How To Market Breath Mints

Peppermints are well-known for the red and white striping.

The breath freshener, mint and gum industry has a large market in the United States. Sales were estimated at $5.3 billion in 2008, according to Retail Confectioner, a company that provides, "merchandising solutions for the candy industry." Retail Confectioner estimates that sales grew 19 percent from 2001 to 2006. Confectionery News states that the market has fared well during the recession with a 10 percent increase in sales. Packaging, flavors and a low price point are important to good sales for these products.

Instructions

1. Target niche markets as an effective way to increase sales. For example, specifically targeting women or people who are dieting by offering sugar free breath mints increases awareness for this market segment. Marketing more natural ingredients such as a breath mint with ginseng can appeal to people who want healthy alternatives. Also, emphasizing what the breath mint doesn't contain can be a good selling point. For example, if you don't add artificial coloring or ingredients, you can attract buyers who want all-natural products. Bright colors and interesting flavors can help catch the attention of younger buyers.

2. Use packaging as a marketing tool. Vibrant colors can capture buyers' attention. Package design can also be a selling point. Tins, rolls and flip top boxes all have been used to promote breath mints. Catchy phrases can keep your product in the customer's mind. For example, Altoids uses the phrase "Curiously Strong" as a descriptor for promoting its flavored breath mints. Wording that attracts a buyer's interest can help increase purchases. Another important issue is promoting environmentally friendly packaging. According to Confectionery News, a survey conducted by Mintel showed that 19 percent of those surveyed want gum and mint packaging to be, "environmentally sustainable."

3. Carefully consider product placement and work with store management to cross-merchandise your mints. Breath mints can often be found near the checkout counter at supermarkets and other stores. As a customer is waiting in line to pay for other products, she will look at the brightly colored package and because the price is low, she may make a impulse purchase. Marketing a new mint may take a combination of traditional placement at or near the checkout counter and new innovative attention-grabbers. This may include different types of displays to differentiate the product from others that are being offered. Another possibility is to place the mint product in a location where it complements the need of the intended market. For example, if you have a mint that is sugar free, it may sell well if a display is set up in the diet products area. Develop relationships with store managers and experiment with placement options.

Tips & Warnings

• Small companies should approach retailers directly and promote merchandising ideas.

References

• Vermints: Our Story
• Food and Beverage Packaging: Fresh Breath in a Fresh Package
• Retail Confectioner: 2008 Category Handbook: Breath Fresheners
• Confectionary News: Packaging and flavours boost gum and mint sales
• Cooperative Grocer: Grocery: The Core of the Store