Chewing gum across Europe
Across the four TGI Europa countries - Britain, France, Germany, and Spain - approaching 50% of adults (aged 15+) use chewing gum. Overall penetration has increased slightly over the past five years, driven by a steady rise in Spain.
French adults are more likely than their British, Spanish, or German counterparts to chew gum, with almost 60% using the product. Sugar-free gum is considerably more popular than regular varieties in all markets except Germany. In Spain, for example, 90% of chewing gum consumers use a sugar-free version.
Across all four markets, the profile of consumers is skewed toward the younger age groups. Typically, 15-24s are around 70% more likely than the average adult to use gum. More than one-quarter of girls of this age group use the product every day, compared to only one-fifth of their male peers.
Attitudinally, those who use chewing gum every day are likely to be image conscious and brand aware. In Britain, daily users aged 15-24 are twice as likely as non-users of the same age to agree that they wear designer clothes, and twice as likely to agree that a designer label improves a person’s image.
