Roquette has published new market insight examining how confectionery manufacturers could develop sugar-free gum and mint products around changing consumer expectations, rather than relying primarily on traditional impulse-purchase occasions.
Published on 19 August, the ingredient manufacturer’s analysis looks at the pressures that have affected the gum and mint categories and identifies areas that could support future product development. Roquette argues that while breath freshening remains an important reason for purchasing gum and mints, manufacturers increasingly need to consider wider demands including oral care, indulgence and wellbeing.
The company notes that changes in social behaviour accelerated during the Covid-19 pandemic, when reduced travel, social interaction and on-the-go consumption affected categories traditionally dependent on impulse purchasing. Its latest resource therefore focuses on how producers can broaden the role of sugar-free confectionery and create additional reasons for consumers to buy.
Beyond breath freshening
Roquette identifies sugar-free positioning as particularly relevant to gum and mints, linking this to continuing consumer concerns surrounding sugar intake and oral health. It also highlights halal and low-calorie positioning among claims attracting attention, alongside areas including vegan, organic, non-GMO and premium products.
Product differentiation could also become increasingly important as manufacturers seek to engage younger consumers. The company’s analysis points to opportunities around more playful concepts, functional gum products, cleaner labels and environmentally conscious positioning.
Roquette also distinguishes between the purchasing priorities of different generations, suggesting that a single approach to gum and mint development may no longer be sufficient. For manufacturers, this increases the importance of matching formulation, sensory properties, format and product positioning to clearly defined consumer groups.
The company bases elements of the analysis on its own earlier consumer research alongside data from Innova Market Insights and Euromonitor International. As a result, manufacturers should view the resource primarily as formulation and category-development guidance rather than a snapshot based solely on 2026 market data.
Formulation implications for manufacturers
For confectionery producers, the significance lies in the need to deliver sugar reduction without undermining the characteristics that encourage repeat purchase. Sweetness, texture, flavour release, mouthfeel and processing behaviour all remain important when conventional sugar systems are reformulated.
The findings also suggest that ingredient selection may increasingly need to support several objectives simultaneously. A new gum or mint, for example, could require sugar-free positioning while also meeting particular texture, oral-care, dietary or sensory requirements.
That creates opportunities for ingredient suppliers to work more closely with manufacturers during product development, particularly where reformulation affects processing characteristics as well as nutrition and labelling.
For confectionery businesses considering new sugar-free lines, Roquette’s latest analysis provides a useful reminder that replacing sugar is only part of the development challenge. Creating products with a clearly defined usage occasion and consumer proposition is becoming equally important.
