Oral Hygiene Market Trends

Oral Hygiene Market Drivers

Increasing Awareness of Oral Health and Hygiene

• Growing awareness about oral health is an important driver for the global oral hygiene market. Many consumers are starting to understand the connectivity between oral health and overall health, causing the increased adoption of daily practice of oral care. Preventive dental care like brushing, flossing, and professional check-ups are promoted globally as an integral part of general health. Such increased awareness is by public health campaigns, educational programs at both grassroots levels and in corporate wellness initiatives.
• For instance, the WHO and several national agencies for health have developed strategies to integrate oral health with non-communicable diseases (NCDs) preventive strategies. Therefore, there exists an ever-growing demand for products that clean the mouth and simultaneously prevent problems like gum diseases, teeth decay, and oral infections. The presence of untreated dental caries, that is, 60% of adults and over 40% of children in the UK NHS study results, underlines an ever-increasing need for effective oral-care products.

Technological Advancements in Oral Hygiene Products

• Technology advancements are changing the oral hygiene market and driving growth with new product launches that enhance the consumer experience as more convenient, more efficient at producing oral health outcomes, and more personalized. Electric toothbrushes. Such products are equipped with smart technology such as pressure sensors, timer functionality, and connectivity features whereby consumers can track their brushing behavior and progress over time. Growth in intelligent oral care technology such as AI toothbrushes that connect with mobile apps to monitor brushing habits and give feedback, is attractive to technology-driven consumers who are increasingly investing in high-end oral care products.
• For example, Oral-B and Philips Sonicare, two leading brands in the market, have created intelligent toothbrushes that provide consumers with real-time brush technique feedback, which greatly adds to better oral hygiene habits. In the US approximately 40% of households are found to use electric toothbrushes, a substantial rise compared to earlier years. Moreover, sustainability has also been a key part of technological advances in the field. Brands are now launching rechargeable toothbrushes with replaceable heads to help cut waste, following the worldwide push for green consumerism.

Oral Hygiene Market Restraints

Regulatory Challenges and Ingredient Safety Concerns

• One of the most significant challenges in the oral care market is mounting regulatory pressure around product safety, ingredient disclosure, and environmental issues. As consumer knowledge of product safety increases, especially as it relates to ingredients like fluoride, microbeads, and preservatives, companies are under growing pressure to comply with stringent regulatory requirements. Regulatory authorities in leading markets such as the United States, European Union, and Australia are enacting stricter standards for oral hygiene products requiring labeling of all ingredients used in formulation along with toxicity and allergenicity testing. To ensure safety this trend is most obvious with items such as fluoride, the toxicity of which at high doses and potential environmental consequences have caused some nations to reexamine their use of it in such products as toothpaste.
• The European Union's Cosmetics Regulation mandates that all personal care and cosmetic products, including toothpaste must be safe for use by consumers. In addition, increasing concerns regarding the environmental effects of microbeads in certain oral care products have resulted in their prohibition in North America. The prohibition of microbeads in the US implemented by the Microbead Free Waters Act of 2015, has compelled companies to innovate and look for alternatives to deliver desired product performance, for instance, by using biodegradable or green materials.

Lack of Awareness in Emerging Markets

• While oral health consciousness is increasing worldwide there are still many emerging markets that lack awareness about the significance of oral hygiene and preventive care which hinders growth in these markets. Limited access to professional dental care in rural areas also restricts the dissemination of oral health information, resulting in poor oral hygiene practices.
• In India, for example, urban populations are witnessing higher adoption of oral care products, whereas rural regions are yet to come out of the phase of low awareness regarding regular brushing and professional dental visits. The Indian Dental Association reports that 80% of adults in India have some gum disease, but most of the population lacks proper knowledge about the link between oral hygiene and overall health. A similar scenario is in Latin America, where oral health education continues to develop and does not usually reach the poorer populations.