Executive Summary

Jul 2018
PROSPECTS
Gum sees the launch of new products

Gum in Kazakhstan posted a modest decline in volume sales in 2018, with this being a better performance than that seen over the previous three years. This can be largely attributed to the launch of new products offering different tastes.

Differing performances from chewing gum and bubble gum

In general, chewing gum is eaten by adults to help freshen their breath, while bubble gum is targeted at children and seen as a more indulgent product. When comparing the two, it could be said that there exists a wider range of alternatives to bubble gum.

Pouch packs grow in popularity thanks to their convenience

In 2018, chewing gum in pouch packaging grew in popularity, with both the Orbit and Juicy Fruit brands offered in this format. Pouch packaging enables their manufacturer Wrigley to offer a more competitive unit price, while the format also benefits from a special closure and is portable.

COMPETITIVE LANDSCAPE
Strong brand loyalty among local consumers

Consumers in Kazakhstan are very loyal to brands such as Orbit (Wrigley) and Dirol (Dirol Cadbury), which have been present in the marketplace for a long time. Both benefit from strong brand awareness, frequent advertisements on television, the internet and in-store and a widespread presence in kiosks, independent small grocers, supermarkets, hypermarkets and forecourt retailers.

The emergence of new brands

2018 saw the launch of two new brands, namely Dentyne Ice and Ice Cubes, from Mondelez International. Both brands are positioned in the premium segment, with their unit price being three times higher than that of the popular Orbit and Dirol brands.

New bubble gum brands on offer in Meloman stores

In Kazakhstan, Meloman is the leading chained retailer of books, toys and games. Thanks to the popularity of the store among children and teenagers, in 2018 Meloman widened its portfolio of bubble gum for children.

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Overview

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

The Gum in Kazakhstan 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 Kazakhstan?
  • What are the major brands in Kazakhstan?
  • How are more expensive “lifestyle” brands like Wrigley’s 5 performing?
  • Are consumers in developed markets moving from sugarised to sugar-free gum?

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  • Track key industry trends, opportunities and threats
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This industry report originates from Passport, our Packaged Food market research database.

Packaged Food in Kazakhstan - Industry Overview

EXECUTIVE SUMMARY

Packaged food volume sales increase due to a number of factors
Single portions and on-the-go snacking develop in 2018
Modern grocery retailers expand in large towns
Foreign manufacturers continue to hold significant shares of packaged food in 2018
The growing healthy lifestyle trend to guide the development of packaged food

FOODSERVICE

Sales to Foodservice
The growing popularity of celebrating various occasions outside of the home has a positive impact on foodservice development
Millennials one of the main consumer groups contributing to growth in the fast casual trend in foodservice
Domestic manufacturers lead foodservice sales

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 Distribution of Packaged Food by Format: % Value 2013-2018
Table 13 Distribution of Packaged Food by Format and Category: % Value 2018
Table 14 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 15 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 16 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 17 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources

Packaged Food in Kazakhstan - Industry Overview

EXECUTIVE SUMMARY

Time-poor consumers, higher living standards and an increase in Westernisation boosts results in 2019 
Players respond to the growing health and wellness trend, boosting sales across multiple packaged food options 
Foreign manufacturers benefit from established offerings, while local players respond to the taste preferences of consumers 
Modern grocery retailers are increasing share year-on-year as consumers appreciate the high service levels and a wide variety of goods 
The forecast looks bright for packaged food, which will benefit from the recovering economy

FOODSERVICE

Sales to Foodservice
Consumers eating out more frequently, especially to celebrate occasions, boosting packaged food sales to foodservice
Domestic manufacturers lead foodservice due to their strong production capacity for essential products
An increase in purchasing power over the forecast period will see consumers choosing to eat out more often, boosting sales to foodservice
Category Data
Table 18 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 19 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 20 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 21 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 22 Sales of Packaged Food by Category: Volume 2014-2019
Table 23 Sales of Packaged Food by Category: Value 2014-2019
Table 24 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 25 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 26 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 27 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 28 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 29 Distribution of Packaged Food by Format: % Value 2014-2019
Table 30 Distribution of Packaged Food by Format and Category: % Value 2019
Table 31 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 32 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 33 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 34 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

DEFINITIONS

SOURCES

Summary 2 Research Sources