6/1/2013
Children, teens, and millennials consume the majority of gum, according to the U.S. National Confectioners Association (NCA). Representing only 7% of the U.S. population, teens consume 14% of gum. Black and Hispanic youth are more likely than white youth to regularly chew gum.
Although today’s youth still chew gum, they are increasingly consuming fewer pieces. Those ages 2-5 chewed 67 pieces in 2010, down from 85 in 2006, according to NCA’s most recent figures.
Students are more likely to chew sugarless than regular gum at school (8% vs. 6%). Meanwhile, children are more likely to use their own money to purchase regular rather than sugarless gum (9% vs. 6%). Children are also more likely to request regular over sugarless gum (21% vs. 16%). Nonetheless, children are the primary consumers of gum, even with their parents footing the bill. Gum is primarily purchased at grocery stores and Walmart. Regular gum is purchased three times more frequently than sugarless gum at dollar stores, while club store shoppers are twice as likely to purchase sugarless as regular gum.
Meanwhile, Bazooka Bubble Gum is relaunching its brand to heavily target children. The campaign showcases children in one-of-a-kind moments, such as spying on teachers and wrestling one another in the school’s staff lounge, and features the tagline “Absurdly Good.” TV ads are running on CW Kids, Nickelodeon, Cartoon Network, and Disney XD. A complementary digital component includes Bazooka TV, featuring entertainment content and games.
Whereas Bazooka is focusing on its visibility among young gum chewers, Wrigley and Kraft are reworking the actual gum product. Both companies are developing less sticky, degradable gum products to better appeal to environmentally conscious youth consumers. In fall 2013, Mondelez International (formerly Kraft Foods) is rolling out several initiatives to appeal to young gum chewers. It’s changing the price, with more small packs at lower price points and more value offerings in larger pack sizes. It is adjusting its placement strategies at retail stores to be higher up on the displays and issuing a revamped product assortment. Mondelez has also introduced ID Gum by Stride, where each package featured original artwork by 18 young emerging artists. The gum is supported by the ArtCade, an interactive gallery and video game with 18 games for Facebook, tablets, and smartphones. Wrigley has cancelled its planned Alert Energy gum, which contains as much caffeine as a half of cup of coffee in the wake of consumer protests.
SOURCES: Bazooka (Topps), Michael Brandstaedter, COO, One Whitehall St. New York, NY 10004; 212-376-0300; mbrandstaedter@topps.com; www.topps.com.
Kraft, Jim Cali, SVP Gum and Candy, 800 Westchester Ave., Port Chester, NY 10573; 914-335-2500; www.kraft.com.
Wrigley, Jennifer Jackson-Luth, 410 N. Michigan Ave., Chicago, IL 60611; 312-212-7733; jennifer.jacksonluth@wrigley.com; www.wrigley.com.
U.S. National Confectioners Association, Jenn Ellek, Director of Marketing, 1101 30th St., NW, #200, Washington, DC 20007; 202-534-1440, x146; jenn.ellek@candyusa.com; www.candyusa.com.
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