“It’s going to bounce back,” he said. “This category is extremely resilient. What are we doing about this? We are going all in on advertising in the fourth quarter. So when consumers come back, gum will be top of mind, and they will engage in the category.”

Fereday said resurgences of some of these products that don’t quite fit with the pandemic consumer could happen, but it depends on the company and the brand.

“It’s the tried and tested thing: showing your relevance,” he said. “…It’s really down to them, to try through their marketing and advertising to remind [consumers] of the relevance.”