Food Bites - Chewing and Bubble Gum
CATEGORY ANALYSIS
BMI - Jul 6th 2011, 14:37
Chewing gum contributed 11.2% to gum volumes and 23.0% to the category’s value in 2010. Although the product experienced volume decline of 4.2%; the greatest decline since 2000; it was more valuable in rand terms because of the price increase seen during the base year.
Future volumes for chewing gum are expected to remain stable with a marginal increase of 1.4% expected in 2011. Expected growth in this category is attributed to new flavour introductions and packaging re-invention seen in the last quarter of 2010 which are expected to attract new customers to the category.
The metropolitan areas of Gauteng, KwaZulu-Natal and Western Cape continue to dominate distribution for chewing gum with a combined 71.9% share of the category’s output. General retail continues to be the most popular channel for chewing gum with 48.1% of the volumes consumed through this channel.
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