You might have caught our recent blog on Trending Oral Care Need States for 2023, but is your brand keeping tabs on what consumers will not be as interested in? As consumers return to pre-pandemic norms and explore new oral care options, some needs will inevitably fall by the wayside.
To help brands better understand the needs of their consumers, we’ve leveraged our White Space AI tool to analyze 187 consumer need states to forecast what will note be trending in 2023.
Here are our Predicted Need State Losers for 2023
The graphic below breaks down ten oral care need states we believe possess the lowest potential for growth in 2023. Need state opportunity scores are determined by looking at both share of voice (a leading indicator of market share) and year-over-year growth rate.
Anti-septic
At the top of our predicted loser’s list is anti-septic, which holds a very small share of voice in the market and is forecasted to see a substantial decline in growth (-53.33 percent). When it comes to oral care routines, anti-septic is generally used as a rinse or gel to help reduce plaque and gingivitis. Listerine’s Antiseptic Mouthwash Collection is a perfect example of this need state in action.
While plaque and gingivitis are common problems, they are preventable with routine brushing and flossing. We believe that the declining need state for anti-septics is because consumers are becoming more proactive in their oral care routines and are less reliant on these products to maintain healthy teeth and gums.
Freshens Breath
It goes without saying that most consumers want products that help freshen their breath. So, while it might be surprising to see this need state on our predicted loser’s list, a few factors are at play contributing to its negative 34.32 percent growth potential.
Products like gum, mints, and mouthwash are generally used after eating or drinking – activities that can often cause bad breath. However, as consumers become more health-conscious, we’ll see a shift away from sugary snacks and drinks that can cause bad breath in the first place. In addition, many consumers are also cutting back on caffeine, which can also lead to bad breath.
So, while the need to freshen breath will likely never completely disappear, we believe the decline in this need state is due to consumers becoming more proactive about their overall oral health.
Antibacterial
Antibacterial takes the third spot on our list of predicted losers for 2023, with a negative 27.35 percent growth outlook. This need state covers a wide range of products, from toothpaste to mouthwashes.
While antibacterial products can effectively reduce the spread of germs, there is some debate about their long-term safety. In addition, many consumers are now turning to more natural alternatives, like baking soda, that are just as effective but considered safer for long-term use.
So, we believe the declining need state for antibacterial products is due to both safety concerns and the availability of more natural alternatives.
Kills Germs
Kills Germs is another need state that is forecasted to see a decline in growth potential, with a negative 24.12 percent growth forecast. As with antibacterial products, there is some debate about the long-term safety of products that claim to kill germs.
In addition, many consumers are now turning to more natural alternatives, like vinegar, that are just as effective but considered safer for long-term use. So, we believe the declining need state for products that kill germs is due to both safety concerns and the availability of more natural alternatives.
Dry Mouth
Dry Mouth plagues many consumers and can often be the result of medications, health conditions, or simply not drinking enough water throughout the day. While several products on the market claim to help with dry mouth, we believe the declining need state is due to the availability of more natural remedies.
With a negative 14.88 percent growth forecast, Dry Mouth claims the fifth spot on our list of predicted oral care need state losers for 2023. Biotene’s Oral Rinse and Mouthwash specifically addresses this need state and is one of the only products that is clinically proven to help with dry mouth.
Squeaky Clean
Who doesn’t want a Squeaky Clean feeling after brushing your teeth? We predict not as many consumers will be looking for products to fill this need state in 2023. Our team expects products marketed as helping to provide Squeaky Clean finishes to see a negative 14.73 percent growth rate in the next year.
Healthy Gums
Healthy Gums are critical for long-term oral health, but unfortunately, this need state is forecasted to see a decline in growth potential over the next few years. With a negative 12.96 percent growth outlook, Healthy Gums is the sixth need state on our list of predicted losers.
Products like floss and toothpicks can help remove plaque and bacteria from teeth and gums, but many consumers are now turning to more natural alternatives like water flossers. In addition, the rise of electric toothbrushes has made it easier for consumers to achieve a deep clean, reducing the need for additional products to maintain healthy gums.
For Kids
Kids have their own set of oral care needs, and there are products on the market that cater to this need state. However, we believe the declining growth potential is because many of these products are now being replaced by electric toothbrushes.
While electric toothbrushes like this one from Oral-B 2 have been around for years, they have only recently become popular with kids. And as the price of these toothbrushes continues to decline, we believe more and more parents will make the switch, further reducing the need for kids-specific oral care products.
For Sensitive Teeth
A significant portion of the population deals with tooth sensitivity (0.39 percent share of voice). Product for Sensitive Teeth can help mitigate the pain associated with this need state, but we believe the declining growth potential is due to the availability of more natural alternatives.
Oral care products like this one from Tom’s of Maine incorporate natural ingredients to help reduce sensitivity and will become increasingly popular with consumers. In addition, many toothpaste brands now offer sensitivity formulas, further reducing the need for dedicated sensitivity products.
Prevent Cavities
Prevent Cavities wraps up our list of predicted losers for 2023 with an expected negative growth outlook of 4.89 percent. This need state has seen a decline in growth potential due to the availability of more effective products, like electric toothbrushes and water flossers.
Both electric toothbrushes and water flossers like this one from Philips are more effective at preventing cavities than traditional oral care products.
Our concluding thoughts
The oral care industry is constantly evolving, and, as such, so are the needs of consumers. For 2023, we predict that the increase in natural alternatives paired with the improved technology of routine oral care products will cause the need states to grow slower than in prior years.
For more insights on Oral Care trends, check out our recent webinar. If you’re ready to see Simporter AI in action and learn what it can do for you, request a demo on our website.
Predicting need state trends is just one way Simporter can help brands grow their business. To learn more about how we can help you, please visit us at simporter.com.
