Executive Summary

Aug 2019
PROSPECTS
Gum sales supported by a manufacturer focus on flavour innovation

Kenyan consumers are becoming more sophisticated and are constantly seeking new tastes from the confectionery they buy. This is forcing gum manufacturers to innovate in terms of flavour, in turn leading to stronger competition within the category.

Kenyan consumers also looking for healthier types of gum

Many of Kenya’s mid- and high-income consumers are now well aware of the rising health concerns associated with sugarised gum thanks to access to information online about the dangers of a high sugar intake, with this being largely blamed for the rising incidence globally of obesity and diabetes. As a result, more Kenyans are opting for sugar free variants of chewing gum.

Manufacturers target mainly young urban consumers

In 2019, gum manufacturers continued to focus on various unconventional advertising methods to target young urban dwellers, with these including the use of promotional staff on major streets and in-store product sampling. It has become more important for gum manufacturers to change the perception of chewing gum, with even those in the relatively conservative corporate world now viewing gum chewing as a means of relaxation.

COMPETITIVE LANDSCAPE
Gum remains heavily in the hands of Wrigley thanks to a wide product portfolio and heavy advertising

Wrigley Co (East Africa) continued to overwhelmingly dominate gum in 2019, with the category’s remaining sales accounted for by Mondelez International, Lotte Confectionery and local player Kenafric Industries. Wrigley’s position can be attributed to the strength of brands such as PK Gum, Doublemint, Wrigley’s (under which it offers the Extra, Cool Air, Airwaves and Juicy Fruit lines) and Orbit, which all benefit from heavy marketing support and widespread distribution through both modern and traditional grocery retailers, while also being available at affordable prices.

Wrigley and Mondelez driving the trend towards sugar free gum

Multinationals such as Wrigley and Mondelez have recognised the fact that Kenyans are becoming increasingly health conscious thanks to the influence of the global health and wellness trend and the part played by the internet in disseminating information. This is leading to them increasing their focus on sugar free gum under their respective Orbit and Dentyne brands.

2019 brings a further gain in share for Kenafric Industries

Although still accounting for only a minor share of retail value sales, Kenafric Industries continued to gain ground in 2019. The company benefits from offering competitively priced gum.

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Gum in Kenya

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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.

Gum in Kenya - Category analysis

HEADLINES

PROSPECTS

Gum sales supported by a manufacturer focus on flavour innovation
Kenyan consumers also looking for healthier types of gum
Manufacturers target mainly young urban consumers

COMPETITIVE LANDSCAPE

Gum remains heavily in the hands of Wrigley thanks to a wide product portfolio and heavy advertising
Wrigley and Mondelez driving the trend towards sugar free gum
2019 brings a further gain in share for Kenafric Industries

CATEGORY DATA

Table 1 Sales of Gum by Category: Volume 2014-2019
Table 2 Sales of Gum by Category: Value 2014-2019
Table 3 Sales of Gum by Category: % Volume Growth 2014-2019
Table 4 Sales of Gum by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Gum: % Value 2015-2019
Table 6 LBN Brand Shares of Gum: % Value 2016-2019
Table 7 Distribution of Gum by Format: % Value 2014-2019
Table 8 Forecast Sales of Gum by Category: Volume 2019-2024
Table 9 Forecast Sales of Gum by Category: Value 2019-2024
Table 10 Forecast Sales of Gum by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Gum by Category: % Value Growth 2019-2024

Packaged Food in Kenya - Industry Overview

EXECUTIVE SUMMARY

Healthy growth recorded in 2019 despite tough trading conditions
Growing middle class helps sustain growth as threats of food shortages persist
Packaged food remained competitive with a mix of local and international players
Value for money drives growth of modern retailing in 2019
Expansion of middle class set to boost demand for packaged food

FOODSERVICE

Sales to foodservice
Increase in foodservice outlets spur demand for packaged food
Young urban population and expanding middle class drives growth of foodservice channels
Hot supermarket meals offer greater convenience

CATEGORY DATA

Table 12 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2014-2019
Table 17 Sales of Packaged Food by Category: Value 2014-2019
Table 18 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 19 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 20 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 21 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 23 Distribution of Packaged Food by Format: % Value 2014-2019
Table 24 Distribution of Packaged Food by Format and Category: % Value 2019
Table 25 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 26 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 27 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources