There has been much controversy over wearing masks during the pandemic, but whether you’re pro or con, there’s one thing everyone can agree on. Masks serve as a convenient cover-up for bad breath, a problem solved with gum or mints before the pandemic. As a result, masks—along with months of social distancing—took a big bite out of the gum and mint subcategory last year, and manufacturers are working to generate more sales.

“For 2020, gum was 10.7% of category sales, down from 14.3% from the previous year,” said Jayme Gough, research manager, NACS. “This makes a lot of sense from what we’ve heard. Gum had a major dip in 2020 and never recovered to 2019 levels. A lot contributing to that was the fact that there were fewer commuters, less people traveling and fewer public events—just less face-to-face communications in general.”

For 2021, gum sales are up somewhat but “not yet over 2019 or 2018 levels,” she said. In May, pack unit sales were up by nearly 15 million, compared with January 2021, according to NielsenIQ. Meanwhile, gum prices have risen, with the average retail price for a pack of gum at $2.11, up from $2.05 in early January, reports Bloomberg.

Other breath-beautifying SKUs saw similar sales results in 2020. “Rolls, mints and drops made up 4.3% of category sales last year, down 5.6% from 2019,” said Gough.

Return to Fresh Breath

This spring, as mask mandates and other COVID-related restrictions were lifted, many old consumer habits returned, with gum and mint sales on the upswing.

“We know 50% of gum usage takes place on the go to freshen up before social occasions. But with social interactions hindered during the pandemic, the gum category faced challenges,” said Jim Dodge, vice president of convenience, Mars Wrigley. “However, as pandemic restrictions lift, we have already seen gum sales bounce back, according to NielsenIQ. The category is up 8.8%.”

Gum manufacturers are putting extra focus on the subcategory by rolling out convenient bulk packages. This year, Mars Wrigley, which has two-thirds of the regular gum market and 53.54% of the sugar-free gum market, according to IRI, introduced the 30-piece Orbit Gum Mega Pack. The back of the pack provides a step-by-step guide to recycling each part of the empty package, a feature that environmentally conscious customers will appreciate. Mondelēz North America recently released the Trident Pocket Pack with 28 pieces, and Ferrero North America offers 40-piece bottle packs. In early 2022, Mentos Pure Fresh Gum will be available in a new, more sustainable, paperboard bottle containing 80 pieces, with a suggested retail price of $4.99.

“Through the pandemic, we’ve found that consumers were stocking up with larger pack sizes, and this shift has helped boost sales of our bottle packs this year,” said Noah Szporn, senior vice president, sugar confections, Ferrero North America.

While chewing gum helps refresh a stale mouth, Dodge notes that it does far more than that. According to scientific research conducted by U.K. researchers and available from the National Library of Medicine, the world’s largest biomedical library, chewing gum also is associated with enhanced productivity and reduced cognitive errors on the job.

Minty Refreshment

In addition to gum, consumers are once again reaching for mints. According to IRI, “Tic Tac sales are up over 16% versus the prior year and outpacing the category overall, which is up about 4%,” said Szporn. “I think the overall category is up because people are more interested in a refresh when they get together with others, and also we’re seeing people on the move a bit more.”

Chewing gum, along with other breath-freshening products, is typically an impulse purchase, and traditionally, those items move best when merchandised at checkout and other well-positioned areas in the store. But for the past 18 months, many consumers have shopped online for the merchandise they need, a practice that crimps impulse buys. According to PowerReviews, a technology and research company, 31% of respondents in a recent survey said that one reason they like online shopping was that it helps them avoid unplanned purchases.

“With mints being an impulse purchase that don’t always make it onto a shopping list, consider cross-merchandising them near products that consumers are likely to purchase with mints,” said Szporn. That could include anything from flavorful snacks to coffee and sodas.

And as major end-of-year holidays approach, remember to keep shelves well-stocked, manufacturers advise.

“C-store retailers can create mini destinations in high-traffic locations within the store to drive awareness and create a one-stop seasonal shop,” said Dodge. “For example, with Christmas coming up, retailers can provide fully designed Christmas displays surrounded by all the items shoppers choose for gifting and celebrations. Mars Wrigley also recommends that retail partners purchase their seasonal offerings for sell out versus sell through to minimize the impact of residual inventory and markdowns,” Dodge said.

“We’ve seen consumers across confection categories make a special effort during holidays and other important moments,” Szporn added. “Tic Tac holiday sales for 2020 were up 167% versus holiday 2019, as families looked for fun stocking stuffers at affordable price points.”

To help get the category back on track, manufacturers have promoted the benefits of gum and mints. In May, Mars Wrigley released a TV commercial touting Extra Gum. “For When It’s Time” was part of a global campaign illustrating the bleakness of COVID-19 before transitioning to a spirited return to normalcy that includes chewing gum again in anticipation of long-awaited social situations.

Last year, Hershey rolled out its #MintBefore YouMask, a lighthearted campaign for Ice Breakers mints. The message thanked the public for wearing protective masks while communicating the brand’s message. As part of the promotion, the company distributed “goodwill packages,” which included packages of Ice Breakers, to various health-care institutions and first responders around the country.

“The gum and mint category is resilient, and it continues to be an important product offering that consistently represents increased basket sizes,” said Dodge. “As people resume their daily activities, they have more reasons to reach for gum and mints for moments when they crave a special treat during activities like road trips, family gatherings or sporting events.”