Saudization continues to increase its impact on the Saudi economy and the snack market specifically and is leading to a huge number of expatriates to decline gum consumption. Gum remains a niche category in comparison to others in confectionery.
Sugar free gum continues to attract consumers who are concerned about their health and diets. Sugar free gum is considered a healthy and easy way to clean teeth that prevents the formation of plaque and keeps the mouth hydrated and breath fresh.
Younger consumers are the target of many leading companies looking to grow their sales. They are known for their healthier way of heating and snacking in comparison to older consumers.
Batook Chewing Gum Ind Ltd continues to lead gum in Saudi Arabia thanks to its well-established name across the kingdom and its consumers’ loyalty, who continue to buy its brands despite the tough economic situation. Batook faces a lot of competition from other leading companies like Mars, which keeps launching new flavours in gum.
Many companies in gum are trying to attract as many consumers as they can by introducing new flavours to the market. Flavour fusion, which is mainly introduced by Mentos 3D and Mentos, is the combination of three fruits such as green apple, raspberry and strawberry or watermelon, pine apple and melon.
Supermarkets are increasing their share in Saudi Arabia, not just in gum but also in other categories. It is easier to buy gum from a nearby supermarket than to drive a distance to a hypermarket and get a small pack of gum.
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This industry report originates from Passport, our Packaged Food market research database.