Gum Production Also Plummets in Japan, the "Ggum" Country... Overtaken by Jelly

Rapid Decline After COVID-19
Reversal in Jelly Preferences Among 2030 Generation

The Japanese gum market, once so large it was called the "Gum Kingdom" due to its high production and sales, is rapidly shrinking. Since COVID-19, hygiene concerns have increased resistance to gum, and with alternatives like jelly rapidly emerging, confectionery companies are withdrawing from the gum business altogether, shaking the entire industry landscape.

According to the Nihon Keizai Shimbun (Nikkei) on the 14th, the famous Japanese confectionery company Meiji plans to discontinue sales of its gum "Xylish," launched in 1997, by the end of this month. Xylish, a steady seller containing xylitol, which is effective in preventing cavities, had consistent demand, but Meiji has decided to completely shift its business. Instead of selling gum, Meiji will newly release "Xylish Gummy Crystal Mint," which has the same flavor but a jelly texture.

The reason Meiji made this decision is due to the so-called "gum abandonment" phenomenon, where gum consumption is decreasing in Japan. This trend is spreading throughout the confectionery industry. According to production statistics from the Japan Chewing Gum Association, gum production, which was 46,100 tons in 2004, dropped to 18,950 tons in 2021, a decrease of about 60% over 15 years.

Photo of Meiji's Xylish gum product from Japan. (Photo by Meiji Official Website)

The confectionery industry cites COVID-19 as a major cause. Meiji explained the reason for withdrawing from the business, stating, "Since 2007, sales have continuously declined, and in 2021, sales were down 90% compared to 2007," adding, "After COVID-19, consumers have become increasingly reluctant to chew gum and then spit it out, causing demand to plummet," according to Nikkei.

Generational change also played a role. A PR representative from Japan Lotte, which holds the number one market share in the Japanese gum market, analyzed, "The main consumers of gum were baby boomers," and "As people who used to buy gum and sports magazines at reverse vending machines during their commute retired, demand sharply decreased."

Additionally, the release of various products that can replace gum’s functions such as relieving drowsiness and eliminating bad breath has also had an impact. A Japanese online economic media outlet reported consumer interviews saying, "If you want to freshen your mouth, you can eat mints; if you want to wake up, energy drinks; for bad breath removal, sprays work," adding, "There is no longer a need to chew gum."

The reduced demand has shifted toward the jelly market. According to market research firm Intage, the gum market size in 2021 was 59.3 billion yen, while the jelly market size rose to 63.5 billion yen, marking the first time jelly surpassed gum. Jelly’s popularity, especially among younger generations, is attributed to not needing to find a trash bin to spit into and the variety of shapes and textures available.

Companies are also seeking ways to revitalize the gum market. Japan Lotte has established a "Chewing Research Lab" to promote that chewing gum helps jaw health and prevents cavities. While the industry previously focused on promoting functions like relieving drowsiness and bad breath, recently the emphasis has shifted to highlighting that chewing helps relieve stress.

This content was produced with the assistance of AI translation services.