United States gum sales have tumbled 11 percent over the past four years with no one in the industry able to pinpoint a single factor that's causing the decline, according to Newser.com.
Since peaking in 2009, U.S. gum sales have fallen 11 percent to $3.71 billion last year, according to market researcher Euromonitor International, Newser.com reported. That's even as overall candy sales, including gum, chocolate, mints and licorice, have climbed 10 percent to $31.53 billion.
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, Newser.com reported.
The biggest reason may be that people simply have more to chew on, according to Newser.com. 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, Newser.com reported. They're also less likely to annoy parents, co-workers or romantic interests.
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, according to Newser.com. Catchy slogans or characters included the "Doublemint Twins" and Orbit's blonde spokeswoman who ends commercials with "Dirty mouth? Clean it up."
But gum's image as a tasteless habit also stuck, with some high-profile gum chewing only making it worse, according to Newser.com.
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, Newser.com.
Talk show host Wendy Williams has a "gum wall" backstage, where she sticks wads of it before walking out, according to Newser.com. In one episode, she told Patti LaBelle that she could put her gum on the wall after the singer spit out a wad into her hand.
Mars said its gum declines have been most significant with people who are 25 and younger, Newser.com reported. In the meantime, Altoids mints, Welch's Fruit Snacks and countless other options have taken up space in the checkout aisles where most gum is purchased.
