We’ve already covered our predicted winners and losers for Oral Care categories, so now it’s time for us to pivot towards Themes. Our team comprehensively analyzed 37 themes to determine the top winners and losers, which we’ll be covering in greater detail in today’s blog.
We were curious to know which oral care themes would perform the best and which ones would perform the worst for the remaining three quarters of 2023. So, as always, we pulled out our White Space AI tool to do the heavy lifting for us and began putting the data together. Here are our predictions for Oral Care Themes in 2023 and beyond.
Non Toxic
Non Toxic, the first theme we’ll cover today, is the only theme that our White Space tool deems as having a very high growth potential opportunity in 2023. With only a 0.05 percent share of voice, this category is still in its early stages but is expected to grow by 28.45 percent in the next few years. Non Toxic oral care products like this one from Tom’s of Maine are becoming more and more popular as people become more aware of the dangers of traditional oral care products.
Herbal
With an average opportunity score, Herbal Oral Care products (0.06 percent share of voice) are doing a bit worse than Non Toxic products, with a growth rate of 4.80 percent. This category includes Oral Rinse products like this one from Biotene, which use natural ingredients to help keep your mouth healthy. However, with the increasing popularity of Oral Probiotics, this category may see a decline in sales.
Sustainable
With the exact same share of voice as Non Toxic, Sustainable Oral Care (0.05 percent) is expected to have a negative growth rate of 3.84 percent throughout the remainder of 2023. Sustainable is very on-theme for just about every category, theme, etc., that we’ve covered in our blogs (check out other posts here), as consumers care more and more about where their products come from. So, it’s surprising to see this category, which includes products like ORL’s lineup of organic and Sustainable products, have an expected decline in market share.
Vegan
Vegan oral care products like Natean’s Vegan Toothpaste will not stay on theme for much longer. As consumers become more and more interested in Oral Probiotics, Vegan Oral Care products are expected to have a negative growth rate of 13.18 percent. This category has a 0.08 percent share of voice and is one to watch as it declines in popularity.
Fluoride
Fluoride is a staple in just about every product when you go to the dentist. However, there has been an increasing trend of people wanting fluoride-free products like this toothpaste from Byrdie over the last couple of years. With that said, we were interested to see how this category would perform. Unfortunately, fluoride-free Oral Care products are expected to have a negative growth rate of 18.56 percent in the next few years, eating into the theme’s existing 0.26 percent share of voice.
Natural
Just like Sustainable, we were surprised to see that the Natural Oral Care theme was not doing as well as we thought it would. This category includes Oral Care products like this toothpaste from NATIVE, made with all-natural ingredients. Natural has a significant share of voice at 1.37 percent. However, this theme is expected to have a negative growth rate of 20.37 percent in the next months. But why? We believe that Natural will struggle because it is not as specific as some of the other themes we’ve covered. Oral Care products can come in various all-natural forms, but that doesn’t mean that consumers are interested in all of them.
Organic
Organic oral care products are becoming increasingly popular as people become more and more interested in the ingredients in their products. However, this Oral Care category is expected to have a negative growth rate of 34.15 percent in the next few years, with a 0.15 percent share of voice. While organic has been on-trend for a while, it may start to fall out of favor with Oral Care consumers in the next year or so.
Alcohol Free
Alcohol Free is the final theme that we will discuss in this post. Listerine and other significant brands offer Alcohol Free Oral Rinse products, which are designed for people who don’t want any alcohol in their Oral Care routine. People want their products to be Alcohol Free for various reasons. Still, the most popular seems to be because they’re trying to avoid any adverse side effects that alcohol may have, including things like dry mouth, stained teeth, and discomfort. This category is expected to have a negative growth rate of 34.79 percent in the next couple of quarters, with a 0.10 percent share of voice.
Stay On Theme This Year
If your brand wants to stay on theme this year, keep these oral care data insights in mind. As you continue to map out your R&D plans for 2023, try your best to have relevant products in your lineup that your consumer base loves.
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.
