Gum seems as appealing as that sticky wad on the bottom of a shoe these days.
It’s not that Americans don’t ever 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 US 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 $US2 ($A2.22) 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, 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 in Albany, New York and hates gum so much he refers to it only by its first letter.
“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 US in its modern form in the 1860s, according 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 blonde spokeswoman who ends commercials with “Dirty mouth? Clean it up.”
It was a part of 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 the gum.
But gum’s image as a tasteless habit also stuck, with some 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 on a range of topics, including the war in Iraq.
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 that he didn’t like the mess it created on footpaths and subways.
“The other aspect of it is that it makes people look so stupid,” said McCourt, 82, in a recent interview.
Countless other options have taken up space in the checkout aisles where most gum is purchased.
Since peaking in 2009, US gum sales have fallen 11 per cent to $US3.71 billion last year, according to market researcher Euromonitor International.
That’s even as overall lolly sales – including gum, chocolate, mints and licorice – have climbed 10 per cent to $US31.53 billion.
Over the next five years, Euromonitor projects gum sales will drop another four per cent to $3.56 billion.
And executives are realistic about gum’s turnaround prospects.
“We’re not expecting any dramatic recovery in the category anytime soon,” Mondelez CEO Irene Rosenfeld said during an earnings call last month.