Chewing gum is not as popular as it used to be.
Sales dropped significantly during the early days of the COVID-19 pandemic with increased mask-wearing and stay-at-home orders reducing public interactions. The number of packages of gum sold dropped by nearly a third in the United States in 2020, the Associated Press reported citing research from Circana.
Although sales have begun to bounce back a little, growth remains very slow, with an increase of just 1% in the U.S. last year to 1.2 billion units -- but that total is still 32% lower than it was in 2018, per the report.
Globally, the story is similar; worldwide sales went up by 5% in 2023 to more than $16 billion, which is 10% lower than it was in 2018, according to the AP.
As for why sales have slumped, reports blame everything from consumers' tastes shifting to the internet. Some people are trying to limit sugar in their diets and eat foods with more natural ingredients, while others are becoming more litter conscious and want to reduce their waste. Meantime, online shopping eliminates those impulse purchases at the checkout where most people would grab a pack of gum.
One report by Candy & Snack Today puts the blame largely on the pandemic for reshaping Americans' attitudes about gum. After years of fewer in person interactions and reduced social gatherings where freshness is needed, our reliance on gum and wanting to avoid bad breath just isn't there anymore. That could also explain why sales haven't rebounded, with the cultural shift of the pandemic permanently changing our preferences.
In any event, sluggish demand has led companies to sell off gum brands or stop production on certain products completely -- such as Fruit Stripe, which had been sold since 1960.
Other companies are shifting how they advertise gum, with some now marketing it as a stress reliever, concentration booster and mental health aid versus something that simply makes your breath fresh.