Will chewing gum recover from sticky patch? Technavio releases five-year forecast

It forecasts the global gum market will rise between 4-7% per year up to 2019 as sugar-free gum’s link to tooth decay reduction remains a key selling point and energy gum grows the category’s consumer base.

The market research firm detailed the findings in a recently published report​​, which predicts annual value sales for global gum will grow 32.6% from 2014 levels to hit $32.63bn by 2019.

It follows a CAGR of 4% in 2014 compared to the prior year.

Decay prevention ​

“The sugar-free segment is expected to be the fastest-growing chewing gum segment during the forecast period,” ​said the report.

A 2001 study published in the Journal of Dental Research​​​ claimed chewing sugar-free gum three times a day for 20 minutes reduces development of dental carries (tooth decay). The European Food Safety Authority (EFSA) also approved multiple health claims on sugar-free chewing gum between 2009 and 2011, including claims it reduces oral dryness and maintains tooth mineralization.

“This is expected to attract health-conscious consumers toward this segment, thus leading to an increase in overall demand,”​ said Technavio’s report.

Energy boost​

Technavio estimates a compound annual grow rate (CAGR) of 5.64% for chewing gum between 2014 and 2019, while it expects bubble gum will grow 0.95% over the same period.

Gum accounts for 15.6% of the global confectionery sector, behind candy (29.1%) and chocolate (55.2%), it said.

“Additionally, the introduction of "energy" gum and all-natural gum are expected to result in the expansion of the customer base for chewing gum manufacturers, increasing overall market size,”​ said Technavio.

In the past few years, there have been new entrants to the energy gum category such as UK mineral water firm Navson with its Raw brand​​ and German-based Kerry Gum.​​

Global market leader Wrigley also introduced an energy gum in 2013, but suspended production​​ soon after pending a US Food and Drug Administration investigation into the safety of caffeinated foods.

Challenge from mints​

North American gum sales are expected to slow up to 2019, while Asia-Pacific is set to be the fastest growing region, according to Technavio.

Growth in Latin America and the Middle East is also predicted to drive the market.

Despite the positive outlook, Technavio warns some consumers may swap gum for mints to avoid the hassle of disposing of gum.

“Chewing, especially for a long period, is regarded as indecorous in many countries. Therefore, consumers in such countries often favor consuming mints to chewing gum. This will likely have an adverse effect on the overall demand for chewing gum over the next five years. Moreover, the littering of masticated gum is an associated problem with gum consumption that does harm to the environment,” ​said the report.

Source:​​
Technavio
Global Chewing Gum Market – Market Analysis Report 2015 - 2019​