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Gum, Mints and Breath Fresheners - US - September 2015

Sugarless gum and regular gum sales have seen fairly steady declines since 2010, and are expected to continue doing so through 2020, with sugarless gum dropping an estimated 31.7% from 2010-20, and regular gum declining an estimated 20.2% during the same time frame. Factors such as smoking rate declines, increased snacking, and the belief that gum chewing is undesirable likely are contributors to this decline. Sales of mints and breath fresheners, however, have been on the rise since 2010 and are anticipated to continue rising through 2020, with sales of mints growing an estimated 34.7% from 2010-20, and breath freshener sales increasing a projected 55.2% during the same period. Mints and breath fresheners offer the breath-freshening attributes consumers desire and are more discreet than gum. Growing sales of mints and breath fresheners will require a focus on freshening attributes and new formats, while improving sales of regular and sugarless gum will require flavor innovation and functional attributes that could remove the stigma from gum chewing.

This report looks at the following areas:

  • Gum sales on the decline; mint, breath freshener sales rising
  • Gum-chewing losing favor
  • Freshness-focused products are key
  • Flavor more important than brand, cost

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Gum sales on the decline; mint, breath freshener sales rising
            • Figure 1: Total US retail sales and forecast of sugarless gum, regular gum, plain mints, and breath fresheners, at current prices, 2010-20
          • Gum-chewing losing favor
            • Figure 2: Number of people chewing gum, 2004-15
          • Freshness-focused products are key
            • Figure 3: Reasons for purchasing, June 2015
          • Flavor more important than brand, cost
            • Figure 4: Desirable characteristics, June 2015
          • The opportunities
            • Innovation key for gum
              • Figure 5: Reasons for purchasing gum, by demographics, June 2015
            • Mints, breath fresheners winning some gum purchasers
              • Figure 6: Percentage change in sales of mints and breath fresheners, at current prices, 2010-20
            • Millennials concerned about artificial ingredients
              • Figure 7: Attitudes toward gum, mints, and breath fresheners, by demographics, any agree, June 2015
            • What it means
            • The Market – What you need to know

              • Mints, breath fresheners are the sweet spot
                • Sales of gum deflating
                • Market Size and Forecast

                  • Gum dragging down overall category
                      • Figure 8: Total US sales and fan chart forecast of gum, mints, and breath fresheners, at current prices, 2010-20
                      • Figure 9: Total US retail sales and forecast of gum, mints, and breath fresheners, by segment, at current prices, 2010-20
                    • Sales across retail channels
                      • Figure 10: Total US retail sales of sugarless gum, by channel, at current prices, 2010-15
                      • Figure 11: Total US retail sales of regular gum, by channel, at current prices, 2010-15
                      • Figure 12: Total US retail sales of plain mints, by channel, at current prices, 2010-15
                      • Figure 13: Total US retail sales of breath fresheners, by channel, at current prices, 2010-15
                  • Market Breakdown

                    • Mints benefitting from gum’s problems
                      • Figure 14: Total US retail sales and forecast of plain mints, at current prices, 2010-20
                    • Breath fresheners see strongest growth
                      • Figure 15: Total US retail sales and forecast of breath fresheners, at current prices, 2010-20
                    • Gum in decline, sugarless more than regular
                      • Figure 16: Number of people chewing gum, 2004-14
                      • Figure 17: Total US retail sales and forecast of sugarless gum, at current prices, 2010-20
                      • Figure 18: Total US retail sales and forecast of regular gum, at current prices, 2010-20
                  • Market Factors

                    • Decline in smoking could be affecting gum sales
                      • Figure 19: Adults aged 18+ who are current cigarette smokers, 2001-20
                    • Confusion over pros, cons of gum chewing
                    • Key Players – What You Need to Know

                      • Mars dominates gum and mints; Hershey leads breath fresheners
                        • Mint, breath freshener brands’ sales grow
                          • Core brands offer growth opportunity for gum
                            • Sugarless gum’s success lies in focus on freshness
                              • Co-branding raises gum sales
                              • Manufacturer Sales of Gum, Mints, and Breath Fresheners

                                • Mars dominates overall category with nearly 50% share
                                  • Figure 20: MULO sales of gum, mints, and breath fresheners, by leading companies, rolling 52-weeks ending June 14, 2015
                                • Core brands, freshening products win in sugarless gum
                                  • Figure 21: Mentos commercial for Pure Fresh gum
                                  • Figure 22: MULO sales of sugarless gum, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                • Juicy Fruit, bubble gum cause growth in regular gum
                                  • Figure 23: MULO sales of regular gum, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                • Mint brands enjoy sales gains, with Life Savers, Mentos in the lead
                                  • Figure 24: MULO sales of plain mints, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                • Breath fresheners gain, with Ice Breakers leading
                                  • Figure 25: MULO sales of breath fresheners, by leading companies and brands, rolling 52 weeks 2014 and 2015
                              • What’s Working?

                                • Sugarless gum brands focus on minty freshness
                                  • Figure 26: MULO sales of Wrigley’s 5 Ascent sugarless gum
                                • Co-branding creates interest in gum
                                  • Figure 27: MULO sales of Juicy Fruit gum with Starburst flavors sugarless gum
                                • Focus on cooling sensation drives sales of mints
                                  • Figure 28: MULO sales of Altoids Arctic mints
                                • A message of confidence helps breath freshener sales
                                • What’s Struggling?

