Executive Summary

Aug 2018
PROSPECTS
Very few growth opportunities for gum in Germany

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.

Significant growth only expected in fairly small niches

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.

Trend towards sugar-free products expected to continue over the forecast period

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.

COMPETITIVE LANDSCAPE
Wrigley continues to dominate sales

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.

Private label not yet a real threat to Wrigley

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.

Success of start-ups like Das Kaugummi is not very likely

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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Gum in Germany

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Overview

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

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

Packaged Food in Germany - Industry Overview

EXECUTIVE SUMMARY

Packaged food continues to perform well in 2018
Higher consumer confidence promotes interest in added-value products
Strong competition, with a wide range of different players
Modern grocery retailers continue to dominate distribution
Further low annual growth expected

FOODSERVICE

Sales to Foodservice
Sales to foodservice expected to continue rising
Performance varies significantly by area
Growing number of large players with own foodservice departments
Consumer Foodservice
Continued consumer foodservice growth
Strong competition, with independent operators standing ground against chained players
Positive outlook but fears of eventual rise in price sensitivity
Category Data
Table 1 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2013-2018
Table 6 Sales of Packaged Food by Category: Value 2013-2018
Table 7 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 8 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 9 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 10 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 11 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 12 Penetration of Private Label by Category: % Value 2013-2018
Table 13 Distribution of Packaged Food by Format: % Value 2013-2018
Table 14 Distribution of Packaged Food by Format and Category: % Value 2018
Table 15 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 16 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 17 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 18 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources