Chewing Gum as a category is not only growing in terms of business value and volume but also in terms of number of consumers. Chewing gums have now moved on from being popular among kids to adults. Needless to say chewing gum market is growing at scorching pace in India. Increasing purchasing power, innovative marketing campaigns, aggressive pricing and several benefits associated with Chewing Gum are the leading causes of growth.
What is Chewing Gum
Wikipedia defines Chewing Gum quite simplistically “Chewing gum is a soft, cohesive substance designed for chewing but not swallowing”. Traditionally Chewing Gum was made of a natural latex sap substance called chicle and mixed with flavorings. Chicle is a latex sap that comes from the sapodilla tree (native to Central America). What is means is that chicle is a form of rubber. However nowadays Chewing Gum is made of artificial gum bases to replace chicle. Artificial Gum bases are mixed with sugar/Low calorie sweetner and other flavorings to make chewing gum. When you chew it, the rubber releases these flavorings into your mouth.
Chewing Gum Myth
Chewing Gum consumption is on the rise as it is considered to be a potent tool for Weight reduction. It is considered that chewing gum reduces motivation to eat, hunger and energy intake requirement. However as per Tests Conducted on Chewing Gum it has been found that:
- Chewing gum had no effect on food reinforcement.
- Chewing mint gum reduced intake of fruit.
- Chewing gum before each eating occasion reduced meal frequency and increased meal size.
- Chewing gum before every meal reduced nutrient adequacy.
Chewing Gum Causes Nutritional Deficiency
Consumption of Chewing Gum depresses the gastric acidity for an hour or more. This reduces body’s ability to adequately digest and utilize foods to draw requisite amount of nutrients it needs. On top of it, high sugar of Chewing gum does more harm then good.
Constant chewing of Chewing Gum causes a constant swallowing of saliva, rich in ptyalin that digests starch. This is something your stomach does not need as it tries to digest protein and fats. The result is sour stomach (indigestion), bad breath. and a cranky individual. Continual gum chewing weakens and exhausts the glands that produce ptyalin. leading to poor digestion of starches as well. All in all regular consumption of chewing gum results in to indigestion and deprivig your body of nutrients it needs.