The gum, mints and breath fresheners market has seen sales increase over 10% since 2007 in the US, despite the recession, according to a research from Mintel. Mintel expects this growth rate to continue through 2014. According to this reaseach, the main reason behind this recession proof  characteriscis of gum and mint is their low price point and consumers' wish to have  a reward for himself or herself without spending so much.

Mintel also concludes that  innovative packaging and unique flavours are aiding in the upward sales momentum. Around 50% of people cited packaging that reseals better or is easier to open as being most important, while 19% want gum and mints to have packaging that’s better for the environment.

The Mintel survey says that functionality is key in the gum category. And despite the emphasis on health, breath freshening remained the most important function of gum and mints in the survey.

Source: just-food.com