                                  • Changing brand focus in gum a risky deal
                                    • Private label mint sales struggle
                                      • Freshening strips sales flat
                                        • Figure 29: MULO sales of Listerine PocketPaks breath-freshening strips
                                    • What’s Next?

                                      • Xylitol-sweetened gums, mints, breath fresheners to continue growth
                                        • Figure 30: Percentage of total launches of xylitol-sweetened gum and mints, annually, 2010-14
                                      • Gum gets crunchier
                                        • Sour flavor innovation coming to gum
                                          • Chews blurring breath freshener lines
                                            • Figure 31: Ice Breakers Cool Blasts TV advertisement
                                        • The Consumer – What You Need to Know

                                          • Purchasers of gum, mints, and breath fresheners use products similarly
                                            • Flavor trumps brand, price in all three segments
                                              • Millennials possibly confused about ingredients
                                                • Millennials purchase for mental, emotional stimulation
                                                  • Flavor innovation key across segments
                                                    • Breath fresheners could use friendlier packaging
                                                    • Perceptions of Gum, Mints and Breath Fresheners

                                                      • Breath freshening, removing bad mouth taste top purchase reasons for all
                                                        • Figure 32: Reasons for purchasing, June 2015
                                                        • Figure 33: Desirable characteristics, by gum, mint, and breath freshener purchases
                                                    • Most Appealing Product Characteristic

                                                      • Flavor trumps brand, price in all segments
                                                        • Figure 34: Desirable characteristics, June 2015
                                                    • Views on Ingredients

                                                      • Concern about sugar, artificial ingredients could be unfounded
                                                        • Figure 35: Attitudes toward gum, mints and breath fresheners, by generation, any agree, June 2015
                                                        • Figure 36: Desirable characteristics, by generation, June 2015
                                                    • Expanded Usage for Products

                                                      • Opportunity for dieting-focused gum
                                                        • Mints, breath fresheners could help women diet
                                                          • Figure 37: Purchasing gums, mints, and breath fresheners to prevent eating, by gender, June 2015
                                                      • Gum and Wellbeing

                                                        • Millennials desire gum that stimulates them mentally, emotionally
                                                          • Demand could arrive for functional mints, breath fresheners
                                                            • Figure 38: Reasons for purchasing gum, among Millennials, June 2015
                                                        • Innovation

                                                          • Seasonal flavors offer innovation opportunities
                                                            • Figure 39: Interest in product innovation in gum, mints and breath fresheners, any agree, June 2015
                                                          • Discreet packaging offers innovation opportunities in breath fresheners
                                                          • Appendix – Data Sources and Abbreviations

                                                            • Data sources
                                                              • Sales data
                                                                • Fan chart forecast
                                                                  • Consumer survey data
                                                                    • Abbreviations and terms
                                                                      • Abbreviations
                                                                        • Terms
                                                                        • Appendix – Market

                                                                            • Figure 40: Total US retail sales and forecast of gum, mints, and breath fresheners, at inflation-adjusted prices, 2010-20
                                                                            • Figure 41: Total US retail sales and forecast of sugarless gum, at inflation-adjusted prices, 2010-20
                                                                            • Figure 42: Total US retail sales and forecast of regular gum, at inflation-adjusted prices, 2010-20
                                                                            • Figure 43: Total US retail sales and forecast of breath fresheners, at inflation-adjusted prices, 2010-20
                                                                            • Figure 44: Total US retail sales and forecast of plain mints, at inflation-adjusted prices, 2010-20
                                                                            • Figure 45: Total US retail sales of gum, mints, and breath fresheners, by channel, at current prices, 2010-15
                                                                            • Figure 46: Total US retail sales of gum, mints, and breath fresheners, by channel, at current prices, 2013 and 2015
                                                                            • Figure 47: Natural supermarket sales of gum, mints, and breath fresheners, at current prices, rolling 52-weeks ending 06/16/13 - 06/14/15
                                                                            • Figure 48: Natural supermarket sales of gum, mints, and breath fresheners, by organic ingredients, at current prices, rolling 52-weeks ending 06/16/13 - 06/14/15
                                                                            • Figure 49: Natural supermarket sales of gum, mints, and breath fresheners, by presence of alternative sweetener, at current prices, rolling 52-weeks ending 06/16/13 - 06/14/15
                                                                            • Figure 50: Natural supermarket sales of breath fresheners, by flavor, at current prices, rolling 52-weeks ending 06/16/13 - 06/14/15
                                                                            • Figure 51: Natural supermarket sales of breath fresheners, by flavor, at current prices, rolling 52-weeks ending 06/16/13 - 06/14/15
                                                                            • Figure 52: Natural supermarket sales of gum and mints, by segment, at current prices, rolling 52-weeks ending 06/16/13 - 06/14/15
                                                                            • Figure 53: Natural supermarket sales of breath fresheners, by form, at current prices, rolling 52-weeks ending 06/16/13 - 06/14/15

                                                                        Companies Covered

                                                                        • Walmart Stores (USA)

                                                                        Gum, Mints and Breath Fresheners - US - September 2015

                                                                        £3,174.67 (Excl.Tax)