Consumption data of the very controversial product: in the eyes of some it indicates taxis and impoliteness, in the eyes of others - it relieves tension and removes bad breath.
According to estimates, about 30 million packs of chewing gum are sold in Israel every year (over 82 thousand packs a day, 2.5 million packs a month) which is about 650 million individual gums.
Shiran Cohen, Mentos brand manager at Leiman Schlissel, states that the chewing gum category generates about NIS 260 million a year with an average monthly sales of NIS 20 million. 97% of chewing gum consumption in Israel is of sugarless gum and only 3% of the consumption is of chewing gum with sugar. Cohen characterizes the category of sugar-free gums as a category with great diversity in which the main reasons for use among consumers are: refreshing the mouth and breath, a pleasant smell, a treat, a habit, to stop hunger, stress and boredom.
The leading flavors on the market are: mint, strawberry, fruit, bazooka, spearmint, fruit-mint, watermelon, peppermint. 55% of the chewing gum category consumers prefer mint flavors, 45% of consumers prefer fruit flavors. The consumption of fruit-flavored gums has been growing significantly in recent years, with the product that leads the segment being Mentos Pure Fresh Strawberry gum. In line with the growth in the segment, the brand recently launched two new fruit flavors, cherry flavored gum and grape flavored gum. 80% of chewing gum consumption is in vial packaging, 12% in a box, and 6% in a stick.
Israelis consume chewing gum throughout the day, most consumption takes place at noon and in the afternoon. Most consumers consume chewing gum while traveling, on the way to work, on the way home and on the way to school, as well as at work, in front of the computer and while watching TV.
The consumers of the category are divided into two types: the functional consumers - those for whom health and a balanced lifestyle are important, with a high environmental awareness, rational and who delay gratification, have an affinity for mint flavors.
The consumers of the indulgence - lovers of colors and sweets, bold and more impressive for themselves, with an affinity for the flavors of the fruits. The purchase decision in the chewing gum category is made within 10 seconds on average. Colorful chewing gum packages (red, pink, green) attract the attention of consumers and evoke a positive emotion.