Gum sales in the US are expected to see modest growth in current value terms over the forecast period, with only marginal volume rises, supported by emerging consumer habits centred around functional benefits. However, overall category prospects remain cautious rather than optimistic, given persistent consumer health concerns and evolving purchasing preferences.
Bubble gum’s retail volumes have remained on a prolonged downward trajectory in a trend that is unlikely to reverse in the foreseeable future. Innovation within bubble gum has been minimal compared to chewing gum, and new product launches have predominantly featured fruity flavours traditionally associated with bubble gum - but these have instead bolstered chewing gum sales.
Gum players are increasingly focusing on eliminating synthetic additives, driven by regulatory pressures - particularly from the European Union - and evolving consumer expectations. US manufacturers are proactively seeking natural alternatives such as fruit and vegetable extracts to pre-emptively align with potential future regulations in a move made more urgent by the stricter stance on food ingredients advocated by Robert F.
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Understand the latest market trends and future growth opportunities for the Gum industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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