Over the forecast period, demand for gum is expected to continue improving, boosted by the positive performance of chewing gum. Chewing gum sales are set to be driven by the return of on-the-go occasions and consequently consumers’ need to maintain fresh breath while socialising.
With gum consumption historically being driven by the breath-freshening qualities of such products, the hybrid working policy poses a threat to the full recovery of the category to pre-pandemic levels as consumers have fewer opportunities for in-person interaction during their working day, and consequently have less of a need to maintain their breath fresh. In addition, the category has been facing increasing competition from mints, a category which offers similar attributes to gum.
To rejuvenate gum and boost its future prospects, both leading and emerging players are expected to continue investing in an attempt to differentiate their products by making specific value claims. As consumers need additional incentives to continue purchasing gum, innovation is expected to focus on extra health benefits that go beyond oral health and take a more holistic approach to physical and mental wellbeing.
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Understand the latest market trends and future growth opportunities for the Gum industry in United Kingdom with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
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This report originates from Passport, our Gum research and analysis database.
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