Gum Consumers in Canada


To obtain the user journey of gum consumers in Canada, with a specific focus on Wrigley's Excel. Also, to obtain the demographics of gum consumers in Canada, as well as the key retail distributors of Wrigley's Excel.

Early Findings

  • According to Tony Moussa, the channel development head at Mars Wrigley Confectionery, approximately 15% of Canadian gum and mint sales take place at the convenience channel.
  • Moussa stated that there is an increasing interest in enjoyment and fun gum.
  • The purchase of gum has been decreasing for years in Canada. This trend continued in 2018.
  • The major reasons for the reduced chewing gum demand are the lack of new or unique options in the category.
  • Bubble gums are increasingly being associated with social images that are less favorable such as being less fashionable.
  • In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.

Research proposal:

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