Over the forecast period, gum is expected to continue to recover from the adverse effects of the COVID-19 pandemic in Saudi Arabia. Retail volume sales are set to continue to rise for both bubble gum and chewing gum.
Batook Chewing Gum, the overall leader in gum, is well placed to say ahead of the field in chewing gum in the short term. Supported by the recovery of the category as a whole, the company is set to recoup retail value share lost in 2020 by the end of the review period, largely due to the enduring popularity of Batook and Nova, the top two brands in chewing gum, and gum overall.
Gum companies are expected to pursue functional positioning and aggressive promotions to stimulate sales in the forecast period. Challenging economic conditions due to the residual impact of COVID-19, including inflation, supply chain issues and higher VAT, are predicted to continue to force consumers to consider their budgetary priorities when spending on snacks, and in general.
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Understand the latest market trends and future growth opportunities for the Gum industry in Saudi Arabia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Gum research and analysis database.
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