Gum’s bubble burst during the COVID-19 pandemic, when masks and social distancing made bad breath less of a worry and fewer people spent on impulse buys. The number of packages of gum sold dropped by nearly a third in the United States in 2020, according to Circana, a market research firm.
Chicago-based Mondelez, which makes Oreos and Cadbury chocolates, said it wanted to shift resources to brands with higher growth opportunities. Dan Sadler, a principal for client insights at Circana, has noticed generational differences in gum chewing. Fedorchenko remembered talking to a nurse in a hospital COVID-19 ward who chewed gum to calm herself even though she always wore a mask. The nurse’s habit meshed with studies by Mars that showed half of chewers reached for gum to relieve stress or boost concentration.
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