Providing the most comprehensive and up-to-date information and analysis of the Oral Care market, including the behaviours, preferences and habits of the consumer.

In an effort to drive engagement and boost oral care sales, innovations in oral care products are looking beyond standard, functional benefits and are tapping into an array of on-trend themes. Specifically, we have seen products that are inspired by wellness and holistic health trends, blurring with beauty categories and addressing oral issues linked with COVID-19. Due to the pandemic, innovations are focusing more on immunity and the microbiome, linking to immune system support and mental wellbeing.

Recent global environmental events linked to climate change (eg heatwaves, floods and wildfires) will focus minds and drive oral care innovations. The eco focus in the oral care market has been on minimising plastic waste and offering alternative packaging materials, such as metal, glass, sugar cane plastic and bamboo.

Opportunity also exists for brands to extend into water-saving formats and formulations (eg solid or tablet options) and using non-toxic alternatives to fluoride (eg hydroxyapatite or nano-hydroxypatite). They can also look to the on-trend refill concepts emerging in the wider BPC markets and place a bigger focus on supply chain transparency and carbon footprinting.

Read on to discover more details or take a look at all of our Beauty and Personal Care market research.

Covered in this report

Brands: Archie, Colgate, Gallinée, Signal, My White Secret, Merci Handy, Aquafresh, Ecodenta, Klatz, Good Zzzleep, No Stress, My Magic Mud, Smyle, Respire, Waken, Feel Natural, Caliquo, Alverde, Les Vertueux, Ordo, Norland, Earthly, MyEarth, Saltrain, SIE, Dr Pauhls, NYSCPS, BLAQ, Blispring, Listerine, Kamistad, Wawa, Goodganic, Kao, Foamgle, Lion Salz, Dentiste, ROCC, Cardent, Grin, Kai, Cycle, Jigushop, Gem, P&G, CVS, Boka, Ojook.

Expert analysis from a specialist in the field

This report, written by Rosalia Di Gesu, a leading analyst in the Beauty & Personal Care sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Wellness- and beauty-focused innovations, specialised formulas and more disruptive eco products are aiming to add value to oral care.

Rosalia Di Gesu
Global Beauty & Personal Care Analyst

Table of Contents


    • Europe: premiumise beyond functional benefits
    • Europe: eco-friendliness remains key and can expand to focus on formulas as well as packaging
    • [Graph] Europe: oral care innovations by top six fastest-growing claims, 2016-17 vs 2020-21

    • APAC: develop more disruptive concepts and benefits
    • [Graph] APAC: share of mouthwash launches in oral care, 2016-21
    • APAC: natural and eco innovations and opportunities
    • [Graph] APAC: oral care launches by top four fastest growing, 2016-17 vs 2020-21

    • Americas: tap into on-trend themes to add value and engagement
    • Americas: eco and natural trends evolve to maintain consumers’ interest
    • [Graph] North America: top three fastest-growing claims in oral care, 2016-17 vs 2020-21
    • [Graph] Latin America: top five fastest-growing claims in oral care, 2016-17 vs 2020-21

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.

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