Chewing gum has long been a staple in the lives of many, from childhood memories of blowing bubbles in schoolyards to the rush of fresh mint after meals. But in recent years, it seems that this once-popular treat is losing its appeal. The once ubiquitous presence of chewing gum in supermarkets, convenience stores, and even at the checkout line is now being overshadowed by a decline in sales. So, why are people, particularly in France, choosing to say goodbye to chewing gum?
A Brief History of Chewing Gum
To understand why chewing gum might be falling out of favor today, it’s helpful to look at its origins. While the modern chewing gum we know today was developed in the United States in the 19th century, its roots actually go back much further. The ancient Mayans chewed the sap from the sapodilla tree, a practice that was later brought to the U.S. in the 1800s by General Santa Anna, who introduced a substance known as “chicle.”
It was Thomas Adams, an inventor in New York, who began experimenting with this chicle, initially trying to turn it into a substitute for rubber. But Adams soon realized that this sticky substance could be transformed into a chewy, sweet treat. By the end of World War II, chewing gum had become a global sensation, largely thanks to American soldiers who shared their gum rations with civilians in Europe and the Pacific. The vibrant colors, sweet flavors, and the thrill of blowing bubbles made chewing gum a symbol of carefree youth and American culture.
Declining Sales and Changing Habits
Despite its rich history, chewing gum sales have taken a serious hit in recent years. In the United States, sales have dropped by nearly one-third between 2020 and 2024, according to data from The Associated Press. France, the world’s second-largest market for chewing gum, has seen a decline of about 21% in consumption between 2010 and 2020, as reported by Le Figaro.
What’s behind this sharp decline in gum chewing? There’s no single factor at play, but a combination of cultural shifts, health concerns, and environmental awareness seems to be driving this trend.
The Pandemic Effect: A Shift in Habits
One significant factor influencing gum consumption has been the COVID-19 pandemic. During lockdowns, people spent more time at home, leading to fewer social interactions. With masks required in many places, chewing gum became less desirable, as the sensation of chewing under a mask wasn’t particularly comfortable. According to a report from Slate, this reduction in face-to-face interactions and the practicalities of mask-wearing caused a dip in the desire to chew gum.
For many, the pandemic also brought on a reassessment of health. People began paying more attention to what they put into their bodies, and gum, with its high sugar content, was often one of the first items to go. While sugar-free gums are widely available, the general association of gum with sugary indulgence still lingers in many consumers’ minds.
The Environmental Factor
Another growing concern is the environmental impact of chewing gum. Unlike other types of trash, chewing gum can take up to 50 years to decompose. Given the rising awareness of sustainability, many consumers are opting to reduce their reliance on products that contribute to pollution. Some studies have even labeled chewing gum as the second most-polluting waste after cigarette butts.
Interestingly, while the gum itself doesn’t biodegrade easily, the wrappers are also often non-recyclable, compounding the issue. As a result, eco-conscious consumers are increasingly steering clear of products that create unnecessary waste.
The Shift to Healthier Alternatives
As attitudes toward health and wellness evolve, many people are opting for alternatives to traditional chewing gum. Mints, breath fresheners, and even healthier snacks that aid digestion or refresh the breath have taken the spotlight. Additionally, the rise of mindfulness and healthier lifestyles has led many to reconsider their snacking habits, opting for options that align more closely with their personal values.
The Future of Chewing Gum
Despite its decline, chewing gum isn’t going anywhere just yet. For some, it will always be a nostalgic treat, evoking memories of carefree days spent with friends. However, the market is likely to continue evolving, as consumers demand healthier, more environmentally friendly, and socially responsible products.
In the meantime, chewing gum companies may need to rethink their approach. Whether that means creating sugar-free options, more eco-friendly packaging, or tapping into new trends in taste and sustainability, the future of chewing gum will depend on how well it adapts to the changing demands of consumers.
For now, it seems that the French—along with many other nations—are chewing less, thinking more, and leaving the gum behind.
