Chewing Gum Market Size, Share, Industry, Forecast and Outlook (2024-2031)

Market Overview

Chewing Gum Market is estimated to reach at a CAGR of 5.30 % during the forecast period (2024-2031). 

Chewing gum is a soft, cohesive confectionery product produced to be chewed without being swallowed. Modern chewing gums are composed of gum base, sweeteners, softeners, flavors, colors and a hard polyol coating. Its texture is reminiscent of rubber because of the physical-chemical properties of its polymer, plasticizer and resin components, which help in contributing to its elastic-plastic, sticky, chewy characteristics. Chewing gum can come in various formats ranging from 1.4 to 6.9 grams per piece, and products can be differentiated by the consumers' intent to form bubbles or the sugar/sugarless dichotomy. Chewing gum is shelf-stable because of its non-reactive nature and low moisture content. The water activity of chewing gum ranges from 0.40 to 0.65. The moisture content of chewing gum ranges from three to six percent. Consumers around the globe chew gum for many reasons like oral care, fresh breath, and good taste. Oral health benefits from chewing sugar-free gum have been well established through accepted scientific research.

More recent research suggests that chewing gum may positively impact cognitive function, specifically concentration and focus and weight management and even in helping individuals cope with "life's small stresses." One of the major trends observed in the global chewing gum market is the rapid consumption of products such as mouth fresheners and teeth whitening chewing gums, which help maintain oral hygiene by preventing mouth issues, mainly due to the growing population of young people in developing countries. Chewing gums providing health benefits of weight loss are picking up traction among developed nations, and there has been an increase in the demand for nicotine gums which helps in quitting smoking habits. A recent national consumer survey revealed that around 55 percent of the U.S. population chewed chewing gum in 2019. Two multi-national companies, Wrigley and Cadbury, together account for nearly 60% of the global chewing gum dollar sales.

Market Summary

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Market Dynamics

The health benefits of chewing gums are driving the market

The health benefits linked with chewing gums are likely to favor the market growth during the forecast period. Many studies about the cognitive advantages of chewing gum found strong evidence of improvement in cognitive functions such as working memory, episodic memory and speed of perception. Chewing gums help in preventing cavities and improving oral health. Sugar-free gum is known in particular to be effective in preventing tooth decay, with its effects being similar to mouthwash and toothpaste that contain fluoride. Chewing on sugarless gum just for 20 minutes after a meal can prevent teeth decay and gingivitis. According to an experiment in the Journal of Oral Science, participants who chewed gum with the sugar-free sweetener xylitol had less oral bacteria in their mouth shortly after chewing. The American Dental Association (ADA) says that people can reduce their tooth decay risk by chewing sugar-free gum right after eating. Another significant benefit of chewing gum is that it can relieve the discomfort of dry mouth. Chewing gum can relieve the stress of daily life too. According to a Journal of Clinical and Translational Research study, participants who chewed gum regularly over a more extended period reported feeling less stressed than participants who didn't chew gum. People prone to morning or motion sickness can get great relief by chewing on a piece of gum, especially the herbal types that have ginger in them to aid in salivary production and digestion.  A recent study even shows that chewing gum can be just as effective as prescription drugs for nausea. Chewing gum after colon surgery helps the patient recover sooner. If the patient chews gum for fifteen minutes at least four times per day, it will reduce their recovery time by a day and a half. The average patient took 0.66 fewer days to pass gas and 1.10 fewer days to have a bowel movement. Saliva flow and production are stimulated when the gum is chewed. Chewing gum is also used as a novel approach for treating gastroesophageal reflux disease (GERD). An increase in the fitness and health concerns among the population has preferred to consume low calories and sugar-free confectionery items in the market. This creates opportunities for leading players in the market to produce sugar-free and health-oriented chewing gums. Millennial population are interested towards chewing gums for its health benefits and fitness-oriented benefits.

The side effects of excessive chewing gum consumption are likely to hinder the market growth

While chewing gum has some potential benefits, chewing too much gum could cause some unwanted side effects. The sugar alcohols used to sweeten sugar-free gum have a laxative effect when used in large amounts. This means that chewing lots of sugar-free gum could cause digestive distress and diarrhea. Additionally, all sugar alcohols are FODMAPs, which can cause digestive problems for people with irritable bowel syndrome (IBS). Chewing gum sweetened with sugar is bad for teeth. This is because sugar is digested by the bad bacteria in your mouth, causing an increase in the amount of plaque on your teeth and tooth decay over time. Eating too much sugar is also associated with several health problems like obesity, insulin resistance and diabetes. It’s been suggested that constant chewing could lead to a jaw problem called temporomandibular disorder (TMD), which causes pain when people chew. In addition to that, rising concerns regarding the negative health effects of gums due to harmful ingredients, such as plastic and artificial preservatives, are expected to restrict the market’s growth.

