In 2025, value sales for gum in the US are rising modestly, with this growth primarily reflecting inflation rather than stronger consumer demand. Gum volume sales have been on a downward trend since 2023, aligned with pre-pandemic trends as consumers increasingly shift away from gum towards healthier snack alternatives. A significant factor behind this change is gum’s perceived lack of nutritional benefit, which has reduced its appeal among health-conscious consumers. Moreover, growing consumer

In 2025, the gum market in Japan faces a downturn, largely influenced by research findings that indicated the ingestion of microplastics through gum consumption. This revelation, particularly in the latter half of the year, has led to a significant slump in sales. The market had previously seen a rebound in 2023 and 2024, driven by an increase in pedestrian traffic, but the negative impact in 2025 has been unavoidable. The bulk of Japan's gum market consists of chewing gum, with the bubble gum s

Value sales of gum in China are rising in 2025, primarily supported by manufacturers’ continued investment in retail channel development to boost product penetration - particularly in lower-tier cities and through the fast-growing snack store channel. With growing competition from the likes of mints in the breath-freshening space, players are also expanding gum’s positioning to create new usage occasions. For example, gum is increasingly marketed as a focus-enhancing product, suitable for scenar

Sales of gum in Denmark increased slightly in 2025, indicating a continued recovery for the category following its earlier stagnation during and immediately after the COVID-19 pandemic. While gum remains a relatively niche segment within the broader snacks landscape, the uptick in sales reflects a return to on-the-go routines, social occasions, and impulse purchasing, especially in urban areas and transit locations. Growth was primarily driven by functional formats such as breath-freshening and

The UK gum market is experiencing positive growth in 2025, with both volume and value sales increasing. This rebound is largely attributable to the easing of inflationary pressures and the recovery of impulse sales, a key driver for gum purchases. As consumers resumed out-of-home activities, the demand for on-the-go products like gum began to recover. However, overall consumption still lags behind pre-pandemic levels primarily due to the widespread adoption of hybrid working policies, which have

Value sales of gum is set to increase in Canada in 2025, however, value growth will be weaker than in 2024. This slowdown is largely attributed to the slower growth in unit prices. Companies such as Mars Wrigley are investing significantly in new product development, with Mars introducing new flavours to its Excel brand in an effort to stimulate demand. However, the category as a whole is facing strong competition from other sugar confectionery segments, particularly mints, which continue to gai

Functional gum products are revitalising South Korea’s chewing gum category in 2025, with Lotte Wellfood’s Jolmeum Beonjjeok gum leading the charge. Unlike traditional caffeine-delivery methods such as coffee or energy drinks, which are consumed in liquid form, this gum offers a chewable alternative designed specifically to combat drowsiness and enhance alertness.

In India, demand for gum has largely been linked to the smoking population, with many smokers relying on it to freshen their breath and mask the smell of tobacco after smoking. With India’s smoking population set to reach over 32 million in 2024, the consumption of both chewing gum and bubble gum is expected to continue to see a slight rise in retail volume terms in this year.

In 2024, gum in Brazil is experiencing high current value growth, continuing the trend from the previous year. This growth continues to be driven by greater mobility with the return to out-of-home activities as consumer lifestyles normalise post-pandemic. The increased flow of individuals in urban centres and commercial areas is also positively impacting gum sales, although volume growth remains relatively static. Bubble gum, which typically contains a high concentration of sugar, is losing grou

Given its relatively maturity, the market for gum in Thailand is expected to continue its downward trajectory in retail volume terms in 2024. As an impulse purchase, gum is particularly vulnerable to shifts in consumer spending behaviour, especially as individuals become more cautious in response to rising prices of packaged food and other essentials. Additionally, the cultural perception of gum-chewing has evolved, particularly among younger consumers who now view it as impolite in public setti

Gum remains in a structural decline in Indonesia in 2024, in both value and volume terms. Gum is a small and mature category, with few opportunities for innovation or reinvention. Thus, maturity is set to continue to limit growth potential in gum, although opportunities exist in sugar-free, oral hygiene, and other health and wellness-orientated variants. Sugar-free options are now more widespread than those with sugar, meanwhile, other developments seen in recent years include those which promis

