Gum has been declining for years and 2018 witnessed continuation of the trend due to a number of factors. First, one of the major issues was the lack of newness or uniqueness in the category.
Although artificial sweeteners such as aspartame and sucralose have received approval and endorsement over safety and certain efficacy in reducing calorie consumption, the perception of these sugar substitutes among Canadians is not particularly positive and controversy around them continues. Across many markets in food and beverages, artificial ingredients have been facing ever-mounting negative receptions, as witnessed in breakfast cereals, ready meals, sugar confectionery, soup, juice and carbonates.
Bubble gum suffered the most among all categories in gum. In addition to the aforementioned lack of innovation and rising competing products, bubble gum is increasingly associated with less favourable social images such as being less fashionable.
In the mature and declining landscape of gum, Mars Wrigley Confectionery Canada and Cadbury Adams Canada maintained their combined dominance. One of the major events in 2018 was the full integration of Mars Chocolate and Wrigley Canada with the establishment of Mars Wrigley Confectionery Canada, which is expected to give the company a boost in efficiency and speed to market, according to industry sources.
Despite the dominance of the two leading players in gum, some brands managed to gain some significance, expanding distribution channels and shelf presence. Pur, for example, has been experiencing rapid expansion in distribution and growth in sales in Canada.
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This industry report originates from Passport, our Packaged Food market research database.