Gum loses its pop in US sales market

NEW YORK — Gum seems as appealing as that sticky wad on the bottom of a shoe these days.

It’s not that Americans don’t ever enjoy a stick of Trident or Orbit, the two most popular brands. They just aren’t as crazy about chomping away on the stuff as they once were, with U.S. sales tumbling 11 percent over the past four years.

No one in the industry can pinpoint a single factor that’s causing the decline — the theories include an unwillingness to shell out $2 or more for a pack in the bad economy or that advertising veered too far from underlining gum’s cavity-fighting benefits. But the biggest reason may be that people simply have more to chew on.

From designer mints to fruit chews, candy companies have invented plenty of other ways to get a sugar fix or battle bad breath and anxiety. The alternatives don’t come with gum’s unpleasant characteristics either, like the question of whether to spit out or gulp the remains. They’re also less likely to annoy parents, co-workers or romantic interests.

“You talk to someone and they’re just chomping on gum,” said Matt Smith, a 46-year-old who lives Albany, N.Y. and hates gum so much he refers to it only by its first letter. “If you substitute gum for any other food, like mashed potatoes, would you find that acceptable? It’s disgusting.”

The gum chewing habit dates as far back as the ancient Greeks but arrived in the U.S. in its modern form in the 1860s, according to Mars Inc., the No. 1 player in the market with its Wrigley unit.

Over the years, gum makers positioned it as a way to “Kiss a Little Longer” in the famous Big Red jingle, quit smoking, curb cravings or just make the chewer happier. Catchy slogans or characters included the “Doublemint Twins” and Orbit’s blonde spokeswoman who ends commercials with “Dirty mouth? Clean it up.”

It popped up in pop culture too. In the 1960s, a genre of music aimed at younger audiences came to be known as “Bubblegum.” In the 1975 movie “One Flew Over the Cuckoo’s Nest,” the silent Chief Bromden speaks for the first time saying, “Mmm, Juicy Fruit” after the character played by Jack Nicholson gives him a stick of the gum. And Janet Jackson played a feisty, gum-chewing beautician in the 1993 film “Poetic Justice.”

But gum’s image as a tasteless habit also stuck, with some high-profile gum chewing only making it worse.

In 2003, Britney Spears gave an interview to CNN where a white piece of gum could be seen floating around her mouth as she fielded questions on a range of topics, including the war in Iraq. Talk show host Wendy Williams has a “gum wall” backstage, where she sticks wads of it before walking out. In one episode, she told Patti LaBelle that she could put her gum on the wall after the singer spit out a wad into her hand.

Such imagery may be why gum is still a no-no in business meetings or first dates, according to Lizzie Post, the great-great granddaughter of etiquette expert Emily Post and co-author of “Emily Post’s Etiquette.”

“My grandmother used to tell me, ‘You look like a cow chewing cud’,” she said.

The habit so bothered author Malachy McCourt that the extremely long-shot gubernatorial candidate in 2006 told the New York Times he wanted to triple the tax on gum. The former Green Party nominee explained that he didn’t like the mess it created on sidewalks and subways.

“The other aspect of it is that it makes people look so stupid,” said McCourt, 82, in a recent interview.

Gum’s bad image is one reason that alternatives look more attractive. There’s also another perennial complaint: “The flavor runs out too fast,” said Ryan Furbush, a 17-year-old from Sayreville, N.J. who has stopped chewing gum in favor of chewy candies and chocolates.

It may be why Mars said its gum declines have been most significant with people who are 25 and younger. In the meantime, Altoids mints, Welch’s Fruit Snacks and countless other options have taken up space in the checkout aisles where most gum is purchased.

Since peaking in 2009, U.S. gum sales have fallen 11 percent to $3.71 billion last year, according to market researcher Euromonitor International. That’s even as overall candy sales — including gum, chocolate, mints and licorice — have climbed 10 percent to $31.53 billion.

Over the next five years, Euromonitor projects gum sales will drop another 4 percent to $3.56 billion.

Hershey, which makes Reese’s, Kit Kat and Almond Joy, is taking data to retailers to illustrate the slowing demand for gum. The idea is to encourage them to devote less of their candy aisles to it, and perhaps make way for more of its own products. Hershey, which also makes Ice Breakers mints and gum, is planning another blow against gum: This fall, it’s slated to roll out a version of Ice Breakers that “chews like a gum, but dissolves like a mint.”

