Executive Summary

Jul 2018
PROSPECTS
Bubble gum and sugarised gum will drive down sales for the entire category

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.

Product innovation will be critical to encourage consumer purchases

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.

Impulse sales to come from foodservice and tobacco stores

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.

COMPETITIVE LANDSCAPE
Perfetti Van Melle retains leadership of gum in Italy

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 SpA more focused on other products than gum

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 continues to grow, sustainably

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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Gum in Italy

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Overview

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

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

EXECUTIVE SUMMARY

Italians eat more premium and organic products, but buy less
FICO Eataly World, promoting food culture, to drive sales of local products
Niche products to grow, although hyper-segmentation can pose a threat
Back to the future, Italians prefer neighbourhood stores
Ethical sourcing and certified supply chain

FOODSERVICE

Sales to Foodservice
New product selection at Autogrill aimed at vegetarian and vegan customers
Olive oil still has potential in foodservice
New menu indications required
Consumer Foodservice
Foodservice channel is improving
Retailing versus home delivery
Foodservice channel offers flexibility and choice to consumers
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

DEFINITIONS

SOURCES

Summary 1 Research Sources