chewing gum

Following years of rapid growth beginning in the mid-90s, growth in chewing gum and mints stalled in 2000, as the market became oversaturated with new products. On average, 189 new products were launched each year from 2000 to 2005; however, this high level of innovation only shifted market share, rather than expanding sales. Competition in the chewing gum and mints category continued to heat up in the last several years, as market share became more concentrated in the hands of the market leaders, Wrigley and Cadbury Schweppes. Cadbury became the number two player in the category after acquiring Adams Confectionery from Pfizer in March 2003. Wrigley has grown through a strong emphasis on product innovation--evidenced by the opening of a $45 million Global Innovation Center in 2005--as well as acquisitions aimed to build its strength in the larger confectionery market, most notably the purchase of Altoids and Lifesavers from Kraft in June 2005. Since 2000, the Wm Wrigley Jr Co, the world's largest maker and marketer of chewing gum, has quietly become the dominant player in the Chinese market. Since 1999, China has become Wrigley's second-largest market, behind only the United States.