Explore the latest innovation in oral care in 2025 with Mintel’s global innovation report. The report identifies the major launch activities, pivotal consumer attitudes and most important product development of the year across regions EMEA, APAC, and the Americas.
Key innovation trends in the oral care products market are analysed and succinctly presented alongside Mintel’s consumer data and insights. So you can understand changing consumer demands and identify future growth opportunities.
This report also presents Mintel’s analysts’ pick of the most innovative launches in the global oral health market. Understanding innovation in oral care has never been so easy.
Meet the Expert Behind the Analysis
This report was written by Ziyu Tian. Ziyu joined the UK BPCH team in February 2025, having previously worked as an English-Chinese translator in the localisation team for over three years. In her current role, she analyses and writes reports focusing on the OTC and personal care categories as well as the annual ‘A year of innovation’ reports.
Oral care launches focus on wellness, user experience, environmental credentials and value to meet consumer demand.
Ziyu Tian
OTC and Personal Care Research Analyst
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- What we have seen
- Our pick of the most innovative launches in this review
- Other innovative launches
- The Future of Oral Care
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: prove expertise to build trust
- Professional endorsement is in demand
- Dentist claims have room to grow further
- Brands showcase expertise
- Brand innovation: Curaprox
- Europe: explore links to wellbeing
- Health and wellbeing has become a priority
- Oral microbiome claims gain traction
- Graph 1: oral care launches carrying microbiome claims*, 2020-25
- Support microbiome on multiple fronts
- Brand innovation: Herbadent
- The Middle East & Africa (MEA)
- Herbal toothpastes tap into localism
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ASIA PACIFIC (APAC)
- Asia: flavours bring fun to oral care routines
- Oral care users crave more flavour variety
- APAC leads in flavour diversity
- Graph 2: oral care launches, by top five flavour component groups, 2025
- Flavour associations
- Brand innovation: Ecoobix
- Asia: catching up with eco efforts
- Brands that respond to consumer interest in sustainability will appeal
- Eco claims have been trending upwards
- Graph 3: oral care launches carrying select ethical & environmental claims, 2020-25
- Usage habits drive demand for eco toothbrushes
- Brand innovation: BRiN
- Australia & New Zealand
- Localism and social media claims are linked
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THE AMERICAS
- North America: brands adopt a value-first approach
- Instability places greater focus on value
- The gap between economy and premium launches widens
- Graph 4: oral care launches carrying economy and premium claims, 2020-25
- Private label brands are having a moment
- Brand innovation: Ordo
- North America: naturalness gains traction
- Oral care users are interested in natural products
- A revamp of baking soda
- Graph 5: oral care launches with sodium bicarbonate (non-food) as ingredient, 2020-25
- Tie in with natural-inspired products
- Brand renovation: Arm & Hammer
- Latin America: focus on prolonged effects
- Genuine innovation is needed to sustain long-lasting results
- Graph 6: oral care launches carrying long-lasting claims, 2020-25
- Offer long-lasting protective benefits
What is 'A Year of Innovation' Report?
To truly understand a market, it’s essential to look at the products that are shaping it. Our ‘A Year of Innovation’ reports provide a detailed review of specific categories, focusing on the most notable product launches from the past 12 months. These reports are designed to give you a clear and comprehensive picture of recent innovation and its impact.
How We Analyse a Year of Innovation
By deconstructing the past year’s activity, we can provide valuable context for your current and future strategies. Here’s how we do it.
A Deep Dive into Product Launches
The core of these reports is a thorough examination of new products. We go beyond simply listing what’s new. Our analysis delves into the “why” behind each product launch, exploring the strategies, ingredients, and marketing claims that are driving innovation. This helps you understand what’s working, what’s not, and where the market is headed.
Powered by the Global New Products Database (GNPD)
Our insights are built on a foundation of robust data from Mintel’s Global New Products Database (GNPD). This powerful tool tracks and catalogues new product launches from around the world. By leveraging the GNPD, we offer a complete exploration of innovative activity within your category, ensuring our analysis is comprehensive, accurate, and relevant.
Uncovering Trends and Consumer Shifts
Our ‘A Year of Innovation’ reports are designed to equip you with actionable insights into how to lead innovation in your category. By studying recent product launches, we can identify shifting consumer habits and preferences. These reports help you connect the dots between what consumers want and how companies are responding. You’ll gain a deeper understanding of emerging trends, allowing you to refine your own product development and marketing strategies with confidence.
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