Gum is seeing small value growth in Greece in 2025, with volume in a slightly negative slump. Overall, however, gum is cited as a fairly popular snack in the country, often purchased from supermarkets on a weekly basis, alongside consumers’ grocery shopping. There is also innovation in the category, such as new flavour options and no/low sugar variants, as well as functional products with added vitamins. Such new product developments align with consumer demand for “healthier” and functional snac

In 2025, gum sales in Croatia are set to see continued growth in current value terms, although this will be primarily due to price increases rather than higher consumption. While the gum continues to benefit from impulse-driven purchases and strong in-store visibility, the market is approaching maturity. The increase in unit prices reflects broader inflationary pressures and rising production costs, which are being passed onto consumers.

Gum in Kenya in 2025 is expected to register positive current value growth, though volume growth is expected to be muted. Chewing gum accounts for most value sales and is also expected to register the higher value growth, driven by its benefits as a breath freshener among adults. Compared to bubble gum, which relies more heavily on novelty and impulse, chewing gum has more consumption occasions and is consumed regularly. In addition, chewing gum is often consumed along with khat, as it masks the

Gum is expected to register moderate current value growth, though volume sales remain static, partly due to continuing population decline. Chewing gum continues to account for most value sales and is also expected to register the highest value growth. Breath freshening is one of the key drivers of sales of gum, and this boosts sales for chewing gum rather than bubble gum.

While gum is expected to register moderate current value growth in North Macedonia in 2025, volume growth is expected to fall marginally, partly due to continuing population decline. Chewing gum continues to account for most value sales and is also expected to register the highest value growth. Breath freshening is one of the key drivers of sales of gum, and this boosts sales for chewing gum rather than bubble gum.

Sales of gum have seen mid-single digit growth in current value terms in 2025 with more occasions for usage among consumers. With remote working arrangements gradually being phased out or workers shifting to a hybrid arrangement, consumers are spending more time outside, commuting or with other people. This is helping to boost demand with consumers often buying gum to keep their breath fresh in social environments, especially in the workplace where they may be frequently communicating with colle

Value sales of gum in Nigeria are expected to record double-digit growth in 2025, with retail volume sales also showing a moderate increase. This positive performance reflects an improvement over the challenging conditions of 2024, and the review period overall, during which sharp increases in unit prices and persistently high inflation significantly weakened consumer purchasing power. In 2024, the average unit price of gum rose by nearly 80%, driven largely by the depreciation of the local curr

Volume sales of gum in Romania are expected to continue growing in 2025, reflecting the ongoing impact of the full removal of COVID-19 restrictions in March 2022. Increasing amounts of time spent outside the home, the return of group socialising and the resumption of business meetings have helped to revive gum’s social role - particularly as a breath freshener. Additionally, while inflation remains relatively high, the low unit price of gum minimises the impact on consumer spending.

While gum is expected to register healthy current value growth in in Uruguay in 2025, volume growth is expected to be minimal. There are several reasons for the muted volume sales. One being that with more people working from home post pandemic, there is not the same demand, as consumers often consume gum in the office as a breath freshener. However, gum also increasingly has a bad reputation, and is seen as bad for dental health, especially those that are high in sugar. Its non-biodegradable pr

In 2025, gum in Saudi Arabia experienced a significant rise in retail current value terms, increasing by 6% to reach SAR1.2 billion. This growth can be attributed to the enduring consumer emphasis on personal freshness and social confidence, which remain pivotal factors in daily routines across the Kingdom. The fast-paced nature of urban life and Saudi lifestyles further bolstered the demand for convenient, on-the-go products, positioning gum as an essential item. Its affordability and widesprea

Current value and volume sales of chewing gum continue to rise in 2025, albeit at a slower pace than the previous year of the review period. This growth is primarily driven by an increase in consumption occasions, as local consumers dine out more frequently post-pandemic.

