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Australia Chewing Gum Market Report Overview
The Australia chewing gum market attained a value of USD 222.48 Million in 2025 and is projected to expand at a CAGR of 2.10% through 2035. The market is further expected to achieve USD 273.87 Million by 2035. The Australia chewing gum market is a mature but steadily evolving confectionery category supported by demand for convenient snacking, breath freshening, oral-care benefits, and sugar-free formulations.
Key Market Trends and Insights
- Australian consumers are increasingly being targeted with gums offering oral-care, energy, focus, and wellness benefits, creating new consumption occasions beyond traditional confectionery.
- Key market players in the Australia chewing gum industry are reformulating their classic products to a sugar-free composition, reflecting stronger demand for dental-friendly and lower-sugar options among health-conscious Australians.
- Concerns that people have about using synthetic gum base and plastic-related environmental issues have led the chewing gum manufacturers in Australia to use biodegradable bases, recyclable packing material and environmentally friendly ingredients.
Market Size & Forecast
- Market Size in 2025: USD 222.48 Million
- Projected Market Size in 2035: USD 273.87 Million
- CAGR from 2026 to 2035: 2.10%
- Fastest-Growing Regional Market: New South Wales
The demand in the industry is increasingly shaped by consumers seeking products that combine indulgence with functional benefits. Sugar-free gum is particularly well positioned as Australian oral-health guidance recognizes chewing sugar-free gum as a measure that can help reduce dental decay. So, this trend is not only prompting new health orientated brands but is convincing existing gum manufacturers to optimize their products to the current trends rather than starting from the beginning with a new product.
Australian gum manufacturers are increasingly aiming to grow by making chewing gum more distinctive rather than simply expanding traditional flavors. A strong example is Perfetti Van Melle’s 2025 launch of Mentos Cube in Australia, which introduced a cube-shaped format with bold flavors and a softer texture. The company paired the product with its “Mouth Off” campaign, using social media, experiential marketing, sampling and a large 3D outdoor installation in Sydney to engage Gen Z. This strategy combines product differentiation with high-impact marketing, helping create new consumption occasions and attract younger consumers to a mature category, and boosting the Australia chewing gum market value.
The likely emphasis of innovation among Australian chewing gum manufacturers will be on functional innovation where gum will be utilized as a convenient vehicle for delivery of additional benefits other than freshness. Functional benefits are one of the most prominent areas where product innovation should be focused on in the future. An example of this is the rise of vitamin- and mineral-enhanced chewing gums that show how manufacturers can target consumers looking for everyday well-being products without introducing another supplement into their routines. This could allow manufacturers to work towards the premiumization of gum, attract healthy-minded consumers and generate new consumption occasions, thereby boosting the Australia chewing gum market developments.
Compound Annual Growth Rate
2.1%
Value in USD Million
2026-2035
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Key Trends and Recent Developments
Mars announced that it will make investments worth A$200 million into Australian manufacturing by the end of 2027, adding to A$450 million already spent since 2020. The initiative involves several Australian locations, including the plant Asquith linked to gum production at Mars Wrigley. It is related to boosting the overall capacity, efficiency, innovation, and sustainability efforts. The investment can boost the capabilities of domestic manufacturing and the supply chain of the company, allowing for increased gum production by Mars Wrigley, thereby leveraging trends in the Australia chewing gum market.
Australian media and health experts highlighted concerns about potential microplastic exposure from conventional chewing gum, as synthetic gum bases can contain plastic-derived polymers. The discussion specifically referenced widely consumed brands including Extra, P.K. and Juicy Fruit, while highlighting plastic-free alternatives such as Australian brand Honest Gum. The development could increase consumer attention towards gum-based composition and ingredient transparency. Greater scrutiny could accelerate demand for natural, biodegradable and plastic-free gum, creating differentiation opportunities for smaller Australian manufacturers and encouraging established players to reconsider gum-base technology.
Mars Wrigley Australia committed to investing A$6.5 million in a new production line at the company’s Asquith, NSW, facility in April 2025. This will increase the capacity of gum and mints manufactured at the plant by 60% or more. This is part of the efforts to manufacture Extra sugar-free gums like Spearmint, Peppermint, Intense Mint, White Bubblemint, and Strawberry at the plant. The production line has also been designed using circular packaging technology., thereby bolstering the Australia chewing gum market revenues.
