The gum category is a staple in the convenience industry. It can be the sole reason customers visit your store, or it can be that last-minute impulse purchase that builds the basket. Gum is a core category, but that doesn’t mean it’s without its challenges.
The category is experiencing difficulties across all channels, but in the c-gas channel alone, it has posted declines in recent years of -7% in 2013 and -8% year-to-date1.
Here are 4 ways you can make the most of the gum category in your store:
- Make room at the cash. 65% of consumers make the decision to purchase gum when they see it2, so ensure it gets noticed by merchandising it at the cash.
- Strike a balance. Both mint- and fruit-based flavours will attract customers, so be sure you offer a variety of each.
- Showcase innovation. New SKUs keep the category exciting and incent customers to make an impulse purchase.
- Take part in consumer promotions. Suppliers invest a lot of time and money in consumer promotions, and often back them up with strong media campaigns. Take advantage of this exposure by featuring prepacks prominently in store.
For more on the gum category, stay tuned for our full feature in YCM November 2014 where you’ll find insights from Mondelēz Canada and advice from a top retailer!
Insights provided by Mondelēz Canada
1 Nielsen, Nat C&G YTD, PE July 26, 2014
2 Ipsos Gum Usage and Attitude Research, June 2014