Gum, Mint, and Breath Fresheners Market Size, Share, Trends, Growth, and Forecasts for 2025 - 2032

Gum, Mint, and Breath Fresheners Market Size and Trends Analysis

The global gum, mint, and breath fresheners market size is likely to be valued at US$31.8 Bn in 2025 and expected to reach US$46.3 Bn by 2032, growing at a CAGR of 5.5% during the forecast period 2025–2032. The growing trend of on-the-go consumption, urban lifestyles, and the increasing adoption of sugar-free mints and natural breath fresheners for health-conscious consumers support the market growth. Key players are driving market dynamics through product innovation and strategic marketing, positioning the sector as a vibrant and evolving one. There is a rising demand for natural breath fresheners and eco-friendly packaging, such as recyclable pouches.

Key Industry Highlights:

• Leading Flavour Profile: Mint contributes 50% of market revenue, due to its refreshing appeal.
• Fastest-growing Flavour Profile: Fruit is the fastest-growing segment, driven by growing demand for exotic and innovative flavours such as tropical fruit, berry, and citrus.
• Dominant Product Type: Chewing Gum accounts for 45% of the industry share in 2025, led by the popularity of sugar-free gum.
• Fastest-growing Product Type: Breath Sprays are the fastest-growing segment, driven by their portability and instant breath-freshening effects.
• Leading Region: North America holds a 35% market share in 2025, driven by high consumption of chewing gum in the U.S.
• Dominant Audience: Adults hold the largest share (45% in 2025), driven by their focus on oral hygiene and professional appearance.
• Emerging Audience: Teens are the fastest-growing segment, driven by their preference for fun and trendy flavour profiles, such as fruit, and innovative products, such as breath strips.
• Fastest-Growing Distribution Channel: Online Retail is driven by e-commerce expansion.

Global Market Attribute	Key Insights
Gum, Mint, and Breath Fresheners Market Size (2025E)	US$31.8 Bn
Market Value Forecast (2032F)	US$46.3 Bn
Projected Growth (CAGR 2025 to 2032)	5.5%
Historical Market Growth (CAGR 2019 to 2024)	5.0%

Market Dynamics

Drivers: Growing Awareness of Oral Health

Increasing consumer awareness of oral health and hygiene is a primary driver for the Gum, Mint, and Breath Fresheners Market, as individuals prioritize fresh breath and dental care in their daily routines. Chewing gum, particularly sugar-free gum, is widely recognized for its ability to stimulate saliva production, reduce plaque buildup, and prevent bad breath, making it a staple in oral hygiene regimens. Mints and breath sprays offer quick, convenient solutions for on-the-go freshness, appealing to adults and active individuals in professional and social settings.

The rise of health-conscious lifestyles has boosted demand for natural breath fresheners and sugar-free mints, which are perceived as healthier alternatives to sugary confections. This trend is particularly strong in urban areas, where fast-paced lifestyles and social interactions drive the need for portable, effective oral care products.

Manufacturers are responding by introducing innovative flavour profiles, such as mint and fruit flavours, infused with natural ingredients such as xylitol and essential oils, which enhance both functionality and consumer appeal. Marketing campaigns emphasizing the dental benefits of chewing gum and mints, combined with endorsements from dental associations, are further driving consumer adoption.

Restraints: Health Concerns Over Artificial Sweeteners

Health concerns surrounding artificial sweeteners and additives in chewing gum, mints, and breath fresheners pose a significant restraint on market growth. Some consumers are wary of ingredients such as aspartame, sucralose, and artificial flavourings, which are commonly used in sugar-free gum and mints, due to perceived health risks or dietary preferences. This scepticism is particularly prevalent among health-conscious consumers and parents purchasing products for children, who prefer natural or organic alternatives.

The negative perception of artificial ingredients can deter adoption, especially in developed markets where clean-label products are gaining traction. Manufacturers face challenges in reformulating products to meet consumer demand for natural breath fresheners while maintaining taste, shelf life, and cost-effectiveness. Additionally, regulatory scrutiny of artificial sweeteners in some regions adds complexity to product development, limiting market penetration and slowing growth for certain product lines.

Opportunities: Expansion of E-commerce Platforms

The rapid growth of online retail and e-commerce platforms presents a transformative opportunity for the gum, mint, and breath fresheners market, as digital channels enhance accessibility and consumer reach. Online retail platforms offer convenience, competitive pricing, and a wide range of chewing gum, mints, breath sprays, and gel-based breath fresheners, appealing to adults, teens, and active individuals seeking quick purchases. The rise of subscription models and personalized product recommendations on e-commerce platforms allows manufacturers to target specific target audiences, such as health-conscious consumers or those seeking sugar-free gum and natural breath fresheners.

