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Gum, Mints and Breath Fresheners - US - December 2013

“The vast majority of category participants turn to its offerings for breath freshening, and half of users do so to get a bad taste out of their mouth. This is a strong indication that product marketing would do well to promote the ability of products to meet these primary needs.”

– Beth Bloom, Food and Drink Analyst

This report looks at the following areas:

  • What are consumers looking for in the category?
  • How can the category stem sales losses?
  • What role do retailers play in category sales?

Mintel estimates total US retail sales of gum, mints, and breath fresheners will fall 2.4% in 2013. This would be the third consecutive year of declines in the category, cancelling growth experienced following the onslaught of the economic downturn.

Use of products in the category has been on the decline. This is likely due to a combination of factors, including a lack of relevant innovation. New products, new varieties, and new formulations have all declined among product launches measured by Mintel GNPD. What’s more, the expansion of competing offerings meets consumer interest in breath freshening, and an increase in snacking leaves consumers with less need for stimulation between eating occasions.

The struggling category needs a reboot. This can happen both at the product development and promotion stages. A focus on function will be key to enlivening sales and turning products into planned purchases that meet a specific need, rather than fun, impulse buys.

The report includes sales of the following products:

  • Sugarless gum (including dental and whitening gum)
  • Regular gum
  • Breath fresheners (Ice Breakers, Tic Tac, and Altoids)
  • Candy mints (Life Savers mints, Mentos, and Red Bird)

Excluded from this report are:

  • Nicotine gum
  • Mouthwash
  • Toothpaste
  • Candy in all forms except candy mints (eg, Life Savers mints are included, while other types of Life Savers are excluded).

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Table of contents

  1. Scope and Themes

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

                    • The market
                      • Recent declines cancel category growth
                        • Figure 1: Total US retail sales and forecast of gum, mints, and breath fresheners, at current prices, 2008-18
                      • Market segmentation
                        • Breath fresheners see strong growth as gum falters
                          • Figure 2: US retail sales of gum, mints, and breath fresheners, by segment, at current prices, 2011 and 2013
                        • Innovation
                          • Lackluster innovation strains growth potential
                            • Figure 3: Gum, mint, and breath freshener launches, by launch type, 2009-13*
                          • Leading companies
                            • Mars makes up half of sales, Hershey makes strong gains
                              • Figure 4: MULO sales of gum, mints, and breath fresheners, by leading companies, rolling 52 weeks 2012 and 2013
                            • The consumer
                              • Gum experiences significant usage drop by age
                                • Figure 5: Personal purchase, by age, October 2013
                              • Breath freshening leads reasons for use
                                • Figure 6: Top five reasons for use, October 2013
                              • What we think
                              • Issues and Insights

                                  • What are consumers looking for in the category?
                                    • Issues
                                      • Insight: Breath freshening should be prioritized, other functionality important
                                        • How can the category stem sales losses?
                                          • Issues
                                            • Insight: Keep products top of mind, fill consumer need
                                              • What role do retailers play in category sales?
                                                • Issue
                                                  • Insight: Product placement is key, discounts can incentivize trial
                                                  • Trend Applications

                                                      • Trend: The Big Issue
                                                        • Trend: Mood to Order
                                                          • Mintel Futures: East Meets West
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Recent declines cancel category growth
                                                                • Sales of gum, mints, and breath fresheners
                                                                  • Figure 7: Total US retail sales and forecast of gum, mints, and breath fresheners, at current prices, 2008-18
                                                                  • Figure 8: Total US retail sales and forecast of gum, mints, and breath fresheners, at inflation-adjusted prices, 2008-18
                                                                • Fan chart forecast
                                                                    • Figure 9: Total US retail sales and forecast of gum, mints, and breath fresheners, at current prices, 2008-18
                                                                • Competitive Context

                                                                  • Key points
                                                                    • Oral care and other breath fresheners can challenge category
                                                                      • Oral care products are standard for dental care
                                                                        • Figure 10: Mouthwash/dental rinse, by age, May 2012-June 2013
                                                                      • Gum, mints, and breath fresheners offer convenience, added protection
                                                                        • Breath freshening qualities seen in other products
                                                                        • Segment Performance

