TGI data shows penetration of chewing gum increased from 39.6% in 1997 to 46.6% in 2001. Chewing gum penetration is heavily skewed to the young, with 76.3% of 15-24 year-olds consuming, but only 30.2% of 55-64 year-olds and 17.7% of the over 65s. Chewing gum also shows a downmarket bias, being consumed by 39.5% of people in the AB socio-economic group by 52.2% of Ds.