Consumers increasingly look for indications on packaging that gum products are sugar-free, due to growing awareness of the health benefits associated with sugar-free gum consumption. Consumers are attracted by sugar-free gum’s breath-freshening properties and concerns regarding the direct impact of sugarised gum on the teeth.
Chewing gum remains subject to impulse purchases. Mostly displayed in retail outlets near points of sale, the slight price differences between products are ignored by many consumers.
Gum benefited from strong advertising campaigns at the end of the review period, which underpinned its healthy performance. However, the volume performance of gum is expected to be slightly stronger over the forecast period, even though gum in Georgia has reached maturity through its long-standing presence and high availability.
William Wrigley Jr Co managed to consolidate its dominant position in the gum category in 2019, with a notable increase in value share. This was due to the better positioning of its products on the shelves of modern grocery retailers, which are gaining penetration and popularity among consumers throughout the country, thanks to the wide variety of products, competitive pricing, and convenience.
Cadbury Plc remained in second place in gum in Georgia in terms of value share in 2019. The company’s portfolio is not as wide as that of its larger rival, although its Dirol brand led the gum category overall in 2019.
Perfetti Van Melle Group with its Mentos brand lost value share over 2018-2019. A lack of significant advertising support is compromising the company’s position, especially in an environment where others are investing heavily in advertising support for their products.
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This industry report originates from Passport, our Packaged Food market research database.