In an effort to maintain consumer interest, the gum manufacturers Cadbury Adams and Colombina are focusing on offering new flavours under their respective Trident and Xtime brands. For example, they are developing longer-lasting sweet and sour flavours with fillings or crystals in combinations such as watermelon and grape to complement their traditional spearmint, mint and cinnamon variants.
The current FF gum variants available in the Colombian market are not doing well as consumers do not consider gum as a product offering functional benefits, while the authorities are also fairly strict about functional claims. Sales of whitening products are declining, with HW gum largely focused on sugar-free variants with additional indulgence elements.
Bubble gum recorded solid positive current value growth in 2018 thanks to the launch of innovative products such as powder bubble gum, where Oka Loka has been the most popular brand. This product has thrived despite increasingly strong opposition to sugarised products among both parents and various institutions.
Oka Loka from Super de Alimentos was largely responsible for reversing the decline of bubble gum in 2018 and helping the company to achieve the strongest growth in value sales. This powder bubble gum brand is attracting both children and adults through its innovative format and intense acidic flavours.
Despite its Tumix brand being the best-selling gum in Colombia, Confitecol, a subsidiary of the Ecuadorian company Confiteca, asked the Superintendencia de Sociedades to allow it to undergo a restructuring process so as to be able to pay its debts. When the company launched Tumix back in 2004, its low-price model forced competitors to reduce their prices, with this having since eroded the category’s value sales.
Although gum has generally struggled in recent years, Arcor has made inroads in the category via the launch of BigTime in 2017. The company has recognised an opportunity in larger packs of sugar-free gum, where Trident and Xtime are strong, seeking to offer consumers a good alternative in the mid-priced segment, thus not being interested in the low-priced segment led by Tumix and Chiclets.
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This industry report originates from Passport, our Packaged Food market research database.