Industry guides

Go-to-Market Strategy for mints

Learn how to create a successful go-to-market strategy for mints with our comprehensive guide.

If you're planning to launch a new mint product, you need a solid go-to-market strategy. This strategy will outline the steps you need to take to put your product in front of the right audience, create demand, and drive sales. In this article, we'll take a closer look at the key elements of a successful go-to-market strategy for mints, including understanding the market, developing a unique selling proposition, pricing your product, and identifying distribution channels.

Understanding the Mint Market

Before you start selling mints, you need to understand the market and its potential. The global confectionery market has grown steadily over the past few years, with a significant portion of that growth coming from the mint category. According to Mintel, the US mint market alone was worth $2.7 billion in 2019. Understanding the growth potential of the market is crucial in determining whether it makes sense to enter the space and how to position your product in a competitive landscape.

Mints have been a popular choice for customers for years, and they have steadily increased in sales. The primary reason for this is the perception that they help freshen breath. However, mints now double up as breath fresheners, stress relievers, and even as supplements. With an increasing number of customers becoming more health-conscious, mint sales are more likely to continue their upward trajectory.

Investing in the right marketing channels and creating an effective go-to-market strategy can lead to high growth and profitability. Understanding the market size and growth potential is crucial in determining the right strategy to adopt. With the right approach, you can tap into the market's potential and create a profitable business.

Market Size and Growth Potential

The global confectionery market is expected to grow at a CAGR of 3.2% from 2020 to 2025. The mint category is expected to experience significant growth during this period. This growth is driven by several factors, including the increasing number of customers becoming more health-conscious and the perception that mints help freshen breath.

According to a report by Research and Markets, the global mint market is expected to grow at a CAGR of 3.9% from 2020 to 2025. The report also highlights that the US mint market is expected to reach $3.2 billion by 2025. This growth is driven by the increasing demand for sugar-free and natural mints.

Understanding the market size and growth potential is crucial in determining whether it makes sense to enter the mint market and how to position your product in a competitive landscape. With the right approach, you can tap into the market's potential and create a profitable business.

Key Players and Competitors

When trying to understand the mint market, it's crucial to identify who the key players and competitors are. While gum may be the primary competitor for mints, there are other products within the category that can influence the mint market. For instance, candy, chocolate, and savory snacks can also serve as substitutes.

It's essential to understand the strengths and weaknesses of your competitors to create an appealing and competitive product. For instance, you can differentiate your product by focusing on unique flavors, packaging, and natural ingredients. You can also target specific customer segments by tailoring your product to their needs.

Identifying your competitors' strengths and weaknesses can help you create a compelling value proposition that resonates with your target audience. This, in turn, can help you gain a competitive advantage and increase your market share.

Target Audience and Consumer Preferences

When it comes to creating a go-to-market strategy, understanding who your target audience is will be critical. Customers looking at mints may have varying needs, and the key lies in tailoring your go-to-market strategy based on your core demographic.

For instance, young adults may be interested in chic packaging and unique flavors, while older individuals may prefer more traditional mint flavors or natural alternatives. By understanding your target audience's preferences, you can create a product that resonates with them and increases the likelihood of purchase.

Additionally, understanding consumer preferences can help you identify gaps in the market and create products that cater to unmet needs. For instance, if customers are looking for sugar-free or natural mints, you can create a product that meets these needs and gain a competitive advantage.

In conclusion, understanding the mint market is crucial in determining whether it makes sense to enter the space and how to position your product in a competitive landscape. By understanding the market size and growth potential, identifying key players and competitors, and understanding your target audience's preferences, you can create a compelling value proposition that resonates with customers and increases your market share.

Product Development and Differentiation

Once you've done your market research, it’s time to start thinking about developing a product that stands out. In a market where there are countless options for mints, it's important to create a product that is unique and differentiated. To distinguish your mint from others, think about what sets your brand apart and what makes it special.

One way to do this is by focusing on the Unique Selling Propositions (USPs) of your product. What sets your product apart from the rest? Is it the flavor, the packaging, the texture, or the ingredients? Defining your USP and communicating it to your target audience can help establish brand identity and awareness.

Another way to differentiate your mint product is by offering a variety of flavors. Offering classic mint flavors, fruity variations, or wild combinations can be a valuable differentiating factor and a real attraction for consumers. By investing in unique flavor profiles, you can make your product more appealing to the target demographic.

