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Country Report

Gum in

Gum in Kenya

21 pages, Aug 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Flavour innovation expected during the forecast period

Many of Kenya’s mid- and high-income consumers are well aware of the rising health concerns associated with sugarised gum due to their access to online information about the dangers of high sugar consumption. As a result, more consumers in this segment are opting for sugar free variants of chewing gum due to the negative connotations regarding products that contain sugar amidst global health concerns about obesity and diabetes.

Sweet tax expected to affect prices in gum

During the review period, neighbouring Uganda and Tanzania imposed import taxes on many Kenyan-manufactured food products, including chocolate confectionery, ice cream, sweet biscuits and sugar confectionery, citing the use of imported industrial sugar in the production of these products as the reason. This move came after the two member states of the East Africa Community (EAC) refused to accept documents certifying the origins of Kenyan food products and their ingredients, which are used to determine the duty that should apply to goods imported from other EAC countries, including Kenya.

Unconventional advertising strategies become more popular

Non-conventional advertising campaigns such as the use of promotional agents on major thoroughfares and in-instore product sampling is increasing as these methods are more likely to appeal to young urban-dwellers, an expanding and increasingly important consumer group. Indeed, it is becoming more important for gum brands to encourage changes in the perceptions of chewing gum, with even those in the relatively conservative corporate world now viewing gum chewing as a means to relax and relieve pressure.

COMPETITIVE LANDSCAPE

Multinational players continue to dominate the competitive landscape in gum

Wrigley Co (East Africa) Ltd maintained its dominant position in gum in 2018, with Mondelez International and Lotte Confectionery Company Ltd in second and third positions respectively. It is thus clear that sales in the category are dominated by international players.

Local brands competitively prices and offering more variants

Local gum brands such as Kenafric are invariably competitively priced and also offer a wide spectrum of flavours, including peppermint, menthol, fruity, berry fusion, smooth sensation and strawberry. These local products are generally sold mainly in independent small grocer sand kiosks, although they are increasingly available in the outlets of major supermarkets and wholesale outlets throughout the country.

Multinational players continue to expand

Mars Inc, the GBO of Wrigley Co’s chewing gum brands, recently invested KES7 billion in the construction of a new factory at Athi River near Nairobi and this forms an integral of the company’s expansion strategy in the East Africa region. The company’s goal is to be able to increase the value share of its gum brands in Kenya, including Big G, PK, Doublemint, Juicy Fruit and Orbit.

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Gum Market Sample Report Gum Market Sample Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

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

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

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

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

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Gum in Kenya - Category analysis

HEADLINES

PROSPECTS

Flavour innovation expected during the forecast period

Sweet tax expected to affect prices in gum

Unconventional advertising strategies become more popular

COMPETITIVE LANDSCAPE

Multinational players continue to dominate the competitive landscape in gum

Local brands competitively prices and offering more variants

Multinational players continue to expand

CATEGORY DATA

Table 1 Sales of Gum by Category: Volume 2013-2018
Table 2 Sales of Gum by Category: Value 2013-2018
Table 3 Sales of Gum by Category: % Volume Growth 2013-2018
Table 4 Sales of Gum by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Gum: % Value 2014-2018
Table 6 LBN Brand Shares of Gum: % Value 2015-2018
Table 7 Distribution of Gum by Format: % Value 2013-2018
Table 8 Forecast Sales of Gum by Category: Volume 2018-2023
Table 9 Forecast Sales of Gum by Category: Value 2018-2023
Table 10 Forecast Sales of Gum by Category: % Volume Growth 2018-2023
Table 11 Forecast Sales of Gum by Category: % Value Growth 2018-2023

Packaged Food in Kenya - Industry Overview

EXECUTIVE SUMMARY

Growth of packaged food remains healthy in 2018

Manufacturers seek to innovate to meet demands and rising consumer sophistication

Government supports local manufacturers with its Big Four agenda

Modern retailing continues to gain ground in 2018

Strong performance expected over the forecast period

FOODSERVICE

Sales to foodservice

International investors drive growth
Hot supermarket meals offer greater convenience
Middle class drives growth

Consumer foodservice

Product innovation to drive growth
Health-conscious consumers pose a challenge

Category Data

Table 12 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2013-2018
Table 17 Sales of Packaged Food by Category: Value 2013-2018
Table 18 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 19 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 20 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 21 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 22 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 23 Distribution of Packaged Food by Format: % Value 2013-2018
Table 24 Distribution of Packaged Food by Format and Category: % Value 2018
Table 25 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 26 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 27 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 28 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

Megatrends

Country Report

Gum in Kenya

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Flavour innovation expected during the forecast period

Sweet tax expected to affect prices in gum

Unconventional advertising strategies become more popular

COMPETITIVE LANDSCAPE

Multinational players continue to dominate the competitive landscape in gum

Local brands competitively prices and offering more variants

Multinational players continue to expand

Samples

Overview

Why buy this report?

Samples FAQs about samples

Want to find out more about this report?

Table of Contents

Gum in Kenya - Category analysis

HEADLINES

PROSPECTS

Flavour innovation expected during the forecast period

Sweet tax expected to affect prices in gum

Unconventional advertising strategies become more popular

COMPETITIVE LANDSCAPE

Multinational players continue to dominate the competitive landscape in gum

Local brands competitively prices and offering more variants

Multinational players continue to expand

CATEGORY DATA

Packaged Food in Kenya - Industry Overview

EXECUTIVE SUMMARY

Growth of packaged food remains healthy in 2018

Manufacturers seek to innovate to meet demands and rising consumer sophistication

Government supports local manufacturers with its Big Four agenda

Modern retailing continues to gain ground in 2018

Strong performance expected over the forecast period

FOODSERVICE

Sales to foodservice

Consumer foodservice

Category Data

MARKET DATA

DEFINITIONS

SOURCES

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