Just Published: "Gum in Iran"

Young adults and middle-aged people aged between 15 and 64 years old accounted for more than 72% of the Iranian population in 2014 and consumers within this age group remain keen on regularly purchasing gum, a product which remains among the most common items in the average Iranian shopping basket, a situation which contributed substantially to the strong growth recorded in gum in Iran towards the end of the review period. The habit of chewing gum is becoming widespread in Iran, especially in locations such as universities, because it is considered to be cool to do so. In contrast with many other countries in the Middle East, in Iran chewing gum is not considered to be impolite or disrespectful, even in formal meetings. Overall, gum increased in current value by 47% in 2014, a higher rate of growth than the current value CAGR of 42% recorded in the category over the entire review period.

Competitive Landscape

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The competitive environment in gum in Iran changed drastically over the course of the review period as Akaam Tose’e Co, the national brand owner of Orbit, lost its leading position in the category due to the difficulties which it has faced from the widespread smuggling of the Orbit brand, long periods of stock unavailability and rapid price increases. Domestic supplier Pars Minoo Industrial Co was the main beneficiary of Akaam Tose’e Co’s misfortune as it seized upon this opportunity to gradually assume leadership in gum, finishing the review period with a 25% value share. This strong performance can be attributed mainly due to strong performance of its sugar free gum offered under the White brand. This brand is very similar to Orbit in terms of quality and packaging and it has thus been able to convince many previous consumers of Orbit to switch to White due to its much more affordable unit price.

Industry Prospects

The outlook for gum in Iran appears to be promising. The leading domestic players in the category are expected to consistently expand their activities during the forecast period, a situation which is expected to result in stronger consumer awareness of the brands and higher value sales. The former leading domestic players in the channel are expected to continue bolstering their efforts to maintain their small value shares in the highly competitive environment in gum. However, if the Iranian government decides to place limits on the growing consumption of gum, it could easily introduce new custom tariffs, which would hinder growth in sales of gum and, in all likelihood, accelerate the pace with which smuggled gum is taking over the category.

Report Overview

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

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