Gum Consumers in Canada

Part
01
of three
Part
01

Wrigley's Excel Gum - Consumer Journey

Consumers purchase Wrigley's Excel Gum as they consider it to be very convenient and easily available in any convenience or gas channel. The steps taken buy consumers to purchase the product include: 1) the thought process, 2) selection of flavor, 3) gum options (e.g., spearmint vs peppermint), 4) deciding whether it can be carried anywhere, 5) choosing whether to experiment with a new gum product, and 6) the decision-making process.

STEPS TAKEN AND THOUGHT PROCESS OF CONSUMERS BUYING EXCEL GUM

STEP 1- THOUGHT PROCESS/IS THERE A NEED FOR GUM
  • Consumers feel that "chewing gum is nice to have on them in case they need to refresh themselves," and if they see it, they tend to purchase it. However, they do not usually look for gum at the store.
  • Consumers believe that avoiding "bad breath" and not being ashamed is important, and it pushes them to purchase the product for everyday life.
STEP 2-WHICH FLAVOR TO BUY
STEP 3-WHICH TYPE OF GUM
  • Consumers believe that Excel Soft Chew gum is very convenient as its soft compared to similar products, and it is available in both spearmint and peppermint flavors.
STEP 4- CAN I CARRY IT EVERYWHERE
  • Excel Gums comes in bottles as well as hard plastic singles that do not get marred while in an individual's purse or pocket, which is a factor that leads to consumers purchasing the gum more often.
STEP 5-SHOULD I TRY/EXPERIMENT NEW GUM
  • According to Mondelez International's gum equity lead for North America, Kalshelia Lloyd, consumers desire brand-new and intriguing texture and flavor experiences, comparable to what they observe in different categories, such as candy, which they can find in Excel gums.
  • Tony Moussa, Mars Wrigley Confectionery's channel development head, also claimed that purchasers are increasingly turning to mints that supply similar breath freshening qualities as gum, which is available in Excel Chewy Mints.
STEP 6-DECISION MAKING
  • Over 80% of all chewing gum is purchased out of an impulse, while 75% gum is selected while consumers are at the checkout line.

REASONS FOR PURCHASE

  • As per reviews on Home Tester Club Canada, consumers purchase the product for its strong flavor, aid in combating bad breath, its sugar free component, among others.
  • Consumers shopping at Walmart Canada purchased Excel gum for its taste and value for the money they pay.
  • Excel mints appeals to health-conscious consumers for its naturally-sweetened taste.
  • Consumers purchase Excel Soft Chew because it is soft, easy to chew, and flavorful.

PURCHASE CHANNELS

WHEN CONSUMERS ARE MOST LIKELY TO PURCHASE

KEY RETAIL DISTRIBUTORS OF WRIGLEY'S EXCEL GUM IN CANADA

Some of the key retailer distributors selling Excel gum are:

Research Strategy:

Our research began by scouring for information regarding the steps taken by consumers to buy Excel gum, the reasons for purchase, purchase channels, and when consumers are most likely to purchase from media publications and blogs such as Strategy Online, UM Creatives Inc, Forbes, Inc, among others. The idea here was to identify relevant data from these sources, but since there was no direct information available on the consumer front, we used details on how, why, and when consumers buy the product based on the brand marketing strategies, target audiences, customer reviews, among others.

Our focus was the Canadian market, and since Excel gum is only sold in Canada, we used the information available regarding the consumer journey as classified below under separate headers:

STEPS TAKEN BY CONSUMERS TO BUY EXCEL GUM
We used the steps taken and the thought process defined as what consumers think/perceive/ believe when they are purchasing Excel Gum. Additionally, we utilized the information on why the consumers buy the product and what makes them buy it again under this header. We added supporting hard data based on a general view of the thought process when purchasing gum in alignment with Wrigley's Excel Gum. Due to lack of directly available data through industry reports, media publications, and product surveys, we bifurcated the thought process behind why they buy and what they buy as steps taken by the consumer to purchase Excel gum.

REASONS FOR PURCHASE
We used the reasons for purchase based on product reviews, cost, flavor, among others.

PURCHASE CHANNELS
We highlighted where the product is most likely available and is picked up by the consumers.

