Boston, MA -- (ReleaseWire) -- 06/11/2014 -- In the context of a mature gum category, innovation, especially in terms of flavours, but also in terms of packaging, proved to be the most important factors impacting gum in 2013. New flavours or mixed-flavour products (featured by brands such as Mentos Gum Up2U from Perfetti Van Melle Group) saw strong performances in 2013. Overall, however, the performance of gum in 2013 remained significantly weaker than the double-digit value growth recorded in 2008 when it benefited from impulsive purchasing patterns.
Cadbury Belgium SA preserved its leading position in gum, posting a 31% value share, well ahead of the competition in 2013. However, it posted a slight share decline, while one of its main competitors, third-ranked Perfetti Van Melle Group, saw a slight rise to 17%. Second-ranked Solinest SA also saw its share drop slightly, posting a 22% share. Private label, after a strong share rise in 2009, consolidated its position with a 12% combined share.
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Growth expectations for the gum category are rather limited, with the category appearing to be somewhat saturated. One key element will be unit price movement, as after the 1% rise over the review period as a whole, price is set to drop by 1% annually over the forecast period, thus negatively impacting the category's value sales.
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The Gum in Belgium market research report includes:
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