The relevance and desire for freshening products after eating and drinking

Nov 22, 2016

Put yourself in your customer’s shoes…you’re on your way to an important meeting, you order a quick coffee and you spot the time – you’re running late! Don’t you just hate that feeling? You’re not mentally or physically prepared and you’re aware of that ‘after coffee’ taste in your mouth…

This is a reality for millions of people every day. Sugarfree mints and chewing gum offer the perfect solution, providing freshness in abundance whilst offering that feeling of clean confidence that few other products can replicate. So, how can your business take advantage of these highly impulsive and high margin products?

The Opportunity for Coffee Shops, Fast Food & QSR
Whether its breakfast on the go, lunch on the move, or a social catch up, coffee and quick service restaurants fulfil endless food and drink occasions, and with 60% of chewers using gum after eating and drinking , offering chewing gum is the perfect opportunity to drive incremental sales. This claim is supported by the fact that 35% of coffee shop and 40% of quick service restaurant customers are looking to ‘refresh their senses’ during their visit , while 54% of customers that visited quick service restaurants agreed that offering chewing gum and mints would also enhance their overall experience .

Sugarfree mints and chewing gum are two hugely popular categories in the UK, with a penetration of 52% and 35% respectively . They’re great for impulse sales too – 62% of single gum purchases are unplanned , so if they see it, they are likely buy it. They are the two leading product categories to address your customers ‘refresh my senses’ need state; while chewing gum also helps to keep teeth clean by removing lingering food.

In light of the growing focus and momentum of the ‘Health & Wellness’ trend, we’re proud to say that over 97% of Wrigley’s chewing gum sales are from sugarfree products , and EXTRA® is accredited by the Oral Health Foundation.

How can Wrigley work with you?
We believe in helping your customers to be at their best, whether that’s through improving their oral health, simply freshening their breath or by giving them a gentle confidence boost to tackle their day ahead.

We offer a range of bespoke merchandising solutions and POS material to suit your store environment, from wooden units to minimalist designs, our displays are impactful and attractive with a small physical footprint. By displaying chewing gum and mints at the point of purchase, and using POS as a visual ‘call to action’, it provides the perfect combination to up-weight your customers’ spend per visit. 

Besides being the category experts in chewing gum and mints, we also understand ‘impulse’ in a number of different retail environments. We can help you to review your entire impulse range that will enable you to maximise your customer offering. This includes identifying how to overcome the typical barriers to purchase, whilst also providing you with the right messaging and creative material at the point of purchase to highlight the relevant consumption occasions.

By working together, we can help you identify and address your customers’ primary needs, with the ultimate goal of driving your overall impulse sales. For more information, support and advice, contact jon.heron@wrigley.com
 

About

  • Wrigley is a recognised leader in confections, making a wide range of gum, mints and hard and chewy sweets that people love worldwide. From our headquarters in Chicago and operations in more than 40 countries, we distribute our world-famous brands, such as SKITTLES®, EXTRA®, STARBURST®, and AIRWAVES®, to over 180 countries across the globe.
  • Wrigley operates as a subsidiary of Mars Incorporated, a private, family-owned company which operates in six business segments: Chocolate, Petcare, Wrigley, Food, Drinks, and Symbioscience and generates global revenues of more than $30 billion annually.

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