WHEN CONSUMERS ARE MOST LIKELY TO PURCHASE
We highlighted the occasions where consumers tend to buy the product.

KEY RETAIL DISTRIBUTORS OF WRIGLEY'S EXCEL GUM IN CANADA
We mentioned some major retailers that carry the range based on their website to provide a comprehensive overview of the topic.

Also, we used sources older than 24 months, which is beyond the standard time frame to provide a comprehensive overview of the consumer journey.
Part
02
of three
Part
02

Wrigley's Excel Gum - Demographics

Typical Wrigley's Excel gum consumers in Canada are mostly young adults from ages 15 to 34 years, with an annual income of between $100,000 to $125, 000.

WRIGLEY'S EXCEL CONSUMERS

  • According to Tony Moussa, channel development head, Mars Wrigley Confectionery, “roughly 15 per cent of Canadian gum and mint sales occur at the convenience channel.”
  • Closely relating to the needs of gum consumers in Canada who are particularly younger and are in areas such as digital apps and mobile games, the company has the introduced Excel Chewy Mints to "give consumers an instantaneous hit of cooling in a fun candy-like format."
  • For most gum consumers, the needs for convenience shopping, breath freshening, or a fun pick-me-up, and innovative flavors are the primary choice criteria in the Canadian market.
  • According to the consumer reviews from Canada around Wrigley`s Excel, it was found that the gum is 5-star rated from around 68 reviews and included comments such as, "my kids liked it," "my teens will chew nothing else" and others.

GUM CONSUMERS-CANADA

  • Wrigley's is a big player in the Canadian chewing gum market and has been facing a decline in sales due to reducing demand from their consumers, particularly teens and students, who are their main target consumer group as per the Euromonitor report.
  • Insights from the Euromonitor research report also state that Mars Wrigley Confectionery Canada holds the major dominance in the gum market in Canada, but the category is facing a decline in sales due to factors such as the use of artificial sweeteners, lack of newness or uniqueness and less favorable social images that are less fashionable.
  • Ryerson University’s Ted Rogers School of Management in Toronto also conducted a survey targeting 300 students to gather insights on the benefits of gum chewing which they say include more thinking, increased attention, and lower stress levels.
  • Wrigleys is mostly focused on the teenage segment and launched the Excel gum in the region for satisfying the sweet tooth segment with some health-conscious and flavorful offering.
  • Wrigleys, as a major player in the North America market, has the demographic profile of their typical consumer as follows: shoppers around 24 years and over with income of around $100-125k with an Advanced Degree and have kids.

ADDITIONAL INFORMATION

DEMOGRAPHIC PROFILE

  • Based on the above findings, the demographic profile of the Wrigley's Excel gum consumer in Canada can be synthesized according to the insights of particular Wrigleys Gum consumer along with a typical gum consumer in the region and around.
AGE
INCOME
EDUCATION
MARITAL STATUS
LOCATION

RESEARCH STRATEGY:

To identify the comprehensive insights and information around the demographic profile of a Wrigley's Excel gum consumer in Canada, we first examined credible industry reports that provide insights on the products, consumers, and trends along with referring to related news articles around the product and consumer segment of gum chewers in Canada. We searched through reports from Euromonitor, IBIS, Statista, Global News Canada, along with news articles from Globe and Mail, Convenience and Carwash, Tellwut, and Consumer Canada. We also searched through product reviews and ratings by consumers of Wrigley's Excel gum in Homester Club Canada, where we found key insights on the consumer preferences and comments. Additionally, we researched through survey reports from Ryerson University Toronto, which targeted gum chewers and their preferences from Canada. Based on the findings through these sources, the demographic profile of the Wrigley's Excel gum consumer in Canada can be synthesized according to the insights of particular Wrigleys Gum consumers along with a typical gum consumer in the region and around which covered to the major consumer base of this product.
Part
03
of three
Part
03

Wrigley's Excel Gum - Psychographics

Canadian Wrigley Excel Gum consumers value taste over price and are loyal to brands that are niche and provide uniqueness. These consumers do not like excessive sweeteners or artificial ingredients in their food and beverages as they consider them bad for their health.

