Chewing Gum: U.S. Market Trends and Opportunities

Total Retail Dollar Sales of the U.S. Chewing Gum Market Reached Roughly $4.1 Billion in 2018, Representing a Slight Rise Over 2017

"Chewing Gum: U.S. Market Trends and Opportunities" analyzes the challenges, prospects, emerging developments, and consumer demographics influencing this important segment of the U.S. food and beverage industry. The chewing gum market is examined at both the manufacturer and retail level, including:

historical trends, total demand, and total shipments for chewing gum in relation to other key confectionery and snack food markets
historical data for and industry projections to 2023 for select market segments
retail channel shares
a breakout by brand and marketer of gum chewers examined based on age bracket, income bracket, gender, household structure, ethnicity, and geographical location
detailed analysis of marketing and new product trends, including illustrations of recent product introductions

Scope & Methodology

The report's market coverage was obtained from both primary and secondary research including:

firms participating in the industry, and their suppliers and customers
Simmons Market Research National Consumer Surveys for 2008 through 2018
government/public agencies
national, regional, and international non-governmental organizations
trade associations and their publications
the business and trade press

CHAPTER 1: EXECUTIVE SUMMARY

DEMAND AND SHIPMENTS

Gum Demand

Table 1-1 U.S. Snack Food Demand by Product, 2007–2022P (million dollars)

Gum Shipments

RETAIL DOLLAR SALES

Retail Sales of Gum

Gum vs. Candy Sales

MARKETING AND RETAILIN

Marketer Competition

Figure 1-1 Share of Adult Consumers by Top Two Gum Marketers: Mars Wrigley vs. Mondelez, 2018

Marketing Strategies

New Product Trends

In-Store Purchasing Patterns for Gum vs. Candy

Table 1-2 Parts of the Store Where Candy Is Purchased, 2016

Channel Shares

Omnichannel: In-Store and Online

CONSUMER TRENDS

55% of U.S. Adults Chew Gum

Wrigley’s Brands Chewed by 45% of Adult Gum Users

Figure 1-3 Gum Brands Eaten Most Often, 2008-2018 (percent of U.S. adults who chew gum)

CHAPTER 2: DEMAND AND SHIPMENTS

DEMAND

Snack Food Demand

Gum Demand

Table 2-1 U.S. Snack Food Demand by Product, 2007–2022P (million dollars)

Figure 2-1 Key Trends in U.S. Snack Food Demand, 2017–2022

SHIPMENTS

Snack Food Shipments

Gum Shipments

Table 2-2 U.S. Snack Food Shipments by Product, 2007–2022P (million dollars)

RETAIL DOLLAR SALES

Retail Sales of Gum at $4 Billion

1% CAGR Projected Through 2023

Table 2-3 U.S. Non-Chocolate Candy Market Retail Dollar Sales, 2013–2023P (billion dollars and percent)

Figure 2-2 Share of U.S. Confectionery Sales by Category: Chocolate Candy, Non-Chocolate Candy,and Gum, 2018

Table 2-4 U.S. Confectionery Market Retail Dollar Sales: Chocolate Candy, Non-Chocolate Candy, and Gum, 2013–2023P (billion dollars and percent)

CHAPTER 3: MARKETING AND RETAILING

MARKET LEADERS

Mars Wrigley and Mondelez on Top

Table 3-1 Selected U.S. Marketers of Chewing and Bubble Gum

Figure 3-1 Share of Adult Consumers by Top Two Gum Marketers: Mars Wrigley vs. Mondelez, 2018

Illustration 3-1 Black Jack Chewing Gum, acquired by Gerrit J. Verburg in 2018

MARKETING AND NEW PRODUCT TRENDS

Overview

Illustration 3-2 Mondelez Social Media Advertising for Trident Gum

Illustration 3-3 Mars Wrigley Social Media and Advertising for Orbit Gum

Illustration 3-4 Topps Sugar Free Bazooka with Disney Frozen and Marvel Licensing

Illustration 3-5 Ford Gum and Machine Female Softball Character for Big League Chew

Illustration 3-6 Project 7 Gum Club (Beta Stage)

Corporate Responsibility, Clean Label, and Transparency

Selected New Products

Table 3-2 Selected New and Current Products

RETAIL COMPETITION

Confectionery Everywhere

In-Store Purchasing Patterns for Candy

Table 3-3 Parts of the Store Where Candy Is Purchased, 2016

Channel Shares

Table 3-4 Share of U.S. Confectionery Market Dollar Sales by Retail Channel: Chocolate Candy, Non-Chocolate Candy, and Gum, 2017 (percent)

CHAPTER 4: CONSUMER TRENDS

CONSUMER TRENDS

55% of U.S. Adults Chew Gum

Table 4-1 Use of Gum, Chocolate and Other Candy, and Breath Mints/Strips, 2008-2018 (percent of U.S. adults)

39% of Candy Consumers Purchase Gum at Least Once a Month

Table 4-2 Consumption and Purchase Habits of Gum, Chocolate, and Non-Chocolate Candy, 2016 (percent)

Marketer and Brand Preference Trends

Table 4-3 Use of Gum Brands, 2008-2018 (percent of U.S. adults)

Figure 4-1 Gum Brands Eaten Most Often, 2008-2018 (percent of U.S. adults who chew gum) Types of Gum Chewed

Table 4-4 Types of Gum Chewed the Most, 2008-2018 (percent of U.S. adults who chew gum)

Figure 4-2 Gum Types Chewed: Regular vs. Sugar-Free, 2008-2018 (percent of U.S. adults who chew gum)

Chewing Gum Flavor Trends

Table 4-5 Types of Gum Chewed the Most, 2008-2018 (percent of U.S. adults who chew gum)

Figure 4-3 Gum Flavors Chewed: Original/Bubble vs. Flavored, 2008-2018 (percent of U.S. adults who chew gum)

Amount of Gum Chewed

Table 4-6 Pieces of Gum Chewed in the Past Seven Days, 2008-2018 (percent of U.S. adults who chew gum)

Figure 4-4 Pieces of Gum Chewed in the Past Seven Days, 2008-2018 (percent of U.S. adults who chew gum)

Gum Brands Chewed the Most

Table 4-7 Pieces of Gum Chewed in the Past Seven Days, By Brand, 2018 (percent of U.S. adults whochew gum)

Figure 4-5 Top 10 Gum Brands with at Least One Piece Chewed in the Past Seven Days, 2018 (percent of U.S. adults who chew gum)

Table 4-8 Pieces of Gum Chewed in the Past Seven Days: By Marketer, 2018 (percent of U.S. adults who chew gum)

Figure 4-6 Use Rates for Pieces of Gum Chewed in the Past Seven Days: By Marketer, 2018 (percent of U.S. adults who chew gum)

APPENDIX: SUPPLEMENTAL CONSUMER TABLES

CONSUMER DEMOGRAPHICS

Marketer and Brand Patterns

Table A-1 Use Rates for Top Gum Marketers Hershey, Mars Wrigley, Mondelez International, Perfetti Van Melle, and Tootsie Roll Industries: By Age Bracket, 2018 (percent and indexes)

Table A-2 Use Rates for Top Gum Marketers Hershey, Mars Wrigley, Mondelez International, Perfetti Van Melle, and Tootsie Roll Industries: By Gender, 2018 (percent and indexes)

Table A-3 Use Rates for Top Gum Marketers Hershey, Mars Wrigley, Mondelez International, Perfetti Van Melle, and Tootsie Roll Industries: By Race and Ethnicity, 2018 (percent and indexes)

Table A-4 Use Rates for Top Gum Marketers Hershey, Mars Wrigley, Mondelez International, Perfetti Van Melle, and Tootsie Roll Industries: By Region, 2018 (percent and indexes)

Table A-5 Use Rates for Top Gum Marketers Hershey, Mars Wrigley, Mondelez International, Perfetti Van Melle, and Tootsie Roll Industries: By Household Income, 2018 (percent and indexes)

Table A-6 Use Rates for Top Gum Marketers Hershey, Mars Wrigley, Mondelez International, Perfetti Van Melle, and Tootsie Roll Industries: By Household Structure, 2018 (percent and indexes)

