With Mondelez divesting its gum division in the US, Perfetti Van Melle, Mars Wrigley, and Hershey will all participate in what is likely to be a fierce competitive environment to grow their share of sales. Per capita consumption still falls far below pre-pandemic levels.
Gum’s capacity to extend the duration of the snacking experience is occasionally touted as being to its advantage. As the global trend of mindful consumption becomes more widely prevalent, and inflation-stricken consumers are forced to temper their indulgences, the gum category could leverage lessons from what is succeeding in other sweet confectionery spaces.
Future success for chewing gum will require products to carry more than their usual promise of breath freshening. Functional consumables continue to prove their place in a wellness-driven US market, and gum could capitalise on this trend.
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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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