If your jaws happened to ache more last year and you did not know why, then here's a good explanation: you chewed one more chewing gum pack than in 2001.
The per capita chewing gum consumption in 2002 went up from 33 sticks to 38 sticks; the increase accounts for precisely one pack. This is shown in surveys by the ACNielsen market research company, quoted by the chewing gum market leader Wrigley. The same surveys point out that chewing gum got 35% of the sweets market throughout February-November 2002, second only to chocolate that got hold of 52% of the market. Candies accounted for 5%, while the remaining 8% were covered by other sweets.
The leading player on the domestic market is Wrigley Romania, with more than 90% of the market.
Wrigley Romania, subsidiary of the Wm. Wrigley Jr. Company based in Chicago, USA, sells several chewing gum brands on the Romanian market such as Orbit, Airwaves, Winterfresh, Hubba Bubba and X-cite (launched last fall). The company representatives did not provide details about 2002's turnover, but considering the market growth and the $21.4 million sales registered in 2001, the estimates show about $28 million turnover.
"The steadier macroeconomic situation in Romania in 2002 compared with 2001 has fuelled our company's growth. Low inflation and improved stability of the domestic currency led to higher demand from consumers," the company officials said.
Another reason to be talking growth in 2002 is, as Wrigley officials say, the expansion of the supermarket and cash & carry chains. Wrigley in 2002 had a gross (rate-card) advertising spending of $33.6 million, ranking among the top advertising spenders.
Although having announced plans to build a local production centre upon entry in Romania, this has yet to be turned into effect. Wrigley officials argued domestic consumption had to increase as much as to call for such an investment first. All the products are now imported from Poland and France.
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