                                                                          • Key points
                                                                            • Breath fresheners see strong growth as gum falters
                                                                              • Figure 11: Total US retail sales of gum, mints, and breath fresheners, by segment, at current prices, 2011 and 2013
                                                                            • Sugarless gum sees overall declines
                                                                              • US retail sales and forecast of sugarless gum
                                                                                • Figure 12: US retail sales and forecast of sugarless gum, at current prices, 2008-18
                                                                              • Regular gum sees largest losses of the category
                                                                                • US retail sales and forecast of regular gum
                                                                                  • Figure 13: Total US retail sales and forecast of regular gum, at current prices, 2008-18
                                                                                • Breath fresheners breathe life into category
                                                                                  • US retail sales and forecast of breath fresheners
                                                                                    • Figure 14: Total US retail sales and forecast of breath fresheners, at current prices, 2008-18
                                                                                  • Plain mint sales grow 8% from 2008-13, stagnation forecast
                                                                                    • US retail sales and forecast of plain mints
                                                                                      • Figure 15: Total US retail sales and forecast of plain mints, at current prices, 2008-18
                                                                                  • Retail Channels

                                                                                    • Key points
                                                                                      • Supermarkets see largest declines
                                                                                        • Checkout location useful, but other creative positioning can have impact
                                                                                          • Price promotion can attract attention
                                                                                            • Figure 16: Total US retail sales of gum, mints, and breath fresheners, by channel, at current prices, 2011-13
                                                                                          • Private label launches see strong growth
                                                                                            • Figure 17: Gum, mint, and breath freshener launches, by brand type, 2009-13*
                                                                                          • Supermarkets sales fall 2% from 2008-13
                                                                                            • Supermarket sales of gum, mints, and breath fresheners
                                                                                              • Figure 18: US supermarket sales of gum, mints, and breath fresheners, at current prices, 2008-13
                                                                                            • Drug store decline gains momentum, product expansion could stem
                                                                                              • Drug store sales of gum, mints, and breath fresheners
                                                                                                • Figure 19: US drug store sales of gum, mints, and breath fresheners, at current prices, 2008-13
                                                                                                • Figure 20: Gum, mint, and breath freshener launches, by store type, 2009-13*
                                                                                              • Other channels grow overall, still experience declines
                                                                                                • Other channel sales of gum, mints, and breath fresheners
                                                                                                  • Figure 21: US sales of gum, mints, and breath fresheners, through other retail channels, at current prices, 2008-13
                                                                                                • Natural supermarket sales grow 39% from 2011-13
                                                                                                  • Sales of gum, mints, and breath fresheners in the natural channel
                                                                                                    • Figure 22: Natural supermarket sales of gum, mints, and breath fresheners, at current prices, 2011-13*
                                                                                                    • Figure 23: Natural supermarket sales of gum, mints, and breath fresheners at inflation-adjusted prices, 2011-13*
                                                                                                  • Natural channel sales of gum, mints, and breath fresheners by segment
                                                                                                    • Figure 24: Natural supermarket sales of gum, mints, and breath fresheners, by segment, 2011 and 2013*
                                                                                                  • Natural channel sales of gum, mints, and breath fresheners by organic
                                                                                                    • Figure 25: Natural supermarket sales of gum, mints, and breath fresheners, by organic, 2011 and 2013*
                                                                                                • Leading Companies and Brand Share

                                                                                                  • Key points
                                                                                                    • Mars makes up half of sales, Hershey sees strong gains
                                                                                                      • MULO sales of gum, mints, and breath fresheners
                                                                                                        • Figure 26: MULO sales of gum, mints, and breath fresheners, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                      • Orbit/Wrigley make up more than half of sugarless gum sales
                                                                                                        • MULO sales of sugarless gum
                                                                                                          • Figure 27: MULO sales of sugarless gum, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                        • Private label sees strong sales growth in regular gum
                                                                                                          • MULO sales of regular gum
                                                                                                            • Figure 28: MULO sales of regular gum, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                          • Ice Breakers leads breath freshener sales
                                                                                                            • MULO sales of breath fresheners
                                                                                                              • Figure 29: MULO sales of breath fresheners, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                            • Life Savers and Mentos make up more than half of plain mint sales
                                                                                                              • MULO sales of plain mints
                                                                                                                • Figure 30: MULO sales of plain mints, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                            • Innovations and Innovators