Steven Schiller, global head of Hershey’s non-chocolate candies including mints, said it gives gum chewers an alternative that doesn’t require “disposal” at the end.

Gum makers are strategizing too. The maker of Trident, whose total gum sales were down as much as 16 percent in developed markets at one point last year, has an online campaign reminding people to run through the mental checklist before leaving the house: “phone, keys, gum.”

“We know when people have gum in their pocket or backpack or desk, they’re much more likely to chew it,” said Stephanie Wilkes, who heads the North American candy business for Mondelez, the No. 2 player in gum with Trident, Dentyne and Bubbalicious.

Mars, which makes Big Red, Doublemint, Juicy Fruit and Orbit, is testing illuminated racks in candy aisles to make its gum and candy stand out more. The company said the racks have led to a 10 to 30 percent sales increase in tests.

And after years of slowly vanishing from shelves, Bazooka bubble gum last year relaunched its brand with new marketing and packaging. Distribution has since rebounded.

Still, executives are realistic about gum’s turnaround prospects.

“We’re not expecting any dramatic recovery in the category anytime soon,” Mondelez CEO Irene Rosenfeld said during an earnings call last month.

————

Follow Candice Choi at www.twitter.com/candicechoi

ad-high_impact_4
News
Hundreds Attend Slides, Rides and Rock and Roll in North Las Vegas
Hundreds attended the inaugural slides, rides and rock and roll event in North Las Vegas Saturday. The event featured a car show, water slide park and live music. (Madelyn Reese/ Las Vegas Review-Journal)
It's All Rainbows At The Center's New Cafe
The Gay and Lesbian Center of Southern Nevada (The Center) introduced its new coffeeshop, Little Rainbow Cafe, in June. Rainbows are everywhere, even in the lattes and toast, and employees wear t-shirts with the quote "Be a rainbow in someone's cloud." Owner Ben Sabouri said the concept is "built around the idea of, you know, be kind and treat everybody the same." (Madelyn Reese/Las Vegas Review-Journal)
Get a Rainbow Latte at the The Center's Little Rainbow Cafe
The Center, a community center for the LGBTQ community of Southern Nevada, has a new cafe. Little Rainbow Cafe serves up a pride-inspired signature "Rainbow Latte." (Madelyn Reese/Las Vegas Review-Journal)
Pedestrian killed trying to cross Sahara
A pedestrian was killed Friday trying to cross Sahara Avenue near Maryland Parkway about 5 a.m. A sedan struck the pedestrian while the person was outside the crosswalk between Maryland Parkway and Pardee Place, according to Las Vegas police. Police also said the driver of the sedan remained at the site of the crash. The pedestrian was pronounced dead at the scene. This is the 75th fatal crash that Las Vegas police have investigated in 2018.
Man shot multiple times
Las Vegas police are investigating after a man was shot multiple times early Friday morning. The shooting was called in about 3:20 a.m. at the Harbor Island Apartments, 370 E. Harmon Ave., near Koval Lane. The man was hospitalized and is expected to survive, but police are still searching for the shooter.
Former Military Police Corps Officer Celebrates 100th Birthday
Summerlin resident Gene Stephens, who served as a military policeman in WWII and escorted then-Gen. Dwight Eisenhower and President Roosevelt during the war, turned 100 on July 13, 2018. He credits his longevity to living a normal life, exercising regularly and eating three square meals a day. (Madelyn Reese/Las Vegas Review-Journal)
Motorcyclist suffers serious injuries
A motorcycle rider was seriously injured Tuesday night after a crash on Charleston Boulevard. The crash was reported just before 10 p.m. near Durango Drive, according to Las Vegas police. The motorcyclist was hospitalized with unknown injuries but is expected to survive. Las Vegas police are investigating the cause of the accident.
CCSD Superintendent Jesus Jara Has Lunch With Students
New Clark County School District superintendent Jesus Jara continued his listening tour by having lunch with students at Red Rock Elementary School as part of the district's summer lunch program. In conjunction with the U.S. Department of Agriculture, children under the age of 18 can find a free lunch at 104 different locations across the valley through the summer months. Jara highlighted the free program and the importance of eating healthy during his visit. (Madelyn Reese/ Las Vegas Review-Journal)
Timeline Leading Up to Scott Dozier's Execution
Scott Dozier is set to be executed by lethal injection the night of July 11 at Ely State Prison. Dozier was convicted of the April 2002 killing of 22-year-old Jeremiah Miller and was given the death penalty in Oct. 2007. In 2016 Dozier asked in a letter to District Judge Jennifer Togliatti requesting that he “be put to death.” A three-drug cocktail of midazolam, a sedative; the painkiller fentanyl; and cisatracurium, a paralytic, is expected to end his life. (Madelyn Reese/Las Vegas Review-Journal)
New Program Helps Mothers Battling Addiction
Jennifer Stanert has battled drug addiction on and off for the last 21 years. It caused her to lose custody of one of her children, Alec, after she gave birth while high. A new program at Dignity Health St. Rose Dominican Hospitals aims to connect mothers like Stanert with community resources and provide case management services while still pregnant to get connected to lactation and parenting classes, group peer support and education on neonatal abstinence syndrome. (Madelyn Reese/ Las Vegas Review-Journal)
Felon caught with guns in Mandalay Bay room 3 years before Las Vegas shooting
A felon was caught with guns in a Mandalay Bay hotel room three years before the October 1st mass shooting. Six weapons were found inside Kye Aaron Dunbar’s 24th floor room in November 2014. Four were semi-automatic. One was a scoped rifle pointing toward the Strip, according to court documents. Dunbar was sentenced to 40 months in federal prison for unlawful possession. The case just came to light in a lawsuit accusing Mandalay Bay of negligence in connection with the Oct. 1st shooting.
Illegal fireworks in the Las Vegas area garner complaints
Clark County received nearly 25,000 complaints over the Independence Day holiday on a new illegal fireworks site. Reports from the site led to at least 10 illegal fireworks busts across the valley overnight. As of Thursday morning, the county is still compiling the total number of citations issued.
House fire displaces 2 people
Two people were displaced after a house fire early Thursday morning. The fire, at 963 Temple Drive in east Las Vegas, was reported just after midnight, according to a battalion chief from the Clark County Fire Department. Crews from the North Las Vegas and Las Vegas fire departments also were called in to help. The cause of the fire is still under investigation.
"Red White and Boom" July 4 Fireworks at the Stratosphere
Full video of the Fourth of July "Red White and Boom" fireworks show at the Stratosphere as seen from the 8th floor Elation Pool. (Madelyn Reese/ Las Vegas Review-Journal)
July 4th fireworks at the Eureka Casino Resort in Mesquite
July 4th fireworks at the Eureka Casino Resort in Mesquite. (7-04-18) (Bizuayehu Tesfaye/Las Vegas Review-Journal)
Las Vegas Crowds Enjoy Fireworks at the Stratosphere
Revelers enjoyed watching fireworks displays from the Stratosphere's 8th floor Elation pool on July 4. (Madelyn Reese/Las Vegas Review-Journal)
Pedestrian killed in Henderson
A pedestrian trying to cross St. Rose Parkway at Bermuda was hit by a vehicle on Tuesday night and later died. The crash was reported around 11:30 p.m. Las Vegas police responded initially, but handed over the investigation to Henderson police once it was determined the accident happened in their jurisdiction. Las Vegas police did respond to a report of a pedestrian being hit by a vehicle on the Strip. The person, who was hit by a BMW near Fashion Show mall, suffered serious but not life-threatening injuries.
USPS owes $3.5 million for using Vegas Statue of Liberty on stamp
The United States Postal Service has been ordered to pay $3.5 million to a sculptor after using the Las Vegas replica of the Statue of Liberty in a stamp. (Marcus Villagran/Las Vegas Review-Journal) @brokejournalist
What to expect at Station Casinos' Fourth of July celebration
Station Casinos' is hosting its annual 4th of July celebration with Fireworks by Grucci. Fireworks scheduled to go off on Wednesday, July 4 around 9 p.m. at Green Valley Ranch Resort, Red Rock Resort, Fiesta Rancho and Texas Station. (Marcus Villagran/Las Vegas Review-Journal) @brokejournalist
Officer Brent Horlacher shoots at Jessie Murillo
Las Vegas police video of an officer-involved shooting on June 29, 2018. Officer Brent Horlacher, 28, fired a single shot at suspect Jessie Murillo. Murillo was not injured. The radio audio is of the officer who fired the gun and the body camera video is from a different officer. Radio audio excerpts are added to the video and are not the precise times the audio was spoken.
