When it comes to oral care themes, natural is in, and flashy is out. Next year, don’t be surprised to see natural gain more and more market share as products that focus on using natural ingredients, colors, and scents will be at the top of consumers’ minds.
Our team has forecasted a few oral care products that we think will be winners in 2023.
What will be trending in oral care natural themes
The graphic below breaks into the six oral care natural themes we believe possess the lowest potential for growth in 2023. Theme 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 42 oral care natural themes to forecast what will be hot in 2023.
Herbal
Herbal (0.21 percent share of voice) is the number one theme within natural oral care products, and we predict it will gain momentum with a 51.11 percent growth outlook. Focusing natural products — like this tooth and gums tonic — around their herbal elements and claims is one way to capture this consumer segment. While Herbal, Organic, and Vegan are all closely related, they are different claims. Be sure to understand the nuances before making any claim.
Gluten Free
While Gluten-Free might not be the first theme to come to mind regarding dental hygiene, it’s one of the top themes emerging in the industry. Brands like Tom’s of Maine are already beginning to capitalize on this opportunity with their Gluten-free toothpaste. We believe more brands will start to enter the space as awareness of the benefits of gluten-free products continues to grow, which is why we predict a 31.50 percent growth rate against its 0.05 percent share of voice this upcoming year.
So, if your brand is looking to tap into the oral care natural themes trends, this theme is an excellent place to start.
Earth Friendly
Earth Friendly is another top theme in the oral care space. This is likely due to the growing trend of sustainable and eco-friendly products across industries. Consumers are becoming more conscious of the environmental impact of their purchases, so products like these toothpaste bits from Bite should experience significant growth.
As this trend continues to grow, we believe Earth Friendly will become an increasingly important theme in the oral care space. With a 25.44 predicted growth trajectory, this natural theme is one to watch in 2023.
Non Toxic
The next natural theme has been gaining traction in recent years, and we believe it will continue to grow in popularity in 2023. Non Toxic (0.16 percent share of voice) products are becoming increasingly popular as consumers become more aware of the harmful ingredients in many conventional products.
This trend is especially prevalent in the oral care industry as consumers are increasingly concerned about the potential health risks of using conventional toothpaste and mouthwash.
Several non-toxic oral care brands, such as Dr. Brite and other major manufacturers, are already making waves in the industry. We expect this trend to continue, so ensure your brand is on the non-toxic bandwagon in 2023.
Sustainable
It seems like sustainability is top of mind for many people regarding oral care. Natural and Sustainable (0.17 percent share of voice) materials are critical to eco-conscious consumers, who are willing to pay more for these items. In 2023, we anticipate a 12.27 percent growth rate in the theme.
When it comes to oral care, bamboo toothbrushes like these from Better and Better are one of the most popular sustainable options. These toothbrushes are made from bamboo, which is a renewable resource. Bamboo toothbrushes are biodegradable so that they won’t end up in landfills.
Other sustainable oral care products include toothpaste made with natural ingredients, recycled floss containers, and eco-friendly toothbrush holders. Regardless of how your brand approaches sustainability, there’s an opportunity to tap into this trend.
Alcohol Free
Last but certainly not least, Alcohol Free oral care products will see a relatively flat performance in 2023, with a 3.17 percent predicted growth potential. Nevertheless, this category currently has a 0.09 percent share of voice. This suggests that this category still has much room for growth and development. Some key players in the alcohol-free space include Tom’s of Maine, Burt’s Bees, and Crest.
Don’t forget about alcohol-free marketing strategies to help promote your products in 2023.
Conclusion & Key Takeaways
There you have it! These are the predicted winning natural themes for oral care in 2023. Herbal products will be key players in the industry, so make sure to focus on these when formulating your products and make sure all claims are accurate. Alcohol-free oral care will also see some growth potential and should not be ignored. Keep these trends in mind when planning your product strategy for 2023!
Thanks for reading! We hope this was helpful. For more on 2023 Oral Care tips and trends, check out our blog.
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 Household Care Stain Removal trends. Predicting theme trends 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.
