Rabobank says Americans are chewing less gum while mints take “share of mouth.”
Americans are chewing a lot less gum these days, according to a new report from Rabobank, which suggests that mints that are taking the “share of mouth.”
The report, "A Nation of Suckers," points out that the $4 billion U.S. gum market is down 10% in sales and a whopping 20% in volume during 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.