Products within gum are often unnecessary and impulse purchase and will thus suffer as Ukrainians face economic stress and strive to save money through rationalising purchases. During the review period, bubble gum lost a substantial proportion of it market size, and the segment will remain on its pre-war downward demand trajectory through the rest of the forecast period, facing a rapid return to long-term stagnation.
Chewing gum faces a slow road to recovery in terms of reaching pre-war retail volume sales as much of its consumer base has been lost; after two years of full-scale war a substantial number of migrants will not return to Ukraine as they build new lives elsewhere. More broadly, the overall category’s performance will remain hampered by strong pressure on consumer disposable incomes and purchasing power, and products within gum are perceived as a non-essential category - when consumers want or need to economise and limit their expenditure, items like gum are quickly and easily bypassed.
New packaging formats, innovative flavours and limited editions will drive development in gum over the forecast period. Health claims on packs, like “sugar-free” and “prevention of cavities”, will become more prevalent in line with wider trends.
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Understand the latest market trends and future growth opportunities for the Gum industry in Ukraine 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 Ukraine, 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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