Chewing gum, which has become outdated, sees its sales fall
Chewing gum is very popular and has been so for thousands of years.
For a long time, chewing gum has been a faithful companion on train or car journeys and during long waits at the airport. But its popularity is plummeting. According to research firm Euromonitor International, global sales in 2024 are down 14% compared to 2019, the pre-Covid period. And over 10 years, the decline has reached 20%, the NZZ reported on Tuesday.
The lack of interest is such that Mondelez, the American consumer goods giant, withdrew from the market two years ago, selling its iconic brands such as Stimorol, Trident, and Hollywood to the Italian group Perfetti Van Melle. But the decline continues.
There are many reasons. With teleworking, many have lost the habit of chewing. There's no longer any need to worry about whether your breath smells fresh when you're on a video conference. Another reason: the decline in the number of smokers. There's no longer any need to cover up the smell of cigarettes with flavored gum.
And those who still smoke are increasingly preferring flavored and discreet nicotine mini-pads, which are slipped between the lip and gum. In fact, market leader Philip Morris saw a 28% increase in demand for this product in 2024. And in the first quarter of 2025 alone, growth reached 53%.
Another problem: chewing gum has become unfashionable among young people, even though they were heavy consumers for a long time. It's impossible to find a single video on TikTok dedicated to "chiclette." The ad has also disappeared.
Because the connected generation prefers to surf the web on their mobile phones. A phenomenon observed by Coop, one of the main retailers in Switzerland. It confirms a "smartphone trough." In short: people spend so much time on their phones that they no longer think about chewing to keep themselves occupied or relieve their nerves.
Chewing gum has ancient origins: the Mayans already chewed sapodilla sap, called chicle. In the 19th century, this habit reached the United States, where the first commercial chewing gum was launched. It became popular during World War II thanks to American soldiers. In the following decades, it became a staple of pop culture, particularly among young people. With its bubbles, varied flavors, and "cool" image, chewing gum became a symbol of modernity—before gradually falling out of favor in the 21st century.
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