frequency of favorite breath mint/strip in house, by gender and age, April 2011-June 2012
                                                                                                                                                                                                                                  • Figure 131: Availability of gum from vending machines at school, by gender and age, April 2011-June 2012
                                                                                                                                                                                                                                  • Figure 132: Teen usage of chewing or bubblegum, by type, by gender and age, April 2011-June 2012
                                                                                                                                                                                                                                  • Figure 133: Purchase habits of gum and mints, by household income, August 2012
                                                                                                                                                                                                                              • Appendix—SymphonyIRI Builders Panel Data Definitions

                                                                                                                                                                                                                                  • SymphonyIRI Consumer Network Metrics
                                                                                                                                                                                                                                  • Appendix—Social Media—Gum, Mints and Breath Fresheners

                                                                                                                                                                                                                                    • Brand usage and awareness
                                                                                                                                                                                                                                      • Figure 134: Usage and awareness of the Altoids brand, by demographics, October 2012
                                                                                                                                                                                                                                      • Figure 135: Usage and awareness of the Tic Tac brand, by demographics, October 2012
                                                                                                                                                                                                                                      • Figure 136: Usage and awareness of the Orbit brand, by demographics, October 2012
                                                                                                                                                                                                                                      • Figure 137: Usage and awareness of the Juicy Fruit brand, by demographics, October 2012
                                                                                                                                                                                                                                      • Figure 138: Usage and awareness of the Wrigley’s 5 brand, by demographics, October 2012
                                                                                                                                                                                                                                      • Figure 139: Usage and awareness of the Dentyne Ice brand, by demographics, October 2012
                                                                                                                                                                                                                                    • Satisfaction with brands
                                                                                                                                                                                                                                      • Figure 140: Satisfaction with selected Gum, mints and breath fresheners brands, November 2012
                                                                                                                                                                                                                                      • Figure 141: Satisfaction with Altoids brand, by demographics, November 2012
                                                                                                                                                                                                                                      • Figure 142: Satisfaction with Tic Tac brand, by demographics, November 2012
                                                                                                                                                                                                                                      • Figure 143: Satisfaction with Orbit brand, by demographics, November 2012
                                                                                                                                                                                                                                      • Figure 144: Satisfaction with Juicy Fruit brand, by demographics, November 2012
                                                                                                                                                                                                                                      • Figure 145: Satisfaction with Wrigley’s 5 brand, by demographics, November 2012
                                                                                                                                                                                                                                      • Figure 146: Satisfaction with Dentyne Ice brand, by demographics, November 2012
                                                                                                                                                                                                                                    • Interaction with brands
                                                                                                                                                                                                                                      • Figure 147: Interaction with the Altoids brand, by demographics, November 2012
                                                                                                                                                                                                                                      • Figure 148: Interaction with the Tic Tac brand, by demographics, November 2012
                                                                                                                                                                                                                                      • Figure 149: Interaction with the Orbit brand, by demographics, November 2012
                                                                                                                                                                                                                                      • Figure 150: Interaction with the Juicy Fruit brand, by demographics, November 2012
                                                                                                                                                                                                                                      • Figure 151: Interaction with the Wrigley’s 5 brand, by demographics, November 2012
                                                                                                                                                                                                                                      • Figure 152: Interaction with the Dentyne Ice brand, by demographics, November 2012
                                                                                                                                                                                                                                    • Motivations for interaction
                                                                                                                                                                                                                                      • Figure 153: internet users aged 18+ who have used listed gum, mints and breath fresheners brand and researched or commented on it
                                                                                                                                                                                                                                      • Figure 154: Reason for interaction with the Tic Tac brand, by demographics, November 2012
                                                                                                                                                                                                                                      • Figure 155: Reason for interaction with the Orbit brand, by demographics, November 2012
                                                                                                                                                                                                                                      • Figure 156: Reason for interaction with the Juicy Fruit brand, by demographics, November 2012
                                                                                                                                                                                                                                      • Figure 157: Reason for interaction with the Wrigley’s 5 brand, by demographics, November 2012
                                                                                                                                                                                                                                      • Figure 158: Reason for interaction with the Dentyne Ice brand, by demographics, November 2012
                                                                                                                                                                                                                                    • Online conversations
                                                                                                                                                                                                                                      • Figure 159: Percentage of consumer conversation, by gum, mints and breath freshener brands, August 1, 2012-November 17, 2012
                                                                                                                                                                                                                                      • Figure 160: Online mentions, by gum, mints and breath freshener brands, by day, August 1, 2012-November 17, 2012
                                                                                                                                                                                                                                      • Figure 161: Mentions by page type, selected gum, mints and breath freshener brands, August 1, 2012-November 17, 2012
                                                                                                                                                                                                                                      • Figure 162: Online mentions, by selected gum, mints and breath freshener brands, by type of conversation, August 1, 2012-November 17, 2012
                                                                                                                                                                                                                                      • Figure 163: Major areas of discussion surrounding gum, mints and breath freshener brands, by day, August 1, 2012-November 17, 2012
                                                                                                                                                                                                                                      • Figure 164: Major areas of discussion surrounding gum, mints and breath fresheners, by type of website, August 1, 2012-November 17, 2012
                                                                                                                                                                                                                                  • Appendix: Trade Associations

                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                                                                                                    • Twitter, Inc.
                                                                                                                                                                                                                                    • Wm. Wrigley Jr. Company
                                                                                                                                                                                                                                    • YouTube, Inc.

                                                                                                                                                                                                                                    Gum, Mints and Breath Fresheners - US - December 2012

                                                                                                                                                                                                                                    £3,199.84 (Excl.Tax)