#Us mints driver

While not fully offsetting the decline in gum sales, most mint products contain many more servings (five to seven times) than gum products. market has seen 4 percent CAGR since 2008, with standard mints growing 15 percent, and power mints growing 27 percent, up 6.4 percent in 2013 alone.

#Us mints driver

On top of these factors, Fereday says, the major driver behind gum's decline is the ascendancy of mints. Enough already! Over-innovation and too many new launches have left consumers somewhat dazed and confused when it comes to gum choices.

The recent awareness about the use of trans fats in gum manufacturing further increased the ''ick''factor.ģ. In an age where natural and clean labels are the recipe for success, gum ingredients can seem uncomfortably artificial. Witness the Beldent chewing gum experiment now airing on YouTube, where 70 percent of people gave the thumbs up to a non-gum chewer over his/her gum chewing twin.Ģ. Back in the day, Bob Dylan sang, 'Don't wanna be a bum, you better chew gum,' but now the opposite holds true. Young adults and especially teenagers are traditionally the hard-core chewers of gum, but this key demographic is losing interest. Three of the factors popping gum's bubble, Fereday says, are loss of appetite among youth, consumer distaste for artificial ingredients contained in most gum, and overblown brand and flavor extensions.ġ. If current trends continue, we may become a nation of suckers.' 'Savvy mint companies have packed fresh breath, oral hygiene and low calories into their marketing mix, and trumped gum on convenience and value. '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. mint sales burst nearly 20 percent over the past five years, reaching $1.2 billion in 2013. The mint category, however, is being invigorated by rapid growth in recent years, especially stronger tasting mints that are marketed as breath fresheners.

Rabobank says the widespread exodus suggests it is an issue with the category itself, and not a particular company or product. Sales are falling across the board, from kid-friendly bubble gum to mainstream sugar-free chewing gum. gum market is down 10 percent in sales and a whopping 20 percent in volume in the last five years alone. 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.'Ī new report, ' A Nation of Suckers,' points out that the $4-billion U.S.