April 9, 2025 – The sugar confectionery category has experienced growth over the past five years and is projected to continue growing at about the same rate. Gum sales are projected to decline slowly over the next five years.

One of the biggest challenges facing the category is flat consumption, potentially due to a perception that products are unhealthy or contain too much sugar. Perceptions that gum may be bad for consumers and the environment will also continue to be a challenge. There is an opportunity to build the category both by attracting new users and by creating new occasions to consume by introducing more seasonal or limited edition varieties and new flavor experiences.

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