May 13, 2025 – Mints and gum are consumed because of their refreshing breath attributes and oral health benefits. In the US and Canada, consumers sometimes eat these products to cope with stress and improve focus. Innova Market Insights research highlights how brands and companies are building consumer trust through natural ingredients and inclusive choices. It also dives deeper into the subcategories, top countries, positionings, and flavor trends, which reveal future innovation directions that could shape the category.
Mints and Gum Formats
There has been a 6% CAGR rise in mints and gum launches across the region. Mints and gum are available in various formats, such as tablets, strips, powders, butter mints, cubes, and center-filled, catering to diverse consumer preferences. These products offer a range of textures, like crunchy, creamy, soft, and chewy, enhancing the mouthfeel and unique sensory experiences. Additionally, brands are simplifying consumers’ lifestyles with different packaging solutions. Brands display pop-top bottles, blister packs, resaleable bags, and flip-flop tins to boost market expansion and appeal to a wider consumer base.
Mints and Gum Category
Mints is the top subcategory in the US and Canada. The US continues to lead in North America; meanwhile, Canada shows a 31% rise in mints and gum cluster launches over the past five years.
Ferrero is the top company for product launches. Mars Wrigley Confectionery, Hershey, Perfetti Van Melle, and Mondelēz are other prominent companies in this space. These top 5 companies account for a total of 43% of mints and gum category launches in the US and Canada.
Natural Ingredients and Inclusive Choices
Mint and gum trends reveal that 24% of consumers in the US and Canada state that real ingredients or natural claims influence their purchasing decisions of mints and gum. Launches made with natural ingredients cater to health-conscious individuals, offering a cleaner option. This demonstrates that brands are prioritizing real, natural ingredients for exceptional product quality.
Clean labels further enhance this appeal, providing greater product clarity and transparency by highlighting free from additives or preservatives, GMO-free, and organic ingredients claims on their packaging. Moreover, inclusive options like kosher and vegan products meet various dietary needs for consumers with ethical or specific lifestyle choices.
Oral Health Choices
Products with oral health claims can appeal to health-conscious consumers by promoting benefits like fresher breath and cavity protection, encouraging repeat purchases, and enhancing customer loyalty. This aligns with the rising need for personalization and reflects the ‘Precision Wellness’ food trend, which emphasizes how information culture is making it difficult for brands and companies to satisfy targeted dietary requirements for all life stages.
There has been an 8% CAGR increase in mints and gum with sugar-free claims over the past two years. Products with sugar-free claims offer a sweet taste without the added calories or sugar. Low/no/reduced and low/no/reduced fat varieties provide a guilt-free treat, aligning with the dietary needs of consumers focused on healthier lifestyles.
Mints and Gum Top Flavors
In the US and Canada, 30% of consumers have increasingly looked for mints and gum with familiar flavors over the past year. Spearmint, strawberry, orange, mint, and peppermint are leading flavors in mints and gum cluster launches.
Brands and companies are satisfying consumer cravings with a diverse selection of fruit flavors. This is reflected in the 25% growth of fruit flavors in product launches in the past year. Products highlighting fruit flavors like citrus, berry, and orchard flavors are gaining attention in the market. Developing mints and gum with long-lasting flavors might boost a brand’s market presence by catering to consumer demand for extended freshness, enhancing satisfaction, driving repeat purchases, and fostering brand loyalty.
Limited-Edition Products
Limited edition launches encourage consumers to try products quickly before they run out of stock. Seasonal releases, like Christmas, Easter, or Halloween editions, excite consumers and attract them through exclusive flavors or packaging. Designing mints and gum with kid-friendly packaging featuring animated characters can effectively capture the attention of young consumers, which could drive market appeal.
What’s Next in Mints and Gum Trends?
The mint and gum market in the US and Canada is evolving with consumer preferences. Consumers are embracing tradition and looking for handcrafted products in the market. This presents opportunities for innovators to develop handcrafted products through traditional methods. These products can drive market growth as demand for small-batch products increases, and it appeals to those seeking premium, artisanal products.
Alcohol-flavored mints and gum provide a unique, sophisticated taste experience, attracting consumers seeking novelty and bold flavors. These offerings can deliver new tastes and flavors and provide convenient, non-alcoholic alternatives to enjoying favorite drinks for consumers.
Co-branding launches can foster market growth by leveraging the strengths of both brands, expanding reach, and enhancing consumer appeal. These collaborations provide both brands with visibility and access to a wider consumer base. Brands are likely to focus on strengthening their position in the market by focusing on advanced research, unique flavor innovations, and clean label formulations.
This article is based on Innova’s Overview in Mints & Gum in the US & Canada report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
