Sugarfree chewing gum, which accounts for 80% of the chewing gum category, is currently growing at around 5% per year, and looks set to continue. The level of innovation within this category is also extremely high and is continually growing.
Advantages for global branders of choosing a chewing gum:
- Category with significant growth rates
- Category with high innovation
- Popular product that is widely accepted across all age groups
- Chewing gum is an impulse product placed at the most attractive spot in a store i.e. the check lane
- Chewing gum potentially supports and/or complements other products in the branders portfolio and thereby expands the brander’s overall assortment
- Chewing gum is an image product and therefore gives good opportunities for brand exposure
- Introduction of a new technology, a new active ingredient or a new type of packaging gives consumers a new reason to try the brand
- Many types of functional and nutraceutical chewing gum products exist, which makes it possible to attract new consumer types
Main advantages for consumers of chewing gum are:
- Chewing gum is compatible with current trends and a busy lifestyle: Convenient for people on the go and discrete to consume
- Sugarfree chewing gum is seen as a healthy alternative to sweets, and is also compatible with current trends in health and well-being
- Sugarfree chewing gum inherently has a number of dental benefits and provides good oral care