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Gum in Brazil

Brazil gum market: R$4 billion industry in 2012

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2014-03-12 00:29:01 - Gum in Brazil - a new market research report on

Cadbury Adams Brasil was the overall leader within the Brazil gum market in 2011 and witnessed the biggest increase in value share, gaining two percentage points to reach 74%. The top positions of Trident in sugar free gum, Bubbaloo in bubble gum and Chiclets in sugarised gum are responsible for the leadership of the company. New product developments and marketing campaigns are the main tools used by the company to maintain the lead in the category.

Gum is set to witness a poor performance in 2012 with a volume decline of 7% compared to a marginally positive CAGR registered during the review period. In current value terms, the category experienced growth of 9% which was slower than the review period CAGR



of 11%. The main reason behind this is related to the poor performance of bubble gum, which declined by 7%, and is the largest segment within gum, accounting for 49% in total volume sales.

Gum is expected to display moderate growth with a CAGR of 3% in constant value terms during the forecast period, in which sugar free versions will register the most dynamic performance as a result of the constant new product developments and strong investment of leading players, mainly Cadbury Adams Brasil and Perfetti Van Melle, to promote the segment among young adults.

Key Headlines

- Gum is set to decline in volume terms by 5%, but will increase by 9% in current value sales, to reach R$3.9 billion in 2012
- Manufacturers invest in specific sugar free gum
- Sugar free gum is set to record the highest current value growth in 2012 with 15%
- Specific gum pushes up unit price
- Cadbury Adams remains the outright leader in gum in 2011, holding 77% value share
- Gum is expected to reach sales of R$4.5 billion in 2017 increasing by a constant value CAGR of 3% over the forecast period

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