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Candy companies pitch gum as stress reliever to revive sales [Video]

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Global Marketing Strategies

Generational habits, health concerns and the coronavirus pandemic have gnawed away at gum sales.

Gum’s bubble burst during the COVID-19 pandemic, when masks and social distancing made bad breath less of a worry and fewer people spent on impulse buys. The number of packages of gum sold dropped by nearly a third in the United States in 2020, according to Circana, a market research firm.

Consumer demand has picked up only slightly since then. Last year, U.S. chewing gum sales rose less than 1% to 1.2 billion units, which was still 32% fewer than in 2018. Although sales in dollars are back to pre-pandemic levels, that’s mostly due to inflation; the average pack of gum cost $2.71 last year, $1.01 more than it did in 2018, Circana said.

It’s a similar story globally. Worldwide gum sales rose 5% last year to more than $16 billion, according to market researcher Euromonitor. That still was 10% below the 2018 sales figure.

Some manufacturers are …

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