Product Innovation is Winning User Confidence for Oral Care Market Players

With growing awareness, the importance of maintaining oral health and hygiene has increased tremendously in the past couple of decades. Also, cases of tooth decay, plaque buildup, gingivitis, and other periodontal diseases, are on the rise, leading to an increased demand for oral healthcare products.

Various types of oral care products, such as toothpaste, toothbrush, dental floss, mouthwash, whitening agents, and others, are available in the market. Among all, toothpaste and toothbrushes show the highest adoption rate. Developed economies like the United Kingdom have always been at the forefront of adopting advanced products such as electric toothbrushes. However, thanks to the rising disposable income of consumers, developing nations are also not far behind, and an augmented demand for specialized products like mouthwashes and rinses can be seen from here as well.

The vast variation in the product range is presenting growth avenues for the players in this industry. The global market is presently dominated by a handful of established names, such as Colgate-Palmolive, GlaxoSmithKline, and Procter & Gamble, and they have a loyal consumer base. It is therefore very crucial for them to “stand out from the crowd,” and look for ways to attract more buyers. Innovation holds the key here, and tailoring their products to suit the specific needs of users is one such way in which companies can reinvent their products’ image.

Some Strategies That Brands Can Devise Include:

One way for brands to make their product reach out to a wider consumer base is offering enhanced user experience. For instance, improving the taste of toothpaste, which has traditionally had a minty flavor, would attract more potential consumers. Also, the convenience offered by mouthwashes significantly increased their popularity. In Vietnam, mouthwashes/dental rinses registered a staggering retail value growth of 14% in 2016.

Novel and advanced products are well-known to attract the buyers’ attention, and the oral care industry is no exception. Electric toothbrushes are one such innovation that took the industry a notch ahead in terms of tech evolution. Further incorporating revolutionary technology in this product, Procter & Gamble Australia launched the Oral-B Genius 9000, in 2016. It is enabled with Bluetooth connectivity and can be connected to a smartphone app to help users track their brushing and even guide them on their brushing technique.

The masses are becoming increasingly mindful of the depletion of natural resources and the need to protect the environment. Thus, organic, sustainable, and environment-friendly products, such as bamboo toothbrushes with charcoal bristles, are gaining popularity. This trend is also due to the growing concern about their own safety and health, which has led to this rising inclination towards natural alternatives. For instance, local Chinese company, Guangzhou Danyun Biological Technology, released a series of purely natural-positioned toothpaste under its True Hope brand. It has elements such as ginseng, cloves, bletilla, and dendrobe, specifically to cure oral ulcers and bleeding gums.

Although few in number, products catering to specific, individualized needs will always have takers. For instance, GSK’s Sensodyne® specifically targets those with tooth sensitivity, and became a hit in the market after it was launched. The major gain here is that users of such specific products are more loyal and willing to spend more. Companies can compensate for the low buyer pool by charging a premium.

Also, with the growing image consciousness, people’s attention towards beauty & personal care has grown. Thus, a strong desire for brighter teeth can be seen, which has raised the popularity of whitening strips. For example, in 2015, P&G launched Crest Whitening Emulsions, its first-ever leave-on teeth whitening solution.

Conclusion

The socioeconomic changes that will take place globally over the next decade are expected to present varying growth trajectories for manufacturers engaged in this market. Key players, therefore, need to be aware of the changing demographic patterns, and cater to the needs of different domestic markets. As per an annual report published by the leading brand Colgate in 2000, “The faster we develop innovative consumer-driven products and speed them to world markets, the stronger and bigger our global brands will become.” For companies stepping into untapped markets with novel, advanced creations, this would be taking a step closer to improving oral healthcare accessible to all.