Kanter Media’s research has revealed the list of countries that consume chewing gum more than anywhere else in the world, helping manufacturers choose their geographic focus.
Kanter discovered that levels in the Middle East were higher than any other region in the world with Iran and Saudi Arabia being the most frequent consumers.
Consumption rates in the above mentioned countries outstripped levels in developed western markets such as the USA where the top gum brand, Mars-owned Wrigley, is based.
Kantar’s Global TGI research found that over two-thirds of people in Iran and just over three quarters in Saudi Arabia chew gum compared to just under two-thirds.
Kantar Media said: “One reason behind this pattern could be because it is common practice to give customers chewing gum in place of small change”.
Kantar said that it was unable to admit whether gum manufacturers were losing out on sales in these high consuming markets due to gum being used currency.
According to the Euromonitor International, the Iranian gum market is worth around US $181.9m in retail value sales.
Wrigley rules the roast with a 43% share. Global TGI said that the company’s Orbit brand was the most popular gum product.
As Euromonitor says, the Saudi Arabian gum market is estimated to be worth $117.6m.
Local manufacturer Batook is in the lead in the market with a 39% share and Wrigley is in second place with a 21%.
Kraft Foods, the second largest gum manufacturer worldwide, also has a strong footprint in these two high consuming markets through its Cadbury acquisition.
It is the second largest gum maker in Iran and although its Cadbury’s share of the Saudi Arabian market declined from 2006 to 2010, it still takes third place according to Euromonitor.
Tracy Allnutt, the Head of Commercial Development at Global TGI, said: “Competition is fierce amongst chewing gum brands. Our Factoid research gives marketers a brief overview of how they should shape their branding strategies by region”.