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Recession hasn't burst gum's bubble: Sales up 10%

For consumers, gum and related products are something of a treat, but the higher sales also are the result of more functional and visually dynamic packaging.

Consumers have cited the recession as a reason for spending less on a variety of products, but gum isn’t among the victims. In a posting on, market research firm Mintel reports that gum sales have risen 10% since 2007, mirroring gains for mints and breath fresheners.

Mintel, in fact, predicts that strong sales in this segment will continue through 2014. Its analysis cites low price points and unique flavors that combine to give consumers a bit of a treat.

Interestingly, package design also plays a role in the purchase decision for gum. Package functionality, such as with Wrigley 5 ’s one-handed operation, “cool” factor, and touch equity are important to 50% of the respondents to a recent Mintel survey.

Function and style add up to a good value in gum and related products, hence the strong sales. The right mix also can be a winning combination in other categories that are suffering lower sales.

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