There are many brands on the market. French people are used to consume Hollywood, Freedent and Malabar but other competitors such as Airwaves and 5 (Wrigley’s) or even Mentos also have a role to play.
Those brands are kind of younger entrants on the market, as they have been launched after 2001.
The main difficulty for them is to create a strong brand equity around their product without copying another existing product positioning strategy otherwise the social meaning of the brand can confuse the customer.
As Mentos is more known for his flavored candys and Airwaves is communicating on sports like Hollywood, the only originality belongs to “5” who creates a “New” experience around chewing gum for people who want to be seen as outsiders.