Executive Summary

Jul 2018
PROSPECTS
Gum experiences another uneventful year

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.

Gum faces a negative outlook

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.

Chewing gum is the key format

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.

COMPETITIVE LANDSCAPE
Leading player Wrigley remains undisputed at the top

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.

Competition continues to catch up

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.

Strong brand loyalty prevents advance of economy brands

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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Gum in Croatia

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Overview

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

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

EXECUTIVE SUMMARY

Packaged food in Croatia still revolves around traditional staples
Modest but positive market performance witnessed in 2018
Agrokor crisis has major implications for packaged food in Croatia
Croatians express outrage over being treated as second best
Health concerns set to exert growing influence over packaged food choices

FOODSERVICE

Sales to Foodservice
Agrokor crisis brings trouble for Velpro
Leading foodservice suppliers not exclusively focused on this activity
High costs and logistical challenges discourage entry of large specialist foodservice suppliers
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

SOURCES

Summary 1 Research Sources