Have sugar-free gum sales increased with the interest in low-carb products?
Hettinger: Interest in sugar-free gum is certainly a trend, but not exactly a recent one. Extra was introduced in 1984, Eclipse in 1999, and Orbit and Orbit White in 2001. Sugar-free gum has been around for awhile. What we’ve learned over these years is that sugar-free gum sales have not hurt sales of our sugared products. The low-carb trend had more of an impact on chocolate candy than it did on gum. I think that’s because gum is chewed more for enjoyment and breath freshening, whereas candy is consumed more as a food product. Since the low-carb trend had less of an impact on sugar-free gum, I think product sales will continue to be strong even after the low-carb trend has faded. Sales of Orbit, for instance, have been tremendous. Extra and Freedent, both sugar-free products, have the highest brand loyalty in the industry. Wrigley has about 60 percent of total gum market, and sugar-free gums have the highest growth rate in sales among our company’s products. Still, if gum is chewed mo
