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Gum, Mints and Breath Fresheners - US - February 2010

Gum, mints and breath fresheners continue to be some of the more innovative consumer packaged goods categories, which has helped them maintain and grow sales despite the recession. Innovations have been focused on packaging, bolder and more exciting flavors, as well as functional benefits that have long been a trademark of the gum category in particular. Early benefits focused on fresh breath and general oral care. More recently, claims have evolved to the point where gum is being promoted as helping to alleviate stress, help reduce weight, improve brain and digestive functions and more. There are even gums that are in the early stages of development that a hold potential to detect diseases such as malaria.

This report provides an in-depth look at these segments by providing the following insights:

  • The functionality of gum continues to be strongly marketed by manufacturers and will be even more so in the future as more functions for gum are developed.
  • Kraft’s recent acquisition of Cadbury has the potential to significantly impact gum and related categories.
  • Despite the billions of dollars at stake, why private label is a relative non-factor in the gum category.
  • How impulse purchases like gum, mints and breath fresheners fare during recessionary times.
  • The potential impact of retailers rethinking merchandising at checkout lines, which used to be the sole domain of gum and candy but now competes with beverages and salty snacks as well.
  • The social context of gum, mints and breath fresheners.
  • What consumers are looking for in terms of flavors, packaging, functionality and sweeteners

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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

                      • Total market at a glance
                        • Private label not a major player in gum, mints and breath fresheners
                          • Sugarless gum leads the way
                            • Supermarkets generate the most sales
                              • Innovation a key growth engine
                                • Packaging a major component of gum, mints and breath fresheners experience
                                  • Consumers willing to experiment when it comes to new flavors
                                  • Insights and Opportunities

                                    • Stock functional gum in oral care section
                                      • Mint-based energy drinks
                                        • Drugstore chain private label mint and gum products
                                          • Development of disease-detecting gums
                                            • Sampling program through dental offices
                                              • Rethinking fitness gums
                                                • Merchandise gum with diet products
                                                • Inspire Insights

                                                    • Trend 1: There’s No Limit to Gum
                                                      • A well worn concept
                                                        • We want more
                                                          • Trend 2: Good For You Candy
                                                            • Do we always want “good for you”?
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Growth continues despite tough economy
                                                                  • Inflation not much of a factor
                                                                    • Kraft’s acquisition of Cadbury should spark competition
                                                                      • FDMx sales and forecast
                                                                        • Figure 1: FDMx sales and forecast of gum, mints, and breath fresheners at current prices, 2004-14
                                                                        • Figure 2: FDMx sales and forecast of gum, mints, and breath fresheners at inflation-adjusted prices, 2004-14
                                                                      • Walmart sales
                                                                      • Competitive Context

                                                                        • Key points
                                                                          • Cadbury accepts Kraft Foods’ sweetened acquisition offer
                                                                            • Private label not a major player in gum, mints and breath fresheners
                                                                              • Gum, mints and breath fresheners are impulse purchases
                                                                                • Retailers rethinking front-end sections
                                                                                • Segment Performance

                                                                                  • Key points
                                                                                    • Sugarless gum continues to grow
                                                                                      • Sales of gum, mints, and breath fresheners, by segment
                                                                                        • Figure 3: FDMx sales and forecast of gum, mints, and breath fresheners at current prices, by segment, 2004-14
                                                                                      • Sugarless gum only segment to grow in share
                                                                                        • Figure 4: FDMx sales of gum, mints and breath fresheners, by segment, 2007 and 2009
                                                                                    • Segment Performance—Sugarless Gum

                                                                                      • Key points
                                                                                        • Sales growth drives sugarless gum sales to highest mark ever
                                                                                          • Innovations sparking growth
                                                                                            • Sales and forecast of sugarless gum
                                                                                              • Figure 5: FDMx sales and forecast of sugarless gum, at current prices, 2004-14
                                                                                          • Segment Performance—Regular Gum

