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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. Consumers are also growing more conscious of oral health and tooth decay that can occur from consuming too many sugary snacks.
Wrigley Co (East Africa) will continue to overwhelmingly dominate gum in 2020, with the remaining sales accounted for by Mondelez International, Lotte Confectionery and local player Kenafric Industries. Wrigley’s position can be attributed to the strength of its 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.
Kenyan consumers are becoming more sophisticated and are constantly seeking new tastes from the confectionery they buy. This will force gum manufacturers to innovate in terms of flavour, in turn leading to stronger competition within gum.
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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:
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This industry report originates from Passport, our Packaged Food market research database.
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.