Gum continued to decline in both retail volume and current value terms in 2019. Sugar-free gum accounts for the bulk of sales of gum in Greece.
After the passage of new laws which legalise the use of medical cannabis and the production of industrial cannabis, Greece is seeing a relaxation of consumers’ attitudes to cannabis. Gum is considered the easiest way to market cannabis-based products, because similar products with herbal ingredients are already available in the market.
Two thirds of sales of gum in Greece still took place through traditional grocery retailers in 2019. Nevertheless, supermarkets gained share over the review period.
Although Mondelez Hellas’s value share declined throughout the review period, the company remained the leader in gum with its Trident, Dentyne and Bubbaloo brands in 2019. It invested most in Trident in the latter part of the review period.
Local player Elma, the fourth biggest player in gum, also saw strong growth throughout the review period, and is starting to compete head-on with other companies due to strong investment and emphasis of its Greek origin. It manufactures its products in its own factory, which is located in Chios in Greece.
Packaging plays a pivotal role in gum, as it attracts consumers’ attention. Therefore, all players have been investing in making packaging not only more attractive, but also more convenient.
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This industry report originates from Passport, our Packaged Food market research database.