The competitive scene in gum is quite consolidated and competitors are largely satisfied with their positions. In 2018, no player is actively set to attempt to grab sales share from other companies.
While disposable household incomes started regaining their strength, consumers show little excitement about gum as an overall category. With only a modest volume CAGR expected over the forecast period, gum will be far from its peak 2008 sales of 1,300 tonnes.
Bubble gum is the smaller of the two gum formats, which clearly shows that the most important gum feature is the utilitarian one of tooth health. Nevertheless, bubble gum has a small but resilient target group which is mostly the younger population or children.
Despite losing slight value share over the review period, William Wrigley Jr Co maintains the upper hand in gum. Now approaching three quarters of all value sales, the company still has a significant advantage compared to the other competitors.
The main cause for the leading player’s weakening position is the same one previously used by the leader to achieve its domination of gum. Namely, favourable shelf positioning saw William Wrigley Jr Co reach the top spot thanks to the skilful negotiation tactics of its local distributor.
Croatian gum consumers tend to be very brand loyal and wary of unknown economy brands. This is not only seen in discounters, but in other retail channels as well.
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This industry report originates from Passport, our Packaged Food market research database.