26 Sep 2023 --- The oral care industry is seeing an increasing number of start-ups launch “innovative and fun” products that especially attract Gen Z and millennial consumers, as highlighted in data by Innova Market Insights. Launches in the oral care category feature microbiome-balancing probiotics, tablet formats (natural mouthwash and toothpaste) and fluoride alternatives that can be swallowed.
The market researcher highlights that environment-friendly claims (ocean-support, zero waste and refillable/compostable packaging) feature prominently. Additionally, the increasing presence of oral diseases due to urbanization and recent studies that link oral health to brain health could further drive up the demand for oral care products.
Top growing claims in the oral care sector include ethical and environmental labeling, as well as animal-free (vegan) ingredients.
“Toothpaste ranked first within the oral care category from July 2021 – December 2022 at an average share of 75%,” Sugandha Bandyopadhyay, market analyst and team lead for the Beauty, Personal Care & Household category at Innova Market Insights, tells Personal Care Insights.
Cocofloss released a microbiome-balancing toothpaste containing nano-hydroxyapatite, a nontoxic fluoride alternative, which can be swallowed (Image credit: Cocofloss). “Toothpaste launches include enamel protection and dentist-recommended claims, soothing actives for gum relief, low-abrasion formulas, flavored variants (e.g., watermelon, strawberry, mango sorbet and sea salt) and natural ingredients (e.g., soothing tea tree oil or bamboo to restore whiteness, food-grade probiotics and plaque-dissolving pineapple).”
Colgate-Palmolive retained the largest share of oral care launches at 18.8% in July 2022 to December 2022 and penetration growth of 3.7% between July 2021 and December 2021 and July 2022 to December 2022.
“Colgate-Palmolive witnessed its highest launch activity in Europe (mainly West Europe) in the second half of 2022. Oral health, ethical, environmentally sustainable and long-lasting are among the top claims for the company,” comments Bandyopadhyay.
Regional market analysis
After a minor decline from 2020 to 2021 (-1.1%), the oral care category showed NPD growth of 0.7% in 2021 to 2022, according to data from Innova Market Insights.
Oral care launches featured a 33% year-over-year growth when comparing April 2021 to Mar 2022 and Apr 2022 to Mar 2023 launches. During the latter period, the highest subcategory recording growth was Toothpaste (72%). In April 2022 to March 2023, Saccharin (61%) was the leading ingredient.
“The top ten positionings for oral care already feature two free-from positionings – namely alcohol-free in seventh and sulfate-free in tenth, both of which have their highest share of 20% and 25% respectively in North America,” Bandyopadhyay tells us.
“In addition, growing positionings are paraben-free (North America) and dye-free (North America, Latin America). Likewise, ethical claims of no animal ingredients and animal testing-free are growing across three regions, namely North America, Latin America and Middle East/North Africa.”
The market researcher’s data suggests that Middle East/North Africa had the highest share of the toothpaste subcategory at 89% between July 2021 and December 2022, while Europe follows at 77.6% share.
With a declining share, Europe ranked first, with more than two in five new product launches in the period of July 2022 to December 2022 for the oral care category. Launches from renowned companies like Colgate-Palmolive, Haleon and Procter & Gamble are driving NPD for the oral care category in Europe.
Meanwhile, Asia-Pacific registered the highest penetration growth of 6.2% between July 2021 to December 2021 and July 2022 to December 2022.
Latin America had the highest share of the mouthwash subcategory at 24.1%, followed by North America at 23.4%.
Safe to swallow toothpaste without fluoride
Eco-friendly oral care brand Cocofloss launched Cocoshine Whitening Toothpaste earlier this month. Designed by dentist Dr. Chrystle Cu, Cocoshine is marketed as a “four-in-one powerhouse” for teeth packed with nano-hydroxyapatite (n-HA), a nontoxic fluoride alternative.
The ingredients in Cocoshine are designed to gently whiten teeth, rebuild enamel strength, repair sensitivity and help balance oral microbiomes. It comes in Delicious Mint and Lychee Breeze flavors and is safe to swallow.
“When it comes to toothpaste, the top two things my patients have asked for are whitening and sensitivity management,” Dr. Cu remarks. “A third, growing priority for patients, especially parents, has been nontoxic ingredients – ideally fluoride-free. I knew I needed to design a super-effective toothpaste that met all of these needs and ultimately helps folks keep their teeth for life.”
Dr. Cu chose to boost Cocoshine with nanocrystals of hydroxyapatite – a mineral that makes up 97% of teeth’s enamel – after studies have shown n-HA penetrates below the surface to remineralize and strengthen teeth effectively.
The n-HA in Cocoshine also helps gently brighten smiles by repairing microcracks in enamel, filling them with white n-HA crystals so the surface is smoother and more reflective.
In addition, n-HA repairs sensitivity by replacing lost minerals and filling dentinal tubules (tiny tunnels that lead to nerves), helping to restore teeth while blocking painful stimuli. Other anti-sensitivity toothpastes use potassium nitrate, which only temporarily desensitizes.
Curaprox launched Samba, marketed as the first robotic toothbrush created to allow people with disabilities to brush their teeth effectively and independently (Image credit: Curaprox).Other Cocoshine ingredients with “high-impact, well-researched” results include microbiome-balancing xylitol, “bacteria-busting” coconut oil and soothing aloe vera. Instead of whitening enamel with coarse abrasives or sensitivity-inducing peroxide, Cocoshine gently removes surface stains with baking soda and silica.
Cocoshine claims to have one of the highest concentrations of n-HA (3%), sourced from the manufacturer Fluidinova. The size of the rod-shaped n-HA particles is 25 times smaller than what is required for adhesion to enamel.
“Some 40% of the population suffers from dental hypersensitivity, and our product, nanoXIM, is the solution. Made up of mostly nano-hydroxyapatite and water, it is the safest and most effective nontoxic alternative to fluoride for its remarkable remineralizing effects,” says Dr. Paulo Quadros, director of product and business development at Fluidinova.
“Cocoshine contains 20% nanoXIM, which is a very high percentage that makes it even more effective than others.”
Toothbrushing tech
Swiss oral health brand Curaprox, launched Samba earlier this month, marketed as the world’s first robotic toothbrush created to allow people with disabilities to brush their teeth effectively and independently.
“People with physical and mental disabilities currently only have two options for brushing their teeth – relying on a family member or a caregiver, or brushing on their own, which compromises their health with subpar cleaning,” states Curaprox.
Studies have shown that a staggering 88% of individuals with disabilities suffer from dental problems, evidencing the urgent need for a tailored solution, highlights the brand.
Developed for over eight years, Samba utilizes a pioneering combination of low and high-frequency oscillations, propelling 12,900 soft bristles along the teeth with a dynamic brushing motion that helps remove plaque and debris thoroughly from the teeth and gums.
This technology eliminates the need for manual hand movements, granting individuals newfound independence in their oral care routine.
“Samba was developed with the belief that everyone, regardless of their abilities, deserves a healthy mouth; having a disability should not stand in the way of good oral hygiene,” comments Eran Eyal, one of the Inventors of Samba.
In other recent oral care launches explored on Personal Care Insights, Moon Oral Beauty introduced its Luminous Shine Teeth Serum, marking the brand’s foray into premium oral beauty products. Marketed as an advanced teeth whitening serum, the product combines clinically proven whitening power with “age-defying hydration benefits,” while targeting “rapid teeth whitening results in less than ten days.”
By Benjamin Ferrer
