Recent oral care innovations emphasise oral microbiome balance, skincare ingredients for gum health and diagnostics for the oral-gut and oral-heart axes.
Neha Srivastava, Senior Patent Analyst – Food & Drink and Beauty & Personal Care
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- What you need to know
- Why prioritise oral care?
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WHAT CONSUMERS WANT AND WHY
- Consumers prioritise effective oral care routines and habits
- Consumers prioritise oral health such as cavity prevention over factors like flavour when choosing toothpaste
- Graph 1: factors considered when purchasing toothpaste (excluding price), 2024
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PRODUCT INNOVATION TRENDS
- Long-lasting benefit claims have risen over recent years, yet vitamin and mineral fortification claims are on top
- Graph 2: top 10 claims in toothpaste and mouthwash launches, 2020-24
- Recent oral care launches provide a diverse array of dental health benefits
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THE PATENT LANDSCAPE
- Oral care patent publications have doubled over the past decade
- Graph 3: patents related to oral care products**, published each year, 2015-25
- China leads in patent grants relating to oral care products
- Colgate-Palmolive Co holds the most granted patents in the oral care category
- Graph 4: top 10 organisations with granted patents for oral care products, 2025
- Nurture a healthy oral microbiome
- Promote oral health through a balanced oral microbiome
- Enhance oral health with prebiotics
- Probiotic-powered oral care products deliver advanced dental health solutions
- Recent advancements highlight the role of beneficial bacteria in oral care
- The growing 'skinification' trend in oral care
- Harness the benefits of hyaluronic acid for gum health
- Oral care innovations use hyaluronic acid to fight inflammation and repair gum tissue, redefining the gum health sector
- Vitamin K is a promising ingredient for dental care products
- Address common oral health challenges with collagen-based products
- Recent innovations use collagen to nourish gums and strengthen the bond between gums and teeth
- Link oral health to overall health
- Consumers associate oral health with multiple facets of overall health and wellness
- Oral hygiene is linked to heart health
- Recent patents reveal the role of oral health in diagnosing and preventing heart disease
- Unlock the connection between oral and gut health
- Recent patents cover advancements in using the oral microbiome and biomarkers to diagnose sleep and gut issues
- Mintel Spark develops ideas for incorporating heart and gut health benefits into oral care products
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KEY TAKEAWAYS
- Key takeaways
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APPENDIX
- Research methodology
- Key patent examples for oral care products
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