The outbreak of COVID-19 hit sales of gum significantly, with volume sales declining in 2020, as the impulse element of purchases were reduced. Furthermore, a lack of socialising meant that consumers who used to use gum as an on-the-go breath freshener had less need to do so, dampening sales.
There is a widespread perception in Lithuania that gum is anti-social, and since the end of 2018, this has challenged the consumption of bubble gum and chewing gum, both of which have been banned at educational institutions. In addition, the outbreak of COVID-19 is set to increase the interest in health and wellness across 2021, and this will also challenge sales.
Wrigley Baltics UAB is continuing to lead the landscape in 2021, offering Orbit and Hubba Bubba, with Orbit offering flavours such as Orbit White Strawberry and Orbit White Strawberry Banana. Despite many players postponing new launches during the pandemic, Mars launched several new products onto the landscape.
The partial lifting of the 2021 lockdown restrictions took place throughout the first half of 2021, and this opened up smaller retailers to consumers, including vending, small shops and kiosks. This aided sales of gum, and is set to continue doing so over the forecast period, as impulse sales return.
Although the pandemic postponed the launch of new items, many manufacturers continued to develop new products. This will lead to a rise of new products and flavour ranges on the landscape, across the early forecast period.
Gum suffers from poor consumer perception related to health. This is not just the sugar content, which in fact is largely falling in chewing gum, but in relation to broader issues.
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Understand the latest market trends and future growth opportunities for the Gum industry in Lithuania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Gum research and analysis database.
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