As during the review period, new launches are expected to fuel growth over the forecast period, with new innovative tastes and innovative packaging anticipated. Some companies in the category such as Kent Gida, which aims to invest around TRY42 million dollars in its Turkish production plant, are investing in new plants to increase gum exports.
Companies are predicted to continue their marketing activities, eg advertisements and promotions. Advertisement are likely to keep targeting young to middle-aged consumers who have an active lifestyle.
Refreshment has been an important positioning for gum and new product developments are likely to continue to focus on this over the forecast period. The gum category is subject to competition from other snack categories such as sugar confectionery, especially mints and pastilles, gums, jellies and chews.
Kent Gida and Perfetti Van Melle Gida San ve Tic AS are the leading companies in gum and compete with new launches. Perfetti Van Melle has launched a new form of Vivident Full Fresh, which is packaged in a roll.
Private label started to generate a significant value share through the review period. This was mainly because private label discounter Bim Birlesik Magazacilik AS ranked fourth rank in total gum in 2018.
The gum category continues to be dominated by international players. Kent Gida and Perfetti Van Melle are two international companies and the sum of their value shares comprises the majority of gum.
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This industry report originates from Passport, our Packaged Food market research database.