The cost of living crisis will drive more affordable private label innovation. A mindset shift also creates opportunity for more NPD focused on self-care.

Dionne Officer, Research Analyst – BPC Innovation

Table of Contents


    • Europe: private label NPD can expand amid a cost of living crisis
    • Graph 1: private label oral care launches, 2017-22
    • Europe: stress the efficacy of natural products
    • Graph 2: oral care launches with all natural or organic claims, 2017-22
    • The Middle East & Africa (MEA)
    • Graph 3: top four fastest-growing claims in oral care, 2017-18 vs 2021-22
  2. Asia Pacific (APAC)

    • Asia: focus on round-the-clock morning and night specialisation
    • Asia: use probiotics to tap into wellbeing trends
    • Graph 4: oral care launches (excluding toothbrushes) with probiotic claims, 2017-22
    • Australia & New Zealand: blur with beauty, focus on efficacy and disrupt with unique flavours
  3. the americas

    • North America: continue with a holistic oral care approach
    • Graph 5: top ten flavour components in toothpaste and mouthwash, 2021-22
    • North America: amplify the benefits of dental ancillaries
    • Graph 6: top ten claims in dental ancillaries, 2021-22
    • Latin America: meet consumer interest in natural and eco NPD
    • Graph 7: oral care launches by the top four fastest-growing claims, 2017-18 vs 2021-22

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.

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

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What’s Shaping Demand – Today And Tomorrow.

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