Bad image pops gum sales
Once-popular candy viewed by many as a tasteless habit
NEW YORK — Gum seems as appealing as that sticky wad on the bottom of a shoe these days.
It’s not that North Americans still don’t 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 per cent 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. “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, a ccording 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 blond 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 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 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.
Talkshow host Wendy Williams has a “gum wall” backstage, where she sticks wads of it before walking out. In one episode, she told Patti LaBelle 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 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 alternatives look more attractive. There’s also another perennial complaint: “The flavour runs out too fast,” said Ryan Furbush, a 17-yearold from Sayreville, N.J.,
Executives are realistic about gum’s turnaround prospects.
“We’re not expecting any dramatic recovery in the category any time soon,” Mondelez CEO Irene Rosenfeld said during an earnings call last month.