Of the two categories within overall gum, bubble gum and chewing gum, the former saw a better performance as it recorded the higher retail value growth in 2018. However, bubble gum represents a small fraction of gum value sales, meaning that it was its low growth base that enabled it to post higher value growth compared to chewing gum.
As it is for many other categories, independent small grocers was amongst the leading channels for gum in 2018. However, independent small grocers was not the leading channel in 2018 – this place was reserved for supermarkets.
In 2018, gum continued to be mostly consumed by children and young adults in Serbia. Nevertheless, this age distribution was slowly changing over the review period and this trend continued to affect gum in Serbia in 2018 as well.
William Wrigley Jr Co continued to account for almost all sales of gum in Serbia in 2018. Apart from Wrigley’s brands Orbit, Airwaves and 5 Gum, there were only a number of small local brands available, with none of them claiming a significant value share in 2018.
The category leader has not been economising when it comes to marketing support for its gum brands. In fact, Orbit was one of the most advertised brands in general in Serbia.
There were no private label lines recorded in Serbian gum as of 2018. None of the retailers was prepared to take the risk and venture into such a concentrated category.
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This industry report originates from Passport, our Packaged Food market research database.