The market for gum, mints and breath fresheners in the US remains stable despite economic fluctuations, with consumers viewing these products as affordable, regular purchases. While price sensitivity is relatively low, the category benefits from consistent demand driven by a strong history and its role in promoting freshness, confidence and convenience.
Consumers rely on these products predominantly for breath-freshening, putting high expectations on brands to maintain these strong associations but also grow their user base – younger users increasingly seek functional and better-for-you benefits like stress relief and natural ingredients. Gen Z and Millennials are particularly engaged, showing a preference for innovation in flavors, textures and packaging. Parents also represent a key demographic, often influenced by health-conscious preferences with their children in mind.
Opportunities for growth exist through innovation in sugar-free formulations, sustainable practices and wellness-oriented products. Plastic-free initiatives, functional benefits and collaborations with candy brands offer avenues to refresh the category and appeal to younger, environmentally conscious consumers. By focusing on these trends, brands can strengthen their position and drive long-term growth in a competitive yet resilient market.
This report looks at the following areas:
- Factors that impact the gum, mints and breath fresheners market
- Market size and forecast of gum, mints and breath fresheners
- Purchase and usage of gum, mints and breath fresheners
- Purchase factors and desired benefits
- General attitudes, including opinions on nostalgia and brand collaborations
- Packaging differentiators and perceptions
- Gum, mints and breath fresheners innovation and marketing strategies
Freshness remains a vital driver, keeping the category stable. Innovations in wellness and flavor will invigorate growth and meet evolving needs.
A Mintel Analyst, Global Analyst
Market Definitions
For the purposes of this Report, Mintel used the following definitions:
- sugarless gum (sugarless gum including dental and whitening gum)
- regular gum
- breath fresheners (Ice Breakers, Tic Tac and Altoids)
- candy mints (Life Savers mints, Mentos and Red Bird)
Excluded from this Report are:
- nicotine gum
- mouthwash
- toothpaste
- candy in all forms except candy mints (eg Life Savers mints are included, while other types of Life Savers are excluded)
Collapse All
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EXECUTIVE SUMMARY
- What you need to know
- Market size and forecast of gum, mints and breath fresheners
- Market predictions
- What consumers want and why
- Opportunities
- Wellness is an area of increased focus
- Market daily, functional products to Gen Z and Millennials
- Graph 1: % who use gum, mints or breath fresheners daily, by generation, 2025
- Pair gum with dental health
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MARKET DYNAMICS
- Market context
- Market drivers
- Something to watch: economic uncertainty
- Graph 2: consumer sentiment index, 2022-25
- Consumer prices have been steadily increasing…
- Graph 3: consumer price index for all urban consumers – candy and chewing gum average, 1997-2025
- …but most gum, mint and breath freshener products are still below $4
- Graph 4: incidence of gum, mint and breath freshener products, by price, 2020-25
- How much will tariffs affect prices in this category?
- So what is there to worry about?
- Microplastics under the microscope
- Market size and forecast
- Expectations for a low-growth market
- Retail sales and forecast of gum, mints and breath fresheners
- Market segmentation
- Gum continues to stick out as a big winner
- Graph 5: segment share of total gum, mint and breath freshener sales, 2025
- After a minor tariff dip, all segments are projected minimal growth
- Sugarless gum on top
- Graph 6: total retail sales and forecast of gum, mints and breath fresheners, by segment, 2019-30
- Market forecast by segment
- Market share/brand share
- Mars is the biggest planet in this category’s solar system
- Graph 7: multi-outlet sales of gum, mints and breath fresheners, by leading companies, rolling 52 weeks 2024 and 2025
- The top three companies hold a significant share of the market
- Sugarless gum is dominated by Mars
- Graph 8: multi-outlet sales of sugarless gum, by leading companies, rolling 52 weeks 2024 and 2025
- Wrigley’s drives the growth of Mars
- Mars hits the sweet spot
- Graph 9: multi-outlet sales of regular gum, by leading companies, rolling 52 weeks 2024 and 2025
- Mars and Hershey see slight growth in market share, while Tootsie Roll falls behind
- Mars controls mints, too
- Graph 10: multi-outlet sales of mints, by leading companies, rolling 52 weeks 2024 and 2025
- Life Savers buoy Mars to the top amid a positive year in sales
- The Hershey Company is the “freshest” when it comes to breath
- Graph 11: multi-outlet sales of breath fresheners, by leading companies, rolling 52 weeks 2024 and 2025
- Ice Breakers is the main player in the market
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CONSUMER INSIGHTS
- Consumer fast facts
- Usage of gum, mints and breath fresheners
- Usage in the category has grown since 2022
- Graph 12: past three month usage, 2025
- Sugar or sugar-free?
