Mints are somewhat of a social confection, with consumers often popping one or two in their mouths after a meal, before meetings, or prior to an in-person encounter to ensure breath is fresh. As more of the workforce returns to work in offices, the trend stands to have a positive impact on category sales.

Market data
The producers operating in breath fresheners and plain mints saw mixed results for the 52-week period ending May 18, 2025, according to market data from Circana—and overall the “breath fresheners” umbrella both subcategories fall under was relatively even, with the total sales of $1.3 billion amounting to a modest increase of 0.6%. However the breath freshener subcategory saw a modest gain, and plain mints saw a slight decline.

The breath fresheners ranked producers took in a total of $778.9 million for the year, an increase of 1.7%. The top-ranked players saw a mix of ups and downs:

• The Hershey Co. $339.6 million, up 5%
• Ferrero USA: $218.9 million, a 3.6% drop
• Mars Wrigley: $166.4 million, an increase of 2.4%

Source: Circana OmniMarket™ Total Store View | Geography : Total US - Multi Outlet w/ C-Store (Grocery, Drug, Mass Market, Convenience, Military and Select Club & Dollar Retailers) | Time : Latest 52 Weeks Ending 05-18-25

Companies lower down the list experienced lesser sales, but notable increases for the year make them worth watching—namely, Simply Gum (up 45.5% to $2.7 million) and Vermints (just $675,637 in sales but a jump of 30%).

Plain mints saw a decline in sales, but only a slight one—the subcategory raked in a total of $453 million, which constitutes a 1.2% drop over the course of 12 months. The leading producers here:

• Mars Wrigley: $193.5 million, up 3.7%
• Perfetti Van Melle: $130.2 million, down 9.2%
• Ferrara: $62.2 million, up 1.6%

Private-label mint sales fared well, reaching $62.2 million (a 1.6% increase). The biggest increase among ranked mint producers went to George J. Howe, at 30.4% (reaching $3.8 million).

Looking back
Jen Redmond, gum and mints category marketing director with Perfetti Van Melle, says despite inflation and other pressures producers faced, mint sales performed well.

“This resilience was largely driven by a rise in everyday consumption moments—thanks to increased social interactions, more travel, and a widespread return to in-person work environments,” she states.

Sami Rahman, senior associate brand manager for sweets and refreshments with Hershey, says sales in this category have been positively impacted by the increasing numbers of people returning to the office post-COVID.

“As we continue to move farther away from the COVID-19 pandemic, more employees continue to return to in-person work settings,” he shares. “In this shift to in-person work, mints achieve an essential workplace role, helping consumers maintain fresh breath in in-person interactions. Around half of mint and gum consumption typically occurs between 10 a.m. to 4 p.m., peaking at 1 p.m.

Rahman says consumers have shown increased interest in different flavors, including breath fresheners with fruit flair.

“Fruity flavor mints continue to grow in popularity in the mint category, increasing 50% in retail sales from 2020–2024,” he observes. “Fruity flavor mints tap into different consumer usage occasions than minty flavor mints, including curbing sugar cravings, boosting mood during leisure time, and providing focus when multitasking.

Redmond reports one of Perfetti Van Melle’s innovations in the category over the last year (created based on noted consumer trends and behaviors) resonated with confectionery consumers.

“We recently introduced a unique innovation in the mints category with the launch of the Discovery Roll; this one-of-a-kind product features 14 distinct flavors, nine of which are entirely new to the Mentos portfolio, delivered in our traditional roll format,” she says. “The concept was born from a key consumer insight: consumers are actively seeking flavor variety, discovery, and moments of surprise in their snacking choices. By combining multiple flavors in a single pack, Discovery Roll not only satisfies curiosity and encourages trial, but also drives engagement by inviting consumers to share, trade, and explore the full flavor range. This launch underscores Mentos’ commitment to keeping the category fresh and exciting through innovation that goes beyond traditional flavor extensions.”

Tapping into consumer insights is a habit fueling innovation at other companies. At the end of last year, Ferrero’s Tic Tac breath freshener brand sought direct consumer input with flavor ideation. The “Choose Your Next Match,” campaign, which was announced in concurrence with the launch of its Citrus Adventure flavor and ran October to November, checked in with the public to pick the next limited-edition flavor to hit shelves, choosing from five fruited flavors: Mango Lime, Lemon Sorbet, Dragon Fruit, Ginger Lemon, and the winning Grape Sour.

"Our new flavors are always created with our fans in mind," says Dan Cutchin, vice president of marketing at Ferrero USA.

Looking ahead
Rahman says while mints and breath fresheners have seen ups and downs in recent years, he is feeling rosy about what’s around the bend.

“Overall, I am optimistic about the future of the Mints category; as consumers continue to return to in-person work, mint consumption will continue to serve an important role for them,” he predicts. “Additionally, we don’t expect the rise in fruity flavor mints to slow down anytime soon, especially for younger consumers.

Redmond concurs, stating “the category is well-positioned for continued growth, with brands actively innovating and adapting to meet evolving consumer preferences.”

As 2026 approaches, Rahman advises, producers in the category should keep a number of new and emerging trends in mind.

“Products that offer functional benefits and cleaner ingredients will continue to appeal to consumers, especially Millennial and Gen Z consumers, who prioritize snacks that align with their health and wellness goals,” he says.

Rahman also says Hershey is anticipating interest in fruit flavors to continue: “Later this year, we are introducing Ice Breakers Fruity Mix Mints, the first fruit-forward assortment from the brand, featuring three exciting flavors: Strawberry, Tangerine Citrus, and Watermelon.”

For the coming months, Redmond advises, market watchers should expect a continued interest in diverse flavors, different pack formats, functional benefits, and other trends—as well as the presence of continuing obstacles.

“A key challenge will be maintaining category relevance as shelf space shrinks and mints increasingly compete with better-for-you-You products, snacks, and other fast-moving front-end items. Driving sales and justifying retail presence requires both innovation and communication, new products spark interest, but the stories we tell and the occasions we connect to are what keep mints top-of-mind in a functional, established category.” SF&WB

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