Gum in the United Arab Emirates is mostly consumed as a breath freshener with defined target markets. Growth is therefore driven by loyal customers rather than organic growth from new consumers.
Peppermint and spearmint remained the leading gum flavours in 2018. Mint is traditionally associated with chewing for oral health care and fresh breath.
Both Extra and Mentos introduced plastic bottle packaging for their products, giving a more premium look to chewing gum. Aside from being more attractive to consumers, the bottles are useful for different occasions.
Mars continued to lead gum in 2018 with the strong performance of Extra, 5 and Wrigley’s. Mars has a longstanding presence in the country and also has a manufacturing plant in Dubai that allows for customising products for the Middle Eastern market.
Perfetti Van Melle Export Middle East & Africa ranked second place with the popularity of the Mentos brand. Perfetti Van Melle launched the Mentos 3D sugar free chewing gum with five layers of gum in 2017.
In general, success for players in gum has often been accompanied by regular introductions of new products and/or product extensions. They have also maintained consumer engagement through innovation in packaging, from economy family size packs sold in hypermarkets to new plastic containers or folding carton formats for gum pellets.
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This industry report originates from Passport, our Packaged Food market research database.