According to a report from Statista, the global oral care market is estimated to be worth €47.28bn and it has an expected Compound Annual Growth Rate (CAGR) rise of 3.12%% between 2023 and 2028.

It appears that more people have made a link between wellbeing and oral health and as a result, there has been increased innovation in this market, with more launches that venture outside of traditional oral care boundaries.

“Consumer knowledge about the correlation of personal hygiene, health and wellbeing is higher than ever before,”​ said Vice President Consumer Goods, Group Sales & Marketing at Omya, Stefan Lander.

“Therefore, for the past few years, sales of oral care products have continued to rise, with consumers viewing their purchases as lifestyle statements and an important part of a daily self-care rituals.”

Lander said an oral care product tends to be successful when it’s functional, proven, targeted and, ideally, natural.

He also highlighted the increased desire from customers for more flexibility, for example, tooth tabs and powders, which can be used without water and on-the-go. “And this is beneficial not only from a convenience point of view, but also because such products can contain various active ingredients that are generally difficult to successfully combine in an aqueous environment,” ​he said.

The current challenges for oral care manufacturers

Industrial minerals producer, Omya – which creates minerals for the oral care industry – ran a symposium called The Healthy Bite​ in September, which gathered oral care experts and stakeholders from across the globe as a platform for discussion around breakthroughs in oral care.