Table A-7 Use Rates for Top Hershey Gum Brands: Bubble Yum and ICE BREAKERS ICE CUBES: By Age Bracket, 2018 (percent and indexes)

Table A-8 Use Rates for Top Hershey Gum Brands: Bubble Yum and ICE BREAKERS ICE CUBES: By Gender, 2018 (percent and indexes)

Table A-9 Use Rates for Top Hershey Gum Brands: Bubble Yum and ICE BREAKERS ICE CUBES: By Race and Ethnicity, 2018 (percent and indexes)

Table A-10 Use Rates for Top Hershey Gum Brands: Bubble Yum and ICE BREAKERS ICE CUBES: By Region, 2018 (percent and indexes)

Table A-11 Use Rates for Top Hershey Gum Brands: Bubble Yum and ICE BREAKERS ICE CUBES: By Household Income, 2018 (percent and indexes)

Table A-12 Use Rates for Top Hershey Gum Brands: Bubble Yum and ICE BREAKERS ICE CUBES: By Household Structure, 2018 (percent and indexes)

Table A-13 Use Rates for Mars Wrigley’s Extra Gum Brand: Extra Dessert Delight, Extra Fruit Sensations, and Extra Polar Ice: By Age Bracket, 2018 (percent and indexes)

Table A-14 Use Rates for Mars Wrigley’s Extra Gum Brand: Extra Dessert Delight, Extra Fruit Sensations, and Extra Polar Ice: By Gender, 2018 (percent and indexes)

Table A-15 Use Rates for Mars Wrigley’s Extra Gum Brand: Extra Dessert Delight, Extra Fruit Sensations, and Extra Polar Ice: By Race and Ethnicity, 2018 (percent and indexes)

Table A-16 Use Rates for Mars Wrigley’s Extra Gum Brand: Extra Dessert Delight, Extra Fruit Sensations, and Extra Polar Ice: By Region, 2018 (percent and indexes)

Table A-17 Use Rates for Mars Wrigley’s Extra Gum Brand: Extra Dessert Delight, Extra Fruit Sensations, and Extra Polar Ice: By Household Income, 2018 (percent and indexes)

Table A-18 Use Rates for Mars Wrigley’s Extra Gum Brand: Extra Dessert Delight, Extra Fruit Sensations, and Extra Polar Ice: By Household Structure, 2018 (percent and indexes)

Table A-19 Use Rates for Mars Wrigley’s Mint Flavored Gum Brands: Doublemint, Eclipse, Freedent, Orbit, Spearmint, and Winterfresh: By Age Bracket, 2018 (percent and indexes)

Table A-20 Use Rates for Mars Wrigley’s Mint Flavored Gum Brands: Doublemint, Eclipse, Freedent, Orbit, Spearmint, and Winterfresh: By Gender, 2018 (percent and indexes)

Table A-21 Use Rates for Mars Wrigley’s Mint Flavored Gum Brands: Doublemint, Eclipse, Freedent, Orbit, Spearmint, and Winterfresh: By Race and Ethnicity, 2018 (percent and indexes)

Table A-22 Use Rates for Mars Wrigley’s Mint Flavored Gum Brands: Doublemint, Eclipse, Freedent, Orbit, Spearmint, and Winterfresh: By Region, 2018 (percent and indexes)

Table A-23 Use Rates for Mars Wrigley’s Mint Flavored Gum Brands: Doublemint, Eclipse, Freedent, Orbit, Spearmint, and Winterfresh: By Household Income, 2018 (percent and indexes)

Table A-24 Use Rates for Mars Wrigley’s Mint Flavored Gum Brands: Doublemint, Eclipse, Freedent, Orbit, Spearmint, and Winterfresh: By Household Structure, 2018 (percent and indexes)

Table A-25 Use Rates for Mars Wrigley’s Other Gum Brands: 5 Gum, Big Red, and Juicy Fruit: By Age Bracket, 2018 (percent and indexes)

Table A-26 Use Rates for Mars Wrigley’s Other Gum Brands: 5 Gum, Big Red, and Juicy Fruit: By Gender, 2018 (percent and indexes)