                                                                                            • Key points
                                                                                              • Sales down more than $100 million since 2004
                                                                                                • Consumers shifting away from sugary gum
                                                                                                  • Sales and forecast of regular gum
                                                                                                    • Figure 6: FDMx sales and forecast of regular gum, at current prices, 2004-14
                                                                                                • Segment Performance—Breath Fresheners

                                                                                                  • Key points
                                                                                                    • Sales decline continues
                                                                                                      • Successful new products seem to be cannibalizing sales
                                                                                                        • Sales and forecast of breath fresheners
                                                                                                          • Figure 7: FDMx sales and forecast of breath fresheners, at current prices, 2004-14
                                                                                                      • Segment Performance—Plain Mints

                                                                                                        • Key points
                                                                                                          • Growth continues
                                                                                                            • Manufacturers need to broaden appeal to grow segment
                                                                                                              • Sales and forecast of plain mints
                                                                                                                • Figure 8: FDMx sales and forecast of plain mints, at current prices, 2004-14
                                                                                                            • Retail Channels

                                                                                                              • Key points
                                                                                                                • Supermarkets benefit from gum as an impulse purchase
                                                                                                                  • Drugstores/other share drops despite sales gain
                                                                                                                    • FDMx sales of gum, mints and breath fresheners, by channel
                                                                                                                      • Figure 9: FDMx sales of gum, mints and breath fresheners, by retail channel, 2008 and 2009
                                                                                                                  • Retail Channels—Supermarkets

                                                                                                                    • Key points
                                                                                                                      • Sales growth drives sales past $1 billion
                                                                                                                        • Impact of evolving checkout lines
                                                                                                                          • Figure 10: Supermarkets sales of gum, mints and breath fresheners, 2004-09
                                                                                                                      • Retail Channels—Drugstores/Other

                                                                                                                        • Key points
                                                                                                                          • Sales continue upward
                                                                                                                            • Drugstore shopper profile good for gum
                                                                                                                              • Figure 11: Drugstores/other FDMx sales of gum, mints, and breath fresheners, 2004-09
                                                                                                                          • Market Drivers

                                                                                                                            • Key points
                                                                                                                              • Consumers eating at home more often
                                                                                                                                • Latin-based flavors becoming more mainstream
                                                                                                                                  • Fewer people driving to work decreasing consumption opportunities
                                                                                                                                    • Less socializing decreases need for gum and mints
                                                                                                                                      • School bans on sweets and gums
                                                                                                                                      • Leading Companies

                                                                                                                                        • Key points
                                                                                                                                          • Kraft finally succeeds in acquiring Cadbury
                                                                                                                                            • Mars and Cadbury leverage gum sales to dominate markets
                                                                                                                                              • Private label almost a non-factor
                                                                                                                                                • Figure 12: FDMx sales of gum, mints and breath fresheners, by leading companies, 2008 and 2009
                                                                                                                                            • Brand Share—Sugarless Gum

                                                                                                                                              • Key points
                                                                                                                                                • National brands control segment
                                                                                                                                                  • Mars accounts for more than half of the segment
                                                                                                                                                    • Manufacturer and brand sales of sugarless gum
                                                                                                                                                      • Figure 13: Manufacturer and brand FDMx sales of sugarless gum, 2008 and 2009
                                                                                                                                                  • Brand Share—Regular Gum

                                                                                                                                                    • Key points
                                                                                                                                                      • Regular gum sales trail sugarless by a wide margin
                                                                                                                                                        • Mars controls the regular gum segment
                                                                                                                                                          • Manufacturer and brand sales of regular gum
                                                                                                                                                            • Figure 14: Manufacturer and brand FDMx sales of regular gum, 2008 and 2009
                                                                                                                                                          • Gum usage by brand
                                                                                                                                                            • Figure 15: Chewing gum/bubble gum usage by brand, April 2008-June 2009
                                                                                                                                                        • Brand Share—Breath Fresheners

