Altoids: The Curiously Declining Market Share

By Chuck Sudo in Food on Jan 9, 2006 6:35PM

Chicagoist can't remember the last time we bought a pack of gum. Between the unwrapping and the chewing and smacking and Mom's voice in our head telling us that gentlemen don't chew gum like grazing cows and the spitting of the spent wad (heh, we said wad) into a garbage can or, unable to find one, placing it under a table it's just too much of a hassle. Plus, we'd rather lock our jaw pursuing more, um, carnal pleasures.

William Wrigley, Jr. understands this. He's also in the business of making money trying to keep our breath fresh when we don't have access to brushing, flossing, and rinsing; or when carrying your dentist in a papoose harness isn't socially acceptable. Which is why his namesake company bought Altoids and Life Savers from Kraft Foods six months ago for $1.46 billion- a purchase serving the dual purpose of giving Wrigley an increased profile in the highly competitive mint market and reviving the sagging fortunes of Altoids.

So far it ain't working. The major factor in Altoids' sagging market share is an aggressive push by Hershey- a company Wrigley tried to buy in 2002- in promoting their "Ice Breakers" mints as impulse buys at grocery store checkout lines and convenience stores. The smaller packages and wider array of flavors have cut into Altoids' market share. The details for those interested can be found in this article from Crain's Chicago Business.

Chicagoist totally groks what the article is saying. We personally love Altoids, but those goddamn tins are just inconvenient as hell to lug around in your pocket. They have to jockey for position with your wallet, your cell phone, loose change, iPod, blackberry, flask, one-hitter/dugout combo (ironically enough a recycled Altoids tin), emergency condom, or any other "essential" you might carry around for a night on the town. It's just too much. Steal a clue from those Ice Breakers folks and use more small tins. Please.