Similar to other confectionery categories, gum recorded a better performance in 2018 in both value and volume terms compared to the previous year. This was due to macroeconomic factors such as record low inflation and interest rates and decreasing unemployment.
Targeted at children, bubble gum recorded a significant decline before and during the economic crisis as stricter regulatory laws were adopted in 2013. Perceived as unhealthy by parents and containing too much sugar, consumption levels declined.
Sugar-free chewing gum recorded growth and is expected to continue performing better than sugarised chewing gum. This is due to Brazilians’ increasing interest in living a healthier lifestyle, a trend that was consistent across the country, as evidenced by increases in health and wellness categories.
Kraft food brands continued to dominate gum in 2018. This was mainly due to their longstanding presence in Brazil, resulting in consumers being very familiar with them.
Mentos sugar-free chewing gum with jelly-filled centre by Perfetti Van Melle saw the strongest growth within sugar-free gum due to several successful strategies implemented throughout the year. These included a promotion that provided better cost vs benefit for price sensitive consumers, with 10% bigger packaging.
Manufacturers faced more restrictions in marketing food products to children and teenagers in Brazil in the last decade, which was one of the reasons for the negative performance of bubble gum even before the economic crisis. Consequently, they turned to cartoon and film characters to make products more relatable and desirable.
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This industry report originates from Passport, our Packaged Food market research database.