Pawn Stars' Richard Harrison honored at memorial service
A memorial service was conducted for Richard "Old Man" Harrison at Palm Mortuary in Las Vegas on Sunday, July 1, 2018. (Marcus Villagran/Review-Journal) @brokejournalist
UNLV professor cautions dangers of distracted walking
An alarming number of adults do not cross the street safely according to a study conducted by professor Tim Bungum of the School of Community Health Sciences at the UNLV. (Marcus Villagran/Las Vegas-Review Journal) @brokejournalist
Car left in remote desert 21 years is recovered for late owner's children
Showboat casino blackjack dealer Mark Blackburn died outside of White Hills, Ariz. 21 years ago. His 1980 Datsun B310 wagon remained in the remote desert until a network of volunteers recovered the car for his children. (K.M. Cannon/Las Vegas Review-Journal)
Resort on Mount Charleston Sold for $4.8 million
North Carolina couple and hoteliers Deanna and Colin Crossman have purchased the Resort on Mount Charleston for $4.8 million. (Madelyn Reese/Las Vegas Review-Journal)
Traffic stop turns into officer-involved shooting
Las Vegas police are investigating after an officer fired a shot at a suspect fleeing a traffic stop early Friday morning. The officer tried to pull over a black Dodge Durango with license plates that belonged to a different vehicle. The driver took off northbound on Lamb Boulevard and at one point crossed into the southbound lanes. A man got out of the car and fled on foot. During the chase, the officer saw something in the man’s hand and fired a single shot, police said. The man wasn’t injured and was later taken into custody. Police could not confirm if the man had a weapon when he was arrested. This is the 9th officer involved shooting of 2018. Per police policy, the identity of the officer will be released after 48 hours. 01:05
5 Dead in Shooting at Capital Gazette Newspaper in Maryland
5 Dead in Shooting at Capital Gazette Newspaper in Maryland Five people have been killed and two have been injured in a "targeted attack" at the newspaper, which is owned by the Baltimore Sun. Anne Arundel County deputy police chief Bill Krampf said the suspected gunman entered the building with a shotgun and walked through the lower level of the building, where the newspaper is housed. According to Krampf, the suspect "possibly" had a connection to the paper through social media. The suspect was identified as Jarrod Warren Ramos. Ramos filed a defamation claim in 2012 against the paper but the case was dismissed. He is currently in custody. President Trump was briefed on the events.
Clark County Fire inspects fireworks booths
Clark County Fire Prevention Inspector Amanda Wildermuth talks about inspecting fireworks booths to keep everyone safe on Fourth of July. (K.M. Cannon/Las Vegas Review-Journal)
Robbery suspects apprehended
Four robbery suspects were taken into custody Thursday morning after a vehicle and foot chase that ended in an east Las Vegas neighborhood. The incident began when a person was robbed at gunpoint around 4:45 a.m. near Maryland Parkway and Desert Inn. Officers arriving at the scene tried to stop two vehicles. One vehicle escaped but police chased the second into a neighborhood on Flamingo Road near Mountain Vista Street. Police surrounded the neighborhood and the suspects were apprehended. It looked like one police vehicle was involved in a collision with the suspects' car. One woman suffered an unknown injury and was taken to the hospital in an ambulance. 01:04
Las Vegas Monsoon and Flood Season Are Approaching
The Clark County Flood Control District held a press conference to remind the public that monsoon season begins in July and runs through September. The exceptionally rainy season brings with it dangerous flooding events that can put the public in danger. (Madelyn Reese/Las Vegas Review-Journal)
Garage catches fire in central valley
No one was injured after a detached garage caught fire early Wednesday morning on Lawry Avenue near Lake Mead Boulevard and MLK. Crews from the Las Vegas Fire Department responded to a fire call just after 2 a.m. When they arrived, firefighters had to cut holes in the roof to clear out smoke inside the garage so firefighters could enter safely, The cause of the fire is still under investigation. No injuries were reported.
TOP NEWS
News Headlines
ad-infeed_1
ads_infeed_2
Local Spotlight
Add Event
Home Front Page Footer Listing
Circular
You May Like

You May Like