>>The Indian Chewing Gum Market is worth Rs. 1000 Crores and the Indian Hard Boiled Candy Market is worth Rs. 15,000 Crores
>>2 near similar categories in terms of consumption occasions, price points, and supply chain but almost 15x difference in their value?!
Let’s understand the reasons behind this huge difference:
⚫️ Indians habitually don’t like to chew. (Also the reason why gummies as a category is struggling). Anything that Indians eat has to be taste-driven and indulgent. Chewing gums unfortunately lose the taste over time and Candies have a lingering lasting aftertaste.
⚫️ Flavor profiles of candies have ranged from mango to caramel to paan and more. Chewing gum as a category isn’t versatile enough to incorporate such flavors and sticks to being mint-driven (mostly for smokers).
⚫️ Chewing is functional – athletes use them and so do psychologists for functional benefits. Candies are impulse, and can be consumed all day any day by anyone.
⚫️ Disruption in the category of candies – Pulse is one example but there are many flavor disruptions that the candies category has seen. But not chewing gums.
⚫️The choking hazard of chewing gums is higher than candies.
⚫️ Candies acted as a change at the Pan Wala shop for lack of currency coins.
>>Wrapping up this post by shedding our cents on a new-age chewing brand recently featured on Shark Tank- Gud Gum | Plastic-free chewing gum.
It’s a functional, all-natural gum startup. Their main USPs are:
✅1. Plastic-free
✅2. All-natural
✅3. Lasting flavors
They’re now looking at caffeine-infused gums as well.
We loved their pitch and with such disruption and innovation, the category can be revamped and a fresh approach will help the category grow in years to come. Since the supply chain and go-to-market are already developed; flavor and functionality-driven innovation will further drive the category.