                                                                                                                                                          • Key points
                                                                                                                                                            • Consumers interested in social benefits rather than functional
                                                                                                                                                              • Johnson & Johnson’s functional approach not as popular
                                                                                                                                                                • Manufacturer and brand sales of breath fresheners
                                                                                                                                                                  • Figure 16: Manufacturer and brand FDMx sales of breath fresheners, 2008 and 2009
                                                                                                                                                              • Brand Share—Plain Mints

                                                                                                                                                                • Key points
                                                                                                                                                                  • Mars and Perfetti Van Melle top two manufacturers
                                                                                                                                                                    • Private label well received in plain mints
                                                                                                                                                                      • Manufacturer and brand sales of plain mints
                                                                                                                                                                        • Figure 17: Manufacturer and brand FDMx sales of plain mints, 2008 and 2009
                                                                                                                                                                      • Breath mint/strip usage by brand
                                                                                                                                                                        • Figure 18: Breath mint/strip usage by brand, April 2008-June 2009
                                                                                                                                                                    • Brand Qualities

                                                                                                                                                                        • Trident launched the sugarless gum industry
                                                                                                                                                                          • Tic Tacs shaking up its packaging to go green
                                                                                                                                                                            • Gum as a fashion accessory
                                                                                                                                                                              • Bazooka Joe offers more than just nostalgic appeal
                                                                                                                                                                                • Mentos freshens up its products beyond mints
                                                                                                                                                                                • Innovation and Innovators

                                                                                                                                                                                    • Focus on fun and novelty
                                                                                                                                                                                      • Novel packaging
                                                                                                                                                                                        • The Health platform
                                                                                                                                                                                          • Gum and mints with energy
                                                                                                                                                                                            • Private label innovation
                                                                                                                                                                                            • Advertising and Promotion

                                                                                                                                                                                              • Overview
                                                                                                                                                                                                • Altoids Smalls
                                                                                                                                                                                                  • Figure 19: Altoids “are you in mint condition,” March 2009
                                                                                                                                                                                                • Wrigley’s Extra Spearmint
                                                                                                                                                                                                  • Figure 20: Wrigley’s extra spearmint, March 2009
                                                                                                                                                                                                • Wrigley’s Orbit Mist
                                                                                                                                                                                                  • Figure 21: Wrigley’s Orbit Mist “the wettest gum in the world”, July 2009
                                                                                                                                                                                                • Dentyne
                                                                                                                                                                                                  • Figure 22: Dentyne July 2009
                                                                                                                                                                                                • Binaca
                                                                                                                                                                                                  • Figure 23: Binaca “Are You Ready?”, November 2009
                                                                                                                                                                                                • Tic Tac
                                                                                                                                                                                                  • Figure 24: Tic Tac, November 2009
                                                                                                                                                                                              • Where Gum, Mints and Breath Strips are Usually Kept

                                                                                                                                                                                                  • Figure 25: Where gum, mints and breath strips usually kept, October 2009
                                                                                                                                                                                                  • Figure 26: Where gum, mints and breath strips usually kept, by gender, October 2009
                                                                                                                                                                                                  • Figure 27: Where gum, mints and breath strips usually kept, by age, October 2009
                                                                                                                                                                                                  • Figure 28: Where gum, mints and breath strips usually kept, by race/Hispanic origin, October 2009
                                                                                                                                                                                              • Frequency of Having Gum, Mints and Breath Strips Available

                                                                                                                                                                                                  • Figure 29: How often people have gum available, by occasion, October 2009
                                                                                                                                                                                                  • Figure 30: How often people have mints available, by occasion, October 2009
                                                                                                                                                                                              • Loyalty to Brand Types and Flavors of Gum and Mints

