Executive Summary

Jul 2018
PROSPECTS
Gum records exceptional growth

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 loses the fight against its substitutes

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.

New approach to distribution can create growth

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.

COMPETITIVE LANDSCAPE
New players enter gum

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.

International players back their products with strong marketing campaigns

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.

New brands do not bring new solutions

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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Overview

Discover the latest market trends and uncover sources of future market growth for the Gum industry in Poland 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 Poland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Gum in Poland market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Gum in Poland?
  • What are the major brands in Poland?
  • How are more expensive “lifestyle” brands like Wrigley’s 5 performing?
  • Are consumers in developed markets moving from sugarised to sugar-free gum?

Why buy this report?

  • 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

This industry report originates from Passport, our Packaged Food market research database.

Packaged Food in Poland - Industry Overview

EXECUTIVE SUMMARY

Thriving economy fuels growth of packaged food
Changes in lifestyles determine dynamics
International corporations lead
Discounters expand
Current trends likely to intensify

FOODSERVICE

Sales to Foodservice
Foodservice operators follow the major packaged food trends
Customers value local products
Both domestic and international companies present
Consumer Foodservice
Favourable socioeconomic situation fuels the development of consumer foodservice
Government policies threaten foodservice
New business models thrive
Category Data
Table 1 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2013-2018
Table 6 Sales of Packaged Food by Category: Value 2013-2018
Table 7 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 8 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 9 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 10 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 11 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 12 Penetration of Private Label by Category: % Value 2013-2018
Table 13 Distribution of Packaged Food by Format: % Value 2013-2018
Table 14 Distribution of Packaged Food by Format and Category: % Value 2018
Table 15 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 16 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 17 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 18 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources