By Making Gum
More Available
You Can Drive Sales
BY MAKING GUM
MORE AVAILABLE
YOU
CAN DRIVE SALES
Changing consumer behaviour brings both new shoppers and new occasions to every category in-store. As shopper habits have shifted, Mars Wrigley has identified a wide range of gum occasions, including an evolution of traditional ‘on the go’ purchase missions.
With more than half of all gum purchases unplanned—65% of gum purchases are made on impulse1—it has never been more important for retailers to make gum available and easily visible for every shopper, every trip.
Ensuring core products in popular formats, including gum bottles, are always available and merchandised effectively will in turn boost planned and incremental purchases.
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EXTRA® is the third-largest confectionery brand for independent retailers2 with core flavours being Peppermint and Spearmint
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An average convenience store sells 100 cases of Wrigley gum a year
GUM IS A MUST STOCK
Gum is the 2nd most profitable product per square foot in store
Gum is 4 times more impulsive than water
1 in 3 people chew gum
Gum is the No. 1 snacking product consumed in the car
More than 50% of gum occasions take place in the morning.
This is a great time to remind shoppers that gum is a complementary purchase, particularly as consumers are increasingly returning to workplaces and picking up their morning coffee at local stores.
REASONS TO STOCK
Enjoyment
More than 40% of consumers share that they choose to chew gum simply because they enjoy it. This occasion is helping to drive the sales of fruity flavours like EXTRA Refreshers— 90% of consumers like or love the range.5
Focus
Freshen Breath
TOP 5 PRODUCTS
GUM SINGLES
TOP 5 PRODUCTS
GUM BOTTLES
Enjoyment is the second biggest reason to chew gum globally1 which is why fruity gum flavours are a must-stock:
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¼ of the UK gum market value is generated from fruity gum sales2
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Nearly 50% of gum consumption comes from Gen Z, with fruit-flavoured gum over indexing with under 25-year-olds3
Gum Displays Generate £2,000 Worth of Sales Per Year on Average
Which planogram is right for you?
Core Fixture
Primary Fixture - below the till
Secondary Fixture-on counter
Expanded Fixture
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1. Visibility:
Place popular SKUs just below eye level, at ‘buy level’, to take advantage of incremental sales. Moving chewing gum from below to above the counter is proven to drive a 20% increase in sales4.
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2. NPD:
Champion new products in store in order to raise sales and capitalise on early consumer demand – a secondary siting by the till can boost both awareness and sales. -
3. Secondary Siting:
Effective secondary siting alongside core till point merchandising can boost impulse sales with all shoppers as more than half of all gum purchases are unplanned. -
4. Use Point of Sale:
Increase awareness of new campaigns or new products by making use of point of sale in store. Consumers will be intrigued by what they can see.
