Gum remained a very mature and saturated category in Germany in 2018 with very few growth opportunities, resulting in both a value and volume decline and a fairly bleak outlook over the forecast period. Apart from new flavours, which are not regarded by many consumers as genuine innovations and so are often not able to boost sales to any notable degree, manufacturers do not have too many opportunities in the category to drive a meaningful increase in sales.
Growth in gum can typically only be achieved in niches, for example with products which are in line with current trends, especially the ongoing health and wellness trend. Gum will be able to benefit mostly from products aimed at oral health and dental care, for example by offering additional benefits such as teeth whitening.
As far as the different gum categories in Germany are concerned, the best performance, or rather the weakest decline, over the forecast period is expected from sugar-free chewing gum, which at least does not have a negative image with regard to widespread problems such as tooth decay and diabetes. For bubble gum and sugarised chewing gum, the future is rather bleak, with a further significant decline in value and volume terms looking inevitable.
Wrigley continued to dominate gum in Germany in 2018, accounting for more than three quarters of overall value sales. At the end of the review period the company was able to further strengthen its position, with a similar development also expected over the forecast period.
In Germany, and quite unusually when compared to most other categories in packaged food, private label is not, at least not yet, a real threat to Wrigley. On the one hand, Wrigley profits from very strong awareness and likeability among German consumers, while on the other its products are not so expensive as to encourage the average consumer to seek out cheaper alternatives.
The end of the review period saw the emergence of small start-ups like Das Kaugummi, which provides chewing gum in very simple packaging but also offers innovative new flavours. However, the long-term success of the company is unlikely, according to industry experts.
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This industry report originates from Passport, our Packaged Food market research database.