Are toothpaste tablets the next big thing in oral care? Some people seem to think so, but just how valid are these claims? While tablets have been around for a while, they’ve only recently become popular in the oral care industry. So, our clients keep asking us about them: are they here to stay?
This blog will look closely at this emerging trend and explore the pros and cons of investing in tablet marketing and where your budget will have the most significant impact. Read on for the ins and outs of tablet-based toothpaste trends for 2023.
2023 Predictions
The graphic below shows consumer needs with the highest potential for growth in 2023. Attribute scores are determined by looking at the share of voice (a leading indicator of market share), consumer demand, market competition, 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 the top consumer needs to forecast the long-term potential for this trend.
Consumer Seek Convenience
Our analysis found that a top need for consumers revolved around convenience. People are looking for products that will save them time and make their lives easier. This is where toothpaste tablets can make a big difference.
Toothpaste tablets offer a more convenient way to brush your teeth and fill consumer needs like 2-in-1 and On-the-Go, both of which have low competition scores. This means there’s room for early movers like Co. by Colgate’s Go on-the-go anticavity toothpaste tabs to gain market share. By marketing their toothpaste tablets as an alternative to traditional toothpaste, Colgate’s messaging focuses on the fact that their product is easy to use and portable, two critical factors for consumers.
Moreover, toothpaste tablets offer a unique way to brush your teeth that can help you stand out from the competition. So, if you’re looking for a way to differentiate your product, this may be it.
All Natural is Preferred
It’s important to remember that convenience is one of many factors driving consumer behavior.
For toothpaste tablets to be successful, they also need to offer other benefits. For example, marketing campaigns focused on what isn’t on the ingredient list can be just as important as what is on the ingredient list. Hello oral care — recently acquired by Colgate — does just that with their toothpaste tablets. They market their toothpaste as free from harsh chemicals, which resonates with consumers looking for natural and organic products.
As consumers become more aware of the ingredients in their personal care products, they’re increasingly looking for all-natural options. In fact, BPA-free, No Preservatives, and Paraben-free all rank high on our list. This means that brands marketing toothpaste tablets must be clear about what’s in their product and how it stacks up against the competition.
Benefits Need to be Clear
In addition to being more convenient, some people believe that toothpaste tablets are more effective at cleaning your teeth. This is because the ingredients in the tablet are more concentrated, so you get a better clean.
Consumer needs like Therapeutic, Gentle Formula, and Children’s stand out on our 2023 forecast. This means that brands marketing toothpaste tablets need to be clear about the benefits of their product and how it can meet the needs of consumers. For example, Bite’s Toothpaste Bits are marketed as being gentle on teeth and gums. This helps them appeal to a broader range of consumers, including those with sensitivity issues or other concerns.
Toothpaste tablets also offer a unique way to brush your teeth that can help you stand out from the competition. So, if you’re looking for a way to differentiate your product, keep these trends in mind.
Our Recommendation
The market for toothpaste tablets is still relatively small, but it’s growing. And with the right marketing strategy, your brand can capitalize on this trend.
Despite being in its early stages, the toothpaste tablet trend is meaningful and here to stay. We recommend investing in tablet product development and marketing to stay ahead of the curve. And, if you’re already selling toothpaste tablets, be sure to focus on the convenience factor and clearly communicate the benefits of your product.
By getting your brand’s foot in the door while competition for consumer needs is still relatively low, your brand can gain a competitive advantage. Tablets are a fast-growing product category with lots of potential. So, if you’re looking for an opportunity to get ahead of the competition, this is it.
For more information on how to make the most of oral care trends, check out our recent blog posts.
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 oral care trends. Predicting 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.