At first glance, gum and mints can feel like relics of another era in a confectionery landscape defined by unlikely flavor combinations, layered textures and functional ingredients. But new data from the National Confectioners Association shows the category quietly building momentum, driven by younger consumers, rising sugar-free demand and a shift toward gum and mints as functional treats rather than simple candy.
Together, gum and mints now account for 13% of total confectionery sales, according to NCA. Since 2020, the categories have added nearly $1.7 billion in combined dollar growth and are projected to reach $6.7 billion in sales by 2030.
Dollar growth is back – but volume hasn’t followed
Since 2020, annual gum sales have climbed $1.2 billion to reach $3.9 billion by 2025, while mint sales have grown by $462 million to the same $3.9 billion mark, according to NCA. But that topline growth masks a more complicated reality.
Unit and volume sales for both categories remain flat to down, signaling that inflation – not increased consumption – has been the primary driver of dollar growth. Fewer households are buying gum and mints overall, even as those who remain in the category are spending more per trip.
In other words, growth isn’t coming from broader penetration. It’s coming from value, mix and frequency among a shrinking base of shoppers.
Sugar-free gum and breath mints are doing the heavy lifting
Performance varies sharply by segment. Sugar-free gum has become the backbone of the category, accounting for nearly 90% of gum sales and continuing to post year-over-year growth, while regular gum continues to lose ground, per NCA.
Mints show a similar divide, according to the report. Breath-freshening formats now represent about 60% of total mint sales and are outperforming plain mints across dollars, units and volume. Together, these trends point to a consumer mindset that increasingly associates gum and mints with freshness, oral care and daily routines – not indulgence alone.
Younger consumers are reshaping the category
While Boomers still drive a significant share of mint volume and Gen X remains central to gum sales, nearly all growth in both categories is coming from Millennials and Gen Z.
Gen Z mint sales, in particular, have surged – more than doubling year over year – bringing the cohort into fair-share participation for the first time. Looking ahead, Millennials and Gen X are expected to account for more than 70% of gum unit sales within the next five years, as Boomers’ share gradually declines, according to the report.
The generational shift matters because younger consumers engage with gum and mints differently – placing more emphasis on flavor experimentation, texture and added benefits.
Flavor still wins – with mint firmly in the lead
Despite inflation pressures, flavor remains the single most important purchase driver, outweighing price and promotions across both categories.
Mint dominates, generating the majority of gum and mint sales and outperforming fruity and sour profiles year over year, per NCA. That said, preferences diverge by age. Younger consumers are more likely to gravitate toward extra-strong mint, fruity hybrids and novelty flavors, while older consumers remain loyal to classic profiles.
Seasonal offerings and multi-flavor packs resonate particularly well with Millennials, while mystery flavors generate limited enthusiasm across generations, according to NCA.
Texture and function create room for trade-ups
Texture also plays a meaningful role in purchase decisions. In gum, soft and smooth textures lead, while firm, stretchy formats appeal to bubble-blowers. In mints, hard and chewy textures dominate, though younger consumers show more openness to dissolvable and unconventional formats, according to NCA.
Beyond sensory appeal, functional benefits are emerging as a clear opportunity for premiumization. Nearly half of gum consumers express interest in added benefits such as teeth whitening, stress relief, focus or vitamins. Interest is strongest among Millennials, while Boomers remain more skeptical. Mints trail slightly but still show meaningful openness to functional claims, particularly around stress relief and wellness, per the report.
Inflation has changed how consumers buy – not why they buy
Rising prices have forced many consumers to rethink how often they purchase gum and mints, how much they buy and which brands they choose. More than half now describe the category as a “nice-to-have” rather than a must-buy, leading to reduced frequency and more deliberate purchasing.
At the same time, consumers show strong interest in natural ingredients – as long as taste and price remain intact. Any perceived tradeoff on flavor or value quickly becomes a barrier, the report notes.
A treat, not a replacement
What hasn’t changed is how Americans fundamentally view gum and mints. Unlike other food categories, these products are not expected to replace meals or anchor eating occasions. Instead, they occupy small, intentional moments – after meals, before social interactions, during travel or as a quick reset during the day.
As the category looks toward 2030, the data suggests that growth won’t come from reinventing gum and mints – but from refining their role. For brands, the opportunity lies in leaning into function, flavor and format while staying true to the everyday rituals that keep consumers coming back.
