Changing sweeteners has been a boon to sugar-free gums. Indeed, the desire for fresher breath is the top driver for gum consumption, cited as the reason by 56% of respondents to exclusive Mintel (Chicago) consumer research; the numbers are even higher for mint consumption (72%). As Mintel has found, this logic has benefited strong mints and the newer breath strips—to the detriment of older, milder-strength items.
The rise and demise of Altoids, a product of Kraft (Northbrook, Ill.), serves as an example. Its bold, strong flavors overtook Tic Tac to become a consumer favorite in 1999. However, Altoids itself has been pushed to the side in recent years, as consumers have flocked to even stronger mint fresheners and breath strips.