Natural and Free-From are the Newer Oral Care Norms
With consumers looking to make a shift towards more natural formulations that are effective and safe, the trend towards using botanical extracts in oral care in the US has risen to 46.9% up from only 23% in 2017. Additionally, all-natural claims have risen to 61.5% in the same period. In alignment with this, consumers are placing less importance in what is in their oral care products, and more in what is not, as reflected by increased claims such as toxin-free, which have reached 43% in 2019.
Whitening, Cavity Protection, and Breath Freshening are Staples. Consumers Today Desire Added Benefits and Attributes.
As people spend more time in transit, convenient packaging that is on-the-go and easy-to-use remains an untapped need worth thinking about. Consider this: In 2018 only 22% of oral care launches carried the ease of use claim, no doubt there’s plenty of room to innovate here!
Thinking beyond just easy-to-use, simplifying the oral hygiene routine, presents another market opportunity. Consumers want multifunctional products that offer a complete oral health routine in fewer steps and with fewer products. Take into consideration that 34% of US consumers feel that their mouth isn’t fully clean without using mouthwash. How does a hybrid toothpaste-mouthwash sound to deliver a smiley and fresh mouth in a single step?.
Furthermore, formulating an all-in-one solution that adds vitamins, minerals, calcium, or antioxidants to products that already deliver whitening, fresher breath and bacteria-killing can give consumers a holistic approach that takes care of not only the teeth but the mouth entirely.
Playing with Formats but Keeping it Mild
With approximately 50% of the population dealing with some tooth sensitivity, it is no surprise that consumers are looking for products that are milder. This includes less abrasive toothpaste, alcohol-free products and more subtle flavors that are also safe to swallow. This creates an opportunity to introduce formats such as tablets, foams, and rinses that deliver optimal cleaning with less impact on the enamel, dentin and gums than traditional toothpaste or strong mouthwashes. Products that are milder and also address diverse oral care concerns such as gum health, toothaches and dry mouth are of increased interest by providing additional relief without increased irritation.
Aligning with a consumers lifestyle means providing mild, easy to use, on-the-go formats that are targeted to their direct oral care concerns. Using naturally derived ingredients in fun and effective formats, you can excite the consumer to not only swap out the current products in their routine for yours but start the conversation about what’s got them smiling so much.
Products to Make you Smile
Sorbitol, great for dry oral care products. It is a non-cariogenic, protecting the teeth from cavities and decay. Also less sweet in formulas that comparative Polyols.
Plant-based starch that protects the teeth from acids and bacteria in the mouth and increases salivation to prevent dry mouth.
Pure isosorbide solution prevents from bad breath (halitosis), biofilm formation and dental caries and reduces or neutralizes the growth of oral pathogen bacteria in dental plaque and saliva.
Xylitol is naturally derived and provides tooth remineralization and prevents tooth decay.
GMO-free Xanthan Gum provides thickening, suspension and crystal-clear formulations. It is easy to incorporate and has a high electrolyte and ethanol tolerance.
Ideal for milder whitening toothpastes and children’s formulas as it is a high cleaning silica that removes stains but reduces the impact on enamel and dentin. Low levels of abrasion. PCR level of 66 and RDA level of 65.
A thickening silica ideal for toothpastes that offer high cleaning and anticavity protection excellent for clear gel toothpaste formulas.
A Tincture made from a resin produced by bees that is used in oral care for is plaque preventing and healing properties.
Powdered Extracts for tooth powders
Other Extracts in Multiple Formats for Formulation Flexibility
Excellent Solubilizer for flavors and essential oils. Helps form clear mouthwashes with good taste. Also acts as a binder.
Ideal in water-based formulations where clarity is desired, provides improved mouthfeel and can also act as a binder.
A non-ionic, low-foam solubilizer and emulsifier for ethereal oils, vitamins, and hydrophobic actives.
Nature-identical sodium benzoate and naturally-derived gluconolactone, Broad spectrum efficacy, Non-GMO, additionally provides pH adjustment.