After having declined in 2020, gum retail volume sales are expected to rebound rapidly in 2021, and the category also looks set to show a dramatically improved performance in current value growth terms. Gum consumption should increase as Georgians start socialising outside the home more often and return to the office in line with the anticipated easing of the COVID-19 pandemic.
Sugar-free gum products will continue to gain popularity in 2021 thanks to rising health-consciousness in Georgia, a trend that has been reinforced by the experience of the COVID-19 pandemic. While Georgians are becoming more aware that chewing gum after meals can neutralise plaque acid and thereby reduce tooth enamel erosion, they also recognise that sugar is a major contributor to tooth decay.
As gum consumption recovers, Georgians are expected to show growing interest in more novel and distinctive flavour variants in 2021. The willingness of consumers to experiment in this regard will be supported by the affordability of gum in general and the fact that flavour has long been a focal point for innovation within the category.
Following a rapid recovery in 2021, gum consumption is expected to slow in 2022 as demand stabilises. The outlook for the forecast period is broadly favourable, however, with overall retail volume and current value growth rates projected to accelerate gradually but consistently towards 2026.
Chewing gum will continue to dominate gum in Georgia over the forecast period, and is also expected to show the fastest growth in volume and current value sales. Whereas this product type has a broad appeal among all age groups, demand for bubble gum is concentrated among teenagers and children.
Wrigley is expected to remain the clear leader in gum in value terms over the forecast period, while second-ranked Cadbury should continue to account for the lion’s share of remaining sales. Both companies maintain wide portfolios and competitive pricing strategies, and their respective brands benefit from high levels of recognition and loyalty among consumers.
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Understand the latest market trends and future growth opportunities for the Gum industry in Georgia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Gum research and analysis database.
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