PROSPECTS AND OPPORTUNITIES
Consolidated market, rising health demands, and evolving retail dynamics shape trajectory
Gum sales in New Zealand are forecast to rise steadily over the forecast period in value terms, underpinned by a combination of increased product sophistication, growing consumer interest in health-aligned confectionery, and strategic channel execution. Sales should also benefit from continued reformulation, packaging innovation, and a shift toward functional positioning.
Functional gum set to unlock growth opportunities
In the forecast period, product development in the gum category is expected to increasingly centre on functional innovation and performance-led formulations. The category is poised to evolve beyond traditional breath-freshening, with brands integrating active ingredients such as caffeine to meet rising demand for convenient, on-the-go energy and wellness solutions.
Sustainability will become a growing focus
During the forecast period, sustainability is set to play a growing role in reshaping New Zealand’s gum market, with biodegradable and plastic-free formats steadily gaining traction. While mainstream players like Wrigley are investing in reduced-plastic packaging solutions as part of broader environmental commitments, smaller eco-conscious brands are pushing the category further with fully compostable gum bases and zero-waste formats.
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Overview:
Understand the latest market trends and future growth opportunities for the Gum industry in New Zealand 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 New Zealand, 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 New Zealand 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 New Zealand?
- Which are the leading brands in Gum in New Zealand?
- How are products distributed in Gum in New Zealand?
- 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 New Zealand?
- 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 New Zealand - Category analysis
KEY DATA FINDINGS
Shifting from impulse refreshment to functional wellness driven by innovation and routine recovery.
Wrigley leads gum thanks to local investment and functional innovation
Grocery retailers drive gum sales as routine and impulse behaviours converge
Consolidated market, rising health demands, and evolving retail dynamics shape trajectory
Functional gum set to unlock growth opportunities
Sustainability will become a growing focus
Snacks in New Zealand - 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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