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Chewing gum

Soft substance meant to be chewed without swallowing

  • 20 min read
  • 7 chapters

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Through Chewing, Neolithic and COVID-19 pandemic

History

The cultural tradition of chewing gum seems to have developed through a convergent evolution process, as traces of this habit have arisen separately in many early civilizations. Each early precursor to chewing gum was derived from natural growths local to the region and was chewed purely out of the instinctual desire to masticate. Early chewers did not necessarily desire to derive nutritional benefits from their chewable substances but at times sought taste stimuli and teeth cleaning or breath-freshening capabilities.

Chewing gum in many forms has existed since the Neolithic period. 5,000-year-old chewing gum made from birch bark tar, with tooth imprints, has been found in Kierikki in Finland. The tar from which the gums were made is believed to have antiseptic properties and other medicinal benefits. It is chemically similar to petroleum tar and is in this way different from most other early gum. The Mayans and Aztecs were the first to exploit the positive properties of gum; they used chicle, a natural tree gum, as a base for making a gum-like substance and to stick objects together in everyday use. Forms of chewing gum were also chewed in Ancient Greece. The Ancient Greeks chewed mastic gum, made from the resin of the mastic tree. Mastic gum, like birch bark tar, has antiseptic properties and is believed to have been used to maintain oral health. Both chicle and mastic are tree resins. Many other cultures have chewed gum-like substances made from plants, grasses, and resins.

Although chewing gum can be traced back to civilizations worldwide, the modernization and commercialization of this product mainly took place in the United States. The American Indians chewed resin made from the sap of spruce trees. The New England settlers picked up this practice, and in 1848, John B. Curtis developed and sold the first commercial chewing gum called The State of Maine Pure Spruce Gum. In this way, the industrializing West, having forgotten about tree gums, rediscovered chewing gum through the First Americans. Around 1850 a gum made from paraffin wax, a petroleum product, was developed and soon exceeded the spruce gum in popularity. To sweeten these early gums, the chewer would often make use of a plate of powdered sugar, which they would repeatedly dip the gum in to maintain sweetness. William F. Semple, a dentist from Mount Vernon, Ohio, filed an early patent on chewing gum, patent number 98,304, on 28 December 1869. Semple's gum was intended to clean the teeth and strengthen the chewer's jaw. It was not a sweet treat; ingredients included chalk and powdered licorice root. Charcoal was also suggested as a "suitable" ingredient in the patent.

The first flavored chewing gum was created in the 1860s by John Colgan, a Louisville, Kentucky, pharmacist. Colgan mixed with powdered sugar the aromatic flavoring tolu, a powder obtained from an extract of the balsam tree (Myroxylon), creating small sticks of flavored chewing gum he named "Taffy Tolu". Colgan also led the way in the manufacturing and packaging of chicle-based chewing gum, derived from Manilkara chicle, a tropical evergreen tree. He licensed a patent for automatically cutting chips of chewing gum from larger sticks: US 966,160 "Chewing Gum Chip Forming Machine" 2 August 1910 and a patent for automatically cutting wrappers for sticks of chewing gum: US 913,352 "Web-cutting attachment for wrapping-machines" 23 February 1909 from Louisville, Kentucky, inventor James Henry Brady, an employee of the Colgan Gum Company.

Modern chewing gum was first developed in the 1860s when chicle was brought from Mexico by the former president, General Antonio Lopez de Santa Anna, to New York, where he gave it to Thomas Adams for use as a rubber substitute. Chicle did not succeed as a replacement for rubber, but as a gum cut into strips and marketed as Adams New York Chewing Gum in 1871. Black Jack (1884), which is flavored with licorice, Chiclets (1899), and Wrigley's Spearmint Gum were early popular gums that quickly dominated the market and are all still around today. Chewing gum gained worldwide popularity through American GIs in WWII, who were supplied chewing gum as a ration and traded it with locals. Synthetic gums were first introduced to the U.S. after chicle no longer satisfied the needs of making good chewing gum. By the 1960s, US manufacturers had switched to butadiene-based synthetic rubber, as it was cheaper to manufacture. In the United States, chewing gum experienced a decline in popularity in the early 21st century, as it lost its association with counterculture and teenage rebelliousness. Others blamed smartphones reducing impulse purchases at the checkout.

Demand for chewing gum also declined during the COVID-19 pandemic, as people were less concerned about bad breath and impulse purchases also declined. U.S. sales of gum fell about 30 percent, and while demand was back up to the pre-pandemic level in 2023 in dollar terms, this was the result of inflation as the average price of a pack increased $1.01 from 2018 to $2.71 in 2023. Globally, sales were down 10 percent from 2018.

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