Partnerships with major online retailers and social media marketplaces enable brands such as Wrigley and Perfetti Van Melle to expand their presence in emerging markets, where internet penetration is increasing. The ability to offer eco-friendly packaging, such as recyclable pouches and tins, through online channels aligns with consumer demand for sustainability, creating new revenue streams.

Category-wise Analysis

Product Type Insights

Chewing gum dominates with a 45% share in 2025, driven by its widespread popularity, affordability, and versatility. Sugar-free gum, such as Wrigley’s Extra and Orbit, is particularly favored for its oral health benefits, including plaque reduction and breath freshening, appealing to adults and active individuals. The segment’s dominance is supported by its availability in various flavour profiles such as mint and fruit, and its convenience in pouches and individual wrappers for on-the-go use.

Breath sprays are the fastest-growing segment, driven by their portability and instant breath-freshening effects. Breath sprays are increasingly popular among active individuals and adults in professional settings, where quick oral hygiene solutions are valued. The segment’s growth is fueled by innovations in compact dispensers and natural breath fresheners, appealing to health-conscious consumers.

Flavour Profile Insights

Mint holds a 50% share in 2025, driven by its refreshing and long-lasting appeal. Mint-flavored gum and mints, such as peppermint and spearmint, are preferred for their ability to instantly freshen breath, making them a top choice for adults and active individuals in social and professional settings. The segment’s dominance is supported by its availability across all product types, including chewing gum, breath sprays, and breath strips, and its widespread distribution in hypermarket/supermarkets and convenience stores.

Fruit is the fastest-growing segment, driven by growing demand for exotic and innovative flavours such as tropical fruit, berry, and citrus. Fruit-flavored gum and mints appeal to teens and children, who prefer sweet and fun taste profiles. The segment’s growth is supported by the introduction of sugar-free fruit gum and natural ingredients, aligning with health-conscious trends.

Packaging Insights

Pouches dominate with a 40% share in 2025, driven by their convenience, portability, and cost-effectiveness. Pouches are widely used for chewing gum and mints, offering resealable designs that appeal to active individuals and adults seeking on-the-go solutions. The segment’s dominance is supported by the growing demand for recyclable pouches and eco-friendly materials, aligning with sustainability trends.

Dispensers are the fastest-growing segment, driven by their compact and user-friendly designs. Dispensers for breath sprays and mints are gaining popularity among teens and active individuals, offering precise portion control and portability. The segment’s growth is supported by innovations in sleek, reusable dispensers and their increasing availability in online retail and vending machines, catering to urban consumers.

Target Audience Insights

Adults hold the largest share (45% in 2025), driven by their focus on oral hygiene and professional appearance. Adults prefer sugar-free gum, mints, and breath sprays for fresh breath in social and workplace settings, with mint-flavored products being particularly popular. The segment’s dominance is supported by the availability of premium breath fresheners in pharmacies and drugstores, and online retail, catering to health-conscious and busy lifestyles.

Teens are the fastest-growing segment, driven by their preference for fun and trendy flavour profiles such as fruit and innovative products such as breath strips. The rise of social media marketing and influencer campaigns targeting teens boosts demand for chewing gum and mints in individual wrappers and dispensers, particularly through online retail and convenience stores.

Distribution Channel Insights

Hypermarket/Supermarkets dominate with a 35% market share in 2025, driven by their extensive product offerings and accessibility. These outlets stock a wide range of chewing gum, mints, and breath fresheners in various flavour profiles and packaging options, appealing to adults, teens, and children. The segment’s dominance is supported by promotional displays and bulk purchase options, encouraging impulse buying.

Online Retail is the fastest-growing segment, driven by the rise of e-commerce platforms and consumer preference for convenience. Online retail offers a diverse selection of sugar-free gum, natural breath fresheners, and premium mints, with subscription models and home delivery enhancing accessibility. The segment’s growth is fueled by digital marketing and partnerships with major retailers, targeting active individuals and teens.

Regional Insights

North America Gum, Mint, and Breath Fresheners Market Trends

North America holds a 35% market share in 2025, with the United States as the primary contributor, driven by high consumption of chewing gum and mints due to strong oral hygiene awareness and busy lifestyles. The U.S. market benefits from a culture of on-the-go consumption, with sugar-free gum and breath sprays popular among adults and active individuals in professional and social settings. The American Dental Association (ADA) endorsement of sugar-free gum for oral health boosts demand, particularly for brands such as Wrigley’s Extra and Orbit. The rise of online retail and e-commerce platforms has transformed distribution, with recyclable pouches and dispensers gaining traction among eco-conscious consumers.

