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Country Report

Gum in

Gum in Romania

Aug 2019

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Gum continues to develop its image of being beneficial for teeth and breath

After a period when gum and especially Wrigley Romania brands were associated with a Western lifestyle, the review period witnessed increasing consumer interest in healthier products, such as sugar free gum, which is perceived as providing benefits for tooth health and fresh breath. This perception has been strengthened by the efforts made by the dominant Mars Romania to communicate the health benefits of its Orbit and Airwaves brands with strong advertising campaigns, as well as the increasing disposable incomes of many Romanians, allowing them to purchase health-positioned chewing gum more often.

Sugar free gum dominates due to the health trend

Sugar free gum continued to account for the bulk of chewing gum sales in 2019, with consumers wishing to combine the pleasure of chewing with mouth health benefits. The availability of sugar free gum in all distribution channels across the country, even in remote localities, in different packaging types and sizes from the classic small 10-piece packs for carrying in pockets or purses to larger plastic containers suitable for keeping in cars, has contributed to its success.

Premium chewing gum targets younger demographics, the main consumers

The trend towards premiumisation in chewing gum continued to be reflected by Wrigley’s 5 from Mars Romania in 2019. The brand is available in extensions with sophisticated names such as Evolution, Turbulence and Electro, while the folding carton packaging highlights the premium character of the brand.

COMPETITIVE LANDSCAPE

Mars dominates gum following acquisition of Wrigley Romania brands

Mars Romania remained the undisputed leader of gum in Romania in 2019, benefiting from the demand created for chewing gum by Wrigley Romania, the brands of which Mars Romania acquired in 2017. In fact, its flagship brand, Orbit, has become synonymous with chewing gum due to its strong penetration across distribution channels, even in remote regions.

The Halls brand begins to make its presence felt with strong marketing

Although Mars Romania retained its dominant potion within gum in 2019, it lost share to Halls by Mondelez Romania, which was launched at the end of 2018 in four varieties. Mondelez Romania is directly responsible for the imports and distribution of Halls and supported the launch with a strong advertising campaign, including TV slots, outdoor advertising in city centres and social media, demonstrating the player’s commitment to making the brand a success in Romania.

Private label a minor competitor in gum due to the strength of key brands

Competition among brands increased in 2019 with the recent entrance of Halls. Branded products completely dominate gum, leaving little room for private label products, with private label and no-name products with doubtful origin in bubble gum accounting for a minor share.

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Gum Market Sample Report Gum Market Sample Data

Overview

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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.

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Overview

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

The Gum in Romania 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 Romania?
What are the major brands in Romania?
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.

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Gum in Romania - Category analysis

HEADLINES

PROSPECTS

Gum continues to develop its image of being beneficial for teeth and breath

Sugar free gum dominates due to the health trend

Premium chewing gum targets younger demographics, the main consumers

COMPETITIVE LANDSCAPE

Mars dominates gum following acquisition of Wrigley Romania brands

The Halls brand begins to make its presence felt with strong marketing

Private label a minor competitor in gum due to the strength of key brands

CATEGORY DATA

Table 1 Sales of Gum by Category: Volume 2014-2019
Table 2 Sales of Gum by Category: Value 2014-2019
Table 3 Sales of Gum by Category: % Volume Growth 2014-2019
Table 4 Sales of Gum by Category: % Value Growth 2014-2019
Table 5 Sales of Gum by Flavour: Rankings 2014-2019
Table 6 NBO Company Shares of Gum: % Value 2015-2019
Table 7 LBN Brand Shares of Gum: % Value 2016-2019
Table 8 Distribution of Gum by Format: % Value 2014-2019
Table 9 Forecast Sales of Gum by Category: Volume 2019-2024
Table 10 Forecast Sales of Gum by Category: Value 2019-2024
Table 11 Forecast Sales of Gum by Category: % Volume Growth 2019-2024
Table 12 Forecast Sales of Gum by Category: % Value Growth 2019-2024

Packaged Food in Romania - Industry Overview

EXECUTIVE SUMMARY

Strong economic improvement drives sales of packaged food

Higher incomes drive the trend towards healthier packaged food

Artisanal products continue to lead packaged food

Modern grocery retailers expand across the country

Packaged food to grow steadily over the forecast period

FOODSERVICE

Sales to Foodservice

Higher incomes translate to greater frequency of eating out
Domestic players the main beneficiaries of sales to foodservice
Strong demand for healthier packaged food through foodservice

Consumer Foodservice

Consumer foodservice heavily skewed towards the larger cities
Independent players dominate foodservice at the outlet level
Tourism an opportunity for foodservice

Category Data

Table 13 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 14 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 15 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 16 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 17 Sales of Packaged Food by Category: Volume 2014-2019
Table 18 Sales of Packaged Food by Category: Value 2014-2019
Table 19 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 20 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 21 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 23 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 24 Penetration of Private Label by Category: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format: % Value 2014-2019
Table 26 Distribution of Packaged Food by Format and Category: % Value 2019
Table 27 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 30 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

Megatrends

Country Report

Gum in Romania

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Executive Summary

New Report Guarantee

PROSPECTS

Gum continues to develop its image of being beneficial for teeth and breath

Sugar free gum dominates due to the health trend

Premium chewing gum targets younger demographics, the main consumers

COMPETITIVE LANDSCAPE

Mars dominates gum following acquisition of Wrigley Romania brands

The Halls brand begins to make its presence felt with strong marketing

Private label a minor competitor in gum due to the strength of key brands

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Overview

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Table of Contents

Gum in Romania - Category analysis

HEADLINES

PROSPECTS

Gum continues to develop its image of being beneficial for teeth and breath

Sugar free gum dominates due to the health trend

Premium chewing gum targets younger demographics, the main consumers

COMPETITIVE LANDSCAPE

Mars dominates gum following acquisition of Wrigley Romania brands

The Halls brand begins to make its presence felt with strong marketing

Private label a minor competitor in gum due to the strength of key brands

CATEGORY DATA

Packaged Food in Romania - Industry Overview

EXECUTIVE SUMMARY

Strong economic improvement drives sales of packaged food

Higher incomes drive the trend towards healthier packaged food

Artisanal products continue to lead packaged food

Modern grocery retailers expand across the country

Packaged food to grow steadily over the forecast period

FOODSERVICE

Sales to Foodservice

Consumer Foodservice

Category Data

MARKET DATA

SOURCES

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