Wrigley's 5 Gum Case Study: remaining competitive in the gum market through a multi-sensory offering
Report description
This case study on Wrigley's 5 brand of gum forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on how the company has maintained a leadership position in the gum market by focusing on innovation, and how its latest product launch, 5, has achieved success by marketing a multi-sensory offering.
Reasons to Purchase- Gain insight into the methods used by important industry players to give them a competitive edge
- Identify specific areas for operational improvements
- Capitalize on the knowledge of experienced companies when entering a new niche or market
Table of contents
DATAMONITOR VIEW
CATALYST
SUMMARY
ANALYSIS
The chewing gum market is experiencing strong growth due to product innovation and competition in the sector
The US gum market is valued at over $3 billion and is forecast to see growth of nearly 6% over the next five years
Product innovation has been strong in recent years as companies attempt to rival market leader Wrigley
Manufacturers have capitalized on the sensory and health trends with new product developments that address these areas
Wrigley is attempting to ensure its leadership position remains strong by introducing 5, a new gum marketed with sensory benefits
Wrigley is a well established market leader in the chewing gum category and is now owned by Mars
Wrigley has introduced a variety of novel gums to market in recent years, in a bid to hold off rivals such as Cadbury
Wrigley 5 is a new generation of gum targeting the 'iPod Generation' with a multi-sensory offering
Wrigley 5 was introduced in the US in 2007 where it now enjoys a leading position in the gum market
Wrigley 5 is targeted at the 'iPod Generation' via a memorable advert and packaging
While consumers may be skeptical of the gum's multi-sensory claims, it successfully taps into consumers' desire for stimulating foods
Conclusion
APPENDIX
Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer
List of Tables
Table 1: The US chewing gum market by value, 2003-13, $m
List of Figures
Figure 1: Global chewing gum launches by stock keeping unit, 2004-08
Figure 2: Product innovation is high within the global chewing gum market
Figure 3: Less than half of consumers believe that healthy foods can taste enjoyable
Figure 4: The taste or flavor of a product, and to a lesser extent the scent or aroma, are important influencing factors in consumer food and drink choices
Figure 5: Wrigley has maintained a high focus on innovation in a bid to quell competitive threats
Figure 6: Wrigley's 5 brand has become one of the company's most successful chewing gum launches
Figure 7: Wrigley's 5 brand of gum is advertised particularly at teens and young adults, promising a multi-sensory experience
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