According to Statista, the oral care market is expected to reach $39.47 billion by 2023 globally. It’s worth $35.91 billion today (2017). A growing disposable income in developing economies, such as the Latin America and the APAC region, makes oral care a necessity. In developed, mature markets, growth is driven by innovative oral hygiene products. Innovations are driven by design and technology. Key innovations we have seen in 2017 will further develop in 2018, according to leading trend forecaster WGSN.
Toothpaste: toxic-free ingredients
Toothpaste, the category with the largest share in the oral care market expected to reach a $17.4 billion global turnover by 2024, is getting a makeover with new ingredients and toxic-free formulations. Aesop’s fluoride-free formulated toothpaste contains sea buckthorn, cardamom and wasabia Japonica to reduce gum aggravation while maintaining fresh breath. Eco-friendly brand Lebon has released six organic toothpastes that feature natural ingredients such as aloe vera and green tea, with fragrance notes from Grasse.
The global dental floss market is expected to grow at a CAGR of 5.02% until 2021. New products have better design and cool packaging. Cocofloss is a line of dental floss made from coconut oil and comes in a range of flavours including mint, coconut, strawberry andorange. Goodfloss’s dental floss is eco-friendly as it’s biodegradable and compostable.
Mouthwashes in new formats
Mouthwash is a key growth category in mature markets. Traditional water-based mouthwashes are proposed in new formats such as solid tablet forms and chewable pills. An example is Lush’s Crème De Menthe Mouth Wash Tablets which are water-activated.
Whitening with powder products
Powder-based products are gaining popularity in the oral care market promising to be highly efficient for whitening and plaque removal. Frau Fowler’s tooth powders come with a no-rinse-with-water formula and are made from essential oils and minerals to whiten teeth.
With consumers asking for more responsible products, oral care brands are responding with a range of toothbrushes that are made of eco-friendly materials. Startup Bio Brush offers a line of colourful biodegradable toothbrushes made from bioplastic using wood chips and nylon bristles made with castor oil. The packaging is compostable, too. Bamboo provides as an alternative to plastic, utilised by many brands such as Goodwell Co’s Bamboo + Binchotan Toothbrush amongst others.
Mouth detox with activated charcoal
Activated charcoal, an ancient substance used in Ayurvedic and Chinese medicine, is making waves in the dental care market. When used in products such as toothpastes, powders and oral health rinses, it binds to bacteria and other harmful substances and removes them from the mouth. Carbon 6’s activated charcoal-based toothpaste combines charcoal with probiotics and plant-derived antimicrobial oils to remove stains and freshen breath.
Affordable subscription boxes
The subscription economy is booming and is entering the dental market. Subscription boxes focus on delivering affordable oral hygiene products. Tulip is a new delivery service that offers toothpastes in different flavours and a range of toothbrushes. Boka’s subscription boxes offer the possibility to build a personalised kit consisting of a toothbrush, toothpaste and floss.
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