Gum in South Africa is expected to see solid retail current value growth in 2024, due to rising prices as a result of inflation and higher costs. However, rising prices are set to contribute to slight declines in retail volume sales for both chewing gum and bubble gum. Nevertheless, despite the financial pressure consumers have been experiencing, the gum category is not anticipated to see such a strong volume decline as other snacks categories. This is because there has been an increase in impor

The market for gum in Malaysia is expected to decline in retail volume terms in 2024, continuing the trend of the previous year. One key contributing factor is the high cost of living, thanks to ongoing pressures, which has dampened consumers' propensity to indulge themselves with discretionary items. At the same time, the weakening of the local currency, the ringgit, against the US dollar, has translated into higher prices for imported brands of chewing gum., such as Wrigley’s and Mentos, for e

Plastic bottle packs have continued to gain ground in gum in Guatemala in 2024. Popular brands available in such formats include Trident (35 pieces), Mentos Pure Fresh (15 pieces) and Orbit White (15 pieces). Buoyant demand is partly explained by growing appreciation for their convenience, as they keep gum fresh for longer and can easily be carried in handbags or stored in car glove compartments. Moreover, while bottles typically retail at higher prices than paper-based packs, they also tend to

Chewing gum sales in Uruguay are projected to exhibit positive growth in retail volume terms for the third consecutive year in 2024. However, despite this encouraging trend, the category has yet to fully recover from the pre-pandemic slump. This sluggish return can be partly attributed to evolving social habits, particularly the rise of remote work in Uruguay. Chewing gum, often used by office workers as a breath freshener, has seen a decline in demand due to this shift in work environments.

The trend of consumers purchasing less gum in Australia persists in 2024, as the category’s retail volume sales continue to slide. Consumer attitudes towards the category, as well as the need for chewing gum in daily life, has diminished. With hybrid work environments and video conferencing becoming more common since the pandemic, there are fewer in-person engagements where consumers previously may have wanted to chew gum beforehand.

There is expected to be a healthy increase in volume sales of gum in Uzbekistan, though constant value growth is expected to be muted, due to continuing high inflation. Consumers increasingly buy gum as a breath freshener and there is a growing variety of formats available. Continuing population growth also boost volume sales.

Gum is showing positive dynamics in Kazakhstan in 2024, supported by consumers’ out-of-home lifestyles following the past era of the pandemic. Indeed, gum saw a resurgence after the lockdowns ended and consumers returned to their work lives and social activities, thus reaching for gum to freshen the breath. It is, however, important to note that the significant value growth is being driven by inflationary pressures, while volume growth is relatively modest, albeit stable.

Chewing gum is seen by many consumers as a functional product with it helping to prevent bad breath after eating, drinking or smoking. As such, with consumers leading increasingly busy lives and interacting more closely with friends and colleagues again the demand for chewing gum is increasing in 2024.

Retail volume sales of gum are set to remain fairly static in 2024. Sales are dominated by chewing gum, which is promoted as a significant contributor to daily fresh breath maintenance. However, there is a widespread perception in Lithuania that gum is anti-social, and this continues to challenge consumption of both chewing gum, and bubble gum, both of which have been banned at educational institutions. Bubble gum suffers from an especially poor public image, as it is seen as being high in sugar

In spite of continuing high inflation, gum in Pakistan is expected to register healthy constant value and volume growth. A stabilising economy is expected to boost consumer confidence. In addition, continuing population growth also supports increased volume sales. Bubble gum remains the much larger product in terms of volume sales, and also registers the highest current value growth.

It is expected to be a muted picture for gum in Algeria in 2024, with only minimal volume growth. With inflation continuing to be high, consumers prioritise essential purchases over gum, which is mainly bought as a breath freshener. Also, within gum, consumers trade down and switch to cheaper brands.

Gum in the Philippines has found it difficult to maintain retail volume and value sales through the review period. The discretionary character of gum makes it is easy for consumers to sacrifice these products, especially if they are working within limited budgets. This has been the case the large numbers of Filipinos a result of the economic impact of measures imposed to contain the (COVID-19) pandemic and later high inflation. The home-centred lifestyles of the pandemic period also worked again

Chewing gum is seeing positive value and volume growth in Estonia in 2024 as it is promoted as being beneficial to dental health, particularly sugar-free versions. Orbit, for instance, has an image of a tooth on its packaging, suggesting the benefits of chewing gum for teeth. In addition, manufacturers have been actively diversifying their product lines by introducing new flavours, thereby enhancing the overall appeal of chewing gum and contributing to its success.