Chewing gum is a classic treat loved by consumers of all ages thanks to its versatility of flavor, nostalgic vibes and overall accessibility. As consumer habits evolve, however, brands are finding new ways to produce, market and distribute chewing gum products that appeal to even the most health-conscious shoppers.
Want the complete picture of what is coming in 2026? Get the full food trends forecast guide and explore the data, insights, and opportunities driving the industry forward.
The most trending chewing gums
Historians believe that gum-like products have been around for centuries, but chewing gum as we know it first hit the market in the mid 1800s. Since achieving widespread market popularity, several brands of chewing gum have become mainstays in the confectionery space and inspired ongoing innovations in the production, marketing and distribution of chewing gum products.
Today, the chewing gum market features both longstanding consumer favorites, as well as new and innovative takes on this drug store staple. Here are a few examples of chewing gum products that are driving consumer behaviors and shaping the modern chewing gum landscape in 2025 and beyond:
- Functional gums: Across the board, functional ingredients play a role in some of the most popular products in the food and beverage space. In the chewing gum market, products that incorporate caffeine, vitamins, probiotics and other energy-boosting ingredients are making major impressions on curious consumers.
- Sugar-free gum: Sugar-free gum has long been one of the most popular variations on this classic treat. This momentum has continued well into 2025 thanks to consumers’ enhanced awareness of the dental health risks posed by sugary sweets.
- Classic bubblegum revivals: Inspired by other nostalgic candy trends, many brands are rolling out products that lean on classic bubblegum flavors.
- Natural gum: Tastewise data reveals that chewing gum consumers are disproportionately seeking healthy twists on this classic treat. As a result, many brands have rolled out products made from natural plant resins and other organic ingredients rather than relying on additives or artificial sweeteners.
- Dessert-inspired gum: Given consumers’ growing health-consciousness, many brands have leveraged cake trends, cotton candy trends and other dessert trends to provide sweet and indulgent chewing gum flavors that help shoppers curb cravings.
- Fruity fusions: Global and out-of-the-box fruity flavors like watermelon, lychee, passionfruit, blood orange and dragon fruit have all become increasingly popular among novelty-seeking consumers.
- “Hard gum” varieties: Social media has recently shined a spotlight on the “hard gum” trend, which involves consumers chewing tough products with long chew times to help them define their jawlines. While some consumers report positive results using these products, they may pose certain dental risks so it’s important to consult with a professional prior to taking up this habit.
All of these shifts mirror the cross-category influence of larger food trends, especially those related to wellness, nostalgia and creative experimentation.
Chewing gum popularity
While Tastewise data suggests social media discussions about chewing gum are on the decline, the overall market popularity of chewing gum remains fairly consistent around the globe. Mars Wrigley remains the largest producer of chewing gum around the world and owns several well-loved gum brands.
In order to keep up with shifting consumer demands, however, Wrigley and other producers have had to go back to the drawing board and embrace new takes on classic products that emphasize:
- Fresh breath and oral health
- Stress relief and focus
- All-natural ingredients
- Long-lasting, indulgent flavors
- Functional benefits like energy or vitamins
Some chewing gum brands are also revamping their popularity with younger consumers by investing in “performance gum” products that offer energy-boosting capabilities meant to enhance physical and mental longevity. Even in the face of all these advancements, however, nostalgic classics and revival flavors remain popular choices among multiple generations of gum-chewers.
Chewing gum market size
The global chewing gum market has waned slightly in the years following the pandemic, but ongoing innovations are helping bolster worldwide performance. Here are a few fast facts you should know about the global chewing gum market:
- The estimated value of the global chewing gum market was roughly $2.17 billion in 2024.
- Chewing gum sales increased 15% in 2022 and 2023.
- 157 million Americans are expected to consume chewing gum this year.
- A 2019 study revealed that almost 80% of children and adolescents regularly use chewing gum.
- Tastewise data shows that 19% of chewing gum shoppers rank “healthy” as their number one consumer need.
- Sugar-free gum accounts for the largest share of chewing gum social media posts.
While chewing gum sales definitely took a downturn during the pandemic, market research suggests that its popularity has continued to surge as more and more people return to work, school and other social environments where chewing gum is often shared among friends.
Chewing gum consumption by country
Gum consumption and preferences vary significantly by region. Here’s an overview of how popular gum products are in different countries as evidenced by the percentage of the population that reports regularly chewing gum:
- Iran: 82%
- Saudi Arabia: 79%
- United States: 59%
- Spain: 54%
- United Kingdom: 44%
- South Africa: 43%
- Thailand: 16%
As you can see, the popularity of chewing gum ranges widely from country to country. Global flavor variations can help bridge this gap by appealing to the diverse preferences of worldwide shoppers and help make chewing gum a cross-cultural mainstay.
Chewing gum sales
As we’ve discussed, chewing gum sales are on the rise after a substantial, pandemic-fueled decline. Some of the shifts driving this sales increase may include:
- Stronger retail foot traffic
- Flavor innovations
- Limited-edition releases
- Functional product launches
- Online specialty retailers and viral video marketing
- Cross-category momentum linked to larger dessert and candy trends
- Seasonal flavor offerings that build on candy cane trends, candy salad trends and even cocktail trends
By building on longstanding chewing gum trends while incorporating new flavors and ingredients, brands are boosting sales and carving out a space for chewing gum for generations to come.
2026 outlook: What’s ahead
Next year, we expect to see recent momentum in the chewing gum space continue. We will probably see more brands hop on the functional bandwagon to provide healthy, energy-boosting product options to performance-minded consumers. We may also see a bigger push for sustainable and 100% recyclable chewing gum packaging.
With ongoing technological advancements, 2026 may be the year of AI-enhanced chewing gum flavor development and marketing initiatives. Customizable products, tailored digital shopping experiences and other high-tech solutions may usher in a new era of chewing gum products. Similarly, we may see advancements in production yield even more exciting product innovations like hybrid gum/candy products or flavor-shifting varieties.
All of these shifts will help marry the past, present and future and provide versatile and adaptive chewing gum experiences to consumers of all ages. Brands looking to capitalize on this momentum can leverage real-time consumer intelligence data to understand evolving consumer needs and deliver more tailored products and services to gum-chewers around the world.
Final thoughts
The latest chewing gum trends reveal a category that’s reinventing itself through flavor, function and cultural influence. Between wellness-driven innovations and nostalgic sweet flavors, chewing gum is shoring up its place as both a practical daily tool and a playful indulgence.
As creativity and consumer curiosity continue to grow, the gum aisle is poised for even more transformation heading into 2026. With a growing interest in functional, clean-label products as well as innovative, exciting food and beverage experiences, retailers and CPG brands should consider investing in chewing gum products that deliver an ideal blend of nostalgia and innovation.
FAQs about chewing gum
Not currently. While chewing gum sales declined during the pandemic, sales have rebounded significantly in recent years as people have returned to their standard routines.
Many young men are reaching for long-lasting “hard gum” varieties that purport to train and tone their jaw muscles. This trend is centered around aesthetic associations and is rapidly gaining traction on social media thanks to influencer and viral marketing strategies.
Yes! Tropical fruits, nostalgic revivals and dessert-inspired flavors are all making appearances in chewing gum product lines and driving up sales across the board.
Health-conscious consumers are ditching sugary bubblegums in favor of sugar-free, clean-label and functional gum products that support dental health, boost energy and enhance focus.
