Chewing gum is only a small segment of the overall confectionery industry, but it is one of the most dynamic segments as the growth witnessed in this category is unparallel compared to other confectionery segments like chocolate and candies.

One of the major factors driving high growth in the chewing gum industry is higher consumption of sugar-free gums that is growing 4% above the overall growth of chewing gum markets globally. Another chewing gum category - the well being category (based upon functional items offering health and wellness benefits) is posting 15% annual growth and is presently undergoing a round of innovation. The global chewing gum industry is a duopoly market with Wrigley and Cadbury's controlling more than 60% of the market share. Wrigley is the market leader globally, but Cadbury's is posing significant threats to the dominance of Wrigley with the recent launch of its powerful brand Trident in the UK market.

The report analyzes the global confectionery market and the various segments of the confectionery market - chocolate, chewing gum and candies. It assesses the fragmented confectionery market and the potential opportunities in this market. Further, the report focuses on the global chewing gum market - the high growth confectionery segment. The report analyzes the factors behind the growth of the industry giants - Wrigley and Cadbury. Also, the Wrigley-Cadbury war in the UK market has been assessed.