America becoming a 'nation of suckers' as mints deflate U.S. gum sales
Report: U.S. gum market down 10 percent in sales, mint sales up 20 percent.
Americans are chewing a lot less gum these days, according to a new report from Rabobank – and it is mints that are taking the "share of mouth."
A new report, "A Nation of Suckers," points out that the $4-billion U.S. gum market is down 10 percent in sales and a whopping 20 percent in volume in the last five years alone. Sales are falling across the board, from kid-friendly bubble gum to mainstream sugar-free chewing gum. Rabobank says the widespread exodus suggests it is an issue with the category itself, and not a particular company or product.
The mint category, however, is being invigorated by rapid growth in recent years, especially stronger tasting mints that are marketed as breath fresheners. U.S. mint sales burst nearly 20 percent over the past five years, reaching $1.2 billion in 2013.
"The gum industry has become unstuck and will need to sink its teeth into some solid marketing ideas in order to re-inflate sales," says 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."