Chewing gum is expected to show a declining performance over the forecast period. The category is losing in competition to other snacks as an indulgence and breath freshener both, along with facing pressure in the light of health and wellness trends which indicate that gum (and even low-sugar variants) is bad for the teeth.
Chewing gum is, however, expected to dominate sales of gum over bubble gum over the forecast period. Within this and due to a lack of activity or dynamism in the category, brands Orbit and Dirol will continue to be the best performers – with extensions of these brands seeing the most innovation, promotion and activity.
There appear to be few growth opportunities for 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 (both from Wrigley OOO) 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.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Gum industry in Kazakhstan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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This report originates from Passport, our Gum research and analysis database.
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