FWD partner: Take a moment to chew it over
Mars Wrigley is leading the charge in redefining what gum can offer consumers and explains what this means for wholesalers
Category innovation is vital to keep consumers engaged and foster brand loyalty, but in the gum segment it serves a further purpose: adapting to the evolving motivations for chewing.
While sugar-free gum is traditionally associated with oral hygiene and refreshment, consumers are now looking for products to accompany them during specific moments related to lifting their mood and mental recharge. Research shows that 1 in 2 consumers chew gum to accompany a ‘moment to themselves’. Half of consumers choose to chew gum during a relaxing moment (other consumers listen to music) or to avoid snacking,[1] making it a unique category within confectionery. The evoluof the consumer motivation to chew to now accompany specific moments reinforces the growing opportunity for product innovation beyond form and function to become a companion.
HEALTHY OPPORTUNITY
EXTRA® Refreshers Watermelon Raspberry, launched in February this year, was developed based on a deep understanding of such consumer behaviour, combining trending flavours and textures to provide a multisensory chewing experience for consumers looking for an uplift.
“As consumer preferences shift toward more purposeful chewing, our NPD is bridging the gap between traditional gum benefits and broader lifestyle needs”, says Hannah Lee, Gum Brand Director at Mars Wrigley.
“In line with this, EXTRA® Refreshers Watermelon Raspberry was carefully crafted to meet evolving consumer expectations, delivering not just refreshment but also an exciting flavour experience. With fruity flavour combinations poised to take centre stage this year, research shows 73% of shoppers find Watermelon and 69% would purchase it[2] – presenting wholesalers with a healthy revenue opportunity.”
DRIVE SALES
Gum innovation today is about more than just fresh breath. With Refreshers Watermelon Raspberry, EXTRA® is leading the charge in redefining what gum can offer while also accompanying consumers while they take ‘me moments’ to find balance, boost their mood and enhance their daily experiences. Additionally, superior product quality remains central to this evolution. Research shows that EXTRA® Refreshers Tropical and Bubblemint flavours provide a long-lasting, superior chew experience.[3]
Hannah continues: “For wholesalers, the demand for a variety of high-quality gum options continues to grow, presenting an opportunity to drive category growth by supplying innovative products, such as EXTRA® Refreshers Watermelon Raspberry.
“By stocking a range of EXTRA® SKUs, wholesalers can meet the increasing demand for gum with innovative flavours that can accompany a ‘me-moment’, creating a strong point of differentiation to drive sales. The EXTRA® Refreshers Watermelon Raspberry NPD is positioned to capture a broad customer base and maximise profits, making it a must-stock for wholesalers looking to fuel category growth and satisfy the evolving needs of today’s gum consumers.”
STAYING AHEAD
Stocking the right products is key to staying ahead in the ever-evolving gum category. With EXTRA® Refreshers Watermelon Raspberry, wholesalers have a unique opportunity to meet consumer demand – don’t miss out on the chance to drive sales for you, and your customers.
Explore the range and stock up today by visiting availabilityintoaction.co.uk
(Sources: [1] Ipsos Chewing Gum Understanding (Current Gum Chewers), US 2022; [2] Flavour Pantry Sensory research 2023; [3] Mars Refreshers gum claims, October 2024)
FWD members Mars Wrigley
