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Confectionery giants announce functional gum launches

By Helen Glaberson , 21-Dec-2010
Last updated on 22-Dec-2010 at 14:16 GMT

Chewing gum brands Wrigleys and Trident plan to launch new and developed functional gum products in early 2011, the announcements follow predictions made last month by Euromonitor that “strong growth” is predicted for the confectionery category over the next four years.

Cadbury, the maker of Trident sugar free gum is to launch Trident Vitality in the US, which will be available in three flavours.

The range includes a citrus and strawberry flavour that according to the company contains 10 per cent of the daily value of vitamin C per stick. The other two flavours are a blend of mint with white tea, and a peppermint stick with ginseng.

Wrigley is also set to relaunch its premium Extra Ice range from February 2011, this time with stronger oral care credentials, and an Extra Ice White gum will join the existing Peppermint and Spearmint gums, according to the chewing gum giant. All three products will contain microgranules, a new speckled coating, and Xylitol, it added.

Globally, in terms of shares ranking, Trident is the number one global brand, with Extra coming in at third, according to Euromonitor.

Growth for functional gum

Francisco Redruello, a senior food analyst at Euromonitor said that rather than having a negative impact on functional and sugar-free gum, these confectionery categories are benefiting from the economic crisis.

“As consumers become more apprehensive about losing their jobs, the importance of products that target health and appearance is increasing,” he explained in Euromonitor’s 2010 global gum market report.

Global gum sales are forecast to grow at an average rate of 2 per cent in constant retail value from 2010 to 2015, according to Euromonitor International. By region, emerging markets such as Eastern Europe, Africa and the Middle East and Asia-Pacific are expected to see the most dynamic growth.

Sugar-free and functional gum are predicted to continue to see strong growth over the 2009-2014 period, tapping into the growing demand for health-oriented products in both developing and developed markets.

Rapidly growing regions in terms of functional gum growth include India, which is expected to increase from from $16.9m to $36.3 between 2009 to 2014, and China which is expected to see grow in the region of 36.9 per cent from $1086.3m to $1593.5m in the same period.

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