WASHINGTON – The National Confectioners Association released its inaugural Getting to Know Gum and Mint Consumers 2025 report, revealing that gum and mints together account for 13% of all confectionery sales. Generational shifts are transforming both sub-categories, with Millennial and Gen Z consumers driving nearly all growth in gum and mints. As a result, total sales in these categories are expected to reach $6.7 billion across all channels by 2030, up by nearly $1 billion.
Since 2020, annual gum sales have increased by $1.2 billion to $3.9 billion, while sales of mints grew by $462 million to $3.9 billion. Although Boomers continue to hold significant influence in the mint market, the five-year forecast indicates that Millennials and Gen X will account for more than 70% of gum unit sales within five years. This shift also signals changes in purchasing patterns and future trends.
John Downs, president & CEO of the National Confectioners Association, said: “Enjoying gum and mints is a refreshing experience that unites consumers of all ages, especially during the winter holidays – a time for sharing and togetherness. Simple moments like offering someone a piece of gum from your pack create genuine connections between people. And whether enjoyed as a peppermint, candy cane, or wintergreen gum, mint is the flavor of the season. By blending tradition and innovation, the enduring appeal of gum and mints shows how the confectionery industry continues to meet consumers’ tastes while engaging loyal fans across every generation.”
Other insights from the NCA report include:
- Chew on this: Gen X is most likely to carry gum, while Gen Z is most likely to ask for some, preferably in stick or pieces. The top flavors are mint and spearmint, closely followed by strawberry, watermelon, and cinnamon.
- In agree-mint: By far and away, classic mint is America’s favorite mint flavor, and consumers, new and old, are happy to take them in mini and hard formats.
- Pop-ular benefits: Nearly half of gum consumers are interested in the product’s functional benefits, such as teeth whitening, stress relief, and focus enhancement, and Millennials are twice as likely as Boomers to seek those attributes.
- Stuck on you: Households with children are much more likely to buy bubblegum, gumballs, and rolled gum, aligning with the preferences of Gen Z and Millennial families. Still, Gen X is the self-proclaimed master bubble-blowing generation.
American consumers have a unique mindset when it comes to enjoying chocolate and candy: it’s a treat, not a meal replacement or center-of-the-plate food. Visit AlwaysATreat.com for more information.
NCA’s Getting to Know Gum and Mint Consumers 2025 survey data were collected via an online survey conducted between September 28 and October 4, 2025, with a national sample of 1,822 consumers aged 18 to 75. The margin of error associated with the survey is +/-2.5% at the 95% confidence level. The research was made financially possible by Choward’s, Mane, Perfetti Van Melle, and VerMints.
The full Getting to Know Gum and Mint Consumers 2025 report is available to NCA member companies and retailers at CandyUSA.com/GumandMintConsumers.
