Gum experienced significant declines in 2020 amid the pandemic, and in turn is predicted to record high growth rates in 2021 as demand gradually recovers. The pandemic and subsequent lockdowns led to large declines in consumer mobility, resulting in fewer impulse and on-the-go purchasing occasions which are the main growth drivers of gum.
Mars Wrigley Confectionery is likely to retain its overall leadership of gum in 2021, in addition to further value share gain. Mars Wrigley holds by far the largest product portfolio within the category, and even amid the declines of 2020, continued to gain ground as its competitors were equally affected by a pandemic-driven drop in demand.
A shift in consumption occasions for gum also resulted in a shift in distribution channels in 2020, with convenience stores and forecourt retailers losing notable value share due to limited impulse purchases, while supermarkets gained marginal ground. However, like many popular channels including hypermarkets, it still lost sales due to lack of demand for chewing gum, even though these products are often placed near points of sale in these distribution channels.
Gum is expected to experience high growth in 2022, improving on its performance from 2021. The acceleration will be due to further recovery from the pandemic.
Chewing gum is expected to continue developing in the direction of sugar-free variants. Sugarised gum brands, on the other hand, will likely see declines over the forecast period.
The pandemic and subsequent lockdowns in the US which greatly reduced consumer mobility, had a significant impact on gum’s performance. The situation has therefore highlighted how occasion-dependent the category is.
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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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