GLP-1 drugs may be a breath of fresh air for gum

As it turns out, all the wonder weight loss drugs have some side effects that fall in the annoying-embarrassing spectrum.

These drugs (in particular, the active ingredient semaglutide) are wreaking all manner of havoc on users’ appearance (oof, the irony). Just to be clear, I am not crapping all over these drugs. They have proven to be incredibly effective for what they were originally intended to be used for and still are: managing type 2 diabetes, and now for weight loss. The weight loss dosage is slightly higher and often off-label, so the full extent of side effects may not yet be known. 

For now, let’s focus on what we do know.

Side-effect spit-take

It started when “Ozempic face” became a major talking point a couple of years ago. Users saw that the face took on a gaunt appearance and amplified the signs of aging, like wrinkles and sagging skin. This is because semaglutide works on fat across the body, including the face. This hollowed-out appearance is not uncommon among people who lose a lot of weight rapidly.

More recent reports highlight oral health issues – dry mouth, bad breath, and tooth damage – from those on the drugs. Ozempic breath, if you will. No one’s calling it that yet, let's see if it sticks!

• GLP-1 drugs have been found to reduce saliva production, which can lead to dry mouth. They also affect areas in the brain responsible for thirst, reducing users’ water intake, which further reduces saliva production. Saliva may even become thick and frothy, and the tongue could become sticky

• Another side effect is halitosis, which can probably be linked to lowered saliva production. This is fertile ground for bacteria that contribute to bad breath and cavity formation to grow. Certain types of such bacteria spur the production of volatile sulfur compounds, which cause the odors linked to halitosis.

• Semaglutide slows the digestion process, and this can lead to a lot of major issues like bloating, nausea, and vomiting. Repeated vomiting can impact the teeth since stomach acid can erode the enamel. The back surface of the teeth is likely to see the most damage, which is not even visible. Vomiting also reduces water content in the body, taking us back to reduced saliva production. Saliva helps neutralize stomach acid and also helps form a thin layer that protects the teeth.

A sticky situation

Speaking of bad breath, chewing gum sales kinda stink.

The pandemic upended the category as lockdowns, social distancing, and masks meant that no one had to worry about their bad breath being foisted on others. Gum volume sales in the US fell by a third in 2020. In 2023, volume sales did grow – but only by less than 1% and this was still 32% less than 2018 levels. Value sales, however, did go back to pre-pandemic levels, but companies can thank inflation for this. Globally too, this trend has persisted. Sales of gum rose 5% in 2023, but were still 10% under 2018 numbers.

But gum sales were dropping well before the pandemic. 

• Between 2010 and 2014, they fell by 11% in the US, as gum lost its “cool” vibe and competition from other types of breath-freshening confectionery took over. 

• Consumers have become unstuck from refined sugar and are increasingly wary of sweeteners, which has added to the eschewing of gum.

• And then there’s my favorite reason: the iPhone. Gum sales between 2007 and 2017 fell by 15%, all because we started staring at our phones in checkout lines instead of the impulse section. Apparently, 65% of chewing gum sales come from impulse purchases.

• As smart phones and convenience lifestyles became more prolific, people also started shopping for groceries online, a massive habit shift accelerated by the pandemic. This has especially hit impulse purchases. 

• Chewing gum has not had a lot of innovation, which has made the category a bit of a bore for an audience that constantly wants to be wowed.

• Let’s also not forget that gum is a massive bloody nuisance to clean up and governments spent ungodly amounts of money trying to pick up gum litter from streets. The UK, for example, spends around GBP7 million/US$8.8 million a year on this alone. And Singapore has had a ban on chewing gum forever, unless you have a prescription. 

• Oh, and a lot of gum available today is made from plastic, so not exactly great for the environment or health.

All of this has impacted the category enough that some companies have either sold off their gum brands or are quietly phasing them out. Major players are at crossroads as to what to do with this category.

Like what you’re reading?

Ready for a gum-back?

A PwC study found that roughly 8-10% of US adults were using GLP-1 drugs and around 30-35% are interested in using them. In fact, demand is much higher than supply now. Over the last 30 years, adolescent obesity has quadrupled in the country, and over 80% of parents surveyed were willing to allow their children to use GLP-1 drugs. 

There’s also Eli Lilly’s GLP-1, orforglipron, in a pill format that can be taken daily, with no major restrictions on food and water consumption. This is still in clinical trials, but appears to have had a successful Phase 3. What makes this one exciting is that it’s touted to be more affordable than Ozempic and others so far, meaning a lot more consumers may have access to weight loss drugs. 