Packaging is also an essential aspect of product differentiation. Your packaging should communicate what your brand stands for and make it stand out on store shelves. Consider the following when creating your packaging:

  • Is your packaging unique?
  • Does your packaging stand out on the shelves?
  • Is your branding clear and consistent?

By answering these questions, you can create packaging that not only looks great but also communicates the unique qualities of your product.

It's also important to consider the texture and ingredients of your mint product. Is it smooth or crunchy? Does it contain natural ingredients or artificial flavors? These factors can also help differentiate your product from others on the market.

In conclusion, developing a go-to-market strategy for mints requires careful consideration of all the factors that make your product unique. By focusing on your USPs, offering a variety of flavors, creating eye-catching packaging, and considering the texture and ingredients of your product, you can create a mint that stands out from the rest and appeals to your target audience.

Pricing Strategy

Determining your product's pricing strategy is essential in every go-to-market plan. Consumers are often affected by price, which could lead them to another product. Therefore, pricing should balance competitive prices and a profitable margin. Fractionating costs allows you to evaluate which of your customers are profitable and your COGS.

When developing your pricing strategy, it is important to consider the various costs associated with your product. These costs include not only the cost of goods sold (COGS), but also marketing expenses, shipping and handling fees, and any other expenses that may be incurred during the production process. By analyzing your cost structure, you can determine an appropriate price range for your product that will allow you to remain competitive while still generating a profit.

Cost Structure Analysis

The cost structure is critical in developing an appropriate price range for your product. Understanding the cost of goods sold (COGS) allows you to consider competing products and what a profitable pricing approach looks like. You need to calculate a minimum and maximum price for your product to establish a profitable yet competitive pricing strategy.

It is also important to consider the different pricing models that are available to you. For example, you may choose to offer discounts for bulk purchases or subscription-based pricing for your product. These models can help you attract a wider range of customers and increase your overall revenue.

Competitive Pricing Approaches

Keep in mind who your competitors are and how much they are charging. Keep clear of setting your pricing too high as it may deter your target audience. However, avoid charging too low compared to your product's value proposition. Evaluate your competitors' prices to develop a unique pricing strategy that sets you apart from competitors.

One way to differentiate yourself from your competitors is to offer additional value to your customers. This could include free shipping, a satisfaction guarantee, or access to exclusive content. By providing these added benefits, you can justify charging a slightly higher price for your product.

Value-based Pricing

Value-based pricing relies on assessing the value of your product proposition to the consumer compared to other competitors. If your product is of a higher value, this strategy allows you to charge a premium price, ultimately leading to increased revenue and profit margins.

When using a value-based pricing approach, it is important to clearly communicate the unique benefits and features of your product to potential customers. This will help them understand why your product is worth the higher price point and encourage them to make a purchase.

In conclusion, developing a pricing strategy requires careful consideration of your costs, competitors, and the value that your product offers to customers. By taking these factors into account, you can establish a pricing approach that is both profitable and competitive in the marketplace.

Distribution Channels

Your product needs to be available to the right audience in the right channels. Identify and invest in the channels that are relevant to your target audience, where they most frequently purchase mints, and where they could be convinced to switch brands.

Traditional Retail Outlets

Make sure your product is available in traditional retail outlets like grocery stores, gas stations, and pharmacies. Allowing customers to repeatedly encounter the product while running errands can help boost purchases. Keep in mind your target audience when selecting retail stores, as you may focus on high-end or specialty stores that cater to your demographic.

Online Sales and E-commerce

Selling your products online through your website or on E-commerce platforms like Amazon can significantly increase sales. Online sales can also provide an opportunity for targeting customers in remote locations regardless of shopping time.

Partnerships and Collaborations

Look to partner with other brands that cater to your customer's needs. This can increase brand awareness and open up distribution channels. For instance, partnering with a gum brand in cross-promotion deals or developing a promotional campaign with an airline can help attract new customers and boost conversions.


By outlining all the necessary steps to develop an efficient go-to-market strategy for mints, the overarching goal is to offer a differentiated, competitive product that stands out in a crowded market. Conduct proper market research, develop a unique selling proposition, determine an aggressive yet competitive pricing structure, and identify appropriate distribution channels to connect with your customers best.

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