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Enhanced tanning and hangover cures: Global functional gum market to pass $9bn by 2022

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By Oliver Nieburg+

Last updated on 04-Sep-2017 at 10:22 GMT2017-09-04T10:22:47Z

Functional gum market diversifies 'health benefits' with products such as Wugum's After Party to cure hangovers. Photo: Wugum
Functional gum market diversifies 'health benefits' with products such as Wugum's After Party to cure hangovers. Photo: Wugum

Global functional chewing gum sales are poised for a compound annual growth rate (CAGR) of +4.7% from 2016 to 2022, says Arizton Advisory & Intelligence.

The market research firm has published a report predicting annual revenues of more than $9bn in global functional gum by 2022.

The overall gum market is expected to record a CAGR of +2.3% from 2016  to reach $27.2bn by 2021, according to FoodTrending.

Arizton's report forecasts increased sales for functional gum, particularly in emerging markets in Asia-Pacific (APAC) and the Middle East & Africa (MEA), with steady demand in Europe and North America.

Diet and tanning gums

It expects nicotine and oral health gums will continue to dominate the functional market, but anticipates rising demand in the weight management sub-segment. The intelligence firm adds the market is diversifying.

It highlights Spanish brand Wugum, which produces stevia-sweetened gums from Vitamin C, E, D3 and Lycopene; Beta-carotene fortified gum intended for enhanced tanning; to energy gums and products for sexual rigor and dieting.

Other companies such as Fertin Pharma sell gums for improved vision , while US-brand Bach Flower produces a ‘rescue gum’ containing active ingredients such as impatiens and cherry plum intended for relaxation and dealing with stress.

Revenue breakdown. Source: Arizton

More than oral health

“Chewing gums were invented as a breath refreshing confectionery,” said Arizton in a release.

“However, over a period, manufacturers have introduced a variety of chewing gums in various flavors and additional health benefitting ingredients.

“…Thus, with the addition of innovative elements to chewing gums, manufacturers can increase health benefits for consumers. This will increase the demand for functional chewing gum during the forecast period.”

The research firm added chewing gum had prospects to detect cancer. US firm Volatile Analysis has developed gum it claims detects lung, breast cancer and pancreatic cancer that could be an alternative to blood tests and biopsies.

Scientists can test the gum after chewing to analyze volatile organic compounds unique to each type of cancer.

One of America's fastest growing gum companies, Project7, last year launched its first functional product, Midnight, an energy gum fortified with B Vitamins.

The launch comes amid continued challanges for US gum.

Dollar sales in the overall US gum market (sugarless and sugared) declined -4% to $1.5bn in the first half of 2017, while unit sales dropped -6%, according to IRI data for the 26 weeks ending June 25 (Total US Multi-Outlet w/ C-Store (Supermarkets, Drugstores, Mass Market Retailers, Gas/C-Stores, Military Commissaries and Select Club & Dollar Retail Chains).

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