Can chewing gum "keep the clouds and see the moon"

From Green Arrow for "fresh breath" to Yida for "protecting teeth", chewing gum was once all the rage

Industry is severely impacted

Chewing gum is mainly made of natural gum or glycerin resin as the colloid base, and is made by adding syrup, mint, sweeteners,

In addition to a normal diet, most people prefer to chew their food to pass the time, and use the "movement of the mouth" trend to relieve stress, which is why chewing gum came into being

So for a long time, chewing gum has become an inseparable snack for many consumers.

However, since chewing gum is a small-processing, low-cost industry and adopts a production model with small profits but quick turnover, market consumer demand has a great influence on the product

The emergence of alternative products has increased consumers' choices.

At the same time, the role of chewing gum for fresh breath has been replaced by other products.

Electronic products replace some social functions of chewing gum Consumers favor a product, largely because of the product’s functions such as decompression and concentration – this is an additional functional attribute of the product, which provides consumers with an experience to a certain extent.

With the development of computer technology and the Internet era, mobile phones, computers and all kinds of electronic products are available, and they have gradually become the necessities of consumers

Compared with the monotonous and boring repetitive chewing action of chewing gum, a complete set of consumer products provided by the Internet industry occupies the excess consumption space of the public

The emergence of mobile payment has reduced consumers' impulse to buy.

First of all, the popularity of mobile payment has greatly accelerated the payment process in supermarkets, shortening the time people spend in front of the cashier, and naturally there is not so much time for impulse purchases of a pack of chewing gum

Find new directions for development

Food industry analyst Zhu Danpeng said that the biggest problem of chewing gum category is product aging.

"The two attributes of chewing gum are the fascination with different flavors of sweeteners, and the attributes of being a social tool externally

Unlike Xuanmai, which targets young consumers and hits trendy and cool signs, its competitor Green Arrow Chewing Gum’s well-known advertising slogan is “fresh breath, closer to you”, emphasizing social attributes; Yida Chewing Gum emphasizes "Caring for your teeth, caring for you more", is playing the card of health and warmth

Looking at the changes in the entire snack market from the changes in the chewing gum industry, it is not difficult to see the purchasing trend of consumers in snack products

The consumer side is constantly forcing the industry side.
In order for chewing gum to be re-added to the shopping cart by consumers, it is necessary to adjust the product attributes and selling points
.
"The current chewing gums basically use xylitol as a sweetener, and the existing ones are sugar-free and can purify the mouth during chewing, which is in line with the current trend of large-scale health consumption upgrades
.
However, chewing gums are innovative as candy attributes.
The space is very limited, and it can be adjusted to a selling point that is more in line with the new consumer demand, and it is worthwhile for enterprises to try to go in the direction of big health such as facial muscle exercise and skin care
.
" Zhu Danpeng said
.

(Comprehensive arrangement by Qu Yuening)

"China Food News" (April 18, 2022 Edition 02)

(Editor-in-charge: Qu Yuening)