Mouth Freshener Market - By Product Type (Gums, Spray, Strips, Capsule and Others), By Category (Flavored, Non-Flavored), By Ingredient, By Price Range, By Distribution Channel, By Region, Forecast 2024 – 2032

Mouth Freshener Market Size

Mouth Freshener Market size was valued at USD 18.6 billion in 2023 and is estimated to grow at a CAGR of 6.7 from 2024 to 2032. The demand for mouth fresheners is expected to increase significantly over the projected period as consumers become more aware of the importance of oral hygiene and oral care practices.
 

In addition, rising tobacco and alcohol consumption has increased the demand for effective solutions to neutralize odors, resulting in boosting the market for mouth fresheners. For instance, according to the World Health Organization (WHO), half of the global population suffers from oral problems.
 

Manufacturers are introducing new product flavors based on consumer preferences, particularly among millennials, which is expected to positively influence market growth. The introduction of sugar-free and conventional mouth fresheners has boosted the product demand. Additionally, the market is expected to see growth opportunities during the forecast period due to the advancements in packaging designs and the implementation of marketing techniques like advertisements and celebrity endorsements.
 

In today's fast-paced society, there is an increasing need for convenient oral care products. Consumers are increasingly looking for convenient products that provide effective breath enhancement and quick refreshment due to their busy lifestyles and continuous on-the-go routines. Mouth fresheners have developed as a popular option, giving instant freshness with a simple spritz or spray. As a result, the market for mouth fresheners is growing, driven by increasing need for practical and efficient dental care solutions in our hectic daily lives.

Navigating rules and regulations across different regions is a significant barrier for oral care product makers, especially mouth fresheners. Each region has its own set of rules and regulations governing ingredients, labelling, and health claims. Compliance with these regulatory demands poses a substantial challenge in industry growth. For instance, in Singapore, the sale of chewing gum is prohibited unless it is purchased through a qualified pharmacist or a doctor's prescription.

Mouth Freshener Market Trends

Manufacturers of mouth fresheners are focusing on developing novel flavors and creative packaging in response to changing consumer preferences. They are offering innovative combinations of herbs, spices, and fruits to provide unique flavor experiences that appeal to a wide range of tastes. Additionally, the need for quick, on-the-go oral care products is increasing due to urbanization and a hectic lifestyle. Portable formats such as sprays, strips, and pocket-sized packs are gaining popularity due to their simplicity of use and effectiveness, meeting the demands of customers who value both convenience and freshness in their oral health regimens.
 

Mouth Freshener Market Analysis

Based on product type, the market is classified into Gums, Spray, Strips, Capsule and Others. The Spray segment dominated the market, accounting for USD 6.5 billion in 2023 and is expected to grow at a CAGR of 6.9% during the forecast period of 2024-2032. Mouth freshener sprays have changed oral health due to their convenience and simplicity. These sprays are compact and portable, fitting easily into backpacks or pockets to ensure that fresh breath is always available. They deliver significant breath enhancement with a single spritz, making them a popular choice among consumers looking for simple oral hygiene treatments that can be easily integrated into their regular routines.
 

Based on Distribution channel, the mouth freshener market is classified into Online and offline. The offline distribution channel dominated the market with 84.5% of the market share in 2023 and is expected to reach USD 27.4 billion over the forecast period of 2024-2032. Offline channels continue to play an important role in the distribution of mouth fresheners as they allow consumers to interact with items in person. Supermarkets, hypermarkets, and convenience stores provide accessible locations where customers can physically investigate, touch, and sample many mouth freshener alternatives. Furthermore, the widespread availability of mouth fresheners in various offline channels allows for increased sales volumes while catering to diverse consumer tastes and assuring convenience through direct interaction and fast accessibility.
 

In the mouth freshener market, Asia Pacific accounted for the largest market share of USD 7.7 billion in 2023. It is projected to reach USD 14.4 billion by the end of 2032. due to the rising consumption of smokeless tobacco products such as dip, snuff, snus, and chewing, the market in Asia Pacific is predicted to grow significantly. Furthermore, the sweet consuming customs observed by countries such as India and China, and others, during festivals and events led to increased sales of mouth fresheners.
 

China dominated the Asia pacific Mouth Freshener Market with 22.3% of market share in 2023 due to increase in awareness regarding oral health and hygiene among consumers. As Chinese consumers place a high importance on health and wellness, mouth fresheners have become crucial parts of their daily habits, showcasing a larger shift towards proactive self-care and preventative dental measures.
 

The U.S. mouth freshener market was valued at 2.9 billion in 2023 and is anticipated to drive significant growth in the industry over the forecast period. Consumers' growing awareness of the importance of oral hygiene and fresh breath has resulted in rising demand for mouth fresheners in their regular oral care routines. Manufacturers are innovating with unique flavors, formulas, and packaging to cater to a variety of tastes. These developments, which include natural ingredients, sugar-free alternatives, and simple, eco-friendly packaging, are increasing market appeal and sales.
 

Mouth Freshener Market Share

The mouth freshener industry is fragmented in nature due to the presence of local and global players. In 2023, the market players, such as Perfetti Van Melle, FerreroFerndale Confectionery Pty ltd, Mondel'z International and Hager Worldwide, collectively held around 10%-15% market share. These prominent players are proactively involved in strategic endeavors such as mergers & acquisitions and facility expansions & collaborations to diversify the product portfolios, expand the customer base, and strengthen its market position.
 

Mouth Freshener Market Companies

Major players operating in the mouth freshener industry are:

• Ferndale Confectionery Pty Ltd
• Ferrero 
• Hager Worldwide
• HARIBO GmbH & Co. KG
• Leaf Holland BV
• Mars Incorporated
• Mondelez
• Mondelez International
• Perfetti Van Melle
• The Hershey Company
• The Kraft Heinz Company
• Wrigley Jr. Company

Mouth Freshener Industry News

• In July 2021, Ferndale Confectionery, a prominent participant in the market, recently inaugurated a new factory in Ballarat.
   
• In February 2020, Colgate announced the launch of their CBD product line, which includes mouthwash, toothpaste, and dental floss.
   

The mouth freshener market research report includes in-depth coverage of the industry with estimates & forecast in terms of revenue (USD Billion) (Thousand Units) from 2021 to 2032, for the following segments:

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Market, By Product Type

• Gums
• Spray
• Strips
• Capsule
• Others

Market, By Category

• Flavored
• Non-Flavored

Market, By Ingredient

• Sugar-free
• Conventional

Market, By Price Range

• Low
• Medium
• High

Market, By Distribution Channel

• Online
• Offline

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada
• Europe
  • UK
  • Germany
  • France
  • Italy
  • Spain
  • Russia
  • Rest of Europe
• Asia Pacific
  • China
  • India
  • Japan
  • South Korea
  • Australia
  • Rest of Asia Pacific 
• Latin America
  • Brazil
  • Mexico
  • Rest of Latin America
• MEA
  • UAE
  • Saudi Arabia
  • South Africa
  • Rest of MEA