Mouth Freshener Market Size, Share & Trends Analysis Report By Type (Spray, Mint Candies, Gum, Others), By Distribution Channel (Retail Stores, Online Stores), By Region, And Segment Forecasts, 2024 - 2030

Mouth Freshener Market Size & Trends

The global mouth freshener market size was valued at USD 15.78 billion in 2023 and is projected to grow at a CAGR of 6.1% from 2024 to 2030. The rising awareness of oral hygiene and the importance of fresh breath drives market growth. As more people become conscious of their dental health and personal grooming, they are turning to mouth fresheners as a convenient way to maintain a fresh and clean oral environment. This trend is particularly noticeable in urban areas, where busy lifestyles and frequent social interactions make it essential to have fresh breath.

Additionally, the growing variety of mouth fresheners on the market has increased demand. Consumers can choose from a wide range of products, including mints, sprays, gums, and herbal concoctions, catering to different tastes and preferences. This diversification attracts a broader audience and encourages more frequent usage. Moreover, including natural and organic ingredients in these products appeals to health-conscious consumers, further boosting their popularity.

Cultural factors also play a role in the rising demand for mouth fresheners. In many cultures, particularly in Asia, using mouth fresheners has been a traditional practice for centuries. The globalization of these traditions has introduced these products to new markets, where they are gaining acceptance as part of daily oral care routines. Additionally, the increasing influence of Western lifestyles and the emphasis on personal grooming and etiquette in professional and social settings have made mouth fresheners a staple in many people's personal care regimens.

Finally, the growing awareness of the link between oral health and overall well-being encourages people to incorporate mouth fresheners into their daily routines. As research continues to highlight the impact of oral hygiene on general health, consumers are increasingly seeking products that not only freshen their breath but also contribute to better oral health. This comprehensive approach to oral care is expected to sustain and even accelerate the demand for mouth fresheners globally.

Type Insights

The mint candies segment held the largest market revenue share of 35.7% in 2023. Consumers increasingly seek convenient and portable solutions for maintaining fresh breath, making mint candies suitable for on-the-go use. These candies effectively neutralize bad breath and are easily carried and consumed. Furthermore, the trend toward healthier lifestyles has led to a preference for sugar-free and natural products, which many mint candies offer. The wide range of flavors and formulations available further enhances these candies, catering to varied consumer tastes and preferences.

The gum segment is projected to grow with a significant CAGR over the forecast period. The health-conscious trend drives demand for sugar-free and functional gums, which often contain ingredients that promote oral health, such as xylitol. Moreover, the diverse flavors and innovative product offerings in the gum segment cater to a wide range of consumer preferences, further boosting its demand.

Distribution Channel Insights

Retail stores segment held the largest market revenue share in 2023. Retail stores provide the convenience of purchasing mouth fresheners and other daily requirements such as grocery and dairy products; thus, consumers don’t have to visit particular places for these products. Retail stores often provide seasonal offers on bulk purchases that attract consumers to purchase products from these stores. Retail stores offer a wide range of products from several brands, allowing consumers to choose according to their requirements.

The online stores segment is projected to grow significantly over the forecast period. The widespread adoption of smartphones and internet access has made it easier for customers to explore and purchase a variety of mouth fresheners with just a few clicks. Additionally, online stores often offer a broader selection of products, including niche and international brands that may be available in something other than local retail outlets. This accessibility, combined with the ability to read reviews and compare prices, enhances the shopping experience, driving more consumers to choose online channels for their mouth freshener needs.

Regional Insights

North America held the largest market revenue share of 39.3% in 2023. One significant driver is the growing awareness of oral hygiene and the importance of maintaining fresh breath, which is often associated with overall health and social confidence. Additionally, the rise in consumption of strong-smelling foods, such as coffee, garlic, and onions, has led to a greater need for products that can neutralize odors quickly.

U.S. Mouth Freshener Market Trends

The U.S. market is projected to grow at the fastest CAGR regionally over the forecast period. Increasing awareness about oral hygiene, influenced by rising health consciousness and dental care education, drives more people to seek convenient solutions for fresh breath. Additionally, a busy lifestyle with on-the-go snacking and dining out contributes to the need for quick and portable options to maintain oral freshness. 

Europe Mouth Freshener Market Trends

Europe market is anticipated to witness significant growth in the coming years. The growing focus on oral health fuels the rise of the mouth freshener market in Europe. The increasing consumption of alcohol and tobacco products, leading to several oral health problems, such as unpleasant mouth odor, is driving the demand for mouth fresheners in the region. According to the National Institute of Health, Europe recorded the largest consumption of spirits and beer globally, with 2.631 and 3.907 per capita liter consumption, respectively. The rising consumption of alcohol in the region is driving the demand for mouth fresheners.

The UK market is projected to witness significant growth in the forecast period. The UK government and health organizations have emphasized the importance of good oral hygiene, including regular dental check-ups and proper dental care routines, which extend to products like mouth fresheners. Additionally, the UK's multicultural society has introduced a variety of culinary habits, some of which include strong flavors that may lead to concerns about breath freshness.

Asia Pacific Mouth Freshener Market Trends

Asia Pacific is projected to grow with the fastest CAGR over the forecast period. Cultural practices in many Asian countries emphasize maintaining fresh breath and oral hygiene, leading to a growing preference for mouth fresheners. The expansion of urban areas and increasing social and professional interactions further drive the need for fresh breath solutions. Moreover, introducing innovative products and flavors tailored to local tastes has boosted consumer interest and adoption. The growing awareness of oral health, supported by marketing campaigns, also contributes to the rising demand in this region.

India market is projected to grow significantly in the coming years. The growing awareness and emphasis on oral hygiene and fresh breath, particularly among the younger and working population, drives market growth. As lifestyles become busier, there is a rising preference for convenient and portable hygiene products, including mouth fresheners, which can be easily used on the go. Additionally, the expanding influence of Western culture and media has popularized the use of mouth fresheners in daily grooming routines.

Key Mouth Freshener Company Insights

Some of the key companies in the mouth freshener market include Johnson & Johnson; Mars, Incorporated; The Hershey Company; Kraft Foods Inc.; and others.

• Perfetti Van Melle MidasCare offers mouth freshener spray Spraymintt it comes in an instant, easy to carry in a pocket friendly pack, that delivers over 175 sprays per pack. It is a zero-alcohol, zero calorie, and zero added sugar mouth spray.

Mouth Freshener Market Report Scope

Global Mouth Freshener Market Report Segmentation

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 2018 to 2030. For this study, Grand View Research has segmented the mouth freshener market report based on type, distribution channel, and region:

• Type Outlook (Revenue, USD Million, 2018 - 2030)

  • Spray

  • Mint Candies

  • Gum

  • Others

• Distribution Channel Outlook (Revenue, USD Million, 2018 - 2030)

  • Retail Stores

  • Online Stores

• Regional Outlook (Revenue, USD Million, 2018 - 2030) 

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • UK

    • Germany

    • France

    • Italy

    • Spain

  • Asia Pacific

    • China

    • India

    • Japan

    • Australia

    • South Korea

  • Latin America

    • Brazil

  • Middle East and Africa (MEA)

    • UAE