Executive Summary

Aug 2019
PROSPECTS
Consumers demonstrate uncharacteristic concerns regarding sugar in relation to chewing gum

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.

Impulse purchases still strong but economy bulk packs attract attention in modern grocery retailers

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.

Flavour and packaging innovations expected as competition intensifies

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.

COMPETITIVE LANDSCAPE
Wrigley’s powerful brand support enables company to extend dominance

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 struggles to compete due to leader’s wide range and marketing investment

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 squeezed out in stores by larger competitors

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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Gum in Georgia

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Overview

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

The Gum in Georgia 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 Georgia?
  • What are the major brands in Georgia?
  • 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.

Gum in Georgia - Category analysis

HEADLINES

PROSPECTS

Consumers demonstrate uncharacteristic concerns regarding sugar in relation to chewing gum
Impulse purchases still strong but economy bulk packs attract attention in modern grocery retailers
Flavour and packaging innovations expected as competition intensifies

COMPETITIVE LANDSCAPE

Wrigley’s powerful brand support enables company to extend dominance
Cadbury struggles to compete due to leader’s wide range and marketing investment
Perfetti Van Melle Group squeezed out in stores by larger competitors

CATEGORY DATA

Table 1 Sales of Gum by Category: Volume 2014-2019
Table 2 Sales of Gum by Category: Value 2014-2019
Table 3 Sales of Gum by Category: % Volume Growth 2014-2019
Table 4 Sales of Gum by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Gum: % Value 2015-2019
Table 6 LBN Brand Shares of Gum: % Value 2016-2019
Table 7 Distribution of Gum by Format: % Value 2014-2019
Table 8 Forecast Sales of Gum by Category: Volume 2019-2024
Table 9 Forecast Sales of Gum by Category: Value 2019-2024
Table 10 Forecast Sales of Gum by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Gum by Category: % Value Growth 2019-2024

Packaged Food in Georgia - Industry Overview

EXECUTIVE SUMMARY

More modern lifestyles and development of distribution channels stimulates shift to packaged food products
Tourist activity important to Georgia’s food market, due to limited effect of unit price fluctuations
Market remains fragmented, with generics important in categories with little differentiation
Growing urban consumer base seeking convenience underpins growth of modern grocery retailers channel
Packaged to unpackaged shift set to maintain growth

FOODSERVICE

Sales to Foodservice
Traditional restaurants benefit from popularity of Georgian cuisine amongst both visitors and local consumers, coupled with low prices
Modern establishments offering quick and easy meals gain importance, brunch concept sees growth in popularity
Further growth may be achieved through efforts to reduce seasonality
Category Data
Table 12 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2014-2019
Table 17 Sales of Packaged Food by Category: Value 2014-2019
Table 18 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 19 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 20 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 21 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 23 Penetration of Private Label by Category: % Value 2014-2019
Table 24 Distribution of Packaged Food by Format: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format and Category: % Value 2019
Table 26 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 27 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources