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Sugar-free brands boost gum sales

01/02/2006

Britain's love affair with chewing gum shows no signs of ending, according to the latest figures from Mintel.

It found that in 2005 Britons chewed their way through £317 million worth of chewing gum, an increase of some 28 per cent on 2001 figures.

The growing market is particularly fuelled by sugar-free gum, which now accounts for 76 per cent of the sector, a growth of 38 per cent from 2001.

Julie Sloan, senior marketing analyst at Mintel, said that older adults have been wooed by marketing claims of dental advantages from gum

"Once chewed mainly just for the taste, gum has benefited from high levels of new product development, which have encouraged people to try some for the first time," Ms Sloan said.

"What is more, varieties that claim to whiten teeth or improve dental hygiene have proved extremely successful, appealing to older adults in particular. High levels of promotion and advertising by the leading manufacturers have also undoubtedly boosted the market".

Mintel also suggests that the proposed smoking ban will help gum sales as smokers' reach for an alternative when in a public place.

Ms Sloan added: "Research already shows that the chewing gum and mint market witnesses a sales spike each year during the first four weeks of Lent as people try to give up smoking and chocolate. Additional sales peaks are also seen around New Year and again on National No Smoking Day in March."

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