                                                                                                                                                                                                • Overview
                                                                                                                                                                                                  • Figure 31: Loyalty to brands, types and flavors of gum and mints, October 2009
                                                                                                                                                                                                • Gum
                                                                                                                                                                                                  • Figure 32: Loyalty to brands, types and flavors of gum, by age, October 2009
                                                                                                                                                                                                  • Figure 33: Loyalty to brands, types and flavors of gum, by race/Hispanic origin, October 2009
                                                                                                                                                                                                  • Figure 34: Loyalty to brands, types and flavors of gum, by household income, October 2009
                                                                                                                                                                                                • Mints
                                                                                                                                                                                                  • Figure 35: Loyalty to brands, types and flavors of mints, by gender, October 2009
                                                                                                                                                                                                  • Figure 36: Loyalty to brands, types and flavors of mints, by age, October 2009
                                                                                                                                                                                                  • Figure 37: Loyalty to brands, types and flavors of mints, by race/Hispanic origin, October 2009
                                                                                                                                                                                                  • Figure 38: Loyalty to brands, types and flavors of mints, by household income, October 2009
                                                                                                                                                                                                  • Figure 39: Loyalty to brands, types and flavors of mints, by presence of children, October 2009
                                                                                                                                                                                              • Gum, Mints in the Social Context

                                                                                                                                                                                                • Give away or eat it yourself?
                                                                                                                                                                                                  • Figure 40: Degree of selfishness with gum, by gender, October 2009
                                                                                                                                                                                                  • Figure 41: Degree of selfishness with gum, by age, October 2009
                                                                                                                                                                                                  • Figure 42: Degree of selfishness with gum, by presence of children, October 2009
                                                                                                                                                                                                  • Figure 43: Degree of selfishness with gum, by number of people in household, October 2009
                                                                                                                                                                                                • Asking others
                                                                                                                                                                                                  • Figure 44: Asking others for gum and mints, by gender, October 2009
                                                                                                                                                                                                  • Figure 45: Asking others for gum and mints, by age, October 2009
                                                                                                                                                                                                  • Figure 46: Asking others for gum and mints, by race/Hispanic origin, October 2009
                                                                                                                                                                                                  • Figure 47: Asking others for gum and mints, by household income, October 2009
                                                                                                                                                                                                  • Figure 48: Asking others for gum and mints, by presence of children, October 2009
                                                                                                                                                                                                  • Figure 49: Asking others for gum and mints, by number of people in household, October 2009
                                                                                                                                                                                              • Consumer Ideas for New Product Development

                                                                                                                                                                                                • Flavor
                                                                                                                                                                                                  • Figure 50: Elements of flavor that manufacturers should work on, October 2009
                                                                                                                                                                                                  • Figure 51: Elements of flavor that manufacturers should work on, by age, October 2009
                                                                                                                                                                                                • Packaging
                                                                                                                                                                                                  • Figure 52: Elements of packaging that manufacturers should work on, October 2009
                                                                                                                                                                                                  • Figure 53: Elements of packaging that manufacturers should work on, by race, October 2009
                                                                                                                                                                                                • Function
                                                                                                                                                                                                  • Figure 54: Elements of function that manufacturers should work on, October 2009
                                                                                                                                                                                                  • Figure 55: Elements of function that manufacturers should work on, by gender, October 2009
                                                                                                                                                                                                • Sweeteners
                                                                                                                                                                                                  • Figure 56: Interest in sweetener options in gum and mints, by gender, October 2009
                                                                                                                                                                                                  • Figure 57: Interest in sweetener options in gum and mints, by race/Hispanic origin, October 2009
                                                                                                                                                                                                  • Figure 58: Interest in sweetener options in gum and mints, by household income, October 2009
                                                                                                                                                                                              • Cluster Analysis

