Although current value growth in gum is expected to remain robust in 2021 thanks to an increase in average unit prices and some return to on the go impulse consumption, retail volume sales are set to falter as price-sensitive consumers forgo non-essential purchases in the wake of the pandemic. Furthermore, gum is often used as a snack whilst travelling, which remains limited, or to combat bad breath, which is less important while social distancing and mask-wearing continue.
Imported brands, including Wrigley’s Orbit and Five and Dirol Cadbury’s Dirol, dominate chewing gum in Uzbekistan, occupying premium and standard positions in the market. Imported brands are supported by extensive advertising through Uzbekistani and Russian broadcasting channels and have high consumer awareness.
When it comes to gum distribution, the leading position of independent small grocers has been boosted by the practice of using gum as change in transactions in light of the withdrawal of UZS100 and UZS200 banknotes from circulation. Moreover, while supermarkets continue to develop throughout the country, the convenience and long opening hours of independent small grocers helps to maintain strong sales.
As consumers are given greater freedom post-lockdown, sales of gum are expected to increase. Income permitting, consumers will be keen to travel where possible, and as social distancing and mask-wearing restrictions are lifted, they will value the breath-freshening effects of chewing gum.
In contrast to other confectionery areas, rising consumer health-consciousness has a positive role to play in the development of gum. Increasing awareness of the potential use of sugar-free chewing gum in oral health regimens is expected to contribute to overall gum volume growth over the forecast period.
Gum volume sales will continue to be driven by widespread use as change after the withdrawal of small banknotes following the recent sharp devaluation of the local currency. Moreover, gum is expected to continue to replace notes with a value of UZS100 and UZS200 in transactions during the forecast period, contributing to ongoing volume growth in the category.
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This report originates from Passport, our Gum research and analysis database.
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