Competitive Landscape
Mars Sustains Dominance through Branding and Product Variety
Gum in Austria is expected to remain highly concentrated in 2026, with Mars Austria OG expected to account for 89% of value sales, while the next largest competitor, GlaxoSmithKline Pharma GmbH, is set to hold just 1%. This level of concentration has been consistent over the past five years, as the leading company has maintained a stable and overwhelming share.
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Overview:
Understand the latest market trends and future growth opportunities for the Gum industry in Austria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Gum industry in Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Gum in Austria report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Gum in Austria?
- Which are the leading brands in Gum in Austria?
- How are products distributed in Gum in Austria?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Gum?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Austria?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Gum in Austria - Category analysis
Key Data Insights
Gum Summary
Orbit and Airwaves Boost Functional Gum Appeal as Prices Rise
Niche Brands and Mars to Drive Innovation and Sustainability in Chewing Gum
Mars Sustains Dominance through Branding and Product Variety
Supermarkets Defend Top Position as Discounters and Forecourt Retailers Gain Ground
Snacks in Austria - Industry Overview
2026 Developments
Key Data Insights
Price Increases Foreground Affordability Challenges
Neoh Leverages No Added Sugar to Fuel Ice Cream Innovation
Share's Limited Editions Drive Impulse Purchases Amid Price Hikes
Private Label Launches to Expand Shelf Space and Drive Consumer Savings
Protein-Enriched and Vegan Innovations to Reshape Product Launches
New Regulations on Shrinkflation and Sustainable Packaging to Shape Value Proposition
Milka’S Familiarity Secures Leadership as Neoh Challenges with Sugar-Free Expansion
Discounters and E-Commerce Win Share as Supermarkets Adapt
Billa and Foodora Redefine Delivery Convenience through Partnership
Regulatory Change and Health Positioning Drive Format and Formulation Innovation
Share and Neoh Illustrate Contrasting Routes to Health-Oriented Differentiation
Alpha Republic's Technology Platform Anchors a Growing Private Label Ecosystem
Country Reports Disclaimer
The following categories and subcategories are included:
Gum
- Bubble Gum
- Chewing Gum
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Gum research and analysis database.
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