Hershey is seeing increased sales of Ice Breakers gum and mints as users of GLP-1 weight-loss drugs seek relief from bad breath [1].
This trend highlights how the widespread adoption of pharmaceutical weight-loss treatments can create unexpected demand shifts for consumer packaged goods. As millions of people begin using these medications, the side effects are influencing purchasing habits in the U.S. retail market.
Kirk Tanner, the CEO of Hershey, said the growth is linked to the side effect commonly referred to as "Ozempic breath" [1]. GLP-1 drugs, including Ozempic and Wegovy, can cause halitosis, which prompts consumers to purchase more breath-freshening products [2].
According to company data, sales for Ice Breakers gum and mints rose eight percent [3] during the first quarter of 2024 [4]. This increase comes as the company navigates a changing landscape where some consumers may reduce their intake of traditional sweets while increasing their use of sugar-free alternatives.
The shift in consumer behavior is tied to the physiological effects of GLP-1 medications. These drugs slow gastric emptying, which can lead to the buildup of odors in the mouth, a condition that creates a direct market opportunity for the mint and gum sector [2].
Hershey's primary market remains the U.S., where these medications have seen significant uptake [5]. The company is monitoring how these medical trends correlate with long-term sales patterns across its broader product portfolio.
“Ice Breakers gum and mint sales rose 8% in the first quarter”
The rise in Ice Breakers sales demonstrates a 'secondary market' effect where pharmaceutical trends drive growth in unrelated consumer categories. While GLP-1 drugs are often viewed as a threat to confectionery companies due to reduced appetite for sugar, this specific side effect provides a hedge by boosting the demand for the company's non-candy breath care segment.
