GVR Report cover Mouth Freshener Market Size, Share & Trends Report

Mouth Freshener Market Size, Share & Trends Analysis Report By Type (Spray, Mint Candies, Gum), By Distribution Channel (Retail Stores, Online Stores), By Region, And Segment Forecasts, 2019 - 2025

  • Report ID: GVR-3-68038-443-7
  • Number of Pages: 80
  • Format: Electronic (PDF)

Report Overview

The global mouth freshener market was worth USD 12.31 billion in 2018 and is expected to expand at a significant CAGR of 5.0% during the forecast period. Increasing awareness regarding oral care is among the prominent factors driving growth. Moreover, increasing the usage of tobacco and alcohol is propelling product demand.

U.S mouth freshener market

Furthermore, the high consumption of junk food, tobaccos, and alcohol has led to an increase in oral problems such as plaque, stained teeth, and bad odor. For instance, according to the World Health Organization (WHO), half of the global population suffers from oral problems. This factor is anticipated to drive the adoption of mouth fresheners, which in turn is projected to drive the mouth freshener market growth.

The manufacturers introduce different flavors of the product keeping the preference of consumers, especially millennials in mind, which is expected to positively influence the market growth. Introduction of ingredients such as caffeine, ginseng, and guarana among others in gum, breath freshener, and mint is driving the product demand. In countries such as India, consumers prefer to have mouth freshener after meals as well. The availability of a wide variety of mouth fresheners is projected to impel market growth soon.

However, the government policies regarding various types of mouth fresheners such as gums may restrain the market growth in various regions. For instance, chewing gum sale is banned in Singapore unless they are prescribed by doctors or are bought from a registered pharmacist. However, product innovation and acceptance of other variants of the product may drive the demand in near future.

For instance, Colgate-Palmolive Company introduced Colgate Plax liquid mouth freshener which has been widely accepted by the consumers thus, positively impacting the overall growth. Increasing consumer awareness regarding oral health problems and the cost associated with their treatments is projected to drive the demand for mouth fresheners. The dental treatment costs averaging 5% of total health expenditure and 20% of out-of-pocket health expenditure in most of the high-income countries.

Distribution Channel Insights

Retail stores segment is anticipated to continue dominating the market in terms of the market share. Easy availability is the prominent factor driving the segment growth. The presence of a large number of outlets and easy product availability is expected to fuel the growth of this distribution channel in near future.

The online store segment is anticipated to witness a robust CAGR of 5.6% during the forecast period. Increasing internet penetration in rural areas, faster and trusted delivery by various online portals, and easy replacements options are driving the segment. Also, the young working consumers with hectic schedule prefer online distribution channels due to easy access and doorstep service. This factor is projected to bode well for the segment growth in the forthcoming years.

Type Insights

Mint candy is among the most preferred types of mouth fresheners and the segment accounted for 37.0% of the market share in 2018. Easy availability of the product in many countries is among the prominent factors driving the growth of the segment. The availability of different variants in terms of flavors as well as packaging is driving the demand. For instance, the manufacturers have come up with regional flavors such as in India Paan flavor candies, available in various regions.

Global mouth freshener market

The spray is expected to register the fastest CAGR of 5.8% during the forecast period. Wide acceptance across the countries where guns are banned is projected to drive the segment growth. Advertisement and brand personification have also been one of the prominent factors for segment growth. Famous personalities and celebrities endorse various products, thus, positively impacting the overall growth.

Regional Insights

In 2018, North America held the leading market share of 43.0% and is anticipated to witness significant growth soon. In North America, the U.S. contributes to the majority of share and is expected to register a CAGR of around 3.6% over the forecast period, owing to high product demand and consumption of alcohol and tobacco.

Asia Pacific is expected to expand at the fastest CAGR during the forecast period due to high demand from developing countries such as India and China. Changing lifestyles and increasing disposable income are expected to further drive growth. The high prevalence of oral problems due to the high usage of tobacco is driving the regional market. For instance, in India, the consumption of tobacco has increased by 38% in the last decades.

Key Companies & Market Share Insights

Johnson & Johnson; Mars; The Hershey Company; Kraft Foods Inc.; Perfetti Van Melle; Lotte; Haribo GmbH & co.; Midas Care; Dabur Binaca; and Cadbury Trebor Basset are some of the major market players. The market poses a moderate to high entry barrier due to the presence of big market players and the requirement of high advertising costs. The companies focus on innovation in packaging and flavor, merger and acquisitions, and joint ventures.

Mouth Freshener Market Report Scope

Report Attribute


Market size value in 2020

USD 13.57 billion

Revenue forecast in 2025

USD 17.30 billion

Growth Rate

CAGR of 5.0% from 2019 to 2025

Base year for estimation


Historical data

2015 - 2017

Forecast period

2019 - 2025

Quantitative units

Revenue in USD million/billion and CAGR from 2019 to 2025

Report coverage

Revenue forecast, company ranking, competitive landscape, growth factors, and trends

Segments covered

Type, distribution channel, region

Regional scope

North America; Europe; Asia Pacific; Central & South America; Middle East & Africa

Country scope

U.S.; U.K.; Germany; China; India; Brazil; South Africa

Key companies profiled

Johnson & Johnson; Mars; The Hershey Company; Kraft Foods Inc.; Perfetti Van Melle; Lotte; Haribo GmbH & co.; Midas Care; Dabur Binaca; Cadbury Trebor Basset

Customization scope

Free report customization (equivalent up to 8 analysts working days) with purchase. Addition or alteration to country; regional & segment scope.

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Segments Covered in the Report

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2015 to 2025. For this study, Grand View Research has segmented the global mouth freshener market report based on type, distribution channel, and region:

  • Type Outlook (Revenue, USD Billion, 2015 - 2025)

    • Spray

    • Mint Candies

    • Gum

    • Others

  • Distribution Channel Outlook (Revenue, USD Billion, 2015 - 2025)

    • Online Stores

    • Retail Stores

  • Regional Outlook (Revenue, USD Billion, 2015 - 2025)

    • North America

      • The U.S.

    • Europe

      • Germany

      • U.K.

    • Asia Pacific

      • China

      • India

    • CSA

      • Brazil

    • MEA

      • South Africa

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