While chewing gum sales showed some recovery in the 2022-2023 period, this was largely due to the rebound effect of consumers resuming their social activities, following a sharp contraction in sales with the outbreak of the COVID-19 pandemic. However, from 2024, a much more conservative market performance is expected as Bolivians are consuming less chewing gum as, with the smoking prevalence continuing to decline, there is less demand for gum as a breath freshener.
The greatest sales dynamism in gum in recent years has been seen in bubble gum as the category has experienced greater innovation in terms of flavours. Younger consumers are increasingly demanding intense acid flavours; Minoil Bolivia Ltda capitalised on this trend in 2023 with its bubble gum brands A Go Go and Super Hiper Acido, which recorded value growth above the category’s average.
As gum sales are projected to contract in volume in the coming years, the industry is expected to focus its commercial efforts on the design of products for specific segments, which have specific added value that is attractive to their target consumers. One such example is Top Line 7 chewing gum (distributed by Arcor de Bolivia SA), which focuses on middle- and high-income urban millennials, sponsoring attractive events for this segment and carrying out product sampling.
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Understand the latest market trends and future growth opportunities for the Gum industry in Bolivia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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