After retail volume declines seen earlier in the review period, a further revival in the retail consumption of gum was seen in the Czech Republic in 2019, due to the stronger purchasing power of Czech households. Gum is an impulse product, and Czech consumers purchase more products when they feel financially confident.
Fortified/functional gum and sugar-free gum are seeing strong performances within gum. These are considered suitable healthy alternatives to sugar and chocolate confectionery when the craving to eat something sweet strikes.
Consumers are increasingly moving towards bigger pack sizes in gum, such as a 46-piece plastic cups for Orbit, and Mentos Pure Fresh plastic cups of 15 or 40 pieces. In addition to size, practicality is also important, with plastic tubs which can be easily opened and closed and re-sealable bags seeing a further rise in popularity at the end of the review period.
The competitive landscape in gum remained consolidated in the Czech Republic in 2019, with Mars Czech maintaining its dominant position in value terms. The company enjoys a strong position locally, benefiting from its wide range of products and well-established, popular brands that have wide distribution.
At the end of the review period new players entered gum to try and take share from the existing players and establish a position in the category. Ferrero Ceska launched sugar-free Tic Tac Gum, whilst Mondelez Czech Republic also entered sugar-free chewing gum with Halls Gum Rush; it had so far only established a presence in bubble gum.
Candy Plus (with the new GBO of Valeo Foods from 2018) continued to record a significant increase in its value sales and share in 2019. Candy Plus successfully revived its in-store promotion and attracted the interest of consumers with its bubble gum Pedro, which is a local brand with a long tradition in the Czech Republic, mainly targeting children.
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This industry report originates from Passport, our Packaged Food market research database.