Oral care has come a long way from basic toothpaste and manual brushes. Today, cutting-edge technologies and advanced formulations characterize dental hygiene. Oral care products in the market focus more on sensorial appeal. They include features that change daily dental care routines to more pleasurable experiences.
Brands offering innovative oral care products are winning in the beauty and wellness industry. Whether it is packaging, formulations, or textures, these brands are redefining the oral care experience by combining functionality with aesthetic appeal.
This blog provides insights into the current market growth and key insights from innovators. This information will help you identify opportunities to innovate products that better meet modern customer needs.
Table of Contents
Oral care market overview
Key business insights from oral care innovators
Target consumers’ emotional experiences
Microbiome personalized oral health
Natural formulations and sustainable packaging
Expert-led dental care
Experiment with unique textures and formats
Final takeaway
Oral care market overview
Oral health is crucial for growth, general health, and development. It is ranked as the seventh health pillar after nutrition, sleep, exercise, relationships, stress management, and not using substances. The World Health Organization (WHO) considers oral health as a key approach to preventing oral diseases, including oral cancer, tooth decay, and gum disease.
Demand for oral care products has increased recently, leading to significant market growth. The global market for these products is projected to grow from USD 53 billion to USD 61 billion between 2024 and 2028, growing at a compound annual growth rate (CAGR) of 2.91%. This market growth is driven by brands’ ability to create products that address consumers’ niche concerns and ritualize daily teeth brushing.
Various factors are contributing to the oral care market growth, including:
- Brands’ ability to create the feel appeal by experimenting with scents, textures, and tactility
- Consumers increasing awareness of the significance of oral health
- The popularity of treat culture among young people
- The growing use of social media, especially TikTok, for oral health education
Key business insights from oral care innovators
The oral care industry is undergoing a transformation driven by innovative brands redefining traditional norms. This section covers five major insights brands can adopt to innovate unique and consumer-centric oral hygiene products.
Target consumers’ emotional experiences
Competitive oral health products need brands to go beyond functionality to include how their products make consumers feel during their daily routines. In this case, brands can create a deeper connection and transform oral care into a luxurious and enjoyable ritual. This approach aligns with the growing trend of consumers seeking wellness products that enhance their emotional well-being alongside practical benefits.
One key pioneering brand that has succeeded in this aspect is Selahatin. This Swedish-Turkish brand, founded by Kristoffer Vural, uses a strategy that prioritizes “elevating the emotional experiences of everyday ceremonies.” For example, its Eau d’Extrait Oral is a mouth perfume that helps fight against bad breath through a breath freshening format. The brand’s innovation is characterized by three major components: creative innovation, oral opulence, and physical appeal.
Microbiome personalized oral health
As consumer interest in health personalization grows, brands are revolutionizing oral care using microbiome science. This approach focuses on understanding the unique oral ecosystem and tailoring solutions to improve long-term health outcomes. Thus, the brands offer targeted treatments that address individual needs. These innovators are redefining oral care as a critical part of holistic wellness.
Viome is a U.S.-based brand at the forefront of microbiome-focused oral care. It offers a comprehensive and personalized approach. The brand’s three-pronged strategy combines at-home testing, biotic oral care products, and dietary supplements to optimize oral health.
The brand also encourages using technology to drive personalized oral health. It utilizes the “prejuvenation” approach, prioritizing prevention and addressing the root causes of imbalances through holistic oral care.
Natural formulations and sustainable packaging
Modern consumers are becoming increasingly eco-conscious. Oral care innovators are making strides in sustainability by embracing natural formulations and environmentally friendly packaging. These initiatives reduce environmental impact and resonate with customers seeking brands that align with their values.
Research found that natural formulations tend to be sugar- and alcohol-free, which reduces risks for oral health conditions. Besides, prioritizing biodegradable materials and proven natural ingredients redefines oral care as sustainable and ethical.
ROCC Naturals, an Australian oral care brand, is leading by example with its commitment to natural ingredients and sustainable design. Its approach focuses on creating effective products that are as kind to the planet as they are to consumers.
Expert-led dental care
Consumers seek oral care they can trust. One way of meeting this demand is by ensuring that industry experts lead your brand. These professionals have the skills and knowledge to create oral hygiene products that meet consumers’ needs and expectations. These innovators combine credibility with innovation to appeal to health-conscious and discerning buyers.
Mahsa is a UK-based oral care brand founded by Dr. Mahsa and Dr. Brandon Nejati. This brand exemplifies the power of expert-driven innovation. The founders have over 20 years of experience in holistic dentistry. As a result, they bring unmatched expertise to every product, ensuring both effectiveness and trust.
Mahsa practices aura economy by combining science and spirituality. It applies a holistic approach that uses minerals and crystals to create science-backed formulations and supplements. Mahsa’s at-home teeth whitening products are a significant innovation.
Experiment with unique textures and formats
Experimentation promotes innovation. Brands are breaking through the noise by experimenting with unexpected textures and formats that create a memorable and engaging oral care experience. They blend creativity, interactivity, and innovation. This helps them appeal to consumers seeking novelty and fun in their daily routines.
Nadeshiko is a Japanese oral care brand that captivates shoppers with its unconventional approach to oral health. It offers surprising textures, creative formats, and immersive digital experiences. For example, Nadeshiko’s product packaging contains fun cartoon characters. These elements transform routine oral care into a source of delight and discovery.
Final takeaway
The pioneers in oral care innovation demonstrate that the future of the industry lies in blending science, sustainability, creativity, and personalization. From expert-led solutions and microbiome-focused formulations to playful textures and luxury positioning, these brands showcase the power of aligning product development with evolving consumer expectations.
The key takeaway for brands is clear: success in the oral care market will depend on understanding and addressing diverse consumer needs. This could be through trust-building expertise, sustainable practices, or novel product experiences. Brands can learn from these innovators to carve out unique niches that resonate with target audiences and position themselves as leaders in the beauty and wellness industries.
