Cadbury's own research shows global sales of gum are growing at seven per cent a year.
Much of the growth is being generated through product innovation.
Cadbury's new 148,000 square foot research centre in the US is aimed at increasing the company's competitiveness in the segment.
The science and technology centre will employ 150 people and consolidates the company's research in confectionery.
"This state of the art facility brings our Americas region expertise under one roof," said Cadbury's CEO Todd Stitzer.
The centre, based in New Jersey, will be responsible for creating and testing new gum products. Packaging will be tested alongside the evaluation of new flavours.
Cadbury said its research found that consumers in the US were choosing gum for specific benefits including such as fresh breath.
Figures from ACNielson confirm Cadbury's research, showing an upturn in US sales of gum.
Total US chewing gum sales, excluding Wal-Mart sales, stood at $944 million for 2005, up 23 per cent since 2002.
Cadbury's US confectionery foothold, particularly in gum and medicated sweets, was boosted with the purchase of Adams in 2003.
The confectioner paid US group Pfizer $4.2 billion for Adams, which made Cadbury the biggest confectionery group in world.
The company last week received EU clearance to sell its European beverage business to a private equity group, raising over £1 billion.