Mouth Freshener Market Size, Share, Trends, Industry Analysis Report: By Type (Mouth Sprays, Flavoured Candies, Breath Strips, Chewing Gums, and Others); Category; Distribution Channel; and Region (North America, Europe, Asia Pacific, Latin America, and Middle East & Africa) – Market Forecast, 2025 - 2034
- Published Date:Nov-2024
- Pages: 129
- Format: PDF
- Report ID: PM5155
- Base Year: 2024
- Historical Data: 2020-2023
Mouth Freshener Market Overview
Mouth freshener market size was valued at USD 16.51 billion in 2024. The market is projected to grow from USD 17.42 billion in 2025 to USD 28.92 billion by 2034, exhibiting a CAGR of 5.8% during the forecast period 2025 - 2034.
Mouth fresheners are products designed to combat bad breath and enhance oral hygiene, available in various forms such as mints, chewing gum, sprays, and candies. They serve an essential role in daily oral care, especially in social situations where fresh breath is desired. These products typically contain ingredients such as menthol and peppermint, which effectively mask odors and provide a refreshing sensation.
The rising awareness of oral hygiene is driving the mouth freshener market. People seek products that help prevent bad breath and maintain fresh breath throughout the day as they become more informed about the importance of oral health. This leads to increased adoption of mouth fresheners as these products offer a quick and portable solution for freshening breath.
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A growing variety of mouth fresheners is estimated to expand the global market. A wider selection allows consumers to find products that suit their personal preferences, whether in flavor, ingredients, or formulation. This variety attracts a broader audience, which ultimately boosts the sales of mouth fresheners.
The market for the mouth freshener is driven by the adoption of enhanced marketing techniques such as advertisements and celebrity endorsements. Advertisements raise awareness of mouth freshener products, making them more recognizable to consumers. In contrast, celebrity endorsements offer credibility to products, as fans and consumers often trust and imitate their favorite personalities. This leads to a stronger desire to try endorsed mouth fresheners, thereby propelling demand.
Mouth Freshener Market Driver Analysis
Rising Consumption of Alcohol and Tobacco
The market CAGR for mouth fresheners is being driven by the rising consumption of alcohol and tobacco. The data on global alcohol consumption in 2019 shows that an estimated 400 million people aged 15 years and older live with alcohol use disorders, and an estimated 209 million live with alcohol dependence. Both alcohol and tobacco lead to persistent bad breath. Consumers often seek mouth fresheners to counteract these odors and maintain fresh breath, especially in social situations. This increases the demand for mouth freshener products.
Increasing Urbanization Worldwide
The increasing urbanization worldwide is projected to fuel the global mouth freshener market. According to a published report by the World Bank, 57% of the world's population lived in cities as of mid-2023. Urban environments tend to have more social interactions, whether in professional settings or social gatherings. Individuals in these settings prefer mouth fresheners to ensure they feel confident and presentable in these situations. Furthermore, urban areas generally have a wide number of retail options, including pharmacies, convenience stores, and supermarkets, making mouth fresheners more accessible to consumers. This automatically boosts demand for mouth freshener products.
Mouth Freshener Market Segment Insights
Mouth Freshener Market Breakdown By Type
Based on type, the global mouth freshener market is divided into mouth sprays, flavoured candies, breath strips, chewing gums, and others. The flavoured candies segment accounted for a major market share in 2024 due to their appealing taste and widespread consumer acceptance. These candies not only provide immediate freshness but also offer a pleasurable experience that many consumers enjoy. The vibrant flavors and attractive packaging make them particularly appealing to younger demographics, who seek both functionality and enjoyment in their oral care products. Additionally, the trend towards indulgent yet practical choices fuels the popularity of flavored and cotton candies, as they are easily integrated into daily routines, making them a convenient option for freshening breath.
The chewing gums segment is also expected to grow at a robust pace in the coming years owing to their ability to promote oral health benefits beyond freshening breath, such as stimulating saliva production, which helps prevent cavities and reduce plaque buildup. The convenience of chewing gum, which is used discreetly in various settings, along with its potential for long-lasting freshness, positions it as a favored choice among consumers seeking effective solutions for maintaining oral hygiene.
