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The Future of Oral Care: 2019

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

What you need to know

Immediate future: next 2 years

Oral care's alignment with the beauty category will continue. There will be a focus on whitening to make people appear younger, and it will take its cue to ride the 'clean' wave. Efforts are also needed to make oral care formats fit better into daily life and improve routines.

Planning ahead: next 5 years

Oral care devices and apps have been mainstreaming for a few years and the capabilities will extend further. Health and wellbeing is strongly influencing oral health as people look to monitor and combat oral health concerns, and consumers wish to care for their overall wellbeing.

Market overview: key data

The US remains the top market for oral hygiene sales in 2019, and China remains a standout second. Emerging markets have shown the fastest growth over the last five years (and will continue this trend in the future), while more developed markets have slowed.

Expert analysis from a specialist in the field

Written by Andrew McDougall, a leading analyst in the Beauty & Personal Care sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Continued emphasis on obtaining whiter, brighter teeth is driving interest in whitening toothpaste and products. This is putting increased focus on the results and benefits that products produce over time, aligning whitening with trends/claims seen in anti-ageing skincare and other beauty products. Andrew McDougall
Global Beauty & Personal Care Analyst

What you get

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Table of contents


    • Teeth whitening: the new anti-ageing
    • The next steps for naturals
    • Improve the everyday routine

    • Diagnostics and devices
    • Health and mindfulness

    • Claims

      • Toothpaste
      • Mouthwash
      • Toothbrushes
      • Dental ancillaries
      • Flavours