Gum, as an impulse category, was severely damaged by the restrictions on consumer movement due to the Coronavirus (COVID-19) outbreak in 2020. However, the category is showing signs of recovery in 2021, mostly due to the flow back of consumer traffic to retail stores and a return to on-the-go consumption.
To attract the interest of consumers, Mondelez Rus, the second-ranked player in gum, launched black chewing gum as a brand extension for Dirol at the end of 2020. The company invested in an advertising campaign to support the launch of the “first black chewing gum”.
The competitive landscape of gum is consolidated, with Mars expected to continue to account for over one half of retail value sales at the end of 2021. The player’s leading Orbit brand is very popular and well distributed in Russia.
While residual limits on social activities, the wearing of face masks and the as yet incomplete vaccination process may slow the recovery of gum in the short term in Russia, the return to retail stores and on-the-go consumption should see positive retail volume growth by the mid-forecast period. As manufacturers try to limit prices to maintain interest, retail value (2021 constant prices) sales are predicted to take slightly longer to return to positive growth.
Gum tends to be an impulse purchase, with Russian consumers typically buying gum alongside other products when shopping in supermarkets, hypermarkets and independent small grocers, or picking it up for on-the-go consumption when commuting to work or travelling. In-store placement and product displays are therefore important marketing tools, and manufacturers pay attention to gum placement in modern grocery retailers.
Russians have long regarded chewing gum as a way to freshen breath after eating or smoking. However, the decline in smoking prevalence and growing popularity of closed vaping systems and heated tobacco are expected to continue to negatively affect the development of chewing gum in Russia over the forecast period.
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Understand the latest market trends and future growth opportunities for the Gum industry in Russia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Gum industry in Russia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Gum research and analysis database.
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