There is expected to be a slight fall in volume sales of gum in Serbia in 2025. Several factors drive the decline. Gum has an increasingly bad reputation, both in terms of its non-biodegradability, as well as its impact on dental health, especially those offerings that are high in sugar. As such, consumers are seeking healthier snacks. Continuing population decline, as well as further price rises, also dampen volume sales. Chewing gum accounts for most value sales and also registers the highest

Gum in Taiwan is undergoing a structural transformation, marked by a trend of rising value but declining volume in 2025. This phenomenon is not only linked to the impacts of COVID-19 but also reflects a deeper shift in consumer perceptions of the role and value of chewing gum. During the pandemic, widespread mask-wearing and social distancing significantly reduced consumers’ reliance on breath-freshening products, leading to a sharp drop in gum sales. Although retail activity and outdoor interac

In 2025, flavour options for gum in Guatemala remain limited to mint, bubble gum, and fruit varieties. However, there is potential for growth through flavour innovation. Manufacturers could attract more consumer interest by introducing gum inspired by popular soft drinks or sugar confectionery. While core flavours like mint, bubble gum, and fruit are expected to remain dominant, slight expansion in the flavour range is anticipated. Seasonal limited-edition offerings and new flavours that mirror

Value sales of gum in Slovakia recorded further value growth in 2025. The category strongly benefited from price inflation, which pushed unit prices up despite the VAT reduction from 20% to 19%. The introduction of new taxes and low consumer confidence meant that consumers remained cautious with their spending, with gum being no exception.

Gum in Uzbekistan is poised to demonstrate buoyant growth in both volume and current value terms in 2025. With a large, youthful population, a growing middle class, and increasing urbanisation, the country offers an attractive and expanding market for gum brands, which continue to broaden their presence.

Sales of gum have seen stronger growth in 2025 compared to the previous year as impulse and functional consumption has rebounded alongside increased mobility and urban footfall. Functional positioning around dental hygiene and freshness remained strong, supported by on-the-go snacking occasions. The impact of inflation on other areas of the market has also reinforced gum's appeal as a low-cost discretionary treat.

Value sales of Gum in Peru are set to increase in 2025, primarily driven by price increases. Although these were lower than in the previous year, gum remained one of the categories with the highest price hikes. In volume terms, sales remained largely unchanged compared to 2024, indicating that consumption levels have yet to return to their pre-pandemic norms. The significant price rises in recent years have clearly impacted consumer behaviour, with many opting to reduce their gum consumption or

Gum in Sweden witnessed steady value growth in 2025, driven by rising unit prices and the maturity of this category. Volume sales slowed down slightly, partly due to strong competition from functional mints, with a number of new launches being marketed as an alternative to gum in 2025. For example, Cloetta Sverige introduced Mynthon Zip Mints, a sugar-free mint promising an immediate refreshing effect with mint and salty liquorice flavours. Nonetheless, gum brings several other oral health benef

Value sales of gum are increasing in Ukraine in 2025. Within the category, chewing gum continues to outperform and remains the principal driver of overall sales, whereas bubble gum is falling in volume terms. Bubble gum has, however, registered value growth - a consequence of high inflation rather than underlying demand.

Gum is showing resilience in Egypt in 2025, in both value and volume terms, albeit with value notably stronger than volume growth. This positive trajectory is despite an increase in prices, which has primarily been driven by rising costs of raw materials like sugar and higher fuel prices, impacting production and transportation. Despite these price hikes, gum remains an affordable treat for a significant portion of the Egyptian consumer base, ensuring consistent demand and contributing to overal

Gum in Estonia is set to show a substantially improved performance in current value growth terms in 2025. While this is mainly due to price hikes imposed to cover still-elevated manufacturing and import costs, the category is also expected to record a lower rate of decline in retail volume sales than in 2024. Overall demand has picked up somewhat thanks to a nascent recovery in consumer confidence and spending facilitated by the gradual easing of domestic inflationary pressures. Gum products hav

While current value sales is expected to increase moderately for gum in Latvia in 2025, volume sales is expected to fall slightly. This is due to both continuing population decline, as well a slight increase in inflation, which is expected to further dampen volume sales. However, gum also increasingly has a bad reputation, and is seen as bad for dental health, especially those that are high in sugar. Its non-biodegradable properties are also seen as a negative. All these factors are expected to

Retail value sales of gum in New Zealand have seen stable growth in 2025, underpinned by price normalisation after the previous year’s inflationary peak. Market growth reflects a return to pre-pandemic behavioural patterns, with consumer demand stabilising as daily routines involving oral care and social engagement resume. In particular, the revival of face-to-face interactions, such as office attendance, socialising, and domestic travel, has prompted a growing number of consumers to incorporate