                                                                                                              • Lackluster innovation strains growth potential
                                                                                                                • Figure 31: Gum, mint, and breath freshener launches, by launch type, 2009-13*
                                                                                                              • Strong emphasis on breath freshening necessary, other function important
                                                                                                                  • Figure 32: Gum, mint, and breath freshener launches, by top 10 claims, 2009-13*
                                                                                                                • Blister packs grow in popularity, room for more playful packaging exists
                                                                                                                    • Figure 33: Gum, mint, and breath freshener launches, by package type, 2009-13*
                                                                                                                  • Minty flavors lead
                                                                                                                    • Figure 34: Gum, mint, and breath freshener launches, by package type, 2009-13*
                                                                                                                    • Figure 35: Chewing gum/bubble gum, April 2008-June 2013
                                                                                                                    • Figure 36: Chewing gum/bubble gum, April 2008-June 2013 (continued)
                                                                                                                    • Figure 37: Gum, April 2008-June 2013
                                                                                                                  • Room for fun
                                                                                                                  • Marketing Strategies

                                                                                                                    • Overview of brand landscape
                                                                                                                      • Brand analysis: Orbit
                                                                                                                        • Figure 38: Brand analysis of Orbit, 2013
                                                                                                                      • Online initiatives
                                                                                                                        • Figure 39: Orbit, Facebook ad, 2013
                                                                                                                        • Figure 40: Orbit, Facebook ad, 2013
                                                                                                                      • TV presence
                                                                                                                        • Figure 41: Orbit, “Polo,” TV ad, 2013
                                                                                                                      • Print and other
                                                                                                                        • Figure 42: Orbit, Twitter ads, 2013
                                                                                                                        • Figure 43: Orbit, Twitter ad, 2013
                                                                                                                      • Brand analysis: Ice Breakers
                                                                                                                        • Figure 44: Brand analysis of Ice Breakers, 2013
                                                                                                                      • Online initiatives
                                                                                                                        • Figure 45: Ice Breakers, Facebook ad, 2013
                                                                                                                        • Figure 46: Ice Breakers, Facebook ad, 2013
                                                                                                                      • TV presence
                                                                                                                        • Figure 47: Ice Breakers, “Space,” TV ad, 2013
                                                                                                                      • Print and other
                                                                                                                        • Brand Analysis: Mentos
                                                                                                                          • Figure 48: Brand analysis of Mentos, 2013
                                                                                                                        • Online initiatives
                                                                                                                          • Figure 49: Mentos, Facebook ad, 2013
                                                                                                                          • Figure 50: Mentos, Facebook ad, 2013
                                                                                                                          • Figure 51: Mentos, Facebook Coupon ad, 2013
                                                                                                                        • TV presence
                                                                                                                          • Figure 52: Mentos, “Roll with it,” TV ad, 2013
                                                                                                                        • Brand Analysis: Trident Layers
                                                                                                                          • Figure 53: Brand analysis of Trident Layers, 2013
                                                                                                                        • Online initiatives
                                                                                                                          • Figure 54: Trident Layers, Facebook ads, 2013
                                                                                                                          • Figure 55: Trident Layers, Facebook ad, 2013
                                                                                                                          • Figure 56: Trident Layers, Twitter page screenshot, 2013
                                                                                                                        • TV presence
                                                                                                                          • Figure 57: Trident Layers, “The Trident Player,” TV ad, 2013
                                                                                                                        • Print and other
                                                                                                                          • Figure 58: Trident Layers, “Flavors Collide,” TV-Social Media ad, 2013
                                                                                                                      • Use and Purchase of Gum, Mints, and Breath Fresheners

                                                                                                                        • Key points
                                                                                                                          • 65% of households use gum, mints, and/or breath fresheners
                                                                                                                            • Figure 59: Gum/mint/breath freshener purchase, October 2013
                                                                                                                          • Use on the decline
                                                                                                                            • Figure 60: Chewing gum/bubble gum, April 2008-June 2013
                                                                                                                            • Figure 61: Breath mints/strips/sprays, April 2008-June 2013
                                                                                                                          • Sales growth can come from encouraging daily use
                                                                                                                            • Figure 62: Usage frequency, October 2013
                                                                                                                          • Women prefer gum, men drawn to mints/breath fresheners
                                                                                                                            • Figure 63: usage, by gender, October 2013
                                                                                                                          • Men are higher-frequency users
                                                                                                                            • Figure 64: Usage frequency*, by gender, October 2013
                                                                                                                          • Men more likely to purchase multiple products, women stick to gum
                                                                                                                            • Figure 65: Purchase, by gender, October 2013
                                                                                                                          • 25-34s are target audience
                                                                                                                            • Figure 66: Usage, by age, October 2013
                                                                                                                          • Half of 18-34s use these products every day
                                                                                                                            • Figure 67: Usage frequency*, by age, October 2013
                                                                                                                          • Younger consumers open to multiple products
                                                                                                                            • Figure 68: Usage, by age, October 2013
                                                                                                                          • Price not a strong deterrent, opportunity exists for premium products
                                                                                                                            • Figure 69: Usage, by household income, October 2013
                                                                                                                            • Figure 70: Usage frequency*, by household income, October 2013
                                                                                                                        • Reasons for Use