- Graph 13: gum, mint and breath freshener usage in the past three months, 2025
- The category skews younger…
- Graph 14: gum, mint and breath freshener usage in the past three months, by generation, 2025
- …driven by young parents and their children
- Graph 15: gum, mint and breath freshener usage in the past three months, by parental status, 2025
- Impulsiveness is important
- Graph 16: agreements with statements about gum, mints and breath fresheners, by past three month usage (exclusive), 2025
- Usage skews toward those more on-the-go, but not by much
- Graph 17: past three month usage, by working location status, 2025
- Incidence at work has increased
- Graph 18: past three month usage of those who entirely/mostly go into work, 2022-25
- Weight loss drug users target sugar-free options
- Graph 19: past three month usage, by GLP-1 usage, 2025
- Reasons for usage
- Freshness is the most common reason for usage…
- …but others are creeping up
- Graph 20: reasons for gum, mint and breath freshener usage in the past three months, 2025
- Freshness is firm for older generations, while others seek new experiences
- Graph 21: reasons for gum usage in past three months, by generation, 2025
- Mint/breath freshener usage reasons mirror gum
- Graph 22: reasons for mint usage in the past three months, by generation, 2025
- Graph 23: reasons for breath freshener usage in the past three months, by generation, 2025
- Purchase factors
- Long-lasting flavor equals long-lasting customers
- Though flavor is king, there are other factors to watch
- Graph 24: characteristics sought after when purchasing gum, mints or breath fresheners, 2025
- Capturing an audience early is key
- Graph 25: characteristics sought after when purchasing gum, mints or breath fresheners, by generation, 2025
- Deliver on the natural trend to parents while doubling down on fresh but traditional benefits
- Graph 26: characteristics sought after when purchasing gum, mints or breath fresheners, % of consumers, by parental status, 2025
- Purchase factors differ by product
- Graph 27: characteristics sought after when purchasing gum, mints or breath fresheners, % of consumers, by product purchased (exclusive), 2025
- Desired benefits
- Both physical and mental health benefits are in the spotlight
- Graph 28: desired benefits from gum, mints and breath freshener products, 2025
- There are plenty of benefits consumers, especially younger ones, are asking for
- Graph 29: desired benefits from gum, mints and breath freshener products, 2025
- The stressed want relief
- Graph 30: desired benefits from gum, mints and breath freshener products, by financial situation, 2025
- Gum and breath fresheners are seen as top avenues for health; mints need to catch up
- Graph 31: desired health benefits from gum, mints and breath freshener products, by past three month usage (exclusive), 2025
- Attitudes and behaviors
- Fresh breath continues to be the overall priority
- Graph 32: select attitude statments, 2025
- Expand beyond the promise of freshness for older generations
- Graph 33: select attitude statements, by generation, 2025
- Parents follow their children
- Graph 34: select attitude statements, by age and parental status, 2025
- Financial situation dictates in-the-moment decisions
- Graph 35: select attitude statements, by financial situation, 2025
- Packaging perceptions
- Ample packaging opportunities exist
- Each package has advantages
- Convenience and shareability are top associations overall…
- Graph 36: attributes associated with each type of packaging, 2025
- …driven by older consumers
- Graph 37: sharable associations with each packaging type, 2025
- Graph 38: convenience associations with each packaging type, 2025
- So what do younger consumers have their eye on?
- A keen eye for nostalgia
- Graph 39: nostalgic associations with each packaging type, 2025
- No clear winner on environmentally friendly packaging
- Graph 40: associations with sustainable packaging, by package type, 2025
- Ice Breakers encourages consumers to upcycle products
- Continue to capture young audiences with candy inspirations
- Graph 41: willingness to buy gum inspired by candy brands, 2025
- Graph 42: fun OR eye-catching associations with each packaging type, 2025
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INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- Brands employ various anti-plastic strategies
- Nathan and Sons targets “Big Gum” and educates consumers on common gum ingredients
- Ice Breakers inspires reconnection through fruit-flavored fun
- Neuro markets science-backed performance
- Candy with…more candy!
- BreathROX boasts breath-busting benefits
- Good-for-you gum
- Marketing and advertising
- Smaller, American-based businesses educate on tariff effects
- Five goes for festivals; Trident tries traditional
- Orbit leans into confidence and fitness
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APPENDIX
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
- Retail sales and forecast of total gum, mints and breath fresheners, at inflation-adjusted prices
- Retail sales and forecast of sugarless gum, at inflation-adjusted prices
- Retail sales and forecast of regular gum, at inflation-adjusted prices
- Retail sales and forecast of plain mints, at inflation-adjusted prices
- Retail sales and forecast of breath fresheners, at inflation-adjusted prices
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