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Description

Description

"Sales of gums, mints, and breath fresheners have been essentially flat over the past five years and, when adjusted for inflation, are expected to drop 14% off of their 2018 sales by 2023. The consumer base has shown no discernible growth over that time, and brands have largely confined their innovation strategies toward longer-lasting familiar flavors and packaging. The time would seem right for gums featuring more functional attributes, be it in the area of dental/oral health, or even bolder efforts such as digestive, immunity, brain, or even cosmetic benefits. "
- William Roberts, Jr, Senior Food & Drink Analyst

This Report looks at the following areas:

  • Mature market poised for declines
  • Less than half of consumers turn to mints, gum
  • Guilt-free gum
  • Function over form

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Mature market poised for declines
            • Figure 1: Total US sales and fan chart forecast of gum, mints, and breath fresheners, at current prices, 2013-23
          • Less than half of consumers turn to mints, gum
            • Figure 2: Gum, mint, and breath freshener purchase, December 2018
          • The opportunities
            • Guilt-free gum
              • Figure 3: Attitudes toward potential for benefits from gums, mints, and breath fresheners, by parental status, December 2018
              • Figure 4: Attitudes toward ingredients in gums, mints, and breath fresheners, by Hispanic origin, December 2018
            • Function over form
              • Figure 5: Health-oriented opportunities in gums, mints, and breath fresheners, December 2018
            • What it means
            • The Market – What You Need to Know

              • Stagnant sales expected to go south through 2023
                • Sugar-free successes
                  • Gum's reputation proves a challenge
                  • Market Size and Forecast

                    • Mature market poised for declines
                      • Figure 6: Total US sales and fan chart forecast of gums, mints, and breath fresheners, at current prices, 2013-23
                      • Figure 7: Total US sales and forecast of gums, mints, and breath fresheners, at current prices, 2013-23
                  • Market Breakdown

                    • Sugarless gum leads a stagnating pack
                      • Figure 8: Sales and forecast of gums, mints, and breath fresheners, by segment, 2013-23
                    • Across channels, sales stagnate
                      • Figure 9: Total US retail sales of gums, mints, and breath fresheners, by channel, at current prices, 2013-18
                  • Market Factors

                    • Oral arguments
                      • Is chewing gum good or bad for health?
                      • Key Players – What You Need to Know

                        • Sugarless gums' positive 2018
                          • Brands leverage interest in the familiar
                            • Innovation and price
                              • Functional forms
                              • Company and Brand Sales

                                • Mars maintains market share lead, while Mondelez loses ground
                                  • Sales of gums, mints, and breath fresheners, by company
                                    • Figure 10: Multi-outlet sales of gum, mints, and breath fresheners, by leading companies, rolling 52 weeks 2017 and 2018
                                • What’s Working?

                                  • Finding the familiar
                                      • Figure 11: Gum launches from established brands, 2017-18
                                  • What’s Struggling?

                                    • Lack of innovation among mints
                                      • Figure 12: US mint introductions, by launch type, 2016-18
                                    • Priced out of the consideration set
                                    • What’s Next?

                                      • Extended function
                                        • Figure 13: Gum launches with functional claims, 2017-18
                                    • The Consumer – What You Need to Know

                                      • Sugar-free's got potential
                                        • Brand and flavor factor strongly in gum/mint choice
                                          • Dental health resonates with younger gum/mint consumers
                                            • Vitamin/mineral fortification of interest to Hispanics
                                              • Parents seeking guilt-free treats
                                                • Adventure Eaters engaging in gum/mints
                                                • Gum, Mint, Breath Freshener Purchase

                                                  • Less than half of consumers purchase mints, gum
                                                    • Figure 14: Gum, mint, and breath freshener purchase, December 2018
                                                  • Positioning sugar-free as guilt-free
                                                    • Figure 15: Gum, mint, and breath freshener purchase, by age, December 2018
                                                    • Figure 16: Gum, mint, and breath freshener purchase, by presence and age of children in household, December 2018
                                                • Gum, Mint, Breath Freshener Reasons for Purchase

                                                  • Fresh breath is essential
                                                    • Figure 17: Gum, mint, and breath freshener purchase reasons, December 2018
                                                  • Younger adults seek flavor exploration and hunger management
                                                    • Figure 18: Gum, mint, and breath freshener purchase reasons, by age, December 2018
                                                • Key Attributes

                                                  • Flavor, brand top the areas of interest
                                                    • Figure 19: Key attributes in gums, mints, and breath fresheners, December 2018
                                                  • Teeth whitening resonates much more with younger consumers
                                                    • Figure 20: Key attributes in gums, mints, and breath fresheners, by age, December 2018
                                                  • Merging factors of interest expands appeal
                                                    • Figure 21: TURF analysis – Purchase factors, December 2018
                                                • Gums, Mints, and Breath Freshener Behaviors

