MAKING THE MOST OF MINTS AND GUM

Mints and gum continue to offer a major impulse sales opportunity, writes CHARLES SMITH, but the market is changing, and retailers need to take note and respond

A Growing Demand For Health

AN estimated 30 million Brits chew gum, and, for them, buying mints and gum is a frequent shopping mission on the way to work or school, building store traffic and giving convenience retailers consistently strong sales and profits.

Mintel’s UK Sugar and Gum Confectionery Market Report 2022 says four in five consumers had eaten mints and other sweets or used gum in the past three months, and the market is set to continue benefiting from the demand for these products for breath freshening and cleaning teeth. But there are some trends retailers need to be aware of that are affecting purchases.

First, increasing numbers of consumers are actively reducing their sugar intake. Mintel’s report predicts future innovation revolving around flavour improvements and wider flavour choices, including adult options. Many mints and gum products are sugar-free, with the research showing sugarfree varieties currently appeal to one in three consumers.

Sam Coldbeck, of Wharfedale Premier in Hull, has noticed kids’ gum purchases slowing in her store. She believes the reason for this is that “parents generally don’t encourage their kids to eat sweets because of the sugar content”.

Another trend to be aware of is declining smoker numbers. “Smokers are historically big mints and gum purchasers,” says Coldbeck. “When they quit, they’re less likely

How Value Is Affecting Mints And Gum

THE most pressing concern for retailers is the margins they’re achieving. Amy Sohal, at Ken’s Convenience Store in Winsford, Cheshire, says: “Mints and gums offer good margins, but it’s getting harder, with margins being squeezed and prices impacted by the cost-of-living crisis.

“Booker and suppliers do promotions on mints and gums, and we feature them, even though it means lower margins for us, because people like them and it keeps them coming back.”

Sarj Patel, at Pasture Lane Stores in Sutton Bonington, Loughborough, echoes this and adds: “We often do promotions on mints and gums, like 50p price-marked for a roll of mints, or two-for-£1.

“We also do offers on multipacks, but you can’t really do big promotions, because these products sell all year round.”

Offering the category on a to buy.” Coldbeck says there’s also a gender divide. She says: “Male smokers are still buying chewing gum and mints, but many women smokers have gone over to vaping, and buy less of them.” promotion highlights value to your customers, but retailers have stated in the past that as a highly impulsive product, price isn’t usually a factor.

As the mints and gum market develops, even with smoker numbers declining and people reducing their sugar intake, the suppliers and wholesalers are set to continue to offer ranges, brands and flavours that bring new shoppers into the category.

“It’s worth asking other retailers about how they’re pricing the category and see where you’re able to attain higher profits.