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US gum market dominated by Wrigley attaining a 55% share of revenues in 2012

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PR-Inside.com: 2014-03-12 20:01:01
The reduced interest of young consumers has led to a sharp drop in gum sales, with the category expected to register a current value decline of 3% in 2012. Traditionally, the gum category has relied heavily on younger consumers to make up a large part of its consumer base. In recent years, however, younger consumers have had less disposable income and increased apathy towards the activity of chewing gum in general. With the growth of this trend, gum sales had been somewhat flat in the past few years and have finally started to decline.

The gum category in the US continues to be dominated by Wrigley (GBO Mars) and Kraft Foods, which hold respective value shares of 55% and 31% in 2012.

Increased apathy towards the act of chewing gum will increase competition between gum manufacturers. As the base of gum consumers is likely to continue to dwindle somewhat, gum manufacturers will need to become more and more competitive amidst retracting demand. This will likely mean the introduction of more innovative flavours and packaging.

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