                                                                                                                                                                                                  • Variants
                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                          • Regulars
                                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                  • Searchers
                                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                          • Cluster characteristics
                                                                                                                                                                                                                            • Figure 59: Gum and mint clusters, November 2009
                                                                                                                                                                                                                            • Figure 60: How often people have gum available, by occasion, by gum and mint clusters, November 2009
                                                                                                                                                                                                                            • Figure 61: How often people have mints available, by occasion by gum and mint clusters, November 2009
                                                                                                                                                                                                                            • Figure 62: Loyalty to brands, types and flavors of gum and mints, by gum and mint clusters, November 2009
                                                                                                                                                                                                                            • Figure 63: Elements of flavor that manufacturers should work on, by gum and mint clusters, November 2009
                                                                                                                                                                                                                            • Figure 64: Elements of packaging that manufacturers should work on, by gum and mint clusters, November 2009
                                                                                                                                                                                                                            • Figure 65: Elements of function that manufacturers should work on, by gum and mint clusters, November 2009
                                                                                                                                                                                                                          • Cluster demographics
                                                                                                                                                                                                                            • Figure 66: Gum and mint clusters, by gender, November 2009
                                                                                                                                                                                                                            • Figure 67: Gum and mint clusters, by age, November 2009
                                                                                                                                                                                                                            • Figure 68: Gum and mint clusters, by household income, November 2009
                                                                                                                                                                                                                            • Figure 69: Gum and mint clusters, by race, November 2009
                                                                                                                                                                                                                            • Figure 70: Gum and mint clusters, by Hispanic origin, November 2009
                                                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                                                          • Consumer Lifestyle Segmentation

                                                                                                                                                                                                                              • Use of gum
                                                                                                                                                                                                                                • Figure 71: Use of chewing and bubble gum, by top using Mosaic groups, April 2008-June 2009
                                                                                                                                                                                                                                • Figure 72: Use of chewing and bubble gum, by least using Mosaic groups, April 2008-June 2009
                                                                                                                                                                                                                              • Type of gum used
                                                                                                                                                                                                                                  • Figure 73: Use of types of chewing and bubble gum, by top using Mosaic groups, April 2008-June 2009
                                                                                                                                                                                                                                  • Figure 74: Use of types of chewing and bubble gum, by least using Mosaic groups, April 2008-June 2009
                                                                                                                                                                                                                                • Use of mints
                                                                                                                                                                                                                                  • Figure 75: Use of breath mints/strips, by top using Mosaic groups, April 2008-June 2009
                                                                                                                                                                                                                                  • Figure 76: Use of breath mints/strips, by least using Mosaic groups, April 2008-June 2009
                                                                                                                                                                                                                                • Type of mints used
                                                                                                                                                                                                                                  • Figure 77: Use of types of breath mints/strips, by top using Mosaic groups, April 2008-June 2009
                                                                                                                                                                                                                                  • Figure 78: Use of types of breath mints/strips, by least using Mosaic groups, April 2008-June 2009
                                                                                                                                                                                                                              • IRI/Builders Panel Data—Key Household Purchase Measures

                                                                                                                                                                                                                                  • Overview of gum
                                                                                                                                                                                                                                    • Sugarless gum
                                                                                                                                                                                                                                      • Consumer insights on key purchase measures – sugarless gum
                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                          • Figure 79: Brand map, selected brands of sugarless gum, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                            • Figure 80: Key purchase measures for the top brands of sugarless gum, by household penetration, 2009*
                                                                                                                                                                                                                                          • Regular gum
                                                                                                                                                                                                                                            • Consumer insights on key purchase measures – regular gum
                                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                                • Figure 81: Brand map, selected brands of regular gum, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                                  • Figure 82: Key purchase measures for the top brands of regular gum, by household penetration, 2009*
                                                                                                                                                                                                                                              • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                    • Figure 83: Chewing gum ever used and recently used, by key demographic groups (Part 1), October 2009
                                                                                                                                                                                                                                                    • Figure 84: Chewing gum ever used and recently used, by key demographic groups (Part 2), October 2009
                                                                                                                                                                                                                                                    • Figure 85: Mints ever used and recently used, by key demographic groups (Part 1), October 2009
                                                                                                                                                                                                                                                    • Figure 86: Mints ever used and recently used, by key demographic groups (Part 2), October 2009
                                                                                                                                                                                                                                                    • Figure 87: Breath strips ever used and recently used, by key demographic groups (Part 1), October 2009
                                                                                                                                                                                                                                                    • Figure 88: Breath strips ever used and recently used, by key demographic groups (Part 2), October 2009
                                                                                                                                                                                                                                                • Appendix: IRI/Builders Panel Data Definitions