Mouth Freshener Market Breakdown By Distribution Channel
In terms of distribution channels, the global mouth freshener market is bifurcated into retail stores and online stores. The retail stores segment held the largest market share in 2024 due to their widespread accessibility and established presence. Consumers appreciate the immediate fulfiment of purchasing products in person, allowing them to browse various options and make quick decisions. Retail environments, such as convenience stores, supermarkets, and pharmacies, offer a convenient shopping experience, especially for those looking to grab items during daily errands. The ability to physically inspect packaging and read labels enhances consumer confidence, driving sales in this segment. Additionally, promotional displays and in-store advertising effectively attract attention to these products, further boosting their popularity.
The online stores segment is also projected to grow at a rapid pace during the forecast period owing to the rapid growth of e-commerce and the convenience of online shopping. Online platforms provide extensive product selections featuring exclusive flavors or brands that may not be available in local retail outlets, which encourages consumers to purchase fresheners from online platforms. Furthermore, the rise of subscription services and personalized recommendations enhances the shopping experience, allowing consumers to discover new options tailored to their preferences easily. Enhanced delivery options, including same-day delivery and contactless transactions, also appeal to shoppers, particularly in urban areas, contributing to the segment growth.
Mouth Freshener Market Regional Insights
By region, the study provides the mouth freshener market insights into North America, Europe, Asia Pacific, Latin America, and the Middle East & Africa. North America mouth freshener market held the highest revenue share in the global market due to the strong culture of personal hygiene and wellness among consumers. High disposable incomes enable individuals to spend on a variety of oral care products, and the extensive availability of brands in both retail and online channels enhances consumer access. Furthermore, aggressive marketing campaigns and the popularity of flavored products attract a broad demographic, from young adults to older consumers, who seek effective solutions for freshening breath.
Asia Pacific mouth freshener market is expected to grow with a significant CAGR over the forecast period due to changing consumer lifestyles. Countries including India and China are experiencing significant growth owing to their expanding middle-class populations, which increasingly prioritize personal grooming and oral hygiene. The rise of convenience-driven shopping habits also supports the demand for innovative and portable mouth freshener products. The rising urbanization in the region further fuels the demand for mouth fresheners as the urban gentry usually prefers mouth fresheners to maintain fresh breathing. As per a published report, Asia Pacific holds 54% of the global urban population. Additionally, the influence of western lifestyles and an increasing awareness of health and hygiene amplify the interest in a wide range of breath-freshening solutions, thereby driving demand for mouth fresheners.
Mouth Freshener Key Market Players & Competitive Insights
Prominent market players are investing heavily in research and development in order to expand their offerings, which will help the mouth freshener market grow even more. Market participants are also undertaking a variety of strategic activities to expand their global footprint, with important market developments including innovative launches, international collaborations, higher investments, and mergers and acquisitions between organizations. To expand and survive in a more competitive and rising market environment, the mouth freshener industry must offer innovative solutions.
The mouth freshener market is fragmented, with the presence of numerous global and regional market players. Major players in the mouth freshener market include DABUR; Mondelēz International; MidasCare; Lotte; HARIBO GmbH & Co. KG; Perfetti Van Melle; Kpra Foods Pvt. Ltd.; Mars, Incorporated; Johnson & Johnson Services, Inc.; FERNDALE CONFECTIONERY PTY LTD; Mountain Breeze; The PUR Company; INVENTZ; DS Group; and THE HERSHEY COMPANY.
Perfetti Van Melle was established in 2001 through the merger of Perfetti SpA and Van Melle NV., headquartered in the Netherlands, specializes in confectionery and gum. The company employs approximately 17,000 people across 30 subsidiaries and distributes products in over 159 countries. The company is known for its innovative approach to product development, with a diverse portfolio that includes well-known brands such as Mentos, Chupa Chups, and Alpenliebe. In October 2023, Perfetti Van Melle acquired Mondelēz International’s gum business in the US, Canada, and Europe. The acquisition expands Perfetti Van Melle’s portfolio, which includes iconic global brands such as Mentos, Chupa Chups, and Airheads.
Mars, Incorporated is a major US-based multinational company renowned for its diverse portfolio, which includes confectionery, pet food, and other food products. The company was founded in 1911 and headquartered in McLean, Virginia. Mars operates in over 80 countries with approximately 70,000 employees. The company is privately owned by the Mars family and is structured into six primary segments: chocolate, pet care, food, drinks, symbioscience, and wrigley. This extensive reach allows Mars to maintain a significant global presence and influence in the food manufacturing industry. In August 2024, Mars, Incorporated acquired Kellanova for $83.50 per share in cash, for a total consideration of $35.9 billion, including assumed net leverage.
