Social media analysis is a powerful tool to understand trends. When trying to understand the reasons behind the declining sales of chewing gum, we turned to social media find the answers. We first studied the top usage occasions, when gum was chewed, in 2010. We then looked at those occasions to understand how they have changed. In each and every one of those occasions, we found alternate substitutes to chewing gum. For example, people chewed gum out of boredom in 2010 (6.7%). Smartphones have completely taken over this usage occasions, pushing chewing gum use to a negligible .3%.
You may also find it interesting to read our blog on how social media is transforming the CPG and Retail industry.