Gum sales might have been relatively flat over the past year, but the category is still pulling in millions (and in the case of sugarless products, billions) annually. Producers predict they can elevate gum’s fortunes in the near future by offering innovations, along with products that promise functional, healthy benefits.

Market data
Overall, gum sales reached $3.4 billion for the 52-week period ending May 18, 2025, according to data from Circana (Chicago). That figure constitutes a modest decline of 0.4% compared to the previous year. Overall unit sales dropped 2.9%, with 1.2 billion units sold.

Of the two subcategories reported on, sugarless gums fared a bit better. Products in that column brought in about $3 billion, exactly the same as the previous year. Unit sales reached 976 million, or 2.6% fewer compared to the previous 12-month period. Leaders in the sugarless subcategory were:

• Mars Wrigley: $1.7 billion, a 4.7% increase
• Perfetti Van Melle: $849.8 million, down 4.3%
• The Hershey Co.: $40.7 million, a drop of 9.8%

Source: Circana OmniMarket™ Total Store View | Geography : Total US - Multi Outlet w/ C-Store (Grocery, Drug, Mass Market, Convenience, Military and Select Club & Dollar Retailers) | Time : Latest 52 Weeks Ending 05-18-25

One notable gainer in the sugarless arena was The Pur Co.—sales were a distant fourth to Hershey but the $11.7 million that the brand pulled in amounted to a 42% leap over last year’s sales.

Regular gum lagged overall compared to sugarless—the subcategory’s dollar sales totaled $402.4 million, or 3% less than the previous year. The top performers here:

• Mars Wrigley: $250.6 million, down 2.3%
• Concord Confections: $53.9 million, a 10% drop
• Hershey: $45.2 million, a 3.8% increase

The rest of the ranked players experienced mixed results, with the biggest increase being Charms LLC’s 38.4% jump (to $3.1 million), and the most significant loss experienced by Sunny Days Entertainment (down 21.8% to $2.8 million).

Looking back
Jen Redmond, gum and mints category marketing director with Perfetti Van Melle, says gum “saw limited growth this past year, primarily driven by pricing. Total distribution points declined as retailers focused on optimizing the right mix for limited space in both front-end and back-end placements.”

Additionally, she notes, consumers maintain a list of changing wants when it comes to gum-buying habits.

“On the flavor front, mint continues to drive growth, meeting consumer needs in newly shifted post-COVID occasions,” she says. “It’s clear that freshness and wellness remain top priorities, and we’re adapting to make sure gum stays relevant in those evolving moments.”

Troy Widgery, founder of Liquid Core Gum, notes the company has seen increased sales of its products, which include items in the functional space.

“Our Liquid Core gum sales were up considerably, including one of our flagship in-house brands that is up more than 1000%,” he notes. “One of our categories that showed a significant increase this past year was Health & Wellness, including formulations that enhance dental health, featuring hydroxyapatite and xylitol for re-mineralizing teeth.”

According to Dana Rodio, director of marketing and brand strategy for Nassau Candy, gum (particularly gumballs) has attracted consumers with pops of color and a sense of fun.

“Gum plays an important role in celebrations; candy buffets and candy charcuterie trays remain popular features at weddings, showers, and birthday parties, and we don’t expect this trend to fade anytime soon,” she predicts. “As such, the demand for single-color gumballs continues to remain high. Gumballs are an easy way to add instant color and texture.”

Ian Kessler, national sales manager for Choward’s, says in the past year, consumers have been seeking a mix of new adventures (especially in terms of novel flavors) and familiar characteristics. While the company has worked to grow its presence and launch new products like its sugar-free peppermint and spearmint products, he says it can be rough for the smaller guys.

“It’s a difficult space to navigate in; the larger, more established gum makers have taken up all the retail space, which makes it difficult for a smaller brand to break through on front end,” he shares. “Ours is a value price option for the consumer and we market it that way for the discerning consumer.”

Looking ahead
Overall, gum producers report feeling bright about the road ahead.

“We’re optimistic about the gum market over the next year; even with rising prices everywhere, gum is that affordable pop of fun and flavor that everyone can get in on,” states Rodio. “With most being low-calorie or sugar-free gum, it is a better-for-you snack that delivers on indulgent flavor. Gum also has an air of nostalgia tied to it. All of us can relate to that feeling of joy getting a gumball from a gumball machine with loose change as kids. These core memories also continue to keep gum’s appeal high.”

Redmond says she also feels optimistic about the category’s near future, stating that the Perfetti Van Melle team will continue examining ways to connect with consumers and encourage purchases.

“We’re constantly tracking and working to better understand how gum can become a more consistent part of consumers’ daily routines and occasions,” she says. “That includes looking at how we can influence Gen Z and millennial behaviors—whether it’s freshening breath before social moments, staying focused during study sessions, or building gum into a post-meal refresh habit.”

The MAHA movement’s push to drive out artificially sourced colors and flavors, Kessler predicts, likely will have an impact on gum producers.

“The biggest challenge for the upcoming months and years is to pivot all the artificial colors to natural,” he states. “I believe just from conversations with suppliers there will be a challenge in securing all the proper colors needed once the entire food world has to source all natural.”

Redmond advises consumers will increasingly be looking for more from their gum than just good taste and breath freshening—expect, she says, gums with gut health angles, energy boosting properties, and other functional benefits.

“We’re also closely watching how snacking behaviors evolve, especially with the rise of GLP-1 medications. As more consumers shift toward low-calorie, low-sugar options, gum could play a bigger role—not just as a smart snacking alternative, but also in helping with side effects like dry mouth and bad breath.”

Widgery concurs that gums with health and functional benefits likely will attract attention, sharing that the company’s upcoming release will play in that space.

“This quarter Liquid Core will be releasing a version of SMILE with the same xylitol and hydroxyapatite for re-mineralizing your teeth and 1 billion CFU of probiotics for gut health per two-piece serving,” he says. “SMILE Pro, is a chewing gum designed to support both oral and gut health.”

As for coming Perfetti Van Melle products, Redmond says market watchers should look for a new Trident Vibes wallet pack, aimed at grab-and-go and value-minded consumers; Trident Vibes Peppermint Rush, giving a twist to the flavor classic; and the relaunch of the Bubblicious bubble-gum brand.

Kessler says that while recent months have thrown plenty of challenges toward gum producers, there are reasons to be upbeat about the near future.

“We believe the gum market still has more room for growth and expansion of flavors, varieties, and brands out there,” he states. “You need to find your happy spot and grow it.” SF&WB

MORE GUM on snackandbakery.com/candy-industry