During 2021, the regular launch of new flavours was one of the most important trends in gum in New Zealand. Indeed, new flavour launches formed a key component of the marketing efforts of leading brands throughout the year as they sought to appeal to consumers and remain relevant within the COVID-19 context.
Towards the end of the review period, functional gum was quickly gaining popularity among a wide range of New Zealanders, including fitness enthusiasts looking to reduce their sugar intake and busy urban dwellers that need convenient options for on-the-go consumption. Indeed, functional gum is emerging strongly as a very convenient and portable source of energy, with recently launched variants able to release energy faster and more effectively than energy drinks, for instance.
Gum has been experiencing a steady sales decline in New Zealand in recent years, with both value and volume sales under pressure due to the prevalence of the health and wellness trend, which increasingly poses a threat to sales across snacks. The growing aversion to products that are high in sugar has led many consumers to move away from gum and towards mints, a category of products that are seen as healthier due to their lower sugar content and calorie count.
The forecast period is expected to see The Wrigley Co (NZ) Ltd remain by far the leading player in gum, with the multinational gum giant’s dominant position in the category unlikely to face any serious or credible threats. Wrigley continues to dominate in terms of marketing as well as in terms of sales and the company’s international brands have a very strong presence across bubble-gum and sugar free gum in particular, including notably Hubba Bubba, Extra, Airwaves, PK and Juicy Fruit.
One of the key impacts of the COVID-19 pandemic on gum sales during 2020 and 2021 was the shift away from impulse purchases of gum from proximity retailing formats such as convenience stores and traditional grocery retailers, known locally as “dairies”. Indeed, convenience stores has emerged strongly in recent years as one of the main distribution channels for impulse purchases of products such as gum for on-the-go consumption.
During the forecast period, demand for gum is expected to be increasingly influenced by the shift that has been seen among these population towards more ethical forms of consumerism. Indeed, New Zealanders are increasingly interested in reducing the impact of their consumer choices and this has made it increasingly important for them to make ethical and sustainable purchasing decisions.
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Understand the latest market trends and future growth opportunities for the Gum industry in New Zealand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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