Mars Wrigley Australia announced in June 2024 that the Juicy Fruit and P.K. chewing gum brands will now have sugar-free versions, with no sugar outer shell but with the same flavouring that they traditionally have. The move by the brand was made in response to changing consumer trends, and the health benefits that sugar-free gum has. The reformulation is a major change in the category for two very established brands in the Australian gum category, thus boosting the Australia chewing gum market developments.
Growing Preference For Sugar-Free Chewing Gum
Demand for sugar-free gum is increasing, as consumers in Australia start to consider their sugar intake and oral health. Australian national oral-health messaging has specifically identified sugar-free chewing gum as a product that can reduce dental decay. It enables further growing demand for pellets, sticks, and tabs of sugar-free chewing gum, especially among adult consumers looking for breath-freshening products. Companies can take advantage of this by expanding the offer of xylitol-based and other sugar-free variants, creating a strong message around oral care and communication of functional benefits without leaving the confectionery category. Switching established products into sugar-free versions will allow companies to refresh their portfolio and protect their market share, thus boosting the Australia chewing gum market dynamics and trends.
Functional Gum Is Creating New Avenues For Category Growth
Innovations in Australia show how the gum category is moving away from flavor and freshness to products with some functional benefits. This is exemplified by Mars Wrigley's 2026 launch of Extra Plus with different variants having ingredients like niacin, xylitol and others. Innovation helps to add more value to the product, making it a functional product for daily use and not an impulse purchase confectionery. For companies that enter the Australian market, it is possible to create a product line with functional benefits related to freshness, oral hygiene, energy, focus, relaxation or other permitted benefits of the product, keeping at the same time classic tastes and convenience.
Gen-Z Focused Marketing Is Revitalizing A Mature Category
Younger people are one of the opportunities, as the Australian gum category does not have much room to grow its customer base without attracting new generations of chewers. To this end, Extra from Mars Wrigley uses lifestyle marketing to position the chewing as a quick mental break. Its campaigns of 2026 use humor, social media, and culture-oriented ideas to attract young people to the brand. This will help manufacturers to raise the penetration level of Gen Z and younger millennials using campaigns on TikTok, Instagram, influencers, promotional events, and special editions of flavors and also boost the trends in the Australia chewing gums market.
Domestic Manufacturing Investment Is Strengthening Supply Capability
Domestic manufacturing still has a strategic importance in Australia since high cost of labor, energy and logistics may make domestic manufacturing less competitive. Mars Wrigley invested AUD 6.5 million in its Asquith gum and mints factory, which provided a 60% capacity increase and enabled production of Extra sugar-free flavors domestically. In May 2026, Mars also announced AUD 200 million investments in Australian manufacturing till the end of 2027 for the purpose of increasing capacity, innovation and sustainability of manufacturing. These investments may increase supply chain resilience, reduce dependency on imported goods and provide flexibility to produce new products corresponding to Australian trends.
Sustainability Is Becoming An Innovation Consideration
Growing concern for the environmental impact of ingredients used and packaging of chewing gums becomes relevant to product development. Environmental issues include biodegradability and plastic composition of the gum, as well as functional advantages of chewing gum as the most important innovation consideration. Companies can differentiate their products using recyclable or less material-intensive packages, manufacturing according to the principles of circular design and biodegradable base for the gum. Mars Wrigley's investment in the Asquith plant included use of technology according to circular design principles that will allow eliminating 13 tons of soft plastic per year.
Australia Chewing Gum Industry Segmentation
The Expert Market Research’s report titled “Australia Chewing Gum Market Report and Forecast 2026-2035” offers a detailed analysis of the market based on the following segments:
Market Breakup by Type
- Sugar-Free Chewing Gums
- Unflavoured
- Flavoured
- Sugared Chewing Gums
- Unflavoured
- Flavoured
Key Insight: Sugarless chewing gum continues to become popular in Australia because of increased consumer preference for gum that is associated with freshness and low consumption of sugar. Global companies, like Perfetti Van Melle, which makes Mentos gum, compete alongside other existing sugar-free brands, while Honest Gum distinguishes itself by being made out of natural ingredients, such as xylitol and chicle, in addition to being sugar-free. Honest Gum focuses on its sugar-free formulation that does not include any artificial gum base or sugar substitute. Sugared gum only has relevance as bubble gum and novelty products where taste and enjoyment outweigh health benefits.
