Defining the Next Generation Mint Flavor Seekers

Objectives:
Consumers use mint tablets primarily to freshen breath and mainstream mint flavors, i.e., peppermint, spearmint and wintergreen dominate the breath freshener category. The study was initiated to define new mint space from a consumer perspective.
Methods: New mint flavor directions were created along with the three mainstream flavors as benchmarks. A multi-phase consumer perception and behavior metrics study was conducted in US, China and Brazil. This approach involved creative activities, in-context consumer interviews and extended product use.
Results: In all three markets, consumers defined mint as having functional and emotional benefits. Key mint attributes (breath freshening, long lasting and mint intensity) are strongly correlated with overall liking. Lingering mint flavor and cooling sensation cues ‘clean’, breath-freshening is still active and exudes confidence for consumers. Mint flavor is therefore an important motivational component for consumers using oral care products.
There were regional differences in product performance. The mainstream flavors performed well overall. Several of the new mint flavor directions generated high preference scores and extended use interest.
Strong emotional imagery emerged when consumers were asked to imagine a world without mint. Mint is not just about breath freshening and can go to other emotional cues such as energizing, refreshing, uplifting, relaxing, comforting and nostalgia.
Brazil consumers prefer strong mint intensity and not sweet. In US and China, two distinct consumer mindsets were identified: traditionalists (35% US, 41% China) and new flavor seekers (65% US, 59% China). The traditionalists cue liking from both breath freshening and long-lasting attributes. New flavor seekers in US and China had higher liking scores for more unique flavors.
Conclusions: This study showcased opportunities to expand the mint flavor portfolio to target specific benefits cues and new flavor preferences thereby enhancing and encouraging oral care product usage.