Chewing gum brands in zones

Chewing gum is a category where spectacular growth is not the result of the expansion of private labels, but of innovation. Sales of chewing gum increased by over a quarter in terms of value in last year, compared to 2006. The market share of private labels remains only 1-2 per cent. According to Tünde Recska, trade marketing manager of the market leader, Wrigley Hungária, the expansion is due to the popularity of premium products and large sizes. Wrigley introduced a number of innovations last year. These are intended to turn chewing gum into a new kind of experience. Orbit® Envelope is intended for trend conscious consumers. There are 14 individually packaged gums of new shape and texture in each pack. Orbit® in boxes is another innovation. Boxes contain 46 gums. Hubba Bubba® Glop filled gums are another new product in the premium category. Orbit® is dedicated to mouth care, Winterfresh®to fresh breath, while Airwaves® is for youthful consumers to help them in mental or physical activity. Cadbury is involved in all types of chewing gum related innovation world-wide. – Whereas most chewing gums are positioned functionally in the Hungarian market, the Trident concept focuses on enjoyment – says Petra Kovács from Cadbury. SLAB chewing gum like Trident Senses is the fastest growing segments in many places. This type of product was launched in Europe in 2007 and achieved spectacular success in some markets like the UK, Greece or France. This product offers far more enjoyment with its special aromas. Another product line enjoying great popularity in Europe is filled chewing gum, first introduced by Cadbury. For example, it has achieved a market share of 19.3 per cent in Portugal. However, Wrigley also has new innovations in store for Orbit®, Airwaves®, Winterfresh® and Hubba Bubba®. Their first innovation for 2008 is Winterfresh® Fusion, which is larger than average chewing gums. Communication is also to be modernised with ideas like the Orbit® smile campaign of 2007. Apart from ATL tools, surprising BTL ideas were used as well. As a result of the impulsive character of chewing gum, good distribution is essential. This is a major challenge for manufacturers as over 50 per cent of total sales are generated in smaller than 201 square meter stores. One of the objectives of Cadbury is to provide new, category-specific display solutions for retailers. They also plan to use secondary displays to communicate product launches. A major TV campaign will be used to communicate the launch of Trident, but a sampling campaign aimed at reaching at least 20 per cent of consumers is also planned. Wrigley has become an expert in the cash register zone and will devote substantial resources to enhance their POS presence.