‘Constant newness’ makes gum sales pop

Continued product innovation in the sugarless gum segment helped push dollar sales ahead nearly 5% for the 12 weeks ended Nov. 28, 2010, according to SymphonyIRI Group.

“Constant newness has been driving the category, and as manufacturers continue to invest in advertising, consumer interest remains high,” said Lisbeth Echeandia, VP trade marketing for consulting group Frey Enterprises.

New introductions that combine a health halo of added benefits may bring new users to the category. Trident recently introduced Vitality, which includes three flavors: Vigorate contains vitamin C, Rejuve is a blend of mint and white tea and Awaken contains peppermint and ginseng.


The article above is part of the DSN Category Review Series. For the complete Gum Sell-Through Report, including extensive charts, data and more analysis, click here.

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