Sales of gum have grown 10% since 2007

Sales of gum have grown 10% since 2007

The gum, mints and breath fresheners market has seen sales increase over 10% since 2007 in the US, despite the recession, according to research from Mintel.

The research firm believes that this market is expected to continue growing through 2014, it said yesterday (15 March).

“Although this market is not entirely recession proof; gum, mints and breath fresheners are faring well due to their low price points and the feeling that consumers are getting a small treat,” said Bill Patterson, senior analyst at Mintel. “In addition, innovative packaging and unique flavours are aiding in the upward sales momentum.”

And although marketers tend to use packaging to help revamp and develop a brand’s image, the Mintel survey says that functionality is key in the gum category.

Around 50% of people cited packaging that reseals better or is easier to open as being most important, while 19% want gum and mints to have packaging that’s better for the environment.

And despite the emphasis on health, breath freshening remained the most important function of gum and mints in the survey’s respondents. Nearly four times as many respondents cited this compared to a healthy function (43% vs 13%).