Indian mouth freshener market is anticipated to grow at a CAGR of 8.9% during the forecast period (2024-2031). The market growth is driven by the expanding product offerings by the global market players. In addition, the rising local players such as the DC group in the mouth freshener segment across the country are significantly contributing to the regional market growth. Furthermore, the increasing consumption of alcohol and tobacco by the young and adult population is driving the adoption of mouth fresheners. However, the high penetration of unpackaged mouth fresheners in the country is considerably challenging the market growth. Indian mouth freshener market is segmented by product form (spray, candies & gum, and liquid), by category (sugar-free and conventional), and by distribution channel (online and offline).

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Market Dynamics

• The candies & gum segment is anticipated to hold a considerable market share, owing to the easy availability of the product. Additionally, the presence of several flavors (such as mint, funnel, paan, and others) and packaging varieties, is contributing significantly to the market growth.
• Additionally, the spray segment is anticipated to grow at the highest rate during the forecast period, attributed to the widespread acceptability in nations where weapons are prohibited.
• The offline segment is anticipated to hold the largest market share, owing to the ease of availability. Additionally, the presence of a high number of outlets presents a significant growth opportunity for the market growth.

The major players in the Indian mouth freshener market include Mondelez International Inc., DS Group, Mars, Inc., Colgate-Palmolive Co., and others. The market players are contributing significantly to the market growth, by the adoption of various business strategies, such as collaborations, mergers and acquisitions, product portfolio diversification, and more.

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Recent Developments

• In March 2023, SFS & Co., the manufacturer and retailer of mouth fresheners and Aam Papad launched their new national brand Amawat under the leadership of the second generation.
• In July 2022, Chandan Mouth Freshener launched 14 berry and seed products. The range includes products from the berry family such as Berry Awla, Berry Fantasy, Crispy Berry, Zestful Berry, Cranberry, Mango Berry, Berry Imli, and more. It also contains 6 healthy seed products including Seed Super Natural Mix, Healthy Mukhwas, Herbal Mukhwas, Til Gutli, Mukhwas, Natural Mix, and Chia Seeds.
• In March 2022, Tic Tac launched ‘Tic Tac Seeds’ in saunf (fennel) flavor, a new category under its umbrella. The product features a flip-top box in a pillow pack and is priced at Rs 10.

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