Both value and volume sales of gum in Japan are expected to continue declining over the forecast period. Gum sales have declined for some time due to competition from products with breath care features such as mints and mouthwashes/dental rinses.
As gum is very mature in Japan and new product development over the forecast period will be mostly in terms of flavours and packaging innovations, products with new functions other than mouth and dental health are expected to invite more consumers to purchase gum. During the review period, while gum lost sales due to competing with products with breath care features, gum products with functional health benefits, including memory health and gingiva health, drew some attention from consumers.
Lotte Co Ltd is expected to continue to dominate retail value sales of gum in Japan in 2018. The company has a strong and long-established presence in chewing gum.
Mondelez Japan Ltd is projected to remain the second leading player in Japan in 2018. Although having withdrawn from bubble gum with the discontinuation of its Bubblicious brand in 2016, the company continues to have a strong presence in chewing gum in Japan.
Although Meiji Co Ltd remains in third place, it has put less effort into gum sales. As its company strategy focuses on other food products with stronger potential, including yoghurt and chocolate, its activities in relation to gum were limited during the review period.
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This industry report originates from Passport, our Packaged Food market research database.