                                                                                                                          • Key points
                                                                                                                            • Breath freshening leads reasons for use
                                                                                                                              • Functional benefits, particularly dietary ones, should resonate with women
                                                                                                                                • Figure 71: Consumption occasion, by gender, October 2013
                                                                                                                              • Category has chance to innovate with marketing to seniors
                                                                                                                                  • Figure 72: Consumption occasion, by age, October 2013
                                                                                                                                • Premium products can focus on sociability
                                                                                                                                  • Figure 73: Consumption occasion, by household income, October 2013
                                                                                                                              • Purchase Decision

                                                                                                                                • Key points
                                                                                                                                  • Flavor trumps price
                                                                                                                                    • Young consumers more likely to be price conscious
                                                                                                                                      • Figure 74: Purchase decision, by age, October 2013
                                                                                                                                    • Daily users drawn to function, availability may inspire increased purchase
                                                                                                                                      • Figure 75: Purchase decision, by user groups*, October 2013
                                                                                                                                  • Barriers to Purchase

                                                                                                                                    • Key points
                                                                                                                                      • One third of users have decreased purchase
                                                                                                                                        • Figure 76: Change in purchase, October 2013
                                                                                                                                      • Products in category are not top of mind
                                                                                                                                        • Figure 77: Reason for not purchasing or decreased purchase, October 2013
                                                                                                                                      • Sugar/dental health are a concern for older shoppers
                                                                                                                                        • Figure 78: Reason for not purchasing or decreased purchase, by age, October 2013
                                                                                                                                      • Cost is a barrier for lower income earners
                                                                                                                                        • Figure 79: Reason for not purchasing or decreased purchase, by household income, October 2013
                                                                                                                                    • Custom Consumer Group – Households with Children

                                                                                                                                      • Key points
                                                                                                                                        • Kids and teens buy products for themselves
                                                                                                                                            • Figure 80: Chewing gum/bubble gum, April 2008-June 2013
                                                                                                                                            • Figure 81: Chewing gum/bubble gum, April 2008-June 2013
                                                                                                                                          • Opportunity exists to grow teen breath mint use
                                                                                                                                              • Figure 82: Breath mints/strips, April 2008-June 2013
                                                                                                                                              • Figure 83: Breath mints/strips, April 2008-June 2013
                                                                                                                                            • 88% of kids chew gum
                                                                                                                                              • Figure 84: Gum, by age, May 2012-June 2013
                                                                                                                                            • Keeping low-sugar products available will be key in sustainability
                                                                                                                                              • Figure 85: Gum, by age, May 2012-June 2013
                                                                                                                                            • Gum use experiencing slight declines among kids
                                                                                                                                              • Figure 86: Gum, April 2008-June 2013
                                                                                                                                              • Figure 87: Food and drink in school, April 2008-June 2013
                                                                                                                                            • Tying gum to studying might increase use
                                                                                                                                              • Figure 88: Gum, May 2012-June 2013
                                                                                                                                              • Figure 89: Gum, May 2012-June 2013
                                                                                                                                            • More than half of kids use mints
                                                                                                                                              • Figure 90: Breath mints/strips, by age, May 2012-June 2013
                                                                                                                                              • Figure 91: Breath mints/strips, May 2012-June 2013
                                                                                                                                            • Money going elsewhere
                                                                                                                                                • Figure 92: Allowance/Money, April 2008-June 2013
                                                                                                                                              • Price, oral care, resealable packaging important among HHs with kids
                                                                                                                                                • Figure 93: Purchase decision, by presence of children in household, October 2013
                                                                                                                                            • Impact of Race and Hispanic Origin

