This is an updated version of an article first posted in 2023.
Brands operating in the oral care market face fierce competition, but one of the best ways to get ahead of the competition is to better understand consumer needs. But what do consumers really want — and need — when it comes to their teeth cleaning favorites?
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 be trending in 2025.
Here are our Predicted Oral Care Trending Need States for 2023
The graphic below breaks down ten oral care need states that possess the greatest potential for growth in 2025. 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.
Easy to Apply
At the top of our predicted winner’s list is East to Apply. Brands that can make their products easy for consumers to apply will reap the rewards in 2025 as this need state is expected to grow more than 100 percent year-over-year. This need state has a small share of voice but is growing incredibly fast, indicating that there is a significant opportunity for brands to gain market share by catering to this need state.
Several factors are driving this need state’s growth, but one of the most important is that consumers are increasingly looking for products that fit into their busy lifestyles. And what’s more convenient than a product that’s easy to apply? Oral care products like Crest’s 3DWhitestrips Vivid are already marketing themselves towards this need state by making it easy for consumers to apply and go on with their day.
Teeth Grinding
Not far behind is Teeth Grinding, which is expected to grow at 88.78 percent year-over-year. Consumers are increasingly looking for products that can help them deal with stress.
While Teeth Grinding (0.18 percent share of voice) may not be the most glamorous of need states, it’s growing swiftly and presents a significant opportunity for brands that can address it.
Comfortable
With a 43.05 predicted growth rate, Comfortable takes the third spot on our list. This need state has a relatively large share of voice, indicating that there are already several brands catering to it. While comfortable might be a confusing need state, it can often refer to how an oral product feels when used.
An example of a comfortable oral care product is the Philips Sonicare HX6932/10 Electric Toothbrush. This toothbrush has a contoured handle designed to fit comfortably in the hand, making it easy for users to get a good grip.
Bruxism
Not sure what Bruxism means? It’s just a fancy word for teeth grinding, and it’s a problem that a lot of people have. In fact, according to the Sleep Foundation, 8 percent of adults grind their teeth. While the cause of Bruxism is not yet known, it’s believed to be linked to stress.
While this need state has an incredibly small share of voice, it’s growing at a fast pace (42.45 percent year-over-year) and presents a growth opportunity for brands that tailor their products to fit this need.
Non-toxic
It’s a no-brainer that consumers want products that are safe to use. But what’s more, they’re willing to pay a premium for products free of harmful ingredients. Our AI models predict that the Non-toxic need state will grow at a rate of 28.45 percent in 2025, making it one of the faster-growing need states.
Brands like Tom’s of Maine are already targeting this need state with their line of natural toothpastes and mouthwashes. If you’re looking to stay one step ahead of the competition, try integrating non-toxic within your product development pipeline.
Polishing
Everyone wants sparkly, clean teeth, right? Our AI models predict that the Polishing need state will grow at a rate of 19.71 percent in 2025. This need state has a small share of voice but is growing fast, indicating that there is a significant opportunity for brands to gain market share by making sure their products leave a nice, polished finish.
Dentist Recommend
The coveted label of Dentist Recommend is highly sought after by oral care brands. And it’s no wonder why. 70 percent of consumers say they are more likely to purchase a product that has been recommended by their dentist and has the American Dental Association (ADA) seal of acceptance.
While this need state has a relatively large share of voice, it’s growing (17.93 percent year-over-year) and presents an opportunity for brands to gain market share by catering to this need state.
Dentist Recommended products like the Philips Sonicare FlexCare+ have been shown to remove up to 10 times more plaque than a manual toothbrush. So, if your brand is trying to gain share of wallet, consider getting up to speed on what dentists are recommending.
Long Lasting
While we predict long-lasting oral care products hold a 13.04 growth trajectory for 2025, this need state has a relatively small current share of voice in the market. Long-lasting oral care product like Colgate’s MaxFresh toothpaste has fluoride to help strengthen teeth and refreshing mint crystals for long-lasting freshness.
Disposable
Disposable oral care products will be perfect for on-the-go consumers and those with active daily routines. And with a 6.02 percent growth trajectory, it’s a need state that you don’t want to ignore.
The rising popularity of this need state could be due to pandemic mindset shifts, as consumers are looking for products that they can use and dispose of quickly and easily.
Listerine’s PocketPaks are a great example of a disposable product that meets this need state. These little pouches are easy to take with you on the go and can be tossed when you’re done – no bathroom sink required.
Teeth Whitening
Last but certainly not least is Teeth Whitening. This need state currently holds 0.80 percent share of voice and is predicted to grow at a rate of 3.64 percent in 2025.
While this may not be the fastest-growing need state, it’s one that brands can’t afford to ignore. After all, who doesn’t want a brighter, whiter smile?
Crest’s 3D White Whitestrips are a great example of a product that meets this need state. Brands should double down on teeth whitening R&D since it’s likely not a need state that will be going away anytime soon.
Conclusion
While there are many different need states within the oral care category, some that are predicted to grow the fastest are Polishing, Dentist Recommend, Long Lasting, and Disposable.
So, if your brand is looking to gain market share, now is the time to focus on these need states. Consider developing products that cater to these needs and invest in marketing campaigns that will reach consumers looking for these types of products.
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.