Executive Summary

Jul 2018
PROSPECTS
Better economy improves food categories’ performance, including gum

Similar to other confectionery categories, gum recorded a better performance in 2018 in both value and volume terms compared to the previous year. This was due to macroeconomic factors such as record low inflation and interest rates and decreasing unemployment.

Bubble gum records slower decline due to heavy social media marketing

Targeted at children, bubble gum recorded a significant decline before and during the economic crisis as stricter regulatory laws were adopted in 2013. Perceived as unhealthy by parents and containing too much sugar, consumption levels declined.

Healthier and busier lifestyles will continue to support growth of products, packaging and distribution

Sugar-free chewing gum recorded growth and is expected to continue performing better than sugarised chewing gum. This is due to Brazilians’ increasing interest in living a healthier lifestyle, a trend that was consistent across the country, as evidenced by increases in health and wellness categories.

COMPETITIVE LANDSCAPE
Kraft Foods, owned by Mondelez International, maintains leadership

Kraft food brands continued to dominate gum in 2018. This was mainly due to their longstanding presence in Brazil, resulting in consumers being very familiar with them.

Perfetti van Melle continues to gain share

Mentos sugar-free chewing gum with jelly-filled centre by Perfetti Van Melle saw the strongest growth within sugar-free gum due to several successful strategies implemented throughout the year. These included a promotion that provided better cost vs benefit for price sensitive consumers, with 10% bigger packaging.

Bubble gum player Riclan partners with teenage influencers to boost Buzzy sales

Manufacturers faced more restrictions in marketing food products to children and teenagers in Brazil in the last decade, which was one of the reasons for the negative performance of bubble gum even before the economic crisis. Consequently, they turned to cartoon and film characters to make products more relatable and desirable.

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Gum in Brazil

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Overview

Discover the latest market trends and uncover sources of future market growth for the Gum industry in Brazil 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 Brazil, our research will save you time and money while empowering you to make informed, profitable decisions.

The Gum in Brazil 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 Brazil?
  • What are the major brands in Brazil?
  • 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 Brazil - Industry Overview

EXECUTIVE SUMMARY

Challenges and opportunities ahead
2018 truck driver crisis turns off the light at the end of the tunnel seen in late 2017
Incumbents lose share and mitigate with acquisitions, while regional players grow
High-end consumers seek convenience, while others continue to seek bargains
Post-election 2018 supports a positive outlook, while regulations create uncertainty

FOODSERVICE

Sales to foodservice
Retail volume sales to foodservice operators increase as manufacturers innovate with internet retailing
Several sauces, dressings and condiments categories continue to see growth
Snacks sales to bakery products fast food outlets, or padarias, suffer as convenience stores gain relevance
Consumer Foodservice
Slightly optimistic expectations for 2018 remain unmet, while future prospects call for modest growth
Consumers begin to prefer experiences over things and digital channels have increasing influence
Healthy living and experience trends begin to shape mindful eating, including sustainability and veganism

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 Penetration of Private Label by Category: % Value 2013-2018
Table 13 Distribution of Packaged Food by Format: % Value 2013-2018
Table 14 Distribution of Packaged Food by Format and Category: % Value 2018
Table 15 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 16 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 17 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 18 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources