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Volume sales of gum have remained fairly flat in Russia over the last couple of years. Changes in the retailing environment in large cities have had a negative impact on the category as the majority of kiosks selling gum have been removed from the streets.
Sugar-free chewing gum dominates sales
Sugarised gum was no longer available in 2018, while bubble gum accounted for only a small share of sales. The dominance of sugar-free chewing gum is expected to continue over the forecast period, in line with the health and wellness trend.
A functional positioning remains key while fun elements are seen as being less important
Currently, gum in Russia is considered an almost purely functional product, with fun elements being seen as less important. In fact, chewing candy is often perceived as a substitute for gum due to its fun elements.
Gum produced locally by international companies dominates sales
The share of imports in gum remained low in 2018 as key manufacturers have production facilities in Russia, for example the leading player Wrigley, which offers the Orbit, 5 and Eclipse brands. The likelihood of new entrants is low as gum is not recording strong growth rates and the cost associated with a new launch would be prohibitive in such a concentrated category.
Promotional prize draws revive consumer interest in gum
Due to low prices per pack, traditional discounts cannot be used effectively in gum. To attract consumers in an environment characterised by strong promotional pressure, key gum players tend to use prize draws to retain existing consumers and attract new ones.
Love Is makes a comeback in bubble gum
Love Is, a bubble gum brand with a long history in Russia, first appeared in the 1990s and became very popular. It was produced in Turkey but in 2016 the brand was banned due to sanctions.
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Discover the latest market trends and uncover sources of future market growth for the Gum industry in Russia 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 Russia, our research will save you time and money while empowering you to make informed, profitable decisions.
The Gum in Russia 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 Russia?
What are the major brands in Russia?
How are more expensive “lifestyle” brands like Wrigley’s 5 performing?
Are consumers in developed markets moving from sugarised to sugar-free gum?
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Vulnerable economic environment places pressure on packaged food
Limited consumer spending and strong pressure for promotions
Consumers become more discerning as domestic production grows, imports recover and the health and wellness trend develops
Modern grocery retailers continue to grow, internet retailing on the rise
Moderate retail volume growth expected
Sales to Foodservice
Sales to consumer foodservice through retail records strong growth Well-known companies remain key suppliers to foodservice outlets Sales of frozen semi-finished baked goods to foodservice grow rapidly
Fast food remains the key driver of consumer foodservice growth Digitalisation and innovation drive consumer foodservice in Russia Positive outlook for the future
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
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
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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.