Executive Summary

Jul 2018
PROSPECTS
Gum records growth in 2018, reflecting an improved economic situation

In 2018, gum in Azerbaijan recorded growth in both volume and current value terms. Growth of gum was attributable to a return to macroeconomic stability after currency devaluations.

Growing number of consumers widens the product range available

Consumers were in a stronger financial position in 2018 and used the opportunity to experience different gum tastes. Bubble gum continued to evolve due to a resurgence of the nostalgia trend, and brands such as Love Is and Turbo, widely available in the 1980s and 1990s, regained ground.

Over the forecast period, gum is expected to register steady growth

Over the forecast period, gum is expected to record steady growth in Azerbaijan, reaching maturity. Expected growth of gum is attributable to the improving financial positions of local consumers and the continued development of modern retailing over the forecast period, which will support increased distribution, a wider range of products and a lower cost per unit of gum.

COMPETITIVE LANDSCAPE
Orbit, distributed by Nur, is the leading brand of gum in Azerbaijan

In 2018, the brand Orbit strengthened its leading position on account of a reduced share for Dirol, which was previously the leading brand in the country. Dramatic changes in consumption patterns and brand preferences were linked to a loss in share for NBO United Brands Distribution (supplier of Dirol) in 2015 and 2016, and Nur benefited from this situation by expanding its brand Orbit and offering better value through a well-organised pricing strategy.

International players lead gum in Azerbaijan

In 2018, there was no local manufacturer of gum and consumers continued using international brands, such as Orbit, Dirol and Mentos. The price-sensitivity of local consumers over the review period due to a set of currency devaluations resulted in reduced disposable incomes, thus favouring lower-priced products.

Improving modern retailing landscape supports a growing product variety and new product launches

During 2018, gum continued to move towards saturation, fuelled by new brands and product extensions. The brand 7 Stick, which became available in 2016, swiftly expanded its presence in modern grocery retailers; however, the share of the brand remained negligible compared to category leaders, which was due to the traditional preferences of consumers in Azerbaijan.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Gum industry in Azerbaijan with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Gum industry in Azerbaijan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Gum in Azerbaijan market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Gum in Azerbaijan?
  • What are the major brands in Azerbaijan?
  • How are more expensive “lifestyle” brands like Wrigley’s 5 performing?
  • Are consumers in developed markets moving from sugarised to sugar-free 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 industry report originates from Passport, our Packaged Food market research database.

Packaged Food in Azerbaijan - Industry Overview

EXECUTIVE SUMMARY

Packaged food continues to grow in 2018
Packaged food sales grow steadily in Azerbaijan after the macroeconomic recession
Local companies lead due to more competitive prices
Modern grocery retailers support packaged food volume sales
Packaged food to see growth in the forecast period

FOODSERVICE

Sales to Foodservice
Improved macroeconomic situation helps sales to foodservice to grow
Local companies lead sales to foodservice
Ice cream and frozen desserts foodservice sales grow fastest in 2018

CATEGORY DATA

Table 1 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2013-2018
Table 6 Sales of Packaged Food by Category: Value 2013-2018
Table 7 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 8 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 9 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 10 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 11 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 12 Distribution of Packaged Food by Format: % Value 2013-2018
Table 13 Distribution of Packaged Food by Format and Category: % Value 2018
Table 14 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 15 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 16 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 17 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources