Candy companies wonder, “What will make Americans start chewing gum again?”
During the COVID-19 pandemic, fewer people bought chewing gum. Masks and social distancing meant that bad breath was less of a worry. And many shoppers cut back on impulse buys. (No more grabbing a pack of Juicy Fruit in the checkout line!)
Sales still haven’t recovered. Here are a few reasons for that.
- Sugar avoiders. Market researcher Lynn Dornblaser says more people are trying to limit sugar in their diets. They also want foods with more natural ingredients. That means they chew less gum.
- Litter stoppers. Consumers also may be concerned about litter, Ms. Dornblaser says. Singapore famously banned the selling and making of chewing gum in 1992. Officials said people tossed their used gum on subways. That gummed up service. More recently, the United Kingdom asked gum manufacturers to pay for a street-cleaning program. It will help remove gum and gum stains.
- Generational shoppers. Generation X is the group of people born between 1965 and 1980. Its members tend to chew more gum than other age groups. Most Millennials (the next generation) are less interested in gum and candy. Generation Z consumers like novelty candies like sour gummies.
Some companies are giving up on gum completely. In 2022, Mondelez International sold its gum business. That included brands like Trident and Chiclets. Some confectioners stopped making slow-selling brands.
Other gum companies try new ways to promote their products.
Caron Proschan runs the gum brand Simply. She thinks customers want new kinds of gum. “Consumers today care about ingredients. They care about quality,” she says. Simply gum is made with a type of tree sap called chicle.
Mars, Inc., owns the 133-year-old Wrigley brand. The company used to advertise gum as a breath freshener. Now Mars promotes it as a stress reliever.
Mars also is selling new products. A gum called Respawn by 5 contains green tea and vitamin B. The company says those ingredients can help improve focus.
Some brands try subscription plans. Other gum makers have pop-up ads. They tell customers to add gum to food delivery orders.
Will these new approaches work? Companies hope that shoppers will bite.
