Consumers seeking ‘healthier’ options

Today’s consumers are increasingly looking for personal care products that are free of harsh chemicals and made with natural or organic ingredients, and oral care appears to be no exception.

According to a market report recently published by Transparency Market Research, the global demand for organic personal care products was more than $7.6 billion in 2012, and is expected to reach $13.2 billion by 2018, growing at a compound annual growth rate of 9.6% from 2012 to 2018.

While the research doesn’t specifically focus on oral care, a recent study by Mintel certainly helps illustrate the fact that some consumers are becoming increasingly interested in “healthier” oral care solutions.

When asked by Mintel which toothpaste attributes they would be interested in seeing in their oral hygiene products, many respondents indicated free from chemicals (42%), contains natural ingredients (41%) and provides a source of vitamins/minerals (34%).

What about mouthwash? The response was similar with respondents expressing interest in rinses that, among other attributes, are free from chemicals (45%), contain natural ingredients (43%) and provides a source of vitamins/minerals (35%).

With the connection between health and beauty becoming increasingly stronger, expect to see more consumers looking for “healthier” alternatives when it comes to oral care.


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