Executive Summary

Aug 2019
PROSPECTS
Gum continues to suffer from declining opportunities for impulse purchases

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 could have potential to add dynamism to gum

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.

Interesting packaging offers convenience to consumers

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.

COMPETITIVE LANDSCAPE
Leading players consolidate positions with wide product portfolios

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.

Mentos expands through flavours and packaging formats

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.

No room for expansion for private label

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.

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Gum in Belgium

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Overview

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:

  • 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 Belgium?
  • What are the major brands in Belgium?
  • 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.

Gum in Belgium - Category analysis

HEADLINES

PROSPECTS

Gum continues to suffer from declining opportunities for impulse purchases
Functionality could have potential to add dynamism to gum
Interesting packaging offers convenience to consumers

COMPETITIVE LANDSCAPE

Leading players consolidate positions with wide product portfolios
Mentos expands through flavours and packaging formats
No room for expansion for private label

CATEGORY DATA

Table 1 Sales of Gum by Category: Volume 2014-2019
Table 2 Sales of Gum by Category: Value 2014-2019
Table 3 Sales of Gum by Category: % Volume Growth 2014-2019
Table 4 Sales of Gum by Category: % Value Growth 2014-2019
Table 5 Sales of Gum by Flavour: Rankings 2014-2019
Table 6 NBO Company Shares of Gum: % Value 2015-2019
Table 7 LBN Brand Shares of Gum: % Value 2016-2019
Table 8 Distribution of Gum by Format: % Value 2014-2019
Table 9 Forecast Sales of Gum by Category: Volume 2019-2024
Table 10 Forecast Sales of Gum by Category: Value 2019-2024
Table 11 Forecast Sales of Gum by Category: % Volume Growth 2019-2024
Table 12 Forecast Sales of Gum by Category: % Value Growth 2019-2024

Packaged Food in Belgium - Industry Overview

EXECUTIVE SUMMARY

Packaged food continues to come under pressure from rising health trends
Belgian consumers increasingly look to meat-free lifestyles
Private label continues to gain share in fragmented competitive landscape
Discounters continues to make strong gains as it manages to lose negative image
Packaged food will continue to struggle despite offering convenience

FOODSERVICE

Sales to Foodservice
Foodservice providers must be prepared to offer increasingly expansive options to outlets to cater to demand for fresh, healthier menus
Opportunities and challenges in adapting to Belgians’ changing lifestyles
Strict regulations offer difficult environment for small independent operators
Consumer Foodservice
Retailers increasingly blur lines with foodservice
Foodservice increasingly adapts to healthier lifestyle trends
Category Data
Table 13 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 14 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 15 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 16 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 17 Sales of Packaged Food by Category: Volume 2014-2019
Table 18 Sales of Packaged Food by Category: Value 2014-2019
Table 19 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 20 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 21 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 23 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 24 Penetration of Private Label by Category: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format: % Value 2014-2019
Table 26 Distribution of Packaged Food by Format and Category: % Value 2019
Table 27 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 30 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources