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.
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 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.
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.
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.
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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This industry report originates from Passport, our Packaged Food market research database.