The consumer industry continues to be a hotbed of innovation, with activity driven by taste, convenience, health and wellness,  and environmental sustainability, as well as the growing importance of personalised nutrition, alternative proteins, and food waste reduction. In the last three years alone, there have been over 450,000 patents filed and granted in the consumer industry, according to GlobalData’s report on Innovation in Consumer: Chewing gum compositions. Buy the report here.

However, not all innovations are equal and nor do they follow a constant upward trend. Instead, their evolution takes the form of an S-shaped curve that reflects their typical lifecycle from early emergence to accelerating adoption, before finally stabilising and reaching maturity.

Identifying where a particular innovation is on this journey, especially those that are in the emerging and accelerating stages, is essential for understanding their current level of adoption and the likely future trajectory and impact they will have.

40+ innovations will shape the consumer industry

According to GlobalData’s Technology Foresights, which plots the S-curve for the consumer industry using innovation intensity models built on over 110,000 patents, there are 40+ innovation areas that will shape the future of the industry.

Within the emerging innovation stage, hydrogel dressings, dextrin-based compositions, and nicotine extraction are disruptive technologies that are in the early stages of application and should be tracked closely. Artificial sweeteners, e enzyme fortified cocoa products, and glycoside-based sweeteners are some of the accelerating innovation areas, where adoption has been steadily increasing. Among maturing innovation areas are anabolic muscle supplements and botulinum toxin,

Innovation S-curve for the consumer industry

Chewing gum compositions is a key innovation area in consumer

Chewing gums are mouth-refreshing confectioneries, which often comprise sweetening compositions, food-grade acid compositions, cooling agents, and flavouring agents, particularly essential oils (EOs) of herbal plants. Chewing gum can be a functional food having significant short-term impact on oral hygiene. Patchouli cablin (PC) EO is used in chewing gums and bubble gums to improve flavour and perform antibacterial action by assisting the killing of germs associated with poor breath and masking mouth odour.

GlobalData’s analysis also uncovers the companies at the forefront of each innovation area and assesses the potential reach and impact of their patenting activity across different applications and geographies. According to GlobalData, there are 40+ companies, spanning technology vendors, established consumer companies, and up-and-coming start-ups engaged in the development and application of chewing gum compositions.

Key players in chewing gum compositions – a disruptive innovation in the consumer industry

‘Application diversity’ measures the number of different applications identified for each relevant patent and broadly splits companies into either ‘niche’ or ‘diversified’ innovators.

‘Geographic reach’ refers to the number of different countries each relevant patent is registered in and reflects the breadth of geographic application intended, ranging from ‘global’ to ‘local’.

Patent volumes related to chewing gum compositions

Company Total patents (2010 - 2021) Premium intelligence on the world's largest companies
Mondelez International 324 Unlock company profile
Roquette Freres 133 Unlock company profile
Perfetti Van Melle Group 100 Unlock company profile
Kraft Heinz 93 Unlock company profile
Lotte 91 Unlock company profile
Suddeutsche Zuckerrubenverwertungs-Genossenschaft eG 70 Unlock company profile
Cargill 62 Unlock company profile
Ingredion 47 Unlock company profile
Firmenich International 41 Unlock company profile
Symrise 40 Unlock company profile
Givaudan 32 Unlock company profile
Philip Morris International 26 Unlock company profile
International Flavors & Fragrances 23 Unlock company profile
Newtree 22 Unlock company profile
Gumlink Confectionery Company 22 Unlock company profile
EPC Natural Products 21 Unlock company profile
San-Ei Gen F.F.I. 21 Unlock company profile
Procter & Gamble 19 Unlock company profile
Takasago International 18 Unlock company profile
Pfizer 18 Unlock company profile
Conagen 17 Unlock company profile
Tate & Lyle 16 Unlock company profile
Iaf Science Holdings 16 Unlock company profile
Martin Bauer 14 Unlock company profile
Corbion 10 Unlock company profile
Altria Group 10 Unlock company profile
British American Tobacco Plc 10 Unlock company profile
Vitalgaia Espana 10 Unlock company profile
Archer Daniels Midland 9 Unlock company profile
BioGaia 9 Unlock company profile
4Life Research USA 8 Unlock company profile
GSK plc 7 Unlock company profile
Royal DSM 7 Unlock company profile
Kao 6 Unlock company profile
Per Os Biosciences 6 Unlock company profile
Nestle 6 Unlock company profile
Pasenture 6 Unlock company profile
Fermbiotics Holding 5 Unlock company profile
Meiji Holdings 5 Unlock company profile
GSK Consumer Healthcare 5 Unlock company profile
Tereos 5 Unlock company profile
Visiotact Pharma 5 Unlock company profile
Laboratorios Miret 5 Unlock company profile
Gerda and Victor B Strand Holding 5 Unlock company profile

Source: GlobalData Patent Analytics

Mondelez International is one of the leading patent filers in chewing gum compositions. Some other key patent filers in chewing gum compositions are Roquette Freres, Perfetti Van Melle Group, Kraft Heinz, and Lotte. Recently, Mondelez has launched the Sour Patch Kids gum, which has a crunchy, candy-like outer shell that changes into a sour, then sweet, and juicy chew. Sour Patch Kids gum is a new flavour-packed, sugar-free chewing gum.

In terms of application diversity, Conagen leads the pack. GSK and Martin Bauer stand in the second and third positions, respectively. By means of geographic reach, IAF Science Holdings hold the top position, followed by BioGaia and San-Ei Gen.

Due to the existence of several local, national, and worldwide sellers, the chewing gum composition market is fragmented. In order to compete in the industry, vendors are using growth techniques that are both organic and inorganic. Vendors must choose their product offerings through distinct and obvious value propositions to survive and prosper in such a competitive climate.

To further understand the key themes and technologies disrupting the consumer industry, access GlobalData’s latest thematic research report on Consumer.

Premium Insights


The gold standard of business intelligence.

Blending expert knowledge with cutting-edge technology, GlobalData’s unrivalled proprietary data will enable you to decode what’s happening in your market. You can make better informed decisions and gain a future-proof advantage over your competitors.


GlobalData, the leading provider of industry intelligence, provided the underlying data, research, and analysis used to produce this article.

GlobalData’s Patent Analytics tracks patent filings and grants from official offices around the world. Textual analysis and official patent classifications are used to group patents into key thematic areas and link them to specific companies across the world’s largest industries.