The Future is White and Bright
Anything and everything geared towards teeth whitening will see growth in 2023. This is due to a combination of better at-home treatments and increased awareness of the importance of oral care as a significant part of overall health.
We’re seeing a similar trend with natural ingredients in oral care. Consumers are becoming more aware of the harsh chemicals found in many traditional oral care products and are actively seeking out natural alternatives across the board.
Let’s dive in
The graphic below breaks dives into the eight oral care natural ingredients we believe possess the highest potential for growth in 2023. Natural ingredient opportunity scores are determined by looking at both share of voice (a leading indicator of market share) and year-over-year growth rate.
To help brands better understand the needs of their consumers, we’ve leveraged our White Space AI tool to analyze 24 natural ingredient needs specific to oral care to forecast what will be trending in 2023.
Whitening Pen
With a massive 380.14 percent year-over-year growth rate, natural ingredient whitening pens are expected to take off in 2023. Consumers are increasingly looking for convenient and on-the-go solutions for their oral care needs, and whitening pens provide just that.
Brands like Boka offer vegan, cruelty-free, and fluoride-free whitening pens that use natural ingredients like coconut oil and baking soda to safely and effectively whiten teeth. We predict products like these that whiten teeth without the harmful chemicals or environmental impact will see tremendous growth in 2023.
Denture Adhesive
Denture Adhesives are critical for those that wear dentures, as they help to keep the false teeth in place. Natural denture adhesives are gaining popularity as consumers become more aware of the potentially harmful chemicals in traditional adhesives, like zinc.
NaturDent is a brand in the natural denture adhesive space, and its products are 100% vegan and zinc-free. With an expected growth rate of 89.84 percent, we predict natural denture adhesives will continue to gain traction in 2023.
Whiteners
Next on our predicted winner’s list is Whiteners. Unlike whitening pens, which are focused on convenience, whiteners are focused on efficacy. Consumers are looking for products that will give them the best results, and they’re willing to spend the time and money to get them.
Crest 3D White is a popular whitening system that uses natural ingredients like hydrogen peroxide to safely and effectively whiten teeth. With an expected growth rate of 52.71 percent, we predict products like Crest 3D White will continue to gain share of wallet in 2023. If your brand hasn’t already prioritized whiteners, now is the time to do so.
Whitening Gel
Similarly, Whitening Gel is focused on efficacy and results. Consumers are looking for gels that will give them a whiter smile without the sensitivity that can sometimes be associated with whitening products.
Lumineux Oral Essentials is a popular teeth whitening gel that uses natural ingredients like coconut oil, baking soda, and hydrogen peroxide to safely and effectively whiten teeth. If your brand is looking for new ways to reach consumers in 2023, we recommend investing in a whitening gel.
Whitening Strips
Rounding out our focus on teeth whitening, Whitening Strips are another popular way to achieve a whiter smile. Consumers appreciate the convenience and ease of use of whitening strips, and brands have responded with innovative new products.
Hismile Whitening Strips are a popular choice for consumers looking for an easy and convenient way to achieve a whiter smile. With a 12.12 percent expected growth rate, we predict whitening strips will continue to win over consumers looking for convenient, at-home solutions free of harmful chemicals.
Mouthwash
Mouthwash, an oral care industry staple, is also on our list of predicted winners for 2023. As consumers become more interested in natural and clean ingredients, mouthwash brands are reformulating their products to meet this demand.
Listerine, a leading mouthwash brand, recently launched a new line of natural mouthwashes made with ingredients like mint and eucalyptus. With an expected growth rate of 10.53 percent, we predict mouthwashes will continue to see strong growth in 2023.
Dental Floss
Dental floss, another oral care industry staple, is also on our list of predicted winners for 2023. As with mouthwash, consumers are interested in natural and clean ingredients, and brands are going back to the drawing board to reinvent products to meet this demand. With an expected growth rate of 10.17 percent, the team here at Simporter predicts that natural ingredient dental floss will continue to see strong growth in the year ahead.
GUM, a leading dental floss brand, recently launched a new line of natural dental flosses made with ingredients like bamboo and charcoal. For brands looking to reach the natural-minded consumer in 2023, we recommend investing in a natural ingredient dental floss.
Toothbrush
Last but not least, the toothbrush. As the most basic and essential oral care product, the toothbrush is often overlooked. But with an expected growth rate of 1.28 percent, we predict the toothbrush will see renewed interest in 2023.
One popular toothbrush that’s been gaining buzz lately is the Bamboo Toothbrush by Brush with Bamboo. This toothbrush is made with sustainable bamboo and charcoal-infused bristles, and it’s gentle on both teeth and gums.
Conclusion
With 24 natural ingredient categories analyzed, these are just a few of the winners we predict will see strong growth in 2023. For brands looking to invest in natural ingredients, we recommend focusing on products like whitening gels, strips, and losses, as well as mouthwash and dental floss.
And don’t forget the toothbrush! The team here at Simporter is excited to see what natural ingredient products will hit the market in the year ahead.
What do you think? Are there any other natural ingredient categories or products you’re excited about?
If you’re ready to see Simporter AI in action and learn what it can do for you, request a demo on our website for more insights on natural ingredient trends. Predicting niche trends like these is just one way Simporter can help brands grow their business, so to learn more about how we can help you, please visit us at simporter.com.
