Executive Summary

Aug 2019
PROSPECTS
Lack of innovation or new incentives to chew gum limits growth opportunities

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.

As adults account for most sales, players enhance products to keep their interest

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.

Lacking other means for innovation, players create new flavours to generate sales

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.

COMPETITIVE LANDSCAPE
Lotte gains value share after sugar-free gum, its focus area, posts highest growth

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.

Demand for convenience drives rapid growth of convenience 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.

Leaders and modern grocery retailers set to strengthen at expense of others

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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Gum in Vietnam

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Overview

Discover the latest market trends and uncover sources of future market growth for the Gum industry in Vietnam with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Gum industry in Vietnam, our research will save you time and money while empowering you to make informed, profitable decisions.

The Gum in Vietnam market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Gum in Vietnam?
  • What are the major brands in Vietnam?
  • How are more expensive “lifestyle” brands like Wrigley’s 5 performing?
  • Are consumers in developed markets moving from sugarised to sugar-free gum?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Gum in Vietnam - Category analysis

HEADLINES

PROSPECTS

Lack of innovation or new incentives to chew gum limits growth opportunities
As adults account for most sales, players enhance products to keep their interest
Lacking other means for innovation, players create new flavours to generate sales

COMPETITIVE LANDSCAPE

Lotte gains value share after sugar-free gum, its focus area, posts highest growth
Demand for convenience drives rapid growth of convenience stores
Leaders and modern grocery retailers set to strengthen at expense of others

CATEGORY DATA

Table 1 Sales of Gum by Category: Volume 2014-2019
Table 2 Sales of Gum by Category: Value 2014-2019
Table 3 Sales of Gum by Category: % Volume Growth 2014-2019
Table 4 Sales of Gum by Category: % Value Growth 2014-2019
Table 5 Sales of Gum by Flavour: Rankings 2014-2019
Table 6 NBO Company Shares of Gum: % Value 2015-2019
Table 7 LBN Brand Shares of Gum: % Value 2016-2019
Table 8 Distribution of Gum by Format: % Value 2014-2019
Table 9 Forecast Sales of Gum by Category: Volume 2019-2024
Table 10 Forecast Sales of Gum by Category: Value 2019-2024
Table 11 Forecast Sales of Gum by Category: % Volume Growth 2019-2024
Table 12 Forecast Sales of Gum by Category: % Value Growth 2019-2024

Packaged Food in Vietnam - Industry Overview

EXECUTIVE SUMMARY

Food safety concerns, expanded distribution, and improved disposable income are among a host of reasons why packaged food sales were thriving in 2019
Premium products not only perform well, but often drive growth of entire categories
In a highly fragmented market, the top 15 players and the artisanal value shares account for the lion’s share of market value sales
Convenience store expansion beyond major urban areas continues to boost demand for packaged food brands and products given more exposure
There are myriad reasons to be optimistic about continued strong value growth

FOODSERVICE

Sales to Foodservice
In an intensely competitive environment packaged food players strive to increase volume sales and brand image
International packaged food providers to foodservice, especially to major chains, have advantages by having global partnerships and in view of concerns over food safety and demand for higher-quality ingredients
Smaller independent foodservice players such as street stall operators tend to purchase their cooking ingredients from retailers/wholesalers rather than from manufacturers
Consumer Foodservice
Improved economy and societal/lifestyle changes drive Vietnamese to eat out more often
Street food is a popular tradition that continues to attract locals as well as tourists, driven by articles on the internet touting its many delights and delicacies
Foodservice restaurants entice younger, more adventurous consumers with various decorations and themes
Category Data
Table 13 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 14 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 15 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 16 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 17 Sales of Packaged Food by Category: Volume 2014-2019
Table 18 Sales of Packaged Food by Category: Value 2014-2019
Table 19 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 20 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 21 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 23 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 24 Penetration of Private Label by Category: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format: % Value 2014-2019
Table 26 Distribution of Packaged Food by Format and Category: % Value 2019
Table 27 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 30 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources