Competitive Landscape
Mondelez Leverages Brand Consolidation to Reinforce Leadership
Gum in Thailand is highly concentrated, with Mondelez International (Thailand) Co Ltd predicted to hold a 61% share in 2026, followed by Thai Lotte Co Ltd with 22%, while Wrigley Co (Thailand) Ltd has declined sharply to just 3%. Concentration intensified over the review period, as Mondelez increased its share from 56% in 2021 and Lotte from 15%, while Wrigley fell significantly from 18%.
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Overview:
Understand the latest market trends and future growth opportunities for the Gum industry in Thailand 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 Thailand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Gum in Thailand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Gum in Thailand?
- Which are the leading brands in Gum in Thailand?
- How are products distributed in Gum in Thailand?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Gum?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Thailand?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Gum in Thailand - Category analysis
Key Data Insights
Gum Summary
Structural Decline as Gum Loses Relevance to Substitute Formats
Mature Lifecycle and Shifting Beauty Perceptions Reduce Usage Frequency
Digital Engagement Becomes Central as Competition Shifts to Cultural Relevance
Structural Decline Set to Persist as Substitutes Gain Traction
Chewing Gum Expected to Dominate but Faces Declining Relevance
Functional Repositioning to Drive Premiumisation and New Usage Occasions
Mondelez Leverages Brand Consolidation to Reinforce Leadership
Convenience Stores Lead as Impulse-Driven Channels Outperform Larger Formats
Shopee and Lazada Capture Bulk Demand but Face Impulse Barriers
Lotte and Osotspa Create New Occasions with Cross-Brand Innovation
Snacks in Thailand - Industry Overview
2026 Developments
Key Data Insights
Modest Growth Continues as Snacks Compete for Everyday Spending
Fandom-Led Campaigns Strengthen Relevance among Younger Demographics
Mondelez Leverages Affordability and Emotional Branding to Win Trial
Affordable Indulgence Is Expected to Sustain Growth Momentum
Savoury Snacks Set to Maintain Leadership as Ice Cream Accelerates Growth
Cultural Relevance and Health Positioning to Shape Brand Strategies
Pepsico Leverages Innovation and Partnerships to Secure Leadership
Hypermarkets Lead Sales as Convenience Retailers Record Strongest Gain
Shopee and Tiktok Shop Support Online Discovery and Trial
Foodservice Innovation and Cj Express Expansion Drive Access and Engagement
Health Consciousness and Cultural Identity Shape Product Development Priorities
Fandom Integration and Entry-Level Positioning Headline Recent Launches
Country Reports Disclaimer
The following categories and subcategories are included:
Gum
- Bubble Gum
- Chewing Gum
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
This report originates from Passport, our Gum research and analysis database.
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