WRIGLEY'S EXCEL GUM CONSUMERS

GUM CONSUMERS-CANADA

GUM CONSUMERS-ADDITIONAL INFORMATION

  • According to a comparative survey by MIT, amongst the five popular chewing gum brands in the world, including Excel and other competitive brands such as Trident, Orbit, and others, it was found that Excel is the most preferred brand by young students.
  • According to a survey by Tellwat, 34% of the consumers rarely chew a gum, 24% chew gum every so often, and 16% chew gum a few times per week.
  • In terms of popularity, Trident and Excel are the top favorite brands, while spearmint and peppermint are the most favorite flavors.
  • The consumer rating for the Wrigley's Excel gum includes a 4.5-star rating from more than 400 reviews along with comments such as, "I like this mint flavor so much and the flavor lasts for a long time," "extra gum is the only brand I buy. I love the fact that it is sugar-free." and "delicious long-lasting taste that never fails to freshen your breath."
  • Some negative comments from the consumers for the Wrigley's Excel gum include, "these gums lose their flavor very quickly. I also am not a fan of the spearmint taste," "there are better brands and flavors out there " and "flavor doesn't last very long and it gets tough to chew."

PSYCHOGRAPHICS PROFILE

  • Based on the above findings, the psychographic profile of the Wrigley's Excel gum consumer in Canada can be synthesized according to the insights of particular Wrigleys Gum consumer along with a typical gum consumer in the region and around.
HABITS
INTERESTS/HOBBIES
VALUES
DISLIKES

RESEARCH STRATEGY:

To obtain the comprehensive insights and information around the psychographic profile of a Wrigley's Excel gum consumer in Canada, we primarily searched through credible industry reports that provide insights on the products, consumers, and trends along with referring to related news articles around the product and consumer segment of gum chewers in Canada. For the same, we examined through reports from Euromonitor, IBIS, Statista, Global News Canada, along with news articles from The Globe and Mail, Convenience and Carwash, Tellwut, Consumer Canada. Also, the product reviews and ratings by consumers of Wrigley's Excel gum gathered through Influenster.com shared key insights on the consumer sentiments around their likes and dislikes along with expectations.

Additionally, we researched through survey reports from MIT and Ryerson University's Toronto survey, which targeted gum chewers and their preferences from Canada and other regions. Based on the relevant findings from the above sources, the psychographic profile of the Wrigley's Excel gum consumer in Canada has been synthesized in relation to the insights of particular Wrigleys Gum consumer along with a typical gum consumer in the region and around which covered the major consumer base of the product.
Sources
Sources

From Part 01
Quotes
  • "The mental steps consumers go through before they buy a product aren’t going to change because of technology."
  • "Executions are what changes, and you open up more of those if they’re based in a strategy that meets the need of the consumer. Before, you might have just done TV or direct mail behind Pawn Shop. Now, I can barter online and get influencers to get the word out. I’m using tech and social, but the strategy would have been the same 10 years ago."
Quotes
  • "“Convenience is an important channel for gum and mint purchases,” says Tony Moussa, channel development head, Mars Wrigley Confectionery. “Roughly 15 per cent of Canadian gum and mint sales occur at the convenience channel.”"
Quotes
  • "Candy company Wrigley Canada has begun a new national campaign for its Excel gum brand. The campaign, called “Don’t Bring,” was developed by BBDO. It consists of television and out-of-home advertising, accompanied by online videos and social media activities. The creative focuses on moments when bad breath is undesirable, such as at work, at a movie or on a date."
Quotes
  • "One of the if not the best gum..The flavour is amazing and the sweetner is not overwhelming..love the way my mouth feels are I chew this gum"
  • "This is one of my favourite gums. It has a really strong and long lasting flavour."
Quotes
  • "One of the mint gums that I enjoy because it doesn't taste like toothpaste. Price is good too compared to other gums and flavour lasts a good while."
Quotes
  • "More than 80% of chewing gum is bought on impulse, i.e. the decision is made inside the store, which explains why 75% is picked up at the checkout line."
  • "Visibility, clear and easy-to-understand signalling, avoidance of out-off-stock situations, eye-level merchandising and broad distribution are tactical disciplines that Wrigley’s need to master."