New Market Research Report: Gum in Japan

From: Fast Market Research, Inc.
Published: Wed Apr 01 2015


Gum in Japan will continue to decline in 2014. It will fall by 5% in current value terms to ¥135.3 billion, primarily due to the strong popularity of mints among young consumers. Although gum used to be popular among young consumers, they are migrating to power mints, which are fortified with xylitol and have a strong mint flavour. Since these products are marketed as breath fresheners and for keeping oneself awake, they offer almost the same functions as gums. One of the features of gum is that it stays in the mouth for a long time. Consumer preference, however, is shifting towards confectionery that can be consumed quickly such as chewing candy and gummy. Thus, as mints quickly melt in the mouth while performing similar functions to gum, they are attracting young consumers as suitable substitutes for gum.

Competitive Landscape

Lotte Co Ltd will continue to dominate gum in 2014, with a 54% value share. The company’s position has been supported by the successful establishment of the Xylitol brand among Japanese consumers. Xylitol is the only gum brand in Japan that is accredited by the Japan Dental Association as it has benefits such as reinforcing remineralisation and can help consumers develop healthy teeth. The brand presence of Xylitol is also supported by its wide product portfolio of different flavours and packaging formats to suit the diverse needs of consumers. Xylitol’s flavours include lime mint, fresh mint, black peppermint, grape, peach, mascot mint, shine mint, air mint and cool herb, and are available in folding cartons for small quantities and in HDPE bottles for large quantities.

Full Report Details at
- http://www.fastmr.com/prod/972888_gum_in_japan.aspx?afid=301

Industry Prospects

Gum is expected to see a constant value CAGR of -2% at constant 2014 prices over the forecast period, primarily due to further competition from other types of confectionery, not only mints but also pastilles, gums, jellies and chews, which can be consumed in a shorter time. One of the weaknesses of gum when compared with other types of confectionery is that chewing gum can be perceived as impolite when done in front of other people and can be problematic, especially at work as there Japanese people are extra-conscious about being polite. Furthermore, more product innovations are likely to be seen in other types of confectionery, which will prompt consumers to migrate from gum.

Report Overview

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

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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Company: Fast Market Research, Inc.
Contact Name: Bill Thompson
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