                                                                                                                                              • Key points
                                                                                                                                                • Black consumers top category participation
                                                                                                                                                  • Figure 94: Personal purchase, by race/Hispanic origin, October 2013
                                                                                                                                                • Hispanics appear as high-volume users
                                                                                                                                                  • Figure 95: Usage frequency*, by race/Hispanic origin, October 2013
                                                                                                                                                • …may also be buying for their children
                                                                                                                                                  • Figure 96: Gum/Mint/Breath freshener purchase, by race/Hispanic origin, October 2013
                                                                                                                                                • Asian consumers can be attracted by function, flavor innovation
                                                                                                                                                    • Figure 97: Consumption occasion, by race/Hispanic origin, October 2013
                                                                                                                                                  • Low price important driver to Hispanic purchase
                                                                                                                                                    • Figure 98: Purchase decision, by race/Hispanic origin, October 2013
                                                                                                                                                  • Establishing relevance among Asian shoppers should be considered
                                                                                                                                                    • Figure 99: Reason for not purchasing or decreased purchase, by race/Hispanic origin, October 2013
                                                                                                                                                • Key Household Purchase Measures – Information Resources Inc. Builders Panel Data – Gum

                                                                                                                                                    • Overview of gum
                                                                                                                                                      • Sugarless gum
                                                                                                                                                        • Consumer insights on key purchase measures – sugarless gum
                                                                                                                                                          • Brand map
                                                                                                                                                            • Figure 100: Brand map, selected brands of sugarless gum, by household penetration, 2012*
                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                            • Key purchase measures
                                                                                                                                                              • Figure 101: Key purchase measures for the top brands of sugarless gum, by household penetration, 2012*
                                                                                                                                                            • Regular gum
                                                                                                                                                              • Consumer insights on key purchase measures – regular gum
                                                                                                                                                                • Brand map
                                                                                                                                                                  • Figure 102: Brand map, selected brands of regular gum buying rate, by household penetration, 2012*
                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                    • Figure 103: Key purchase measures for the top brands of regular gum, by household penetration, 2012*
                                                                                                                                                                • Key Household Purchase Measures – Information Resources Inc. Builders Panel Data – Breath Fresheners

                                                                                                                                                                    • Breath fresheners
                                                                                                                                                                      • Consumer insights on key purchase measures – breath fresheners
                                                                                                                                                                        • Brand map
                                                                                                                                                                          • Figure 104: Brand map, selected brands of breath fresheners buying rate, by household penetration, 2012*
                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                            • Figure 105: Key purchase measures for the top brands of breath fresheners, by household penetration, 2012*
                                                                                                                                                                        • Appendix – Market Drivers

                                                                                                                                                                          • Consumer confidence
                                                                                                                                                                            • Figure 106: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                                                                                                                                          • Unemployment
                                                                                                                                                                            • Figure 107: US unemployment rate, by month, 2002-13
                                                                                                                                                                            • Figure 108: US unemployment and underemployment rates, 2007-13
                                                                                                                                                                            • Figure 109: Number of employed civilians in US, in thousands, 2007-13
                                                                                                                                                                          • Food cost pressures
                                                                                                                                                                            • Figure 110: Changes in USDA food price indexes, 2011-14
                                                                                                                                                                          • Obesity
                                                                                                                                                                            • Figure 111: American adults by weight category as determined by body mass index (BMI), 2008-October 28, 2013
                                                                                                                                                                          • Childhood and teen obesity – highest in decades
                                                                                                                                                                              • Figure 112: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                                                                                                                                            • Racial, ethnic population growth
                                                                                                                                                                                • Figure 113: US population by race and Hispanic origin, 2008, 2013, and 2018
                                                                                                                                                                                • Figure 114: Households with children, by race and Hispanic origin of householder, 2012
                                                                                                                                                                              • Shifting US demographics
                                                                                                                                                                                • Figure 115: US population, by age, 2008-18
                                                                                                                                                                                • Figure 116: US households, by presence of own children, 2002-12
                                                                                                                                                                            • Appendix – Other Useful Consumer Tables

