Mints Market in Decline in UK

The UK mints market is in decline, according to new research from Mintel.

Despite growth in the early part of this decade on the back of strong and sugar-free products, sales of mints have performed poorly.

Over the last five years, the mint sector has declined by 8%, falling from £204m in 2004 to £187m in 2009, reports Mintel.

In addition, sales are forecast to tumble a further 11% in the next five years.

Today, six in 10 or 60% of UK consumers eat mints, down from 66% in 2004, reports Mintel.

Just over a third (35%) eat mints two to six times a week, while around one in two (52%) enjoy mints just two to three times a month or less

“The mint sector is struggling. An older and declining consumer base, together with relatively little product development has hampered growth,” said Michelle Strutton, Mintel’s senior consumer analyst.

Over the last two years, soft and chewy mints and mild mints have both taken a real battering – down 6% and 17% respectively. Granny’s favourite - the classic boiled mint – has also taken a hit with sales down by 35% in the same period.

“Traditional segments such as boiled and mild mints have largely been overtaken by innovations elsewhere and changes in tastes that are seeing many younger adults migrate to products such as chewing gum,” said Strutton.

But strong mints, valued at £58 million, are a shining light in the category.

In the past two years, sales of strong mints have increased by 16%. These mints are increasingly being used for their oral hygiene properties.

According to Mintel, 71% of Brits eat mints (or gum) to freshen their breath, 46% use them to get rid of a strange taste and 30% to clean teeth in the absence of a toothbrush.

“Like chewing gum, strong mints are benefiting from consumers increasingly looking for a burst of freshness, underlining the importance of oral properties,” said Strutton.

Overall, the total confectionery market, including sugar confectionery, gum and mints, grew 7% between 2004 and 2009. Sales are forecast to reach £1.9bn in 2014.