A Year of Innovation in the Oral Care Products Market 2023

Explore the latest innovations across the oral care industry in 2023. Our global oral care market report identifies the biggest launch activities, pivotal consumer attitudes and important advances of the year across regions like EMEA, APAC, and the Americas.

Innovation in Oral Care – EMEA

In Europe, eco and ethical claims continue to grow, as consumers grow more and more aware of the current challenges the climate faces. Brands are continuing to innovate in bamboo toothbrushes, toothpaste tablets and eco-floss alternatives. To inspire consumers to make more sustainable choices, eco-ethical claims are being combined with non-eco features such as novel flavors or collaborations.

• 73% of UK consumers agree that ingredients in oral care products should not harm the environment.

Innovation in Oral Care – APAC

Oral care is established as a functional category, brands that want to stand out are instead putting a focus on novel flavors. There is a consumer interest in non-mint flavors, so there is an opportunity for niche flavors like strawberry or lemon to grow. Flavors can also be linked to wellness themes. For example, lavender flavored oral care products could be used to combat stress.

• Almost half of Chinese adults agree that the flavors of oral care products can uplift their moods.

Innovation in Oral Care – Americas

Efficacy remains a top priority for consumers in North America. Cavity prevention is the top factor US consumers consider when purchasing toothpaste, ranking above whitening and price, indicating that functional claims are the biggest draw for consumers. Most brands already call out efficacy, so in order to stand out, brands need to demonstrate how their product is better, through before and after photos, or highlighting advanced ingredients on packaging.

To learn more about the global oral care industry, take a look at our Future of Oral Care Market Report, or explore our extensive Oral Hygiene market research. 

Expert Analysis from a BPC Specialist

This report, written by Dionne Officer, a leading analyst in the BPC sector, delivers in-depth commentary and analysis to highlight global trends and innovation in oral care and add expert context to the numbers.

Efficacy is a top priority for consumers, but eco-ethical claims remain key and can be a way to encourage trade up, particularly when coupled with novel ingredients.

Dionne Officer
Research Analyst – BPC Innovation