Pricewatch: 12 April, 2019 – Chewing gum
Find out how your store compares on the pricing of chewing gum
All the independent retailers in this week’s chart seem to be bumping up gum prices, on average £1 in total more than Booker’s RRP.
Because gum is an impulse purchase, stores seem able to do this without worrying too much about shoppers comparing and contrasting prices with other stores in the area. While all retailers will keep gum by the counter, stocking it near a coffee machine, or your food-to-go section, may help to increase sales.
Mars Wrigley Confectionery has always been the top supplier in the category – and this isn’t likely to change – with its 10-piece singles being the most popular, so there is no doubt about which brand of gum you need to stock.
Retailers report that formats such as bottles are as important as packets, and more shoppers are now buying them to be kept in their cars, so this could be a useful area to over-index on, not least because tubs have higher RRPs than packets.
|PRODUCT||AVERAGE UK RETAIL PRICE||Booker RRP||LARGE C-STORE IN CENTRE OF EAST SCOTLAND FISHING TOWN||RESIDENTIAL- AREA SHOP NEAR CENTRAL PETERBOROUGH||MARKETPLACE STORE IN CENTRE OF NORTH YORKSHIRE VILLAGE||HIGH STREET SHOP IN KENT COASTAL VILLAGE||SMALL C-STORE IN STAFFORDSHIRE VILLAGE||LARGE NEWSAGENT IN CENTRAL LONDON||SAINSBURY’S||TESCO||ASDA|
|WRIGLEYS EXTRA SUGAR FREE PEPPERMINT 14G 10 PIECES||£0.55||£0.43||£0.55||£0.65||£0.55||£0.50||£0.55||£0.68||–||£45.00||£0.50|
|WRIGLEYS EXTRA SUGAR FREE SPEARMINT 14G 10 PIECES||£0.55||£0.43||£0.55||£0.63||£0.55||£0.50||£0.55||£0.68||£0.55||£0.45||£0.50|
|WRIGLEYS EXTRA SUGAR FREE COOL BREEZE 14G 10 PIECES||£0.55||£0.43||£0.43||£0.60||£0.55||£0.50||£0.55||£0.68||–||£0.45||–|
|WRIGLEYS EXTRA WHITE BUBBLEMINT 14G 10 PIECES||£0.57||£0.49||£0.55||£0.60||£0.55||£0.50||£0.59||£0.68||£0.55||£0.45||£0.50|
|WRIGLEYS AIRWAVES SUGAR FREE MENTHOL & EUCALYPTUS 14G 10 PIECES||£0.57||£0.49||£0.55||–||–||£0.50||–||£0.68||£0.45||–||–|
|WRIGLEYS EXTRA ICE WHITE 14G 10 PIECES||£0.57||£0.43||£0.55||£0.60||£0.55||£0.50||£0.59||£0.68||£0.55||£0.45||–|
|WRIGLEYS EXTRA STRAWBERRY SUGAR FREE 10PIECES||£0.54||£0.43||£0.55||£0.60||£0.55||£0.50||£0.50||£0.68||–||–||–|
|WRIGLEYS EXTRA PEPPERMINT BOTTLE 64G 46 PIECES||£2.00||£2.00||£2.00||£2.00||£2.00||£2.00||£2.00||£2.00||–||–||–|
|WRIGLEYS EXTRA ICE PEPPERMINT 14G 10 PIECES||£0.57||£0.49||£0.49||£0.60||£0.55||£0.50||£0.59||£0.68||£0.55||£0.45||–|
|WRIGLEYS EXTRA SPEARMINT BOTTLE 64G 46 PIECES||£2.00||£2.00||£2.00||–||£2.00||£2.00||£2.00||£2.00||–||–||–|
|WRIGLEYS AIRWAVES CHERRY MENTHOL 14G 10 PIECES||£0.57||£0.49||£0.55||£0.64||£0.55||£0.50||£0.59||£0.68||–||£0.45||–|
|WRIGLEYS EXTRA ICE SPEARMINT 14G 10 PIECES||£0.56||£0.49||£0.55||£0.60||£0.55||£0.50||£0.59||–||£0.55||–||–|
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Location: Porthmadog, Gwynedd
Size: 700sq ft
Type: High street
Work with manufacturer reps to keep your display neat
The £2 price-marked pots are selling well at the moment, with Wrigley’s Extra Peppermint and Spearmint our bestselling flavours. Quite a few people buy them on the way to work – I think they find them handy to have them in the car. We also have £1 Wrigley’s Handyboxes, but they don’t sell as strongly – maybe the container is not quite so convenient as its name suggests. We usually price the pellets at 55p, which is just above RRP, but not so far above that any of our customers would think it’s overly expensive.
Location: Ramsgate, Kent
Size: 500sq ft
Price in ways that enable you to offer deals without cutting into your margins
Chewing gum is normally priced at about 50p, but we price it at 55p and then run two-for-£1 deals, which seem to work well in our area. We don’t think that chewing gum needs to be priced at RRP, as people aren’t precious about price in the category. The Wrigley’s Extra range is currently our bestseller, in pellet packs and tubs, and it always has been. Recently, Wrigley’s Extra Ice has been selling particularly well, but that’s partly a result of it being winter, which is the time of year when people want something with a bit of a kick.
Size: 1,700sq ft
Keep gum by the tills and make sure the display is always tidy and full
We keep a tight range of chewing gum – people are usually happy to choose from what you have, so long as the main brands are covered. We don’t have a unit for gum, we just have it in front of the till on the counter. The occasional promotion keeps the category ticking over – we recently had a £1.50 deal on our tubs, which normally sell for £2, and that worked well. Cool Breeze, Spearmint and Peppermint are the most popular flavours, and Extra White Bubblemint has also been a big seller.
Best-one Byram Park
Location: Knottingley, West Yorkshire
Size: 600sq ft
I stick to RRP, as gum is popular and I don’t want people to feel overcharged
Chewing gum is a strong category in our store and all our lines sell well. Everyone buys it: kids buy a lot, but so do adults trying to quit smoking, or maybe to clear their breath after they have had a cigarette. At the moment, we are selling a lot of the tubs, which people tend to keep in their cars. These are often price-marked, which helps. We have the smaller packs on the counter where they are a big impulse buy. We just make sure that the gum is clearly visible to customers to see, and it more or less sells itself.
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