Over the review period, there were three main market players in gum: Wrigley Vietnam, Lotte Vietnam and Perfetti Van Melle Vietnam. As all three of these international players have been present in the Vietnamese market for a long time and have stable distribution networks and market shares.
Chewing gum accounts for the vast majority of value and volume sales of gum in Vietnam, and players target adults and the mass to generate those sales. For example, Wrigley's Doublemint and Lotte Xylitol and Perfetti clearly target adults; this is reflected in the packaging and their brand communication.
Although there is limited innovation in this category, manufacturers continue to introduce new flavours in a variety of formats to keep pace with changing consumer preferences. For instance, Lotte recently introduced a version of Lotte Xylitol in a Huong Lime Mint flavour, which is available in bottles (in mini, handy and family sizes), a jar, a pillow bag and blister pack.
In 2019, Wrigley Vietnam, Lotte Vietnam and Perfetti Van Melle Vietnam continued to dominate sales of gum in this highly consolidated category with their Cool Air, Xylitol and Big Babol brands, respectively. Local brands, located under “others”, used to be available in stores but they have lacked systematic marketing and distribution and are now increasingly hard to find, especially in modern stores.
Distribution is a key focus of all market players in Vietnam, underpinned by the fact that consumers of gum have a low loyalty level. Gum is seen in both rural and urban areas.
Over the forecast period, changing consumer preferences are expected to continue driving out smaller gum brands, to the benefit of Wrigley, Lotte and Perfetti Van Melle. The distribution strength, product variety, brand portfolios and brand awareness of these key international players will ensure their continued dominance, whereas, small brands are expected to struggle to gain additional share and likely will lose some.
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This industry report originates from Passport, our Packaged Food market research database.