Despite continuing to see slight retail volume and current value declines, the performance of gum in 2019 was better than in the previous two years, thanks to the growth of bubble gum. Although Mondelez UK discontinued both its Bubbaloo and Bubblicious brands and Perfetti Van Melle UK continued to reduce its Chupa Chups range, Bazooka continued to see strong growth in its value sales and share in 2019.
Chewing gum is increasingly positioned as healthy. The emergence of niche players in gum is indicating a trend towards premium brands aimed at younger consumers who are looking to supplement their daily routine with health-boosting gum.
Leading gum manufacturers are using packaging as a tool to add value in this mature category. Trebor (Mondelez UK) and Mentos (Perfetti Van Melle UK) introduced more bottle formats for their products, alongside stronger marketing campaigns, such as the Mentos Say Hello Campaign, to boost sales in 2018.
With leading brands such as Extra and Airwaves, it was no surprise that The Wrigley Co maintained its dominance in gum in value terms in 2019. However, the increased presence of niche brands and the growing demand for premium products saw both these brands continue to lose share to smaller brands, included under “others”.
Responding to the growing threat from niche brands, Wrigley diversified its portfolio by targeting 15-24 year-olds with the launch of Starburst sugar-free chewing gum in 2018. With limited sugar-free options in bubble gum, this brand is expected to encourage parents and young adults to switch to this sugar-free variant without compromising on their desire for a candy-like experience.
Leading gum manufacturers are repositioning their brands as oral care products in order to appeal to a growing number of health-conscious consumers. This has been particularly true for the leader Wrigley, which has reformulated products from its Extra and Extra Ice brands to improve the taste, texture and function, at the same time as introducing nutritional certification from dental health bodies to substantiate its claim of neutralising plaque acids.
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This industry report originates from Passport, our Packaged Food market research database.