Market Segmentation Analysis

The demand for nicotine chewing gums is likely to grow at a rapid rate during the forecast period

By type, the market is segmented into bubble gum, sugar-free gum, center-filled gum, functional gum, medicated gum, nicotine gum, ribbon gum and others. By Distribution Channel, the market is segmented into Supermarkets, Specialty Stores, Pharmacies, Convenience Stores, Departmental Stores and Online Retail.

The demand for nicotine chewing gums is likely to grow at a rapid rate during the forecast period because governments across the world are adopting comprehensive approaches to limit tobacco consumption, including a ban on tobacco advertising, sustained increases in tobacco taxation, and tight restrictions on smoking in public places with bold health warnings on each tobacco product. The rising government support to reduce smoking is insisting the global consumers adopt nicotine gums. Nicotine gum is a type of chewing gum that delivers nicotine to the body. It is used to aid in nicotine replacement therapy (NRT), a process for smoking cessation and quitting smokeless tobacco. The nicotine is delivered to the bloodstream via absorption by the tissues of the mouth. GlaxoSmithKline plc (GSK), a British multinational pharmaceutical company, offers a wide range of products for nicotine replacement therapy (NRT) under the brand name Nicorette. The product range encompasses chewing gum, lozenges, patches of two kinds (transparent and non-transparent), oral spray (Nicorette QuickMist), inhalator, sublingual tablets (Nicorette Micro tab) and nasal spray. In 2020, GSK generated nearly 8.5 billion British pounds of revenue in Europe.

Market Geographical Share

The United States led North America to the top of the Chewing Gum market

North America evolved as the largest market for chewing gum, with nearly 166 million Americans using chewing gum/bubble gum in 2020. The Asia Pacific evolved as the fastest growing market for the chewing gum industry, with sales amounting to USD 33 billion in 2019, followed by Western Europe. The North American market was ranked; third, where the chewy candy generated 4 billion U.S. dollars in 2017. By 2025, global market revenues for chewing gum are expected to reach 50 billion U.S. dollars. The United States was the biggest importer of chewing gums in 2020, holding an export value of approximately USD 500 million in 2020. Wrigley Jr. Co. was the leading U.S. vendor of regular gum, with sales amounting to approximately 195 million U.S. dollars in 2018. In addition to that, Mars held a market share of about 56 percent of U.S. gum sales for the 52 weeks in 2018. The chewing gum market in the United States is shaped by a handful of manufacturers, including Mars, Mondelez, Hershey, and Perfetti Van Melle. The regular gum market is dominated by Wrigley's brands, with Wrigley's Double Mint being the best-selling chewing gum brand. In 2020, Mars Incorporated was the world's leading confectionery company, generating sales of 25 billion U.S. dollars.

Companies and Competitive Landscape

Wide range of products made the market competitive

The global chewing gum market is highly consolidated at top level with top 5 companies accounting for nearly 85% of the sales revenue in 2020. Wrigley Company, Cadbury, Lotte Corporation and Perfetti Van Melle Group are among the top 5 market players. Hershey's, Mondelēz International, Cloetta Fazer, Ferrara Candy and Ferndale Confectionery are some other key companies operating in the market. The market is witnessing several growth strategies such as product launches, acquisitions, and collaborations that are marking a transition in the chewing gum market

• Mars becomes the world’s leading gum manufacturer with the acquisition of the William Wrigley, Jr. Company on 28 April 2016 for USD 23 billion.
• Hershey Foods Corp., the No. 1 U.S. chocolate maker, acquired the breath-mints and chewing-gum businesses of snack food maker Nabisco Holdings Corp. for USD 135 million, expanding into the fast-growing mints business and adding to its existing gum brands.
• Perfetti Van Melle launched a new innovative product - Center fresh 3 Layer gum on 22 August 2019. In addition to that, the company also released its first Virtual Reality Risk Training Program called 'Virtual Factory,' allowing the employees to carry out training from anywhere and at any time.
• Wrigley opened a factory in Guangzhou with an investment of approximately USD 173.4 million. The company claims that the 138,000sq-m site in the Yonghe Economic Zone is the largest, most technologically advanced manufacturing facility in its global supply network.

COVID-19 Impact on Market

The pandemic had a negative impact on the global chewing gum market. Many big companies witnessed a decline in their sales by approximately 30 percent during peak lockdown periods in the 12 weeks ending May 31, 2020. With the changes in consumer need states, COVID-19 has changed many of the key drivers of gum consumption, including reducing overall 'on-the-go and fewer 'in person' interactions where freshness is needed. Before pandemic measures, the chewing gum market was experiencing a sharp rise, with sales up 1.7 percent from January to March 15, 2020. Gum is an item used in social situations, such as going to a meeting or a party. Due to COVID-19, those activities have been declining, so there is a decrease in sales as there is no consumer demand. Hershey's mint and gum sales have plummeted because of social distancing and masks during the pandemic. The company has launched campaigns to combat these poor sales, like the "Mint before You Mask," campaign that pitches mints as the solution to bad breath after hours wearing a mask.