2023
10
A Year of Innovation in the Oral Care Products Market 2023
2023-08-29T11:05:42+01:00
REPCD5076FE_5AC1_4324_ACA6_18103E789AE7
2195
166145
[{"name":"Oral Care","url":"https:\/\/store.mintel.com\/industries\/beauty-personal-care\/toiletries\/oral-care"}]
Report
en_GB
Efficacy is a top priority for consumer, but eco-ethical claims remain key and can be a way to encourage trade up, particularly when coupled with novel ingredients. Dionne Officer,…

A Year of Innovation in the Oral Care Products Market 2023

£ 2,195 (Excl.Tax)

Description

Explore the latest innovations across the oral care industry in 2023. Our global oral care market report identifies the biggest launch activities, pivotal consumer attitudes and important advances of the year across regions like EMEA, APAC, and the Americas.

Innovation in Oral Care – EMEA

In Europe, eco and ethical claims continue to grow, as consumers grow more and more aware of the current challenges the climate faces. Brands are continuing to innovate in bamboo toothbrushes, toothpaste tablets and eco-floss alternatives. To inspire consumers to make more sustainable choices, eco-ethical claims are being combined with non-eco features such as novel flavours or collaborations.

  • 73% of UK consumers agree that ingredients in oral care products should not harm the environment.

Innovation in Oral Care – APAC

Oral care is established as a functional category, brands that want to stand out are instead putting a focus on novel flavours. There is a consumer interest in non-mint flavours, so there is an opportunity for niche flavours like strawberry or lemon to grow. Flavours can also be linked to wellness themes. For example, lavender flavoured oral care products could be used to combat stress.

  • Almost half of Chinese adults agree that the flavours of oral care products can uplift their moods.

Innovation in Oral Care – Americas

Efficacy remains a top priority for consumers in North America. Cavity prevention is the top factor US consumers consider when purchasing toothpaste, ranking above whitening and price, indicating that functional claims are the biggest draw for consumers. Most brands already call out efficacy, so in order to stand out, brands need to demonstrate how their product is better, through before and after photos, or highlighting advanced ingredients on packaging.

To learn more about the global oral care industry, take a look at our Future of Oral Care Market Report, or explore our extensive Oral Hygiene market research

Expert Analysis from a BPC Specialist

This report, written by Dionne Officer, a leading analyst in the BPC sector, delivers in-depth commentary and analysis to highlight global trends and innovation in oral care and add expert context to the numbers.

Efficacy is a top priority for consumers, but eco-ethical claims remain key and can be a way to encourage trade up, particularly when coupled with novel ingredients.

Dionne Officer
Research Analyst – BPC Innovation

Table of Contents

  1. EUROPE, MIDDLE EAST & AFRICA (EMEA)

    • Europe: ethical & environmental claims continue to grow
    • Graph 1: oral care launches by select ethical & environmental claims, 2018-19 vs 2022-23
    • Europe: efficacy claims are a big draw for consumers
    • Graph 2: toothpaste and mouthwash launches by select functional claims, 2018-19 vs 2022-23
    • The Middle East & Africa (MEA)
    • Graph 3: oral care launches by top three fastest-growing claims, 2018-19 vs 2022-23
    • Graph 4: oral care launches by top three most established claims, 2022-23
  2. Asia Pacific (APAC)

    • Asia: innovative flavours tap into wellness themes
    • Graph 5: toothpaste and mouthwash launches by select flavour components, 2018-19 vs 2022-23
    • Asia: more frequent mouth cleaning lends itself to on-the-go NPD
    • Graph 6: oral care launches by select convenience claims, 2018-19 vs 2022-23
    • Australia & New Zealand (ANZ)
    • Graph 7: oral care launches by top three most established claims, 2022-23
    • Graph 8: oral care launches by top three fastest-growing claims, 2018-19 vs 2022-23
  3. the americas

    • North America: efficacy remains a top priority for consumers
    • Graph 9: toothpaste and mouthwash launches by select functional claims, 2018-19 vs 2022-23
    • North America: innovation continues to be inspired by eco trends
    • Graph 10: oral care launches by select ethical and environmental claims, 2018-19 vs 2022-23
    • Latin America: botanical claims can grow
    • Graph 11: oral care launches by the top three fastest-growing claims, 2018-19 vs 2022-23

About the report

This market report provides in-depth analysis and insight supported by a range of data. Explore a year of innovation in depth to know exactly what’s working.

The Consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Below is a sample report, understand what you are buying.

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Year of Innovation Sample Cover

Please Note: All of the figures, graphs, and tables have been redacted.

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