Oral health is a critical component of overall wellbeing and quality of life, notes the World Health Organization. Oral diseases are highly penetrable, affecting more than 3.5 billion people worldwide. This alarming statistic underpins the significance of oral health literacy (OHL) among individuals and dental care providers. OHL is the degree to which an individual has the capacity to understand, obtain and maintain oral healthcare behaviors. Low OHL limits the ability to understand dentists’ instructions, which compromises the maintenance of oral health. 
 
The advent of the novel COVID-19 pandemic and personal safety concerns have also reduced the attention on oral hygiene to an extent. In response to this, oral hygiene companies and dental care providers are enhancing their efforts to attract customers by offering innovative oral hygiene products and services to make oral hygiene practices easy to maintain. 
 
The global oral hygiene market will exceed $70 billion by 2031, up from $50 billion in 2020—a CAGR of 3.1%. Consumers are more aware of the negative effects of poor oral hygiene, resulting in higher demand for basic oral care products. 
 
However, technological advancements have made inroads in the oral hygiene market. From electric water flossers, AI-enabled toothbrushes, to toothpaste tablets, the choices are endless. These developments have reshaped the way consumers look at their oral hygiene regimen, and the trend is expected to continue in the future. Finding the right dental care product might seem daunting when there is a plethora of interesting products available. Having a better understanding of what these products do and how they can help to enhance oral care practices surely makes the job easier. 
 
Here are some trends and innovations impacting the oral hygiene market. 

 
Going Green
 
As the amount of ocean plastic rises, there’s been a paradigm shift toward sustainable products. It is safe to say that the trend of green dentistry will continue gaining momentum in 2021 and beyond. 
 
A significant percentage of Millennial and Gen Z populations are vouching for organic, plant-based and sustainable oral care products, and dentists are also taking cues. Dentists are making their practices more environment-friendly by reducing the use of aerosols, using organic scrubs and encouraging customers to use all-natural oral care products. 
 
In response, brands are maximizing their efforts to launch products that align with the ongoing sustainability drive. For instance, premium oral care brand Ojook offers organic toothpaste with nHA and bamboo salt. The toothpaste is formulated with just 12 ingredients, with nano-hydroxyapatite that protects enamel and prevents sensitivity and bamboo salt to promote gum health and fresh breath. 
 
Ojook uses sustainable packaging methods. The toothpaste comes in a recyclable aluminum tube. The company also offers compostable toothbrush handles, biodegradable dental floss made of Italian silk. 
 
Unilever partnered with EPL (formerly known as Essel Propack) in its journey toward 100% sustainability in the oral hygiene market. EPL supplies its 100% renewable and sustainable Platina Tubes for Unilever’s toothpaste category. The tube is billed as the world’s first fully sustainable and recyclable packaging tube. The partnership will help Unilever’s oral care brands such as Pepsodent, Closeup and Signal go 100% recyclable by 2025. 

 

Same Product, New Format 
 
Brushing and flossing are the most crucial activities in morning routines. However, these activities are monotonous to some, while others are just lazy. Change is the only constant, and brands are realizing the importance of this fact by launching innovative formats to keep consumers engaged. 
 
Toothpaste tablets have emerged as an alternative to billions of non-recyclable plastic toothpaste tubes produced annually. Oral care brand Huppy offers a range of toothpaste tablets in flavors like charcoal, strawberry and watermelon. Huppy tablets are packaged in aluminum cases. The company sells its toothpaste tablets via one-time purchase of 62 tablets, and through a subscription model with a four-month supply of refills. 
 
Similarly, sustainable oral care brand Georganics launched zero-waste mouthwash tablets to freshen breath and improve oral health. Tablets are vegan, cruelty-free and gluten-free. Besides this, the packaging is completely recyclable, comprising a glass jar, an aluminum cap, and paper printed with soy-based ink. 
 
Apart from toothpaste and mouthwashes, demand for teeth whitening products is also on the rise. Elims offers eco-friendly teeth-whitening strips that are dissolvable and proven to safely brighten teeth up to 7 shades in 2 weeks. It’s a minimal, one-step process that requires less packaging material and leaves no mess. 

 
Sensor-based Toothbrushes and Flossers 
 
The integration of technology is not limited to electronics. As we progress into 2021, technology is paving its way into everyday practices such as cooking, skincare, and even oral care. Oral-B's Genius X electric toothbrush is loaded with sensors and connects to a smartphone app via Bluetooth. The app times the duration of brushing and guides users about the spots they have missed and where to brush next. The sensors detect if the user is applying extra pressure or not brushing long enough at a certain spot, and the data is recorded and sent to the app. It uses an AI-based algorithm to assist users in improving their brushing habits by rating the brushing process. 
 
To make flossing more interesting, WaterPik has launched its new Sonic-Fusion Professional Flossing Toothbrush that combines brushing and flossing in a single device. Gone are the days of floss residue and gum bleeding, the electric flosser is equipped with a timer and water-pressure controlling options for sensitive teeth. This, in turn, helps in stimulating blood flow and reduced swelling in the gums. 

 
Subscription Boxes for Hassle-free Delivery 
 
The onset of COVID-19 resulted in major changes in purchasing patterns of consumers. Social distancing norms led to fewer shopping excursions and more eCommerce deliveries. Many companies improved their distribution channels by offering doorstep deliveries, while others stepped it up by launching subscription-based models. 
 
Subscription models are popular in the essential goods category, attracting the attention of working professionals, students and the elderly. Subscription-based retail saves time, allows customers to enjoy discount offers and ensures timely delivery of products without the hassle of repeat ordering. 
 
