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.
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.
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.
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.
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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This industry report originates from Passport, our Packaged Food market research database.