Mouth Fresheners Market Size and Share Outlook - Forecast Trends and Growth Analysis Report (2025-2034)

The global mouth fresheners market reached approximately USD 20.01 Billion in 2024 . The market is further projected to grow at a CAGR of 6.10% between 2025 and 2034, reaching a value of USD 36.17 Billion by 2034 .

Mouth Fresheners Market Growth

Mouth fresheners help eliminate bad odours and freshen the breath, aiding in the maintenance of good oral hygiene. They are available in various forms including sprays, candies, and gums, among others. An imbalance in pH levels of saliva can cause bad breath, mouth fresheners aid in neutralisation of the acidic compounds of the saliva, masking bad breath instantly. Thus, the key factors pushing the mouth fresheners demand growth is the increased use of it to enhance the overall oral health and enhance the fresh feeling.

Key Trends and Recent Developments

Increased alcohol consumption, new flavours and availability through various channels are resulting in better mouth fresheners market dynamics and trends.

March 2022

Perfetti Van Melle's leading confectionary brand, Tic Tac, has announced a new TV campaign launch by introducing 'Tic Tac Seeds' in fennel flavour, a new category under the Tic Tac umbrella.

Increased alcohol consumption

The increased consumption of alcohol, tobacco, and fast food is boosting the mouth fresheners industry growth as the flavoursome post-meal titbits aid in digestion while providing fresh breath. This is a key trend of the mouth fresheners market that is going to push the sales during the forecast period as well. The mouth fresheners stimulate the flow of saliva, cleansing the palate and leaving behind a refreshing aftertaste.

New flavours

The introduction of novel flavours by various manufacturers to meet the changing consumer requirements is supporting the market expansion. The incorporation of ingredients including guarana, caffeine, and ginseng, among others in mouth fresheners is also bolstering the product demand.

Ease of availability

The growing availability of different types of mouth fresheners across various distribution channels including online stores, supermarkets and hypermarkets, and convenience stores, among others is providing lucrative growth opportunities to the market. The availability of different types of fresheners allows consumers to select the type most suitable to their requirements, thereby opening up mouth fresheners market opportunities.

Mouth Fresheners Market Trends

One of the trends in the mouth fresheners industry is passing into leading positions for functional and wellness-oriented products. Consumers increasingly look for mouth fresheners that can bring additional health benefits: enhanced oral hygiene, stress relief, or digestive support. Brands add natural ingredients like probiotics, essential oils, and herbal extracts to address the request for value addition. This is a manifestation of the broader consumer shift toward products that contribute to overall well-being, rather than just freshening breath, thus combining personal care with health benefits, and resulting in mouth fresheners industry growth.

• Industry Outlook

Rising Demand for Mints and Gums and an Expanding E-commerce Sector Drive the Market Growth

According to data provided by the International Trade Administration, United States Department of Commerce, India, at a CAGR of 14.11%, is likely to lead the retail e-commerce development from 2023 to 2027, closely followed by Brazil at 14.07% and Argentina at 13.63%. Turkey, Mexico, and Russia also turned in significant growth rates of 13.57%, 12.93%, and 12.78%, respectively.

The countries like China and South Africa show very high growth rates at 12.17% and 11.89%, respectively, indicating the rise in middle-class populations. Italy and the United States have growth rates of 11.59% and 11.22%, respectively. Canada and Indonesia have emerged with potential in emerging markets for e-commerce sales with 10.55% and 10.41%, respectively. These economies indicate high growth rates with robust economic expansion and increased consumer spending on online sales; thus, these regions may be a lucrative market for mouth fresheners, shaping new trends of the mouth fresheners market.

Conventional data for the total United States convenience for the most recent 52 weeks ended July 30, 2022, shows dollar sales for the candy, gum, and mint category reached USD 6.71 billion, up 11.4% vs. the prior year. More specifically, gum sales have shot upwards to an increase of 16.1% reaching USD 783 million, and mints realised an 11.6% lift, reaching USD 213 million. Growth in the candy, gum, and mint category reflects the increasing demand of the consumer for quick indulgence and freshness products. This is further reflected in the high growth registered across both sub-categories: chewing gum and mints, two primary ingredients of mouth fresheners, hence reflecting a strong market opportunity for mouth fresheners.

Global Mouth Fresheners Industry Segmentation

“Mouth Fresheners Market Report and Forecast 2025-2034” offers a detailed analysis of the market based on the following segments:

On the basis of type, the market is divided into:

• Gum
• Spray
• Mint Candies
• Others

Based on category, the market is bifurcated into:

• Sugar Free
• Conventional

On the basis of distribution channel, the market is classified into:

• Supermarkets And Hypermarkets
• Convenience Stores
• Online
• Others

Based on region, the mouth fresheners market segmentation includes:

• North America
• Europe
• Asia Pacific
• Latin America
• Middle East and Africa

Mouth Fresheners Market Share

Mint Candies To Gain Traction For Its Natural Sweetness

As per the mouth fresheners market analysis, mint candies are expected to account for a significant market share owing to the natural sweetness of candy and the availability of the product in different flavours including blueberries, apples, cherries, and strawberries, among others. The affordable nature and accessibility of mint candies are further boosting their popularity in various regions across the globe. Additionally, these candies are often formulated with high concentrations of menthol, providing them with an extra strong aroma and flavour.

The Range of Varieties in Mouth Fresheners and Their Inclination towards Them Is the Main Support for Global Mouth Fresheners.

• It draws a large number of target groups, including people of all age groups and from various cultural backgrounds.
• Many mouth fresheners have other beneficial health properties, such as antibacterial properties and fresh breath, which attract consumers.
• Variants include sprays, mints, chewing gums, and natural/herbal fresheners targeting diverse preferences.
• Convenience for on-the-go use increases with easy-to-carry packaging.
• More production of mouth fresheners with natural and organic ingredients attracts consumers who are health conscious.

