Wrigley has highlighted an opportunity for retailers to boost gum sales in the light of new research published in the British Dental Journal on the benefits of chewing sugarfree gum.
The study, which was supported by Wrigley, found that if all 12-year-olds across the UK chewed sugarfree gum three times a day the NHS could save up to £8.2m every year. The authors concluded that if the same research model was applied to the whole population then the potential cost savings could be even more substantial.
The British Dental Health Foundation recommends that, while brushing for two minutes twice a day is still the best way to keep teeth clean and healthy, for children over the age of seven, chewing sugar-free gum during the day can be extremely effective in breaking down lingering food, neutralising harmful plaque acids and reducing the risk of decay.
With this advice in mind, retailers should consider making gum a must-stock at the till point, to help capitalise on oral care advice, and increase their sales success in this highly impulsive category.
Simply by considering the below points, retailers can benefit from increased sales in the gum category:
- Maximise sales: retailers should position gum in prominent positions at the till point
- Champion new products: to capitalise on early demand
- Dual-sitting: displaying gum in a second place in the store will boost product visibility, an association with chewing after food and drink, and ultimately sales
- Education: educate consumers and encourage purchase of gum with other food and drink products to capitalise on the oral care message. 95% of Wrigley’s gum brands are sugarfree and Extra is accredited by the British Dental Health Foundation
Julio Guijarro, Marketing Director for GB and Ireland, Wrigley, commented: “Not only does this new insight demonstrate the role that sugarfree gum plays in preventing dental decay, it also highlights the significant role retailers can play in boosting the category. By positioning gum displays in prominent positions at the till point, retailers can encourage consumers to seek out a healthy addition to their day-to-day oral care routine, and in turn maximise sales.
“With 62% of single gum purchases unplanned, retailers should think about optimising their front of store gum display to encourage consumers to pick up a guilt-free, sugarfree option. For instance, at recommended retail price, Wrigley’s gum typically delivers over 30% profit – significantly higher than other products.”
A summary of the research can be found in this infographic.