Table A-27 Use Rates for Mars Wrigley’s Other Gum Brands: 5 Gum, Big Red, and Juicy Fruit: By Race and Ethnicity, 2018 (percent and indexes)

Table A-28 Use Rates for Mars Wrigley’s Other Gum Brands: 5 Gum, Big Red, and Juicy Fruit: By Region, 2018 (percent and indexes)

Table A-29 Use Rates for Mars Wrigley’s Other Gum Brands: 5 Gum, Big Red, and Juicy Fruit: By Household Income, 2018 (percent and indexes)

Table A-30 Use Rates for Mars Wrigley’s Other Gum Brands: 5 Gum, Big Red, and Juicy Fruit: By Household Structure, 2018 (percent and indexes)

Table A-31 Use Rates for Mondelez International’s Dentyne Brand: By Age Bracket, 2018 (percent and indexes)

Table A-32 Use Rates for Mondelez International’s Dentyne Brand: By Gender, 2018 (percent and indexes)

Table A-33 Use Rates for Mondelez International’s Dentyne Brand: By Race and Ethnicity, 2018(percent and indexes)

Table A-34 Use Rates for Mondelez International’s Dentyne Brand: By Region, 2018 (percent and indexes)

Table A-35 Use Rates for Mondelez International’s Dentyne Brand: By Household Income, 2018(percent and indexes)

Table A-36 Use Rates for Mondelez International’s Dentyne Brand: By Household Structure, 2018(percent and indexes)

Table A-37 Use Rates for Mondelez International’s Trident Brand: By Age Bracket, 2018 (percent and indexes)

Table A-38 Use Rates for Mondelez International’s Trident Brand: By Gender, 2018 (percent and indexes)

Table A-39 Use Rates for Mondelez International’s Trident Brand: By Race and Ethnicity, 2018(percent and indexes)

Table A-40 Use Rates for Mondelez International’s Trident Brand: By Region, 2018 (percent and indexes)

Table A-41 Use Rates for Mondelez International’s Trident Brand: By Household Income, 2018

Table A-42 Use Rates for Mondelez International’s Trident Brand: By Household Structure, 2018(percent and indexes)

Table A-43 Use Rates for Mondelez International’s Other Selected Gum Brands: Bubblicious, Chiclets,Stride: By Age Bracket, 2018 (percent and indexes)

Table A-44 Use Rates for Mondelez International’s Other Selected Gum Brands: Bubblicious, Chiclets,Stride: By Gender, 2018 (percent and indexes)

Table A-45 Use Rates for Mondelez International’s Other Selected Gum Brands: Bubblicious, Chiclets,Stride: By Race and Ethnicity, 2018 (percent and indexes)

Table A-46 Use Rates for Mondelez International’s Other Selected Gum Brands: Bubblicious, Chiclets,Stride: By Region, 2018 (percent and indexes)

Table A-47 Use Rates for Mondelez International’s Other Selected Gum Brands: Bubblicious, Chiclets,Stride: By Household Income, 2018 (percent and indexes)

Table A-48 Use Rates for Mondelez International’s Other Selected Gum Brands: Bubblicious, Chiclets,Stride: By Household Structure, 2018 (percent and indexes)

Table A-49 Use Rates for Other Selected Gum Brands: Mentos and Dubble Bubble: By Age Bracket,2018 (percent and indexes)

Table A-50 Use Rates for Other Selected Gum Brands: Mentos and Dubble Bubble: By Gender, 2018(percent and indexes)

Table A-51 Use Rates for Other Selected Gum Brands: Mentos and Dubble Bubble: By Race and Ethnicity, 2018 (percent and indexes)

Table A-52 Use Rates for Other Selected Gum Brands: Mentos and Dubble Bubble: By Region, 2018(percent and indexes)

Table A-53 Use Rates for Other Selected Gum Brands: Mentos and Dubble Bubble: By Household Income, 2018 (percent and indexes)

Table A-54 Use Rates for Other Selected Gum Brands: Mentos and Dubble Bubble: By Household Structure, 2018 (percent and indexes)