Over the forecast period, gum is expected to gradually benefit from more sociable out-of-home activities and lifestyles in a post-pandemic landscape. However, the trend of healthy snacking will likely mean that gum will continue to face challenges, as consumers increasingly opt for other, healthier snacks.
In order for gum manufacturers to bolster sales of gum against a background of health and wellness and sustainability trends, innovations will be required in certain areas. The first is gum with functional benefits, such as being fortified with vitamins and minerals, as players are expected to add value with gums which go beyond just mouth refreshment.
Bubble gum will continue to suffer the most, due to it having the unhealthiest image. Sales will remain mostly limited to children, with some innovation expected in sugar-free alternatives.
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