The COVID-19 pandemic had significant effects on the chewing gum market. With lockdowns and restrictions, impulse buying at physical retail stores reduced, impacting sales. However, the demand for chewing gum as a stress-reliever and oral hygiene option remained steady. Online sales and direct-to-consumer channels experienced growth during the pandemic, offering new opportunities for market players. Post-pandemic, recovery and resurgence are expected, driven by economic reopening and pent-up demand. Understanding the pandemic's impact and consumer behavior changes will be crucial for companies to adapt their strategies accordingly.