Market Breakup by Product Type
- Pellets
- Sticks/Tabs
- Liquid Filled Gums
- Others
Key Insight: Pellets and sticks/tabs continue to be the most prevalent form due to their convenience, portability, and consumer familiarity. The use of small pieces of Mentos Gum from Perfetti Van Melle, along with convenient packaging, is designed to provide consumers with a refreshing treat that is on the go. Honest Gum uses multipack and bulk format to promote habitual consumption among consumers. Mentos Australia has also come up with Mentos Cube Soft Gum, which is a sugarless soft-textured gum available in three flavors. Liquid fill and novelty forms continue to remain the minority products with a different approach towards sensory experiences.
Market Breakup by Distribution Channel
- Supermarkets and Hypermarkets
- Convenience Stores
- Online
- Others
Key Insight: Supermarkets and hypermarkets remain important because they provide extensive shelf visibility and allow consumers to compare flavours, pack sizes and brands. Honest Gum is expanding its reach through direct online sales and bulk packs, including Australia-wide shipping, demonstrating how smaller brands can bypass traditional retail constraints and reach niche consumers directly. Meanwhile, established players such as Perfetti Van Melle benefit from broad retail distribution for Mentos products, while Ferrero's Australian Tic Tac portfolio demonstrates the importance of supermarkets, petrol stations and convenience stores for impulse-led refreshment products. Online channels are particularly valuable for niche, premium and sustainability-led gums, thereby boosting the demand in the Australia chewing gum market.
Market Breakup by Region
- New South Wales
- Victoria
- Queensland
- Australian Capital Territory
- Western Australia
- Others
Key Insight: New South Wales and Victoria remain particularly attractive because of their large consumer populations, dense retail networks and concentration of commercial activity. NSW also has strategic manufacturing importance: Ferrero manufactures Tic Tac at its Lithgow facility, while Mars Wrigley's Asquith operation is an important gum manufacturing site. Victoria has relevance for niche natural-gum brands, with Honest Gum being Melbourne-based and Australian-owned, although its products are produced in Italy. Queensland and Western Australia provide opportunities for convenience-led, portable consumption, while smaller markets can be reached efficiently through supermarket chains, independent retailers and online channels.
Australia Chewing Gum Market Share
By type, sugared gum is expected to remain a meaningful part of the category but should experience slower structural growth
The most common form of chewing gum consumed in Australia is sugar-free chewing gum as a result of the country's strong oral health positioning along with the extensive availability of sugar-free products among leading manufacturers. Mars Wrigley's line of chewing gums under the brand name 'EXTRA Australia' consists mainly of sugar-free products. Furthermore, Perfetti Van Melle's Mentos Gum also produces sugar-free gum. In addition, Honest Gum brings an interesting natural product containing xylitol. Such growth potential is associated with consumers' desire to maintain freshness without consuming regular sugar, which makes this form of chewing gum suitable for everyday and after-meals consumption. Therefore, its growth potential comes not only from health awareness but also because of sugar-free gum becoming the default formulation among branded products, thus boosting the overall Australia chewing gum market development.
Flavoured sugar-free chewing gum represents the category with high growth potential as a result of manufacturers combining reduced-sugar positioning with more diversified taste options. No longer are Australian consumers limited to conventional peppermint and spearmint, rather, portfolios include fruit, berry, and blended flavours. For example, flavoured Mentos Gum manufactured by Perfetti Van Melle and flavoured chewing gum produced by Mars Wrigley under the EXTRA brand offer examples of such diversification of flavours. Moreover, Honest Gum utilises different flavours such as cinnamon and peppermint in order to differentiate its natural products.
By product type, pellets are likely to remain a leading product format because their convenience and portionability
Pellets are the strongest product format in Australia's chewing gum market since they align closely with the country's dominant sugar-free, breath-freshening proposition. Pellet-style gum is particularly suited to resealable bottles and multipiece packs, allowing consumers to carry and consume individual pieces throughout the day. The format also works well for brands such as EXTRA and Eclipse, whose products are positioned around convenient, long-lasting freshness. Globally, pellet and dragee formats benefit from durable flavour release and premium bottle packaging, characteristics that translate well into Australia's convenience-led consumption environment.
The “Others” category, particularly soft-chew and cube-style formats, offers the strongest innovation opportunity as manufacturers attempt to differentiate gum through texture and eating experience. Perfetti Van Melle's Mentos Cube Soft Gum, available in Australia, is a useful example: it combines a cube shape with a softer chew and long-lasting flavour. Such formats depart from conventional pellet or stick expectations and can attract younger consumers looking for novelty. The broader global sugar-free market also identifies soft-chew/cube formats as a faster-growing form category, suggesting that texture-led innovation could become increasingly relevant to Australian manufacturers.
