Gum recorded exceptional growth in 2018 due to intensified marketing campaigns by the main players and consumer interest in new brands. However, this should not be taken as an indicator of the overall dynamics of the category, as gum is relatively mature and these growth rates are unlikely to be witnessed in the future.
Bubble gum recorded declines in both retail value and volume sales over the review period and prospects for the category are not bright. Despite the increase in value sales of confectionery targeted at the youngest consumers, bubble gum is set to continue to decline due to substitutes which are becoming increasingly popular, namely pastilles and jellies.
Among the different approaches to creating growth in the category, focusing on distribution channels is important. Discounters lead gum sales as these outlets have become popular among the majority of Polish customers, usually performing the functions of a convenience store and a supermarket in the same area.
Although Wrigley Poland dominated gum sales in 2017, 2018 appears to be a year of change as two international companies with large marketing budgets and infrastructure behind them entered the category: Ferrero Polska with a product under its Tic Tac brand and Mondelez Polska with gums under its Halls brand. While Tic Tac gums are a natural step for Ferrero as they were already introduced in 2017 to Italian and American markets, Mondelez, instead of using one of its globally known brands such as Stimorol or Hollywood, decided to release a product under the Halls brand, due to its popularity in Poland as a strong leader in medicated confectionery.
Because of the dominance of Wrigley Poland, advertisements for gum were on a relatively low scale, although in order to increase consumer awareness of their new products, Mondelez Polska and Ferrero Polska ran wide-ranging marketing campaigns on various platforms focused on depicting their products as lifestyle choices. The campaigns involved TV and internet advertising, PR activities and in-store materials.
Despite the near-monopoly of Wrigley Poland, the Polish market does not suffer from a lack of variety of flavours or packaging, due to the differentiation in Wrigley’s portfolio. It is therefore difficult for new entrants to surprise customers with new solutions.
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This industry report originates from Passport, our Packaged Food market research database.