PROSPECTS AND OPPORTUNITIES
Steady, but limited growth over forecast period
Forecast growth will be steady but limited, given the mature nature of gum. That being said, gum is often seen as a low-cost, habitual product, and as such it will remain a regular purchase.
Digital space plays increasing role
The digital space will slowly gain influence. Larger supermarket chains have started using loyalty apps and digital flyers to highlight gum promotions, especially for multipack options.
Sustainability concerns remain low on the agenda
Sustainability will remain a low priority in gum, particularly because single-serve plastic packaging dominates and is cost-efficient for both manufacturers and retailers. However, as broader retail and policy agendas begin to address packaging waste, brands may face pressure to introduce recyclable or reduced-plastic alternatives.
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Overview:
Understand the latest market trends and future growth opportunities for the Gum industry in Kenya with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Gum industry in Kenya, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Gum in Kenya report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Gum in Kenya?
- Which are the leading brands in Gum in Kenya?
- How are products distributed in Gum in Kenya?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Gum?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Kenya?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Gum in Kenya - Category analysis
KEY DATA FINDINGS
Chewing gum consumed with khat supports value sales
Mars continues to dominate
Small local grocers dominate distribution
Steady, but limited growth over forecast period
Digital space plays increasing role
Sustainability concerns remain low on the agenda
Snacks in Kenya - Industry Overview
Snacks in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for snacks?
DISCLAIMER
The following categories and subcategories are included:
Gum
- Bubble Gum
- Chewing 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 report originates from Passport, our Gum research and analysis database.
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