Gum caters to consumers' well-being, overall health

After recording stagnant figures recently, the gum category reported a relatively positive 12-year period of growth this June. From innovations to a commitment to consumers' well-being, producers have noticed myriad factors that contributed to the category's newfound confidence. Overall, gum sales surged to $4.1 billion for the 52-week period ending June 14, 2026, according to data from Circana. A 7.3% upturn when compared to the previous year, the overall figure indicates a potential comeback for the category. Additionally, both subcategories (sugarless and regular gum) reported dollar sales increases of 8.2% and 1%, respectively. Leaders of the sugarless gum category—which had $3.7 billion in dollar sales—included the following: Church & Dwight Co. and The Pur Co. reported growth as well, their dollar sales expanding considerably (by 172.8% and 30.3%, respectively), further showcasing positive trends. Credit: Mars Snacking The regular gum category's dollar sales were $476.8 billion. Leaders included: Mars Wrigley: $266.9 million, a 3.7% upswing Concord Confections: $86.3 million, a 2% reduction Hershey: $54.1 million, up 12.5% Each remaining ranked player had a wide range of results. For instance, Iconic Candy LLC's dollar sales rose to $4.7 million, resulting in a substantial increase of 395.4%. Meanwhile, Chicles Canels' dollar sales declined by 38.3%, dropping to $5.1 million. Looking back While reflecting on the past year, Shimrit Lev, co-founder of Sweet Victory Gum, considers it to be a 'very important' period for the company. Not only did the producer's sales rise, but it also entered new countries and signed new distribution agreements. Credit: Sweet Victory Gum As co-founder, Lev was especially pleased to notice more consumers understanding Sweet Victory Gum's overall concept, saying 'more people are looking for simple products that help them reduce sugar without feeling like they have to give something up.' Liquid Core Gum leaders report being satisfied with the past 12 months; representatives from Neuro said it was their best year yet. Gerrit J. Verburg Co. noticed a sales upturn too, as it added Mini Mini gum to Walmart's Nostalgia set. Its vintage brands—including Beemans, Black Jack, and Clove—also remain very popular. Credit: Liquid Core Gum Co. The nostalgia trend is steadily increasing, in fact. Gerrit J. Verburg's VP of Sales Joe Foguth believes nostalgia is appealing to every age group. 'Younger consumers are drawn to the retro packaging and unique flavors, while older consumers are excited to find the same gum they've been chewing for years,' he explains. 'It's not often that you have a product that connects with multiple generations.' Liquid Core Gum Co. Founder and CEO Troy Widgery believes consumers are becoming more knowledgeable about functional ingredients. Brian Evangelista, CCO of Neuro, agrees, adding the company's Energy & Focus Gum lineup especially stands out—its lineup's ingredients and convenience have resonated with consumers, as they seek to boost their mental energy more healthily. Likewise, Sweet Victory Gum continued to gain momentum as consumers sought gum they could enjoy while simultaneously diminishing their sugar cravings. 'The biggest challenge is education. Most people never thought that chewing gum could have a real functional benefit,' Lev says, while discussing her company's usage of organic gymnema, a natural plant leaf. 'When they first hear about reducing sugar cravings with chewing gum, they're naturally skeptical. Once they try it, it's much easier. But creating awareness takes time.' Credit: Sweet Victory Gum Nassau Candy is also focusing on consumers' health, while providing numerous sugar-free gum brands. Aside from these options, the company has fulfilled another preference: bright colors. With 17 SKUs, its Clever Candy Single-Color Gumball Collection ranges in color from red and green to unique choices such as gold, light pink, and silver. Flavors vary as well, from apple to banana to blue raspberry, according to Dana Rodio, director of marketing and brand strategy for Nassau Candy. 'Enjoyment, engagement, and presence' have also been key factors for Mars Snacking North America. Fernando Rodrigues, marketing VP, has observed a rise in demand for 'bold flavors and experiences that bring excitement to familiar habits.' With this in mind, the company is determined to demonstrate gum's relevance, while 'driving excitement around the category,' too. Credit: Mars Snacking Another new product, Sours by Extra, offers sweet and sour flavors, allowing consumers to 'experience gum in a more flavorful and expressive way,' Rodrigues says. 5 Gum Evolution was also recently released, providing a change in flavors, from sour to berry flavor, '[pushing] the boundaries of what gum can deliver and [creating] experiences that keep consumers engaged.' Neuro recently launched its Watermelon Energy & Focus Gum, which features L-theanine, B vitamins, and natural caffeine. 