As more consumers get on GLP-1 drugs, the oral side-effects also need a solution. We’re back in public and companies are pushing people to come back into the office at least a couple of times a week, which means that some social mores will return, including not having bad breath.  If we combine these two factors alone, that’s a significant consumer share for breath-freshening solutions.

This could very well be the break that the gum industry has been waiting for. It may also prod gum makers into infusing a little bit of excitement into the category, especially focusing on real functional benefits beyond just smelling minty for a while.

We’re in an era where consumers want multiple benefits from one product, like how gut health products now tout everything from skin health to immunity. Consumers are also a lot more interested in ingredients, sourcing antecedents, and claim efficacy. And sustainability.

Oral fix(ation)

So, chewing gum manufacturers (and R&D folks) may need to rethink their approach to gum as a whole now. And there are signs that this is happening, with a few functional and functional-adjacent products popping up.

American startup Neuro Gum, for example, has a range of sugar-free gums (and mints) that are said to be formulated to enhance cognitive functions, like focus, calm, and memory, as well as energy and sleep. The company incorporates a blend of nootropic bioavailable ingredients that are said to help with these functions, including American ginseng, L-theanine, and essential B vitamins.  

Lotte’s Shu-Chew Beats is a fascinating positioning for gum – as a concentration booster. The company launched customized tracks at different beats for synced chewing. This “functional” aspect is based on research that shows that the rhythmic movement of chewing gum can improve concentration, as can specific types of music. Combining the two can enhance concentration even more. 

According to the company,

• Chill runs at 66 BPM for precision and accuracy

• Hyper at 120 BPM for efficiency

• Extreme at 140 BPM for processing speed 

The links are to the music on YouTube. They’re very cool and I’m a little obsessed with Extreme right now – don’t even need the gum.

I know you’re thinking that these don’t exactly solve the bad breath problem, and to be honest, I didn’t see much going on in gum other than what we’re already used to.

However, the breath mints category was another story.

breathROX is not exactly a new brand, but they went radio silent during the pandemic, changed hands, and finally reemerged in 2023. The product is essentially Pop Rocks-like crystals, unlike the usual single pill format. The powder/crystals have zinc which helps counter the volatile sulfide compounds that cause bad breath and the popping action when it comes in contact with saliva helps scrub the mouth to help with cleaning. 

Ingredients for oral health

Zinc

This isn’t some questionable functional benefit. Zinc salts are used in oral care products exactly for this purpose. I found one gum product that does contain zinc gluconate, but it’s a small part of the portfolio of an oral health brand called TheraBreath. So, there’s a fair bit of opportunity here for other products that are less… clinical.

Probiotics 

In addition to zinc salts, there are also other ingredients that may be effective for halitosis, including everyone’s darling, probiotics. The mouth is a microbiome in itself and certain types of probiotics have been shown to be effective in tamping down the growth of bacteria that causes bad breath. For example, Lactobacillus, Streptococcus, and Weissella are the most useful probiotics for the prevention or treatment of halitosis in the short-term.

In general, chewing gum is a good way to increase salivary flow, whether it has all these fancy ingredients or not, which may help with the dryness many GLP-1 users suffer from.   

Polyphenols

Polyphenols have a whole host of antioxidant, antibacterial, and anti-inflammatory properties, and could be used to combat various oral health issues, including halitosis by reducing volatile sulfur compounds. Specifically, tannins, which are found in tea, grape seeds, or apple skins could have significant function in treating some of these conditions brought on by GLP-1 drugs. And they have the benefit of being plant-derived, reducing the dependence on artificial antimicrobials. Paired with zinc or xylitol, gum with these ingredients might even be able to tick all the clean-label demands from today’s consumers.

Chew on this

Ozempic face worked out rather well for the cosmetic surgery industry and the facial fillers market. Soon enough, a few cosmetics companies stepped in with skincare products and others are expected to follow. 

It’s not like food companies haven’t launched products for GLP-1 users. Nestlé, in September 2024, introduced its Vital Pursuit range specifically for GLP-1 users and consumers looking at weight management. The frozen range focuses on high protein, essential nutrients, and portion control, but may not really look at the other side effects of using the drugs.

Consumers will mostly sort out meals on their own, but dryness of the mouth, bad breath, and oral health in general require actual outside interventions. And chewing gum seems to be a really logical choice to address these issues for GLP-1 users, a consumer base that is set to explode. 

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