GUM, MINTS & BREATH FRESHENERS

By Jennifer Rodriguez, T. Hasegawa

Gum, mints, and breath fresheners are popular for their freshness; however, consumers have other reasons for choosing them. In addition to long-lasting flavor, brand loyalty plays a significant role in their purchasing decisions. As health becomes a primary concern, sugar-free options remain top-of-mind, particularly in the gum category. Addressing daily dental and digestive health needs is just as critical as promoting functional claims such as relaxation and energy enhancement.

While many wellness products are on the market, educating consumers about the benefits of gum, mints, and breath fresheners can help these products stand out. Portability and convenience rank among the top three factors influencing purchases. Although consumers may not find packaging particularly exciting, brands should consider updating it to enhance visual appeal while ensuring convenience remains a priority.

As mental wellness is taken into consideration, especially with half of US consumers feeling strained at least once a week, the market for gum, mints, and breath fresheners is evolving to meet these needs. Gen Z and Millennials, who heavily influence this space, seek stress-relieving and mood-boosting options with natural and unique flavors. Positioning these items as daily health supplements will capture attention.

Since young people are drawn to this category, there is an opportunity to explore nostalgic and candy-inspired flavors that are also healthy, appealing to both parents and GLP-1 users. Emphasizing the concept of “newstalgia” can help brands connect with their audience while also refreshing the category.

Consumers are filled with unease in the current economy. As a result of recent tariffs, consumer confidence has declined, which will result in a change in spending habits. The tariffs on imported sugar will increase prices for manufacturers and consumers. Although gums, mints, and breath fresheners are inexpensive and may not face drastic changes, brands must speak to consumers to justify their purchases. In light of recent concerns about microplastics found in gums, it’s important for brands to address these issues in their messaging to improve consumer perceptions.

Aside from the market shifts, sugarless gums are expected to gain popularity, while traditional gums may struggle to maintain consistent sales. Mints will require innovation, particularly in the wellness space, while breath fresheners might see price increases due to packaging, but should recoup.

Source: Mintel, April 2025

Usage in the category has grown since 2022

5% increase

4% increase

1% increase

4% increase