'As consumers increasingly seek convenient, on-the-go energy solutions, we want to continue to redefine the gum category with functional products that combine cognitive wellness benefits with trend-forward flavors,' Evangelista says. Similarly, Lev sought to extend Sweet Victory Gum's functional ingredient platform, enabling it to be used in more products down the road. The company has expanded flavors and packaging formats, ensuring they're designed for more markets and sales channels. Functional ingredients are vital for Liquid Core Gum Co., too. The company recently created GFX Energy Gum, proving functional gums aren't just a trend; they're likely here to stay. 'It took 20 years of patiently waiting, but our vision of the functional gum category has taken off,' Widgery emphasizes. Looking ahead Since consumers will likely focus on health and wellness well into the future, Rodio believes gum will 'continue to come back into focus' in the general public. Gum is portion controlled, after all, and viewed as a 'permissible indulgence,' in Rodio's opinion, checking 'all the boxes for today's lifestyle demands.' According to Rodrigues, functional benefits will remain a primary focus, as will 'bold flavors and experiences.' Consequently, Lev says gum has 'much more potential than people realize.' Consumers aren't just looking for 'everyday products'—they're seeking 'products that have a purpose.' 'We'll see many more functional gums in the coming years because gum is already part of people's daily routine,' Lev states. Credit: Gerrit J. Verburg Co. Taste isn't all consumers are searching for, according to Evangelista. They also want to 'support their energy, focus, and overall wellness' as conveniently as possible. While doing so, they'd rather not buy a drink or supplement all the time either. 'That creates a lot of opportunity for functional gum,' he explains. 'Functional snacking isn't slowing down. I think we'll continue to see demand for products that fit seamlessly into busy, everyday routines.' Rodio adds more gums with functional ingredients will become available in the coming months and years, especially caffeine, which 'continues to grow in popularity. It's a great way to support consumers' energy and focus.' Since consumers are becoming more conscious about their products, Lev is noticing a demand for fewer artificial ingredients—the more natural, the better. The more science and research that's implemented into each product, the better as well. Foguth is witnessing a steady rise in cleaner ingredient labels and sugar-free products in the category. In particular, GLP-1 medication increases are having a positive impact. He's seen firsthand that consumers on these medications are interested in purchasing something to chew and freshen their breath—without boosting their calorie and sugar intake. With demand for healthier products rising (and MAHA regulations leading companies to provide healthier products), companies like Neuro are consistently being inspired to innovate. Although it can't discuss upcoming products yet, Neuro is very optimistic about the future. Credit: Gerrit J. Verburg Co. 'We're excited about what's ahead, including the potential for new flavor experiences, alongside continued innovation, focused on delivering functional benefits consumers can enjoy on the go,' Evangelista says. Due to functional confectionery's ever-increasing popularity, Sweet Victory Gum is preparing to release more formats, aside from chewing gum. 'Our goal is to develop enjoyable products that help people build healthier habits without making life more complicated,' Lev notes. 'We're still in development, so it's too early to share details, but we're excited about what's coming. Functional confectionery can become part of everyday life for millions of people.' Innovation remains a main priority for Mars Snacking, as the company is just as focused on its upcoming product releases as it is on marketing initiatives. According to Rodrigues, innovation is showcased not only in its products, but also in how its brands 'show up in culture through creative partnerships, memorable consumer experiences, and storytelling that keeps gum relevant in new ways.' 'We'll continue to bring our brands to life in ways that resonate with existing fans, while also recruiting the next generation of gum consumers,' Rodrigues says. In preparation for Gerrit J. Verburg's Mini Mini gum lineup's new flavors, set to launch in 2027, Foguth hasn't lost sight of what matters most. He thinks companies should be committed to creating new memories for consumers and helping them relive old memories. Above all else, it's all about the consumer experience. 'At the end of the day, gum makes people smile,' he concludes. 'It's rewarding to keep these brands alive so new generations can enjoy them—and longtime fans can continue making memories with them.' 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