COVID-19 restrictions on movement are set to last far longer than had been envisaged at the beginning of the pandemic. For many Germans, everyday life has changed completely, and this has affected their purchasing behaviour.
Since the beginning of the pandemic, Germans have had much less social contact. Many people are working from home, and they are socialising less frequently with family and friends during their leisure time.
German consumers are increasingly interested in health and wellness, and while chewing gum does not yet have a negative image, it is being affected by the sugar-free trend. As a result, a growing number of manufacturers are launching sugar-free products, such as Wrigley's Extra and Orbit.
Traditional production methods and packaging types for chewing gum are not very sustainable, and as German consumers become more interested in such issues as climate change and sustainability, chewing gum manufacturers will need to adapt. One example of a new form of chewing gum is Danish company True Gum, which uses cardboard instead of plastic in its packaging and, in order to achieve the right consistency in its chewing gum, uses natural sap from the chicle tree, which is native to Latin America.
COVID-19 has accelerated a number of trends that will affect demand for gum. For example, digitalisation has deepened, and even after the crisis, many more Germans will work from home – either partially or completely – and more local consumers are now comfortable shopping online.
Apart from a reduction in the use of sugar, manufacturers are showing increased interest in using new ingredients in chewing gums, such as cannabidiol, which is legal in Germany. While using cannabidiol as an ingredient in chewing gum might provoke a backlash, it would certainly garner a lot of media attention.
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Understand the latest market trends and future growth opportunities for the Gum industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Gum research and analysis database.
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