                                                                                                                                                                                                                                                    • IRI Consumer Network Metrics
                                                                                                                                                                                                                                                    • Appendix: Trade Associations

                                                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                                                      • Alcon, Inc.
                                                                                                                                                                                                                                                      • American Association of Candy Technologists (AACT)
                                                                                                                                                                                                                                                      • American Dental Association
                                                                                                                                                                                                                                                      • American Nutraceutical Association (ANA)
                                                                                                                                                                                                                                                      • Brach's Confections Inc.
                                                                                                                                                                                                                                                      • Cadbury Adams USA LLC
                                                                                                                                                                                                                                                      • Cadbury Schweppes Americas Confectionery
                                                                                                                                                                                                                                                      • Chocolate Manufacturers Association
                                                                                                                                                                                                                                                      • Confectionery Manufacturers Association of Canada (CMAC)
                                                                                                                                                                                                                                                      • CVS Caremark Corporation
                                                                                                                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                                                                                                                      • Farley's & Sathers Candy Company Inc.
                                                                                                                                                                                                                                                      • Ferrero U.S.A. Inc.
                                                                                                                                                                                                                                                      • Gatorade
                                                                                                                                                                                                                                                      • Goldman Sachs Group, Inc., The
                                                                                                                                                                                                                                                      • Google, Inc.
                                                                                                                                                                                                                                                      • Greenfield Online
                                                                                                                                                                                                                                                      • Hershey Company, The
                                                                                                                                                                                                                                                      • Johnson & Johnson
                                                                                                                                                                                                                                                      • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                                                      • Mars Incorporated
                                                                                                                                                                                                                                                      • National Association of Chewing Gum Manufacturers (NACGM)
                                                                                                                                                                                                                                                      • National Confectioners Association
                                                                                                                                                                                                                                                      • National Confectionery Sales Association (NCSA)
                                                                                                                                                                                                                                                      • National Institutes of Health
                                                                                                                                                                                                                                                      • Nestlé USA
                                                                                                                                                                                                                                                      • Perfetti Van Melle USA Inc.
                                                                                                                                                                                                                                                      • PMCA
                                                                                                                                                                                                                                                      • Research In Motion (USA)
                                                                                                                                                                                                                                                      • Retail Confectioners International
                                                                                                                                                                                                                                                      • Starbucks Corporation
                                                                                                                                                                                                                                                      • The National Confectioners Association of the U.S. (NCA)
                                                                                                                                                                                                                                                      • Tootsie Roll Industries Inc.
                                                                                                                                                                                                                                                      • Topps Company, Inc., The
                                                                                                                                                                                                                                                      • Trader Joe's Company Inc
                                                                                                                                                                                                                                                      • Twitter, Inc.
                                                                                                                                                                                                                                                      • U.S. Bureau of the Census
                                                                                                                                                                                                                                                      • USA Today
                                                                                                                                                                                                                                                      • VH1
                                                                                                                                                                                                                                                      • Walgreen Co
                                                                                                                                                                                                                                                      • Walmart Stores (USA)
                                                                                                                                                                                                                                                      • Walt Disney Company, The
                                                                                                                                                                                                                                                      • Williams-Sonoma, Inc
                                                                                                                                                                                                                                                      • Wm. Wrigley Jr. Company
                                                                                                                                                                                                                                                      • YouTube, Inc.

                                                                                                                                                                                                                                                      Gum, Mints and Breath Fresheners - US - February 2010

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