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Gum in Ireland

Ireland gum market led by Wrigley Ireland Ltd with a 74% share in 2013

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2014-04-10 15:45:03 - Gum in Ireland - a new market research report on

Gum in Ireland, and most notably sugar free gum, remained the product most likely to be used by Irish consumers as a breath or mouth freshener during 2013. In addition, there is a high proportion of Irish people who are regular cigarette smokers, with many Irish smokers likely to purchase packets of minty gum along with their daily packet of cigarettes. For this reason, gum is generally displayed in countertop display units in newsagents/tobacconists outlets, making them highly visible and easily accessible for smokers. Commercial breath freshening products currently have a very low rate of penetration in Ireland and these are most often purchased through chemists/pharmacies outlets.

Wrigley Ireland Ltd is set to remain the dominant player in gum in Ireland



in 2103 with a 74% value share. The company´s Extra brand remains the most popular gum brand in Ireland, accounting for 33% of total gum value sales in 2103, according to provisional estimates. The Airwaves brand is set to account for a further 16%, with Orbit expected to account for a further 6%. In addition, the company´s Ice White and Juicy Fruit brands are each set to account for 9% of total retail value sales in gum in 2013. These leading brands all recorded strong increases in value sales in gum during 2013, with Juicy Fruit the only exception, recording static value growth.

Gum in Ireland is expected to increase in constant value at a CAGR of 1% over the forecast period. Overall growth can be expected to be adversely affected by the constant value declines expected in bubble gum, a category which is expected to decline in constant value at a CAGR of -3%, while sugarised gum is set to decline in constant value at a CAGR of -4%. Furthermore, the rather adverse situation in the Irish retailing environment is set to be less than entirely encouraging for gum companies during the initial years of the period, with some improvement in the economic conditions set to boost consumer expenditure and consumer confidence as well as motivating improvement in employment levels towards the end of the forecast period.

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