Executive Summary

Jul 2018
PROSPECTS
Bubble gum to continue to struggle to post growth, but the retro trend and possible new entries may help support category sales

Bubble gum faced challenges over the review period, as a lack of visibility, competition from chewing gum and a lack of relevant innovations resulted in a strong decline in category sales; however, bubble gum may eventually be seen as a niche area by players where innovative, new products could make their debut over the forecast period, resulting in lower declines. The continuation of the retro trend may help such efforts; however, introducing new products may be challenging due to the dominance of existing brands and the high costs of marketing and advertising, which are needed to create awareness among local consumers.

Gum among the categories with the highest price increases, and set to continue to be among the less dynamic snack categories due to maturity

Over the review period, gum was among those categories that recorded the largest price increases. Price rises were supported by the category being less fragmented, having a lower number of players and products compared to other categories within snacks.

COMPETITIVE LANDSCAPE
Wrigley’s dominance is unquestionable, and the player will make further efforts to ensure its leadership

Wrigley Hungaria continued to strongly dominate gum in Hungary in 2018, as it had during all the review period. Although there was some competition, mainly from recently launched local businesses such as Chocco Garden, which launched its Crazy Gummy brand over the review period, the leading position of the international company is not in danger over the forecast period as a result of a wide selection of well-known products sold under its Orbit and Airwaves brands.

Success of private label products does not affect gum, while standard products are expected to remain significant

The position within gum is different compared to other snack categories, as the presence of private label products, which have seen huge success in Hungary due to price-sensitivity, improving quality and the expansion of product portfolios, is negligible in the case of gum. Due to the dominance of existing and trusted brands, including Orbit, Airwaves and Twinner, standard products are expected to remain popular since it is unlikely that producers of economy food products will make any extra effort to gain tiny shares from sales of gum.

Less-fragmented category and the retro trend likely to lead to new entries

The fact that gum is a less-fragmented category than other snack categories may lead to new players in Hungary with the potential for growth. As of 2018, there were already signs of this, such as the entrance of Chocco Garden, which is a newly formed Hungarian company that introduced its Crazy Gummy gum product over the review period.

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Gum in Hungary

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Overview

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

The Gum in Hungary 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 Hungary?
  • What are the major brands in Hungary?
  • 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 Hungary - Industry Overview

EXECUTIVE SUMMARY

Consumer willingness to spend more and innovation boost packaged food
Consumers more conscious of quality and ingredients
Competition remains intense, with domestic players enjoying support from the government
Distribution channels focus on improving consumer loyalty and environmental issues
Growth of packaged food sales likely to slow over the forecast period

FOODSERVICE

Sales to Foodservice
Sales to foodservice supported by growth in the number of foodservice outlets
Healthy edible oils perform well
Bulk food products hamper packaged food sales to foodservice
Consumer Foodservice
Number of foodservice outlets expands in 2018 for the first time in the review period
Foodservice outlets continue to record value growth
McDonald’s focuses on health and wellness trends, whilst expanding the number of employees to remain leader
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