Finns did not cut back on their gum consumption during the COVID-19 pandemic in 2020, despite spending more and working from home. In fact, many consumers turned to gum as a means of increasing their oral hygiene during the health crisis, leading to stronger retail volume growth in 2020 than in the previous year.
The COVID-19 pandemic strengthened the awareness of the importance of health and wellness and gum manufacturers have been responding to this by adding fortification to their products in 2021. The new Mynthon Black Menthol + sinkki (zinc), for example, is a salty liquorice menthol flavoured xylitol gum with zinc with the added health claim of freshening the breath by neutralising sulphur compounds, in addition to preventing dental caries.
Xylitol sweetened gum is not only used as a breath freshener and a healthy oral habit after meals, it is also increasingly regarded as an indulgent treat. Manufacturers are developing this trend by introducing tempting new flavours to their gum ranges.
Cloetta Suomi held a strong lead in gum in Finland and is expected to continue to retain its lead going forward. Nonetheless, the domestic Fazer Makeiset continues to point out in its marketing that it is the only domestic gum producer and that its “Xylimax is the domestic choice”.
Players are anticipated to continue to launch new shapes and flavours in gum in order to maintain consumer interest. Fazer Makeiset, for example, launched a 300g xylitol gum bag, Xylimax Sekoituspussi, featuring three flavours of spearmint, fruit and peppermint.
Players are expected to continue to promote the health benefits of their xylitol gum products, and campaigns around this topic will remain an important aspect of gum marketing. Cloetta Suomi’s Project Jenkki campaign is run in cooperation with health professionals and the plan is to reach 100,000 school children to improve their oral health care by using xylitol products.
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Understand the latest market trends and future growth opportunities for the Gum industry in Finland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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