Explore the latest innovation in oral care in 2024 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.
Innovation in Oral Care – Our pick of the innovations
In EMEA: Natural ingredients dominate
The natural ingredient trend is not fading, but there are opportunities for brands to differentiate by taking inspiration from Ayurvedic practices.
In APAC: Spotlight on longevity
Brands in Asia are catering to consumers’ desire to maximise the impact of their oral care routines through innovation in long-lasting claims.
In Americas: Premiumisation
The premiumisation of oral care is underway as North Americans prioritise their oral health and are willing to invest in expensive products to avoid even costlier professional dental care.
To discover more about the global oral care market, read The Future of Oral Care or take a look at Mintel’s extensive oral care market research.
Meet The Expert
This report is written by Georgia Stafford. Georgia joined Mintel in 2022, writing UK reports for the Beauty, Personal care and OTC categories. Before joining Mintel, Georgia studied International Relations, earning a BA from the University of Birmingham. During her studies, she gained knowledge and experience of research methods and international business.
Brands are catering to consumers’ evolving needs and knowledge of oral health with products aiming to meet interest in the oral microbiome and expert dental care.
Georgia Stafford
Beauty & Personal Care Analyst
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- What we have seen
- Our pick of the most innovative launches in this review
- Other innovative launches
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Europe, Middle East & Africa (EMEA)
- Europe: innovation is necessary
- Changing dynamics necessitate innovation
- A need for newness
- Graph 1: oral care launches, by launch type, 2019-24
- Novelty can attract consumer attention
- Europe: next-gen naturals
- Differentiate with Ayurvedic ingredients
- Ayurvedic claims are niche, but growing
- Graph 2: oral care launches carrying natural claims, 2018-24
- Ancient practices inspire new products
- Brand innovation: Zerolla
- The Middle East & Africa (MEA)
- A focus on children’s oral health
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Asia Pacific (APAC)
- Asia: longevity gains momentum
- Long-lasting claims will propose convenience
- A leap in long-lasting launches
- Long-lasting launches appeal to consumers
- Asia: probiotic launches nourish the oral microbiome
- Consumers are pro-probiotics
- Lactobacillus-containing NPD rises
- Graph 3: oral care launches carrying a probiotic claim, 2018-24
- Buying into the microbiome
- Australia & New Zealand: a spotlight on fast-acting formulas
- ANZ consumers have a need for speed
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The Americas
- North America: a trend of premiumisation
- Premium oral care appeals to consumers
- Prices of oral care are increasing
- Graph 4: price of oral care products in USD, 2019-24
- Encourage investment in oral care
- Brand renovation: Auraglow
- North America: consumers scrutinise ingredient lists
- Appeal to ingredient-conscious consumers
- Explore fluoride alternatives
- Graph 5: oral care launches containing hydroxyapatite, 2019-24
- An appetite for hydroxyapatite
- Latin America: green innovation
- Green claims continue to grow in Latin America
- Graph 6: oral care launches with environmentally friendly packaging claims, 2018-24
- Distinguish with niche eco claims
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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