The U.S.’s advanced retail infrastructure, including hypermarket/supermarkets and convenience stores, ensures widespread availability of breath fresheners. Marketing campaigns targeting teens and children through social media and influencer partnerships are driving demand for fruit-flavored gum and breath strips. The growing focus on sustainability is encouraging manufacturers to adopt recyclable packaging and natural breath fresheners, aligning with consumer preferences.

Europe Gum, Mint, and Breath Fresheners Market Trends

Europe accounts for a 30% share in 2025, with Germany, France, and the United Kingdom as leading contributors. Germany’s strong confectionery market drives demand for chewing gum and mints, with sugar-free gum and natural breath fresheners popular among adults seeking oral health benefits. The country’s focus on sustainability promotes the adoption of recyclable pouches and tins, supported by stringent environmental regulations. France’s culture of social etiquette fuels demand for breath sprays and mints, particularly among active individuals in urban areas, with mint flavours dominating due to their refreshing appeal.

The French retail sector, including hypermarket/supermarkets and pharmacies and drugstores, ensures broad accessibility, while online retail is gaining traction. The UK’s health-conscious consumer base drives demand for sugar-free gum and gel-based breath fresheners, with convenience stores and vending machines serving as key distribution channels. The UK’s focus on youth culture and social media marketing boosts demand for fruit-flavored gum among teens. Europe’s emphasis on clean-label products and eco-friendly packaging, combined with investments in digital retail, supports market growth.

Asia Pacific Gum, Mint, and Breath Fresheners Market Trends

Asia Pacific is the fastest-growing region, with a 25% share in 2025, led by China, India, and Japan. China’s rapid urbanization and growing middle class drive demand for chewing gum and mints, with sugar-free gum and breath sprays popular among adults and active individuals in urban centers. Government initiatives promoting oral health, such as school-based dental programs, boost demand for fruit-flavored gum among children. India’s large population and increasing disposable incomes fuel demand for affordable mints and breath strips, with convenience stores and online retail as key channels.

The Ayushman Bharat program enhances access to pharmacies and drugstores, supporting the distribution of natural breath fresheners. Japan’s aging population and focus on oral hygiene drive demand for sugar-free gum and gel-based breath fresheners, with mint flavours dominating due to their clean and refreshing appeal. The region’s rapid e-commerce growth, particularly in China and India, is transforming distribution, with online retail offering competitive pricing and subscription models. The adoption of recyclable pouches and tins aligns with regional sustainability trends, while local manufacturers such as Lotte strengthen market presence, positioning the Asia Pacific as a key growth hub.

Competitive Landscape

The global gum, mint, and breath fresheners market is highly competitive, characterized by intense rivalry among global and regional players who are continuously innovating to capture market share. Key companies focus on product differentiation through unique flavour profiles, such as exotic fruit flavours and intense mint flavours, to appeal to diverse target audiences such as adults, teens, children, and active individuals.

Sustainability is a major theme, with manufacturers investing in eco-friendly packaging such as recyclable pouches and tins to meet consumer demand for environmentally responsible products. The sector is driven by strategic marketing campaigns, including social media partnerships and influencer endorsements, to target younger demographics and promote sugar-free gum and natural breath fresheners. Players are also expanding into emerging markets through local partnerships and distribution agreements, leveraging the growth of online retail and e-commerce platforms.

Key Developments

• In 2025, Certs mints and gum relaunched in stores in 2025 through a partnership between Nature’s Stance and the brand's owners as part of its expansion. The brand aims to bring back classic flavors while also introducing new products, intending to appeal to both longtime fans and new customers.
• In 2024, Mars has announced the launch of ORBIT® White Sweet Mint soft chew gum, the latest addition to its popular ORBIT® portfolio. The new product introduces a whitening gum format in the much-loved Sweet Mint flavor, offering consumers a refreshing taste along with a confidence-boosting oral care benefit. This launch marks Mars’ continued innovation in the gum category, expanding ORBIT®’s appeal to consumers seeking both flavor and functionality.

Companies Covered in Gum, Mint, and Breath Fresheners Market

• Perfetti Van Melle
• Hershey
• Lotte
• Wrigley
• Cadbury Trebor Basset
• Leaf Holland
• Haribo
• Ferndale Confectionery
• Kraft Foods
• Mars
• ZED GUM
• Wrigley Company
• Others