Amidst declining sales and changing consumer behaviors, candy companies like Mars Inc. are strategizing to bring back the popularity of chewing gum in the United States.
A New Perspective on Gum Consumption
Alyona Fedorchenko, Mars Inc.’s global vice president for gum and mints, shares her company’s innovative approach to rekindle interest in chewing gum. Inspired by real-life interactions and consumer insights, Mars aims to shift the perception of gum from a mere breath freshener to a stress-relief and focus-boosting product.
Targeting New Consumer Segments
Recognizing the diverse needs of consumers, Mars introduces tailored gum products, such as Respawn by 5 gum, designed specifically for gamers. With ingredients like green tea extract and vitamin B, these gums offer an alternative to traditional caffeine-based products, aligning with the evolving preferences of modern consumers.
Navigating Pandemic-Induced Challenges
The COVID-19 pandemic significantly impacted gum sales, with consumers cutting back on impulse purchases. However, as the market adapts to post-pandemic realities, companies like Mars are devising strategies to revitalize demand while addressing surging inflation and changing consumer behaviors.
Redefining the Role of Gum in Mental Health
In addition to its focus on stress relief and focus enhancement, Mars is repositioning brands like Orbit, Extra, and Freedent as supporters of mental well-being. By emphasizing the emotional benefits of chewing gum, the company aims to resonate with consumers seeking holistic solutions for their mental health.
Innovative Strategies Across the Industry
While Mars implements its new approach, other companies explore alternative strategies to revive the chewing gum market. From subscription plans to targeted marketing campaigns, industry players are adapting to meet the evolving needs and preferences of consumers in an ever-changing landscape.
Related: Mars Inc. Creative Response to Rising Cocoa Prices
