Future growth in gum is expected to be highly limited, as it faces multiple structural challenges, with volume sales set to continue declining over the forecast period. Consumer demand for chewing gum’s traditional functional benefits such as freshening breath and boosting alertness is gradually shifting.
In a stagnating market where overall category growth has plateaued, new product development and creative marketing campaigns are becoming essential strategies for brands to maintain relevance and consumer engagement. To solve the challenges, Airwaves has actively pursued flavour innovation and cross-brand collaborations to inject new energy into the brand.
Play Gum continues to differentiate itself from dominant brands like Airwaves and Extra by focusing on IP-based collaborations, specifically targeting younger demographics - especially children. Since 2021, Play Gum has partnered with the popular Japanese anime franchise Pokémon, launching limited-edition packaging featuring printed character designs and collectible items.
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Understand the latest market trends and future growth opportunities for the Gum industry in Taiwan 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 Taiwan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Gum
This report originates from Passport, our Gum research and analysis database.
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