                                                                                                                                                                              • Gum/mint/breath freshener purchase and use
                                                                                                                                                                                • Figure 117: Gum/Mint/Breath freshener purchase, October 2013
                                                                                                                                                                                • Figure 118: Gum/Mint/Breath freshener purchase, by gender, October 2013
                                                                                                                                                                                • Figure 119: Gum/Mint/Breath freshener purchase, by age, October 2013
                                                                                                                                                                                • Figure 120: Personal purchase, by gender and age, October 2013
                                                                                                                                                                                • Figure 121: Usage frequency*, by gender and age, October 2013
                                                                                                                                                                                • Figure 122: Gum/Mint/Breath freshener purchase, by household income, October 2013
                                                                                                                                                                              • Reasons for use
                                                                                                                                                                                • Figure 123: Reasons for use, by gender and age, October 2013
                                                                                                                                                                                • Figure 124: Consumption occasion, by user groups*, October 2013
                                                                                                                                                                                • Figure 125: Reasons for use, by gum, October 2013
                                                                                                                                                                                • Figure 126: Reasons for use, by gum, October 2013 (continued)
                                                                                                                                                                              • Purchase decision
                                                                                                                                                                                • Figure 127: Purchase decision, by gender, October 2013
                                                                                                                                                                                • Figure 128: Purchase decision, by gender and age, October 2013
                                                                                                                                                                                • Figure 129: Purchase decision, by household income, October 2013
                                                                                                                                                                                • Figure 130: Purchase decision, by segment, October 2013
                                                                                                                                                                              • Purchase barriers
                                                                                                                                                                                • Figure 131: Reason for not purchasing or decreased purchase, by gender, October 2013
                                                                                                                                                                                • Figure 132: Reason for not purchasing or decreased purchase (gum), by gender, October 2013
                                                                                                                                                                                • Figure 133: Reason for not purchasing or decreased purchase (mints), by gender, October 2013
                                                                                                                                                                                • Figure 134: Reason for not purchasing or decreased purchase (breath fresheners), by gender, October 2013
                                                                                                                                                                                • Figure 135: Reason for not purchasing or decreased purchase (gum), by age, October 2013
                                                                                                                                                                                • Figure 136: Reason for not purchasing or decreased purchase (mints), by age, October 2013
                                                                                                                                                                                • Figure 137: Reason for not purchasing or decreased purchase (breath fresheners), by age, October 2013
                                                                                                                                                                                • Figure 138: Reason for not purchasing or decreased purchase (gum), by gender and age, October 2013
                                                                                                                                                                                • Figure 139: Reason for not purchasing or decreased purchase (mints), by gender and age, October 2013
                                                                                                                                                                                • Figure 140: Reason for not purchasing or decreased purchase (breath fresheners), by gender and age, October 2013
                                                                                                                                                                                • Figure 141: Reason for not purchasing or decreased purchase, by user groups, October 2013
                                                                                                                                                                                • Figure 142: Reason for not purchasing or decreased purchase (gum), by household income, October 2013
                                                                                                                                                                                • Figure 143: Reason for not purchasing or decreased purchase (mints), by household income, October 2013
                                                                                                                                                                                • Figure 144: Reason for not purchasing or decreased purchase (breath fresheners), by household income, October 2013
                                                                                                                                                                            • Appendix – Information Resources Inc. Builders Panel Data Definitions

                                                                                                                                                                                • Information Resources Inc. Consumer Network Metrics
                                                                                                                                                                                • Appendix – Trade Associations

                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                  • Brach's Confections Inc.
                                                                                                                                                                                  • Cadbury Adams USA LLC
                                                                                                                                                                                  • Facebook, Inc.
                                                                                                                                                                                  • Ferrara Pan Candy Company
                                                                                                                                                                                  • Ferrero U.S.A. Inc.
                                                                                                                                                                                  • Hershey Company, The
                                                                                                                                                                                  • Johnson & Johnson
                                                                                                                                                                                  • Kraft Foods Inc.
                                                                                                                                                                                  • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                  • Mars Incorporated
                                                                                                                                                                                  • Mondelez International
                                                                                                                                                                                  • Perfetti Van Melle USA Inc.
                                                                                                                                                                                  • Tootsie Roll Industries Inc.
                                                                                                                                                                                  • Walgreen Co
                                                                                                                                                                                  • Wm. Wrigley Jr. Company

                                                                                                                                                                                  Gum, Mints and Breath Fresheners - US - December 2013

                                                                                                                                                                                  US $3,995.00 (Excl.Tax)