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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

Table of Contents


    • Connect white teeth with youth
    • Empower users and build confidence
    • Align anti-ageing messages with beauty
    • Take naturals to the next level
    • Build on a clean, healthy positioning
    • Tout natural ingredient benefits
    • Emphasise convenience
    • Entice with appealing new formats
    • Be mindful of an eco-friendly approach

    • Engage and educate with digital resources
    • Follow connected health trends
    • Step into the future of digital oral care
    • Focus on the oral microbiome and wellbeing
    • Target bad breath and gum issues
    • Take a holistic approach to oral care

  4. Claims

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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.

Below is a sample report, understand what you are buying.

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Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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