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Gum, Mints and Breath Fresheners - US - March 2019

"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

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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

                                                                  Gum, Mints and Breath Fresheners - US - March 2019

                                                                  US $4,395.00 (Excl.Tax)