Chewing Gum Consultant

Professional Chewing gum industry meeting point

FINI – Spain 11/04/2014

Filed under: Market & Fairs,New product — Joan Mestres @ 11:30 AM
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Not really big novelties this year for this Spanish company, with branch in Brazil.

Last year I mentioned very nice gum balls resembling tennis balls. They were in yellow (tradition color for a real tennis ball) and pink. This year they expanded the range to orange, green and blue balls. Very nice! i like them.

tennis balls fini


VIDAL – Spain 18/03/2014

Filed under: Market & Fairs,New product — Joan Mestres @ 9:29 AM
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This company is launching one of the most interesting products I found in the Fair: gum footballs. They consist on engraved hollow balls with the design of a football (“soccer” if you read this from the US!). This is year of a World Championship (which takes place every 4 years) so there will be a lot of products around this issue. VIDAL is presenting these excellent gum balls.

I also found a “spaghetti gum” in pouches under the brand “BITS BUBBLE”. The pouch contains blue and fizzy noodles. You can find this on more in the company’s website:

I thank Mr Javier Nieto for his explanations.



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.


Packaging 27/03/2012

Filed under: Market & Fairs,New product — Joan Mestres @ 1:51 PM
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Today I attach two articles about packaging and sizes of the gum pieces. They are from the last quarter of last year but I had them in my files and I wanted to share them with you.

The first one is about US market and how the two giants try to go smaller in order to boost sales. Interestingly, smaller units have been the only way to sell gums in many developing countries. However, some years ago we saw big packagings being launched into the market in many developed countries (come to my mind the plastic bottles containing over 60 grams of dragees, devised to be convenient to carry in the car).

The second one describes a study carried out in Spain and it seems to go more around aesthetics (mentions the preference of customers for slim packaging and warm colours) than around the economical implications of using such packagings.

Both interesting, even from different markets and from different point of view.

Wrigley and Kraft opt for smaller gum packs at reduced rates to boost US sales and reflect consumer spending trends

25-Oct-2011 Oliver Nieburg


Spanish youth want slim pack gum in warm colours – study

17-Nov-2011 Oliver Nieburg

Young adults in Spain who are biggest chewing gum consumers in the nation prefer slim pack gums in warm colours, according to a report from Spanish researchers.

Copyright William Reed Business Media


ISM – Cologne 2012 08/03/2012

Filed under: Market & Fairs,New product — Joan Mestres @ 4:19 PM
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Once again, I visited the confectionery fair in Cologne/Germany. It is always nice to see old friends, customers, competitors,… Always eager to learn what’s new and to see the changes in the market. This year I could find some new chewing gums (from Colombina, from Maghreb, …) together with some already known types. Interesting to note the revitalization of the “Cheiw” brand, from the Spanish company Damel. This was a top brand in the 70s and went through difficult times recently, but it seems that it is going up again, even if far from the golden times because now the Spanish market is clearly dominated by Wrigley and Cadbury (and always the interesting presence of Fleer with some market share). Also news from this market is the absence in the ISM Fair of the well-established firm “Fiesta”. It seems that the company is going through a restructuration process.
In terms of products I’d like to note the “Dr Look – Pelukloca” from Confiteca (Ecuador). This is a cotton gum presented in well-sealed plastic jars to avoid deformation and to ensure air-tightness. This (cotton gum) is a complex product to produce from the technological point of view, so it has always interested me. It is delicate and has always struggled to survive on the shelves of the different markets where is has been launched. I have seen it in USA, in Spain, in Korea but not in many more places.
Generally speaking, I found less exhibitors this year, with many empty spaces. It seems to me that the Fair is getting smaller and smaller (I do not know about the official figures of visitors). We already lost some years ago the presence of big names such as Wrigley, Cadbury, Perfetti and more recently Arcor and others. Lotte still keeping a relatively small booth (in relation to the size of the company). This year we missed the presence of companies from troubled countries like Egypt, Syria, Pakistan,… The Arab Spring left its effect in the fair.
Some comments around the fair said that there is not enough novelties or generation of business to justify a yearly fair and that it would be more interesting to have this type of show every two years.
However, the parallel event – Prosweets – seems to be taking off successfully. Last year we did not have Prosweets because we had Interpack Fair in Düsseldorf in May 2011 and the organizers decided that having Prosweets and Interpack in the same year would be too much. Wise decision!