The category suffered during the first year of the pandemic due to a lower level of impulse purchases as consumers stayed at home. With less socialisation, consumers felt little need to ensure their breath was fresh, and thus had reduced demand for chewing gum.
Kazakh consumers can now find classically wrapped gum, standard and XXL sizes, and gum in pouches and plastic jars in many types of retail outlets. These different pack formats are attractive and convenient for consumers with different demands and hectic lifestyles, being more portable, shareable, and remaining fresher for longer.
Consumers in Kazakhstan are very loyal to leading brands Extra/Orbit (by Wrigley) and Trident/Dirol (by Dirol Cadbury), which have been present in the county for a long time. This steadfast loyalty is reflected in the shares of these brands, which have remained stable and dominant over the review period and are set to remain so in 2021, with Wrigley by far the biggest of the two.
Gum is expected to see continued declining demand in Kazakhstan in 2022. Health concerns related to the sugar content and the harm it does to teeth, particularly in bubble gum, will add pressure to the category and restrict sales.
The forecast period will see the development of new tastes and flavours to maintain interest and dynamism, but the split in sales between chewing gum and bubble gum is expected to remain largely unchanged. Since gum remains an impulsive purchase, manufacturers will attract consumers with eye-catching packaging and designs and innovative flavours.
There appear to be few growth opportunities in gum in Kazakhstan; however, pouch packs may offer an avenue for growth over the forecast period, as chewing gum in pouch packaging has been growing in popularity over the review period, with both the Orbit and Juicy Fruit brands available in this format. Pouch packaging enables manufacturers to offer a more competitive unit price in a convenient, portable format, and these products will continue to do well over the forecast period if local consumers remain price sensitive.
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Understand the latest market trends and future growth opportunities for the Gum industry in Kazakhstan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Gum research and analysis database.
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