CHICAGO—The gum, mints and breath fresheners market has seen sales grow through the recession, increasing more than 10 percent since 2007, and is expected to continue growing through 2014, according to a new report from market researcher Mintel.
Marketers normally use packaging to help freshen and develop a brand’s image, but Mintel’s survey respondents think functionality is key in the gum category. Nearly 50 percent of people cited packaging that reseals better or is easier to open as being most important, while 19 percent want gum and mints to have packaging that’s better for the environment.
Innovation is not only coming by way of packaging, but also unique flavor combinations. Forty-three percent said they like to try new brands or flavors because they like the variety, and 13 percent try new brands or flavors because they have yet to find one they love.
“In recent years, gum and mint manufacturers have placed an emphasis on the health-delivering benefits of their products,” said Bill Patterson, senior analyst. “Gum has long been associated with this approach but has become even more so by providing more functional benefits like whitening teeth, strengthening teeth and overall oral hygiene. Mints have followed suit by enhancing their products with antioxidants, green tea and other health-promoting ingredients.”
Despite the emphasis on health, breath-freshening remains the most important function of gum and mints in the minds of Mintel’s survey respondents. Nearly four times as many respondents cited this compared to a healthy function.