By participant, the market is relatively fragmented, with the five largest confectionery companies accounting for around 40% of the market. There are a large number of companies which participate in the markets on only a regional or local basis. We compete against multinational, regional and national companies.
Our chocolate share is built on regional strengths as is the case for the other top five chocolate groups. We command strong positions in the UK, Ireland, Australia, New Zealand, South Africa and India.
Our number two position in gum is built on strong market shares throughout the Americas, in parts of Europe (including France, Spain and Turkey), and in Japan, Thailand and South Africa.
In candy, we have a number one position. Halls is our largest brand in candy and our position is supported by other significant regional and local brands.
We have number one and number two confectionery market positions in 20 of the world’s 50 largest confectionery markets by retail sales value. These markets accounted for around three quarters of our revenue in 2007.