Many oral care brands are jumping on the subscription bandwagon. Since oral care products are critical in daily routines, adopting a subscription model is proving to be beneficial for brands. 
 
For instance, Nudge recently launched its first oral care subscription package which comprises high-quality, natural, sustainable, and fluoride-free dental care products. The brand aims to instill better oral hygiene habits by making purchasing oral care products easier and more convenient. 
 
Through this subscription model, customers will receive oral care packages once every two months. Each box retails for $19.99 and includes a biodegradable bamboo toothbrush, fluoride-free/all-natural toothpaste in a recyclable tube, alcohol-free mouthwash in a glass bottle and a fully biodegradable silk dental floss.

 
Bamboo Toothbrushes, Sugar-free Toothpastes
 
As with every FMCG company, global leaders in oral hygiene are realizing the importance of sustainable and natural ingredients in oral care products. In September, GSK Consumer Healthcare (GSKCH), which owns Sensodyne, Parodontax and Voltaren, contributed to the global sustainability drive by launching its first carbon-neutral toothbrush. 
 
The company has found an innovative way to utilize renewable raw materials to produce efficient oral care products, thereby reducing its reliance on fossil fuels for plastic. GSK is launching the new technology with its Dr.Best GreenClean toothbrush, which already comprises a sustainable handle, bristles, and packaging. 
 
The Dr.Best GreenClean toothbrush handle is composed of renewable cellulose and “tall oil,” a bioplastic derived from pine, spruce, and birch trees, and is being used in the oral care industry for the first time. Tall oil is a byproduct of paper production, which is generally disposed of. The bristles are made of 100% renewable castor oil, which is already used in GSK’s Aquafresh and Dr.BEST bamboo toothbrushes. 
 
In addition to this, the product’s packaging is also 100% renewable and plastic-free, which includes GSK’s innovative cellulose window made from renewable cellulose, making it completely disposable. 
 
GSK has also partnered with ClimatePartner, Europe’s leading solution provider for corporate climate responsibility and action, to minimize the carbon impact of its products and their manufacturing. 
 
Similarly, Colgate unveiled its first sustainable toothbrush made from bamboo. The product is made of 100% biodegradable and sustainably grown bamboo. The handle is coated with beeswax to prevent water absorption and improve durability. 
 
Colgate also partnered with global recycling company Terracycle to create a nationwide recycling program for oral care products. In 10 months after the launch of this initiative, over 2,40,000 units of oral care products were recycled. 
 
Apart from this, considering rising incidence of diabetes across the globe, Colgate also launched an all-natural, ayurvedic toothpaste for diabetic patients. People suffering from diabetes are more sensitive to gum infections that are caused by anaerobic bacteria. High salivary glucose levels in diabetic patients can have adverse effects on oral tissue.
 
Research has shown that sugar-free toothpaste has beneficial effects on salivary glucose levels and salivary pH levels in diabetic and non-diabetic individuals. Colgate’s ayurvedic toothpaste is a unique blend of all-natural ingredients, including madhunashini, known for its wound healing properties, as well as neem, jamun and amla for anti-germ, antioxidant and astringent benefits.

 
Interdental Cleaning Products Go Mainstream 
 
Conventional toothbrushes fail to reach the interdental spaces that are perfect for bacteria buildup. High accumulation of bacteria results in the formation of biofilm, which leads to tooth decay if left untreated. 
 
Regular brushing is effective in removing biofilm. However, dentists recommend using interdental brushes for effective removal of plaque and biofilm buildup in interdental areas to achieve optimal freshness and cleanliness. 
 
Increasing incidence of dental disorders such as tooth decay and gingivitis, along with minor issues such as bad breath, compels consumers to improve their collection of oral hygiene products. Currently, the most beneficial addition would be interdental brushes. 
 
Flossing and regular usage of interdental brushes help maintain a healthy oral environment, eliminate bad breath and stains on enamel, and ultimately reduce visits to the dentist. 
 
Brands are offering a plethora of interdental brushes in different shapes, sizes and brush materials to suit the needs of a growing consumer pool. Apart from interdental brushes, other interdental products like floss, toothpicks and electric flossers are gaining attention. Sales of interdental cleaning products are slated to top $4 billion by 2031. 

 
The Way Forward 
 
Sustainability is a key topic for the home and personal care market, including oral care. Sustainable oral care has come a long way, carving a niche in the oral hygiene market. From toothpaste tablets to wooden toothbrushes, consumers can now do their part to save the planet without compromising their pearly white smile. 
 
Integration technologies like artificial intelligence and 3D printing, along with application-based practices will continue gaining traction in the future. In addition to this, the trend of online retailing will continue in 2021 and beyond, with more products and services being delivered to consumers at their doorsteps. 
 
Government-led initiatives to spread awareness regarding proper oral hygiene are also playing a vital role. For instance, the Community Dental Health Coordinators (CDHC) program in the US coordinates patient navigation, connects healthcare providers and people who do not have access to oral healthcare services in rural areas, and provides community-based prevention. 
 
In India, the National Oral Health Program facilitates routine checkups and early intervention to facilitate the prevention of the most common dental health problems, especially in underprivileged areas. These developments are indicative of better oral healthcare services and patient outcomes in upcoming years. 

 
About the Author
Nandini is senior research manager, food & beverage and consumer goods domain at ESOMAR-certified market research and consulting firm Fact.MR, headquartered in Dublin, and has offices in UAE and India. The insights presented here are from a report on Oral Hygiene Market by Fact.MR.