By distribution channel, online retail will likely record faster growth than traditional channels from a smaller base
Supermarkets and hypermarkets remain Australia's dominant chewing-gum distribution channel because they combine high consumer traffic, extensive assortment and frequent grocery replenishment. The huge retail chain provides the space for placement of a number of well-known brands like Mars Wrigley, Perfetti Van Melle, and other brands in individual packages, multipacks, and bottles. Supermarkets and hypermarkets serve as the channel that drives the category due to the accessibility and convenience. The channel is especially beneficial for the distribution of sugar-free chewing gums as it allows consumers to compare different brands, tastes, and package sizes in one place. Price promotions and multi-buy offers motivate consumers to buy several packs of products during their regular visits to the store, thereby propelling the Australia cheiwing gum market revenues.
Online retail is the fastest-growing distribution opportunity because it gives Australian consumers access to a much broader assortment than individual physical stores can carry. This is especially beneficial for niche products including natural, plastic-free, and specialized functional gums with limited shelf space in supermarkets. E-commerce is also suitable for small companies like Honest Gum to reach their customers nationwide without the need for immediate penetration of the mass retail network. E-commerce allows bulk purchases and regular replenishment. Market data on sugar-free gum sales shows that online retail is growing faster than traditional channels.
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Australia Chewing Gum Market Regional Analysis
New South Wales represents one of Australia's most important chewing gum markets because of its large consumer base and strong metropolitan retail infrastructure
New South Wales chewing gum market is the leading regional market due to the fact that the state has a huge consumer base, developed metropolitan retail environment, and concentrated commercial activity in Sydney. At the same time, key developments by major manufacturers in this region is also bolstering growth. Mars Wrigley's Asquith factory is located in NSW, and thus the state is vital to the gum manufacturing process in Australia. Mars' investments have greatly increased local production capacities of gums and mints. The combination of a huge consumer base, well-developed retail and convenient supermarket network, as well as manufacturing infrastructure make NSW competitive in comparison to other regions with a much smaller number of consumers.
Western Australia chewing gum market represents an attractive growth market because its geographic separation from Australia's eastern manufacturing centres creates a strong need for efficient retail and digital distribution. Perth provides the largest concentrated consumer base, while online grocery and major supermarket networks help manufacturers overcome the state's long distances between population centres. Sugar-free and portable gum formats are particularly suited to convenience-led purchasing and on-the-go consumption. The opportunity is less about creating a completely different regional product and more about improving availability, ensuring consistent distribution and using multipacks or online replenishment. This makes WA a potentially attractive expansion market for established brands and niche producers alike.
Competitive Landscape
The market is relatively concentrated, with Australia chewing gum market players like Mars Wrigley holding a particularly strong position through Extra, Eclipse, Juicy Fruit, Airwaves and P.K. Perfetti Van Melle provides significant competition through Mentos and Mentos Gum, using flavour variety, sugar-free formulations and distinctive formats to strengthen consumer appeal. Honest Gum competes from a smaller, premium niche by emphasising natural chicle gum base, xylitol, plastic-free positioning and ingredient transparency. Ferrero participates more broadly in the adjacent breath-freshening confectionery space through Tic Tac, while Australian manufacturers such as Ferndale Foods contribute to local confectionery production.
Australia chewing gum companies are trying to create new consumption opportunities in connection with the fresh experience, oral care, portability and wellness benefits associated with chewing gum. Functionality innovation is proving to be an important trend on the global front, although recent Extra Plus introductions should not be marketed as being Australian launches. Marketing aimed at youth, unique flavors and innovation in format continue to be important for reaching younger consumers, and sustainability is gaining importance as a competitive factor. This becomes especially true in light of the increasing scrutiny surrounding artificial gum bases and plastics.
Mars, Incorporated
Founded in 1911 and headquartered in McLean, Virginia, USA, Mars, Incorporated is the leading chewing-gum participant in Australia through Mars Wrigley. Its Australian portfolio includes Extra, Eclipse, Juicy Fruit, Airwaves and P.K. Mars has a substantial local manufacturing footprint, including its Asquith, NSW facility. The company is strengthening Australian production capacity while expanding sugar-free and convenience-oriented gum offerings.
Ferrero International S.A.
Founded in 1946 in Alba, Italy, and headquartered in Alba, Piedmont, Italy, Ferrero participates primarily in Australia's adjacent breath-freshening confectionery segment through Tic Tac, rather than conventional chewing gum. Tic Tac is manufactured at Ferrero's Lithgow, NSW facility and is available in mint and fruity variants. Ferrero entered Australia in 1974, establishing a long-standing local confectionery presence.