List of Key Companies in Mouth Freshener Market
- DABUR
- Mondelēz International
- MidasCare; Lotte
- HARIBO GmbH & Co. KG
- Perfetti Van Melle
- Kpra Foods Pvt. Ltd.
- Mars, Incorporated
- Johnson & Johnson Services, Inc.
- FERNDALE CONFECTIONERY PTY LTD
- Mountain Breeze
- The PUR Company
- INVENTZ
- DS Group
- THE HERSHEY COMPANY
Mouth Freshener Industry Developments
August 2024: HARIBO, a major supplier of gummies worldwide, announced the launch of HARIBO Football Mix gummies in several flavors, including pineapple, strawberry, raspberry, lemon, orange, and apple. This exciting limited-edition mix features a unique fluffy and soft dual-layered texture that enhances each delightful bite.
July 2023: HARIBO, a German confectionery company that manufactures a variety of sweets, including gummy bears, licorice, and foam-based candies, announced that it began gummi production at its first-ever North American manufacturing facility located in Pleasant Prairie, Wis. The brand-new, state-of-the-art factory was created to meet the growing demand of American consumers. HARIBO produces over 25 varieties of gummi treats in the US and more than 1,200 types globally.
February 2020: DS Group, a multi-business corporation and one of the fast-moving consumer goods (FMCG) conglomerates, announced the launch of Chingles Maxi in exciting mint and tutti frutti flavors. Chingle Maxi offers a splash of mint freshness and tutti frutti that enlivens the pallet and gives lasting freshness for a wholesome experience.
Mouth Freshener Market Segmentation
By Type Outlook (Revenue, USD Billion, 2020 - 2034)
- Mouth Sprays
- Flavoured Candies
- Breath Strips
- Chewing Gums
- Others
By Category Outlook (Revenue, USD Billion, 2020 - 2034)
- Sugar Free
- Conventional
By Distribution Channel Outlook (Revenue, USD Billion, 2020 - 2034)
- Retail Stores
- Online Stores
By Regional Outlook (Revenue, USD Billion, 2020 - 2034)
- North America
- US
- Canada
- Europe
- Germany
- France
- UK
- Italy
- Spain
- Netherlands
- Russia
- Rest of Europe
- Asia Pacific
- China
- Japan
- India
- Malaysia
- South Korea
- Indonesia
- Australia
- Rest of Asia Pacific
- Middle East & Africa
- Saudi Arabia
- UAE
- Israel
- South Africa
- Rest of Middle East & Africa
- Latin America
- Mexico
- Brazil
- Argentina
- Rest of Latin America
Mouth Freshener Report Scope
|
Report Attributes |
Details |
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Market Size Value in 2024 |
USD 16.51 billion |
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Market Size Value in 2025 |
USD 17.42 billion |
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Revenue Forecast in 2034 |
USD 28.92 billion |
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CAGR |
5.8% from 2025 to 2034 |
|
Base Year |
2024 |
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Historical Data |
2020 – 2023 |
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Forecast Period |
2025 – 2034 |
|
Quantitative Units |
Revenue in USD billion and CAGR from 2025 to 2034 |
|
Report Coverage |
Revenue Forecast, Market Competitive Landscape, Growth Factors, and Industry Trends |
|
Segments Covered |
|
|
Regional Scope |
|
|
Competitive Landscape |
|
|
Report Format |
|
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Customization |
Report customization as per your requirements with respect to countries, regions, and segmentation. |
FAQ's
The global mouth freshener market size was valued at USD 16.51 billion in 2024 and is projected to grow to USD 28.92 billion by 2034.
The global market is projected to register at a CAGR of 5.8% during 2025-2034.
North America held the largest share of the global market in 2024.
The key players in the market are DABUR; Mondel?z International; MidasCare; Lotte; HARIBO GmbH & Co. KG; Perfetti Van Melle; Kpra Foods Pvt. Ltd.; Mars, Incorporated; Johnson & Johnson Services, Inc.; FERNDALE CONFECTIONERY PTY LTD; Mountain Breeze; The PUR Company; INVENTZ; DS Group; and THE HERSHEY COMPANY.
The chewing gum segment is projected for significant growth in the global market.
The retail stores segment dominated the mouth freshener market in 2024.
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