According to the Grocer gum sales reached 16.7% in the UK in 2022 worth £111.7m, with an extra 107.5 million packs sold.
Mark Roberts, marketing director at Perfetti Van Melle: “It has high household penetration like chocolate but has benefited because of its ability to meet different occasions and need-states through variety of choice, portability and added functional and health benefits.”
Mentos Citrus Vitamin Gum is sugar-free and contains 25% of recommended daily vitamins B6, C and B12. The gums have a liquid-filled centre designed to give long-lasting freshness.
Smint Defensive, sugar-free mints containing vitamin C, B6 and zinc, designed to support the immune system and help reduce tiredness and fatigue.
Sarah Elmer, brand manager at Mentos Gum, said: “Health is significantly higher on the agenda for many of us heading into the winter months and because of this we’ve seen a phenomenal rise in demand for products that deliver added benefits. The new Mentos Citrus Vitamin Gum offers consumers a hit of delicious freshness which excites the mouth and awakens the mind – all whilst contributing to their wellbeing.”
Caroline Grimshaw, Brand Manager at Smint, added: “With the majority of the Medicated market now sugar-based and subject to HFSS restrictions, new Smint Defensive provides the ideal, and appealing, sugar-free alternative that not only tastes great but is packed full of added benefits. The widely recyclable packaging targets the environmentally conscious consumer, too – helping everyone to bring out their best self!”