Perfetti Van Melle Group B.V.
Perfetti Van Melle was formed in 2001 through the merger of Italian Perfetti and Dutch Van Melle and has its registered headquarters in Amsterdam, Netherlands. Its Australian chewing-gum presence centres on Mentos Gum, including sugar-free varieties. The company competes through recognisable Mentos branding, refreshing flavours, distinctive shapes and texture-led formats. Mentos Gum represents the group's direct challenge to Australia's dominant Mars Wrigley portfolio.
Honest Gum
Honest Gum was established in 2014 by founder Marie after she identified a gap in Australia's market for natural chewing gum. The Australian brand focuses on plastic-free, sugar-free gum made with sustainably harvested natural chicle, derived from Mexican sapodilla-tree sap. Its strategy centres on ingredient transparency and sustainability rather than competing with multinational brands on scale, targeting environmentally conscious consumers seeking an alternative to conventional synthetic gum bases.
Other key players in the Australia chewing gum market include Ferndale Foods Australia, among others.
*Please note that this is only a partial list; the complete list of key players is available in the full report. Additionally, the list of key players can be customized to better suit your needs.*
Key Features of the Australia Chewing Gum Market Report
- Quantitative analysis of Australia chewing gum market size and forecast through 2035.
- Comprehensive segmentation by type, product format, distribution channel and region.
- Assessment of major trends shaping the Australia chewing gum market trends 2025.
- Analysis of competitive strategies, product innovation and company developments.
- Regional assessment identifying leading markets and emerging growth opportunities.
- Actionable insights supporting market-entry, investment and product-development decisions.
Why Choose Expert Market Research?
- Access structured, data-driven insights tailored to the Australian confectionery landscape.
- Understand evolving consumer preferences, competitive dynamics and product innovation opportunities.
- Evaluate market opportunities using detailed segmentation and regional analysis.
- Support strategic planning with credible forecasts and industry-specific intelligence.
- Identify emerging trends before they materially influence competitive positioning.
Call to Action
Explore the Australia chewing gum market trends 2026 and gain deeper insight into market opportunities, competitive dynamics and regional performance. The Australia chewing gums market forecast report provides valuable information for manufacturers, investors, retailers and distributors assessing future growth. Download the sample report to access detailed market estimates, segmentation, competitive analysis and strategic insights for the Australia chewing gum market.
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*While we strive to always give you current and accurate information, the numbers depicted on the website are indicative and may differ from the actual numbers in the main report. At Expert Market Research, we aim to bring you the latest insights and trends in the market. Using our analyses and forecasts, stakeholders can understand the market dynamics, navigate challenges, and capitalize on opportunities to make data-driven strategic decisions.*
Key Questions Answered in the Report
The market was valued at USD 222.48 Million in 2025.
The market is projected to grow at a CAGR of 2.10% between 2026 and 2035.
The revenue generated from the chewing gum market is expected to reach USD 273.87 Million by 2035.
The chewing gum market is categorised according to product type, which includes pellets, sticks/tabs, liquid-filled gums, and others.
The key players are Mars, Ferrero International S.A., Perfetti Van Melle Group B.V, Honest Gum, and Ferndale Foods Australia among others.
Based on the distribution channel, the market is divided into supermarkets and hypermarkets, convenience stores, online and others.
The market is broken down into New South Wales, Victoria, Queensland, Australian Capital Territory, Western Australia, and others.
Key challenges include limited scope for new consumers, intense competition, rising input and import costs, concerns over artificial sweeteners and plastic-based gum, sustainability pressures, regulatory compliance, and limited product differentiation in a mature category.
Key strategies include expanding sugar-free and reduced-sugar portfolios, introducing new flavours and formats, developing functional and wellness-oriented products, strengthening convenience and e-commerce distribution, using youth-focused digital marketing, investing in automated local manufacturing, and differentiating through natural gum bases and sustainable packaging.
Report Summary
Explore our key highlights of the report and gain a concise overview of key findings, trends, and actionable insights that will empower your strategic decisions.
| REPORT FEATURES | DETAILS |
| Base Year | 2025 |
| Historical Period | 2019-2025 |
| Forecast Period | 2026-2035 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
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| Breakup by Type |
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| Breakup by Product Type |
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| Breakup by Distribution Channel |
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| Breakup by Region |
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| Market Dynamics |
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| Competitive Landscape |
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| Companies Covered |
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