Players within gum in Italy found business difficult during the recent years of recession, given that consumers paid attention to their purchases by avoiding all unnecessary expenses. Impulse purchases were reduced to a minimum, and gum spending decreased.
Towards the end of the review period, given slowing sales in the country, major gum manufacturers reduced the number of new products being launched in stores. This created a challenge that played negatively on sales results, to the point where large multinationals refocused their attention on other countries in Europe.
Bars and cafés, as well as tobacco stores in Italy, are important channels for gum brands to drive sales. They have the possibility to display large gum and confectionery assortments at the point of sale, and whereas in supermarkets, consumers are distracted by other activities and people, here they are fully focused, and have the possibility to look at displays and products thoroughly.
Perfetti Van Melle Italia Srl continued to dominate gum in Italy, with little room left for competitors. In March 2018, the company launched Vigorsol Fresh Instant, 28 sugar free extra fresh peppermint gum pieces packaged in a paperboard box, with xylitol.
Mars Italia operates in the country in several categories within packaged food. In snacks, its core business is in chocolate confectionery, while its presence in gum is limited to several chewing gum brands.
EcolBio Srl is the owner and distributor in Italy of Chicza, a natural and vegetarian, gluten-free gum that is sourced ethically and sustainably by “chicleros” in South America. Being 100% bio-degradable, the product reduces pollution and does not damage the environment.
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This industry report originates from Passport, our Packaged Food market research database.