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Learn moreSep 2018
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Mars Wrigley reintroduced its innovative Alert Caffeine Gum in early 2018, just in time for daylight savings time. Originally launched in 2013 under the name Alert Energy Gum the product was pulled while the FDA investigated the effects of caffeine in foods.
In most channels, gum is often added to the basket on impulse while consumers wait in line at the checkout. However, as trends like online grocery shopping and checkout-free formats evolve, it has created challenges for gum brands and forced them to use new marketing techniques to reach consumers.
Consumer trends in 2018 include a particular interest in unique and unexpected fruit flavours. The best example here is Wrigley’s Juicy Fruit Collisions, which offers two mixed-flavoured combinations like Strawberry Watermelon and Tropical Berry.
Mars Wrigley continued to dominate gum in the US throughout the review period, with it seeing a further increase in its value share in 2018. The company’s brands, which include Extra, Orbit and Wrigley’s, among others, did not experience much competition during the review period, which allowed them to build up a loyal customer base.
During the review period, Mondelez International Inc – which is ranked second in gum – saw a dramatic decline in its value share. The company’s top brands include Trident, Dentyne and Stride, all of which compete in sugar-free gum.
Hershey Co has expanded its portfolio and has become a significant competitor in gum in the US. The driver behind this success has been its Ice Breakers Ice Cubes range, which saw dynamic growth over the review period.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Gum industry in USA with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Gum industry in USA, our research will save you time and money while empowering you to make informed, profitable decisions.
The Gum in USA market research report includes:
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Why buy this report?
This industry report originates from Passport, our Packaged Food market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.