Even before the start of the 2020 coronavirus pandemic, ethical considerations were more in focus among European oral care manufacturers touting their products’ environmentally-friendly credentials. The European oral care category might have been expected to receive a boost in 2020 due to the closure of dental services during lockdown, but this appears not to have been the case. Euromonitor International analysts expect 2020 sales of oral care in Eastern Europe to decline 3.6% to about $2.1 billion, and sales in Western Europe are forecast to remain flat at $10.1 billion. Sales growth is likely to remain elusive, but oral care manufacturers can always bank on high levels of penetration for products such as toothpaste and toothbrushes, even if there is little scope for attracting new users.

The upside is that consumers have become more health and hygiene conscious in all areas of their lives, and will seek out information they can trust regarding their oral health. In Germany, 56% of consumers choose products based on the information available in store, reports Mintel, and a further 17% rely on recommendations from their dental health professional. Herein lies an opportunity for brands to strength their positioning through dental health endorsement, according to Gwen Osserman, research analyst, beauty and personal care, Mintel.

“This provides a shortcut to decision making for those with too many choices and too little time,” she explained.

Familiarity vs. Innovation

Since the beginning of the pandemic, European consumers have been looking for familiarity and trustworthiness from their oral care products. These two attributes are the most sought-after attributes in all fast-moving consumer goods products (including oral care), according to GlobalData’s COVID-19 Recovery Survey Tracker, which was published on October 14. More than half (51%) of European consumers claim to be always/somewhat influenced by how familiar/trustworthy/risk-free a product feels when making a purchase. This is likely to benefit the big brands, such as Colgate and Oral-B, although the door remains open for smaller indie brands to demonstrate their trustworthiness through relevant and innovative technologies and ingredients.

“Probiotics and CBD are natural ingredients with potential for use in oral care,” argued Osserman, “while silver’s antibacterial qualities make this a good option for further NPD given heightened concerns about hygiene during the pandemic.”

According to GlobalData Analyst Lia Neophytou, there’s a strong link between natural and innovation.

“Natural credentials continue to inspire oral care innovation, with increased claims for organic and vegan formulations, as well as free-from claims such as no alcohol, no artificial ingredients and no artificial flavors,” she explained.

Meanwhile, Mintel researchers report a rise in oral care launches using ginger, charcoal, coconut oil and turmeric. The benefit claims for these ingredients include stain removal or whitening.
“Of these, charcoal and coconut oil are the most commonly used in oral care launches, appearing in both branded and private label ranges,” pointed out Osserman. “While niche, a plethora of other herbs and spices are appearing, such as tea tree oil and eucalyptus.”

Ethical Considerations

In Germany, 63% of oral care users have used or are interested in eco-friendly formulas, reports Mintel, with younger consumers having the highest interest: 28% of 16-24 year-olds use eco-friendly products and a further 55% are interested in doing so. By contrast, only 7% of over-55 year-old Germans use such formulas, although 45% show an interest in doing so.

Some oral care brands, including Colgate, use the vegan claim to show their commitment to ethical values. Colgate launched Smile for Good toothpaste which is vegan certified for its non-animal based glycerin.

“Vegan is quickly overtaking botanical and herbal claims as brands look to strengthen their ethical credentials,” observed Osserman.

GlobalData’s Neophytou added: “Similarly, claims alluding to a product’s sustainability are frequently evident alongside natural claims.”

Two recent vegan-friendly toothpastes, were singled out by GlobalData’s Neophytou. Nature On, vegan hemp toothpaste (Poland), is formulated with 96% natural ingredients, including organic binchotan charcoal and cannabis oil.

“This blend could resonate with novelty-driven consumers,” states Neophytou.

Happy Brush Super Green Toothpaste (Russia) boasts a vegan formula that includes green tea extract and aloe vera.

Solid toothpastes are another way to boost oral care’s eco credentials by tapping into the waterless trend. Pärla, a British startup created by three dental professionals, is positioned as an eco-friendly, effective alternative to toothpaste in a tube and is a dehydrated toothpaste tablet that comes in a reusable glass jar. Another UK toothpaste tablet is PlanetWoodDentin, packaged in compostable food-safe pouches made from non-GMO cornstarch, that provides a heat, air and water barrier to protect the tablets. Although rejected by many natural-leaning brands, the tablets are formulated with fluoride on the basis that it is a naturally occurring mineral proven to prevent tooth decay.

Plastic Alternatives

Toothbrush brands address plastic waste by replacing it with natural materials such as bamboo and sugarcane. For example, Lucky Teeth Floss is claimed to be a vegan zero waste (compostable) dental floss made from bamboo fiber. It contains activated charcoal along with organic tea tree oil which acts as an antibacterial agent. Meanwhile, Berlin Biobrush transforms wood chips left over from timber processing into a bioplastic material.

Most consumers don’t realize that the majority of toothpaste tubes are made from plastic and aluminum, making them impossible to recycle. Earlier this year, Colgate-Palmolive stole a march on its competitors by becoming the first of the multinationals to tout environmentally-friendly credentials with the introduction of the first recyclable toothpaste tube to meet recycling standards. The material used is high-density polyethylene. Although Colgate-Palmolive claims to have solved technical recyclability, its product still needs acceptance by facilities.

Looking to 2021, European consumers are likely to prioritize familiar established oral care brands over emerging indie players.

“Brands must depict trustworthiness in marketing campaigns and on packaging by leveraging professional certifications when making claims such as ‘vegan’ or ‘sustainable,’” argued Neophytou.
She also emphasizes the growing importance of social media, particularly among younger generations, as consumers spend more time in the home.

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Imogen Matthews
Headington, Oxford UK
+44 1865 764918
www.imogenmatthews.co.uk

Imogen Matthews is a respected consultant, journalist and researcher who commentates on trends in the beauty industry. She regularly contributes to many of the world’s foremost beauty trade titles, has served on the Board of Cosmetic Executive Women (CEW UK) and won the prestigious Cosmetic Executive (UK) Achiever Award. Founded by Imogen in 1993, The Premium Market Report remains the only in-depth report to examine trends in the premium cosmetics, skincare and fragrance industry.