Gum continued to suffer from declining demand as consumers’ preference for other types of snacks gained traction. Limited innovation in previous years in both chewing gum and bubble gum has meant a lack of interest, with the latter particularly associated with confectionery and unhealthy lifestyles due to its sugar content.
Functionality is one area where gum producers could inject some dynamism into the category, with fortified gum offering some potential. Drive Gum was launched in Belgium in April 2019.
Demand for the pocket format of chewing gum is continuing to decline as consumers dislike the inconvenience of having to unwrap individual strips of gum, in addition to the environmental impact of extra packaging. Therefore, the entry of re-closable bottles continues to find popularity amongst local consumers of chewing gum, with packaging formats becoming increasingly creative.
Cadbury Belgium NV and Solinest retained their leadership of gum in 2019, and managed to gain value share, despite stagnating sales, in line with a weak performance by the category. Both players offer a wide range of chewing gum brands including Stimorol, Hollywood and V6 Dental from leading player Cadbury, which is also present in bubble gum with Bubblicious, while Solinest offers Freedent and Airwaves.
Second-ranked gum brand Mentos continued to gain share through its strategy of launching premium offers. The brand is increasingly focusing on the use of natural flavours such as green tea and chlorophyll that appeal to consumers looking for healthier or functional gum and targeting breath freshness, in addition to the move towards PET bottle packaging, as consumers continue to switch to this format from pocket-style packs with individually wrapped sticks.
Private label does not hold a significant presence in gum despite the high profit margins that the category offers for retailers with Colruyt, Delhaize and Carrefour the highest ranked private label lines. Established brands such as Mentos, Freedent and Stimorol enjoy the financial support of larger owners, allowing them to expand into and develop functional or premium gum that offers consumers some point of differentiation.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
Discover the latest market trends and uncover sources of future market growth for the Gum industry in Belgium 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 Belgium, our research will save you time and money while empowering you to make informed, profitable decisions.
The Gum in Belgium market research report includes:
Our market research reports answer questions such as:
Why buy this report?
This industry report originates from Passport, our Packaged Food market research database.