Chewing Gum Consultant

Professional Chewing gum industry meeting point

Next lectures 24/09/2012

Filed under: Market & Fairs,New product,Production & Machinery,Research — Joan Mestres @ 9:06 PM
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During next weeks I will be giving presentations about Chewing gum technology in two well-recognized organizations.

The first will be ZDS, in Solingen/Germany, on 29th October. They have a four-week long Sugar Confectionery Course dealing with all what is around technologies in this field (candy, jelly, marshmallow, coating, …) and I will be glad to discuss for eight hours with the participants about different aspects of chewing gum. Participants come from all around the world. You can find out more in

The second one will be in Leatherhead, United Kingdom, on 8th November. Here there is also a Sugar Confectionery Course and I will take care of the chewing gum presentation. The web is

I have been lecturing in both places for more than 10 years and I must say that it is one of the most enjoyable moments of the year for me. I always find interesting to exchange ideas and experiences with other people


Sweet Tec – ZDS 22/09/2012

Filed under: Market & Fairs,New product — Joan Mestres @ 12:08 PM
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Just back from Lindau – Germany, where I attended this year’s edition of Sweet Tec, organized by ZDS. Interesting presentations about coating and all what is around it (ingredients, technology, …) Not necessarily about chewing gum, but also. For me it was special because, after many years (since 1998 if i remember well) giving lectures in ZDS, this is the fist time that I talk about something which is not chewing gum. This time was about chewy candy technology, which of course has some points in common with chewing gum but it has also its specificities.
Besides the usual companies attending these seminars (Capol, Danisco -now DuPont-, Chocotech, Beneo-Palatinit, Roquette, AZO, Munters…) I found specially important to note the presence (with booth) of two companies offering Stevia. One of them is Cargill, the other is NP Sweet A/S. While the first is well-known, I was not aware of the second, which is a joint-venture between Nordzucker and PureCircle. This follows, and reinforces the trend of this new ingredient, at least in Europe (I posted something about it already in this blog). However, no chewing gum has been launched in the market yet. I could chew samples (lab scale) and they were very nice, so I’m sure we will see some chewing gum with Stevia in the near future.


Do PIIGS chew gum? 12/09/2012

Today I had the curiosity to check the Euromonitor figures for these European countries that suffer the current crisis in its most severe form. I’d like to share some of them with you (from smallest size market to largest). The data are from 2011.

PORTUGAL: 1318 Tons. Up 1% in value from 2010 but expected to stay at 0% growth until 2016 (the maximum range of Euromonitor’s study). The main brand is Trident and the market is largely dominated by Cadbury (63%), followed at distance by Wrigley (13%) and the local producer Lusiteca (4%).

IRELAND: 2130 T. Up 2% both in value and volume from 2010. Expected growth of 1% per year until 2016. The top brand is Extra and in this case the market is clearly dominated by Wrigley (86%), with some minor shares for Cadbury (3%), Zed Candy (1%), Tesco (0,6%), Adams (0,5%) and Topps (0,1%). A special note about the products from Zed Candy, which are very original and shocking.

GREECE: 3025 T. Down 9% in volume from 2010 and a decrease of 3% is expected in the studied period. Here the main brand is Trident and the market leader Cadbury with 59%. Then we find Wrigley (20%), Perfetti (13%), Elma SA (5,4%) and Sarsantis with 0,9%. This is clearly the country where we find the worse results, and it is as well where the economic situation seems to be the worse.

SPAIN: 13038 Ton in 2011 with 2% decrease in volume and value. However the expectations are more positive with a growth of 2%. Number one brand is Trident and here there is a tight fight for the largest market share, being Cadbury (43%) and Wrigley (42%). Then we find Perfetti (4,2%) and local producers such as Fleer (2,2%) and Damel (0,1%).

ITALY: with 18322 T is the largest market and one traditionally dominated by the local multinational Perffetti (94% market share!). Not much room left for the others, with only Wrigley accounting for a 2,3%. Number one brand is, of course, a Perfetti one: Vivident. The market has grown 2% in volume since 2010 and a small 1% growth is expected from now on.

We do not find many similarities, as each country has its own players, trends and dynamics. The only common trend that I found is also found in many other developed markets, which is the increase of sugarfree and functional products, that are keeping the market alive, in opposition to bubble gum and sugared gum which decreases more and more its presence. We can also look at the trend of smaller packages (which I discussed in a previous posting) and also some differences noticed at the point of sale, regarding the consideration of gum as impulse product.