                                                  • Impulse drives consumption, habit drives choice
                                                    • Figure 22: Gum, mints, and breath fresheners behaviors, December 2018
                                                  • Guilt-free indulgence resonates with parents
                                                    • Figure 23: Opinions of gums, mints, and breath fresheners, by parental status, by gender, December 2018
                                                • Areas of Interest

                                                  • Adding function to freshening
                                                    • Figure 24: Areas of interest in gums, mints, and breath fresheners, December 2018
                                                  • Younger consumers seek functional gums
                                                    • Figure 25: Areas of interest in gums, mints, and breath fresheners, by age, December 2018
                                                  • Relaxation benefits could solidify loyalty
                                                    • Figure 26: Areas of interest in gums and mint, by gum/mint/breath freshener behaviors, December 2018
                                                  • Packaging that delivers
                                                    • Figure 27: TURF analysis – Potential gum/mint concepts, December 2018
                                                • Healthy Functions in Gums, Mints, Breath Fresheners

                                                  • Function over form
                                                    • Figure 28: Health-oriented opportunities in gums, mints, and breath fresheners, December 2018
                                                  • Fortification and function appeal to Hispanics
                                                    • Figure 29: Health-oriented opportunities in gums, mints, and breath fresheners, by Hispanic origin, by generation, December 2018
                                                • Attitudes toward Gums, Mints, and Breath Fresheners

                                                  • Functional benefits would resonate
                                                    • Figure 30: Attitudes toward gums, mints, and breath fresheners, December 2018
                                                • Food/Drink Consumer Segmentation

                                                    • Adventure Eaters most likely to purchase gum/mints
                                                      • Figure 31: Gum, mint, and breath freshener purchase, by food/drink consumer segmentation, December 2018
                                                    • Natural and functional interests merge for Quality Seekers
                                                        • Figure 32: Key attributes in gums, mints, and breath fresheners, by food/drink consumer segmentation, December 2018
                                                      • Healthy cost
                                                        • Figure 33: Areas of interest in gums, mints, and breath fresheners, by food/drink consumer segmentation, December 2018
                                                      • Functional benefits for Adventure Eaters
                                                        • Figure 34: Health-oriented opportunities in gums, mints, and breath fresheners, by food/drink consumer segmentation, December 2018
                                                      • Improving gum and mints
                                                          • Figure 35: Ingredient concerns in gums, mints, and breath fresheners, by food/drink consumer segmentation, December 2018
                                                      • Appendix – Data Sources and Abbreviations

                                                        • Data sources
                                                          • Sales data
                                                            • Fan chart forecast
                                                              • Consumer survey data
                                                                • Abbreviations
                                                                  • Abbreviations
                                                                  • Appendix – The Market

                                                                      • Figure 36: Total US sales and forecast of gums, mints, and breath fresheners, at inflation-adjusted prices, 2013-23
                                                                      • Figure 37: Total US retail sales of gums, mints, and breath fresheners, by segment, at current prices, 2016 and 2018
                                                                      • Figure 38: Total US retail sales and forecast of sugarless gum, at current prices, 2013-23
                                                                      • Figure 39: Total US retail sales and forecast of sugarless gum, at inflation-adjusted prices, 2013-23
                                                                      • Figure 40: Total US retail sales and forecast of regular gum, at current prices, 2013-23
                                                                      • Figure 41: Total US retail sales and forecast of regular gum, at inflation-adjusted prices, 2013-23
                                                                      • Figure 42: Total US retail sales and forecast of breath fresheners, at current prices, 2013-23
                                                                      • Figure 43: Total US retail sales and forecast of breath fresheners, at inflation-adjusted prices, 2013-23
                                                                      • Figure 44: Total US retail sales and forecast of plain mints, at current prices, 2013-23
                                                                      • Figure 45: Total US retail sales and forecast of plain mints, at inflation-adjusted prices, 2013-23
                                                                      • Figure 46: Total US retail sales of gums, mints, and breath fresheners, by channel, at current prices, 2016 and 2018
                                                                      • Figure 47: US supermarket sales of gums, mints, and breath fresheners, at current prices, 2013-18
                                                                      • Figure 48: US drugstore sales of gums, mints, and breath fresheners, at current prices, 2013-18
                                                                      • Figure 49: US convenience store sales of gums, mints, and breath fresheners, at current prices, 2013-18
                                                                      • Figure 50: US sales of gums, mints, and breath fresheners through other retail channels, at current prices, 2013-18
                                                                  • Appendix – Key Players

                                                                      • Figure 51: Multi-outlet sales of sugarless gum, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                      • Figure 52: Multi-outlet sales of regular gum, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                      • Figure 53: Multi-outlet sales of breath fresheners, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                      • Figure 54: Multi-outlet sales of plain mints, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                  • TURF Analysis – Methodology

                                                                      • Figure 55: TURF analysis – Purchase factors, December 2018
                                                                  • TURF Analysis – Methodology

                                                                      • Figure 56: TURF analysis – Potential gum/mint concepts, December 2018

                                                                  This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                  • Market

                                                                    Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                  • Consumer

                                                                    Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                  • Brand/Company

                                                                    Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                  • Data

                                                                    Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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