The possibility of working with licensing is already gaining greater traction, with an increasing number of brands joining forces to expand the reach of their communication. Mentos has recently licensed its brand name to be used in a line of Avvio Pharma’s lip moisturiser inspired by the gum brand’s flavours.
Due to a strong focus on younger consumers, gum brands have been communicating more contemporary values, with new campaigns likely to be allied with causes such as LGBTQIAPN+ as advertising looks to support Pride festivals and the activity of NGOs. Trident has been leading such initiatives for years, adapting the name of the brand during the month of June, when Pride festivities occur, to “Prident”.
Chewing gum with specific functional benefits is expected to gain greater relevance over the forecast period. Already widely used as a nicotine supplement for individuals trying to quit smoking, chewing gum offers significant potential for further development with additional health and wellness benefits.
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Understand the latest market trends and future growth opportunities for the Gum industry in Brazil with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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