Americans chewing less gum

A report from Rabobank has found that Americans are chewing a lot less gum these days, and mints are on the rise. The report, ‘A Nation of Suckers,’ points out that the $4 billion US gum market is down 10% in sales and 20% in volume in the last five years.

US sales of mints on the other hand have risen nearly 20% over the past five years, especially stronger tasting minutes that are marketed as breath fresheners.

“The gum industry has become unstuck and will need to sink its teeth into some solid marketing ideas in order to reinflate sales,” said Rabobank senior analyst Nicholas Fereday. “Savvy mint companies have packed fresh breath, oral hygiene and low calories into their marketing mix, and trumped gum on convenience and value. If current trends continue, we may become a nation of suckers.”

The drop in gum popularity has been attributed to a loss of appetite among youth, consumer distaste for artificial ingredients, and over-innovation. In comparison, most mint products contain five to seven more servings than gum products, have less waste and more discreet.