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.
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.
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.
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.
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.
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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This industry report originates from Passport, our Packaged Food market research database.