Strong Availability and Great Visibility Grows Profits!

Availability and visibility are key for successful gum sales. More than half of all gum purchases are unplanned, with 65% of gum purchases being made on impulse1. This means it has never been more important for retailers to improve gum availability and visibility to every shopper, every trip.

By considering key occasions to upsell gum, retailers can further drive impulse sales as recent years have seen an evolution of traditional ‘on the go’ shopper missions.

CHEWPEOPLEGUM2 1IN 3

As consumer habits develop and change, on-the-go consumption continues to remain a crucial part of the category. The leading reason why consumers chew gum is to freshen their breath, and with levels of movement increasing, this is creating more on-the-go purchases to fulfil this need.

More than 40% of consumers chew gum because they enjoy it2 . This occasion is driving sales of fruity flavours like EXTRA Refreshers.

Effective Merchandising

46% of gum shoppers will just not buy gum if the product they want is not available3, so ensuring retailers stock the correct range at all times is crucial.

POINT OF SALE can increase awareness of new campaigns or products, intriguing and engaging consumers.

TIPS: IMPROVE VISIBILITY by placing popular SKUs just below eye level, at ‘buy level’ to take advantage of incremental sales. Moving gum from below to above the counter is proven to drive a 20% increase in sales4.

EFFECTIVE SECONDARY SITINGS can boost impulse sales, with more than half of gum purchases being unplanned.

INCREASE BASKET SPEND by offering cross-category promotions with gum and consumers’ morning routines, such as coffee or snacks.

For more information visit www.mars.co.uk and www.availabilityintoaction.co.uk

TOP 5 Products

Gum Singles:

1. Extra Peppermint Pellets

2. Extra Spearmint Pellets

3. Extra White Bubblemint Pellets

4. Airwaves Menthol & Eucalyptus Pellets

5. Extra Cool Breeze Pellets

TOP 5 Products

Gum Bottles:

1. Extra Peppermint Pellets

2. Extra Spearmint Pellets

3. Extra White Bubblemint Pellets

4. Airwaves Menthol & Eucalyptus Pellets

5. Extra Refreshers

RECOMMENDED GUM RANGE:

45% of Airwaves shoppers only buy Airwaves

Airwaves

Airwaves Menthol and Eucalyptus remains an important sales driver for retailers. This brand has a loyal consumer following who seek out intense mint flavour when purchasing gum. As 90% of gum is consumed during the week, Airwaves can help consumers refresh more than just their mouths2. Work and study are two key occasions when consumers choose Airwaves. Airwaves is a must stock and ensuring it’s visible in store can drive gum sales.

Availability into Action is Mars Wrigley’s NEW retailer website. Visit www.availabilityintoaction.co.uk for merchandising information and sales advice to drive gum sales.