Refreshing Changes in the Chewing Gum Industry

Given the dominance of a select few companies in the market, the chewing gum sector appears ripe for innovation. Indeed, this month's roundup of new product launches features a gum that claims to aid the feeling of fullness and one that is said to biodegrade quickly after disposal. These are two features that could make the industry sit up and take note.

Kracie Holdings has introduced a chewing gum to the Japanese market which it claims can help consumers feel fuller for longer. Marketed under the brand name Kracie Kobara Pitari Gum, the product's active ingredient is konjac powder, which swells 200 times in the stomach to induce the feeling of fullness.

The gum, which comes in grapefruit soda flavour, also contains dietary fiber derived from sugar cane as an additional satiety ingredient. Satiety is becoming big business in the food industry, and a gum-based product could well appeal to consumers.

Another product has been introduced in the UK by Mayan Rainforest. Touted as the first certified organic, 100% natural and biodegradable chewing gum, Chicza gum is said to contain 40% organic gum base, organic sweeteners and natural flavours. What differentiates this gum from others, however, is the fact that it claims to biodegrade completely within a few weeks. This could be a huge benefit to commercial operations that have to deal with chewing gum left behind by consumers.

For example, this could come as particularly good news to Dumfries Council, as it debates plans to spend £21,000 on a chewing gum removal machine, which in total would also need an additional £40,000 spent on two workers to operate it. Apparently, a recent £5,000 purchase has broken and is not up to doing the job.

Meanwhile in Australia, a new type of sweetener called CSR Better for You LoGiCane, introduced by Sugar Australia, is also pricking the sector’s ears. This sugar substitute is described as the world's first all-natural Low Glycemic cane sugar, featuring a GI of 50. It is said to have the same sweet taste as conventional sugar, while containing fewer calories.

Hitting the market

But it is not just about having an innovative product but effective marketing too. Orbit Professional Sugarfree chewing gum recently gave consumers a taste of what it has to offer by allowing customers to have free samples while simultaneously educating them over the benefits. Alongside a free stick of gum and informational wrapping, marketer Billads also added a consumer-interaction element with a SMS competition to win a free trip to a health spa.

In addition, US-based Heathrow Natural Food & Beverage has signed a deal to distribute its ACAI Plus chewing gum to retail outlets in the UK and Ireland from 2009 onwards. Company CEO Mike Pagnano says this points towards a shift in the UK consumers’ mindsets towards healthy products. "The concept of ACAI Plus chewing gum and the significant nutritional benefits it delivers, will give European consumers an alternative choice to traditional chewing gums. European consumers like their American counterparts are making healthy lifestyle choices."

These developments point to an industry trying to battle the dominating players and launch innovative products, cashing in on changing consumer trends. Part of the battle is distinguishing your products from the pack and the next stage is finding ways to market and distribute that hits the market and appears to the customer. It seems the chewing gum industry is now willing to take risks and innovate to fill the niche in the market.

With people cracking down against sticking chewing gum residue – Greece is proposing an all-out ban – appealing to councils, corporates and the customer will be a winning hand of any chewing gum manufacturer.

A version of this article first appeared on our sister publication Food Business Review.