Difficulty in Procuring Raw Materials, Use of Artificial Ingredients, and Economic Instability to Hamper Market Growth

• Short product life is a concern for mouth fresheners as they may not last long enough for some consumers, as per the mouth fresheners industry analysis.
• Some mouth freshener products contain artificial ingredients, sweeteners, and additives which may be a health concern to consumers.
• It is observed that consumers might be price sensitive as these industries are working in regions with low disposable income.
• Stricter regulations related to food and health products can hamper the market.
• Economic vagaries can make consumers cut back on non-essential products like mouth fresheners.
• Raw material shortage or problems in transportation affects the product supply and cost.

Developments of New Products and Requirements regarding Oral Aids help the Market.

• The growth in demand for mouth fresheners can be attributed to increased awareness about oral hygiene.
• The introduction of new flavours and ingredients may also draw in consumers who are eager to try something new.
• Relatively under-tapped markets in developing countries may offer considerable scope for growth. Increased access to e-commerce platforms opens a newer channel of sale, more so for the tech-savvy population.
• Other packaging innovations are related to the use of environmentally friendly materials and/or convenient and portable designs.
• Product differentiation also extends to those brands that earn a greater reputation and customer loyalty.
• Offering products in a portfolio at multiple price points is an important way to capture a wide range of customers, thereby boosting the mouth fresheners market growth.
• Partnerships with major retailers and e-commerce will enhance the market's reach significantly.
• Effective and memorable advertising impresses the potential targets and thereby increases sales and brand loyalty.
• Consumer acceptance of trust will be easier for certified and regulated products.
• Disclosure of ingredients and processes attracts credibility for a brand in the marketplace.
• The availability of products tailored to particular dietary needs may reach niche markets.

Mouth Fresheners Market Regional Analysis

The mouth fresheners industry in North America is anticipated to witness significant growth in the coming years. This growth can be attributed to the strong consumption of tobacco and alcohol in the region. The high disposable incomes and presence of various key players of the market including The Hershey Company and Mondelez, among others in North America is supporting the market expansion. Increasing awareness about the various dental benefits offered by the product such as warding off cavities and killing germs is bolstering the mouth fresheners market demand.

Competitive Landscape

The key companies in the mouth fresheners market participate in introducing flavours, introducing natural ingredients into their products, and offering them in sugar-free forms. Besides, companies also emphasise a wide range of product lines and increasing consumer appeal.

Perfetti Van Melle Group B.V.

Perfetti Van Melle Group B.V. is a privately owned company that was formed in 2001 and operates its headquarters in Haarlemmermeer, Netherlands, manufacturing and distributing chewing gums, candies, and mouth fresheners. Global brands of the company include Chupa Chups, Mentos, and Alpenliebe.

The Hershey Company

The Hershey Company, founded in 1894 and is based in Pennsylvania, United States, has grown to be one of the leading snacking companies that produce chocolates, cookies, candies, and mouth fresheners. It owns various brands such as Zero Bar, Rolo, Milk Duds, and Almond Joy.

Haribo GmbH & Co.

Haribo GmbH & Co., a food-and-beverage manufacturing company based in Germany, was established in 1920 and is headquartered in Grafschaft, Germany. The product line of the company includes fruit candies, mouth fresheners, gummy candies, marshmallow confections, and licorice wheels.

Other mouth fresheners market players include Mondelez International Inc., DS Group, Colgate-Palmolive Company, Ferndale Confectionery Pty Ltd., Leaf Holland BV, Wrigley Jr. Company, and Hager Worldwide Inc., among others.

Global Mouth Fresheners Market: Key Price Indicators?

• Cost of Raw Materials: The cost of key ingredients like mint, flavourings, sweeteners, and other such essential raw materials influences the cost of production directly, hence pricing.
• Costs of Packaging: Packages are one of the critical inputs in any product manufacture-from designing innovation to the use of eco-friendly material; all such costs go into the computation of the overall cost of production.
• Production Costs: Efficiency and economy of scale in manufacturing processes have a bearing on the cost of production. This may enable large volumes of production to allow for competitive pricing, bolstering the mouth fresheners market revenue.
• Efficiency in the Supply Chain: Transportation and logistics costs, combined with efficiency in the supply chain, will determine the final price of mouth fresheners. Market Competition: The extent of competition in the market dictates the pricing strategy.
• Brand Positioning: Where there exists strong brand equity, luxury brands can charge higher prices than the generic or store brands.
• Economic Conditions: Pricing is related to the economic stability of a country and its people's purchasing power.
• Regulatory Costs: Another addition to the cost of production is regulatory - the cost of adhering to health and safety legislation regarding certification and approval procedures.
• Promotional Offers: Discounts, offers, and loyalty schemes have an impact on effective pricing.
• Import and Export Tariffs: The prices may be changed due to the alteration of tariffs and trade policies in international trade, which could either increase the cost price of importing raw materials or finished products.

Demand Indicators in the Global Mouth Fresheners Market

• Health Awareness: With the increasing level of health awareness among consumers, demand is increasing for products that help maintain hygiene of the oral cavity and fresh breath, thereby pushing the growth of the mouth fresheners market.
• Lifestyle Change: Fast-paced modern lifestyles with increasingly busy schedules and social interactions make the demand for convenient and quick oral hygiene solutions like mouth fresheners very high. Further, urbanisation results in more social interactions and pressure on grooming and hygiene, hence raising demand. The push through aggressive marketing campaigns and advertisements by leading brands creates awareness and influences consumer preference, thus boosting demand.
• Innovation: Unusual flavours, natural ingredients, and eco-friendly packaging can help a product differ and become favoured among certain classes of consumers.