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US Gum, Mints and Breath Fresheners Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Gum, Mints and Breath Fresheners market, its consumers and the major players who make up the market.

Mintel has the answers you’re looking for

  • What are the key challenges facing the industry?
  • Who is the consumer and what do they want?
  • Where are the opportunities, where are the risks and what lies ahead?

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Covered in this report

This report examines the US retail market for gum, mints, and breath fresheners.For the purpose of this report, Mintel uses the following definitions:

  • Sugarless gum (sugarless gum including dental and whitening gum)
  • Regular gum
  • Breath fresheners (eg Ice Breakers, Tic Tac, and Altoids)
  • Candy mints (eg Life Savers mints, Mentos, and Red Bird)

Excluded: Nicotine gum, Mouthwash and Toothpaste

Expert analysis from a specialist in the field

Written by Williams Roberts Jr, a leading analyst in the Food & Drink sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

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 timeWilliams Roberts Jr
Senior Food & Drink Analyst

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What's included

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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