Sales of gum were hit hard by the COVID-19 lockdown in 2020. Children are the main consumer group for these products, with bubble gum considerably more popular than chewing gum while also benefiting from lower prices.
Children remain the main consumer base for gum. Chewing gum is relatively unpopular as it is priced higher than bubble gum and is consumed only by a small adult consumer base in urban centres.
Hilal Confectionery remains the dominant player in gum with it being expected to extend its share further in 2021. The company’s success is supported by a long-established and deeply-entrenched presence in Pakistan, with its brands, Ding Dong and Hilal Fresh Up Bubble Gum among the first gum brands to be introduced into Pakistan, decades ago.
Gum is seeing stronger growth in 2021 compared to 2020 thanks to the easing of restrictions and the situation is projected to further improve from 2022 onwards. With the rolling out of the country’s vaccination programme it is hoped that consumer confidence will improve.
Producers of gum face increased price pressures due to the doubling of the sugar tax in the government’s 2020 Federal Budget. However, gum prices have to be kept low in order for these products to be affordable to children.
Creating brand loyalty remains the biggest challenge for gum brands striving to maximise consumer appeal. Seeking variety and driven by impulse purchasing behaviour, consumers alternate frequently between gum, chocolate confectionery, and sugar confectionery.
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Understand the latest market trends and future growth opportunities for the Gum industry in Pakistan 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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