Natural Herbal Formulas Boost Oral Care Product Sales

Image awareness drives sales in the European oral care market. Brands continue to draw inspiration from other categories of beauty and personal care products to create innovative and attractive products. Although global brands and private labels dominate, new launches of small independent brands are gaining traction among European consumers seeking natural, plant-based and sustainable alternatives.

The European oral care market is doing well and is currently estimated at $ 12.3 billion in 2021, up 4.8% from 2020, according to the latest study from GlobalData. Further growth of 3.9% is expected for 2022, reflecting consumers’ concern for taking care of their oral health. This is especially evident in the largest oral care markets: Germany ($ 2.3 billion), France ($ 1.4 billion) and the UK ($ 1.4 billion) . In 2022, Germany is expected to grow by 5.0%, France by 2.8% and the UK by 3.0%, according to GlobalData estimates.

European consumers are generally the most receptive to products made by global multinational brands, followed by private label products and then those made by small independent brands, noted Lia Neophytou, senior analyst, GlobalData.

“The consumer perception that established multinationals are trustworthy producers of effective formulations may be at the root of this preference,” she observed.

Charcoal is entering consumer toothpaste with iterations from most of the major brands, including Colgate. This is an example of how owners of oral care brands are looking to other beauty markets to interact with consumers already familiar with the ingredients – charcoal is a popular ingredient used in the treatment. face. Cleaners and masks. Skin care terminology, such as “detox whitening,” is also creeping into oral care nomenclature. For example, Unilever’s Love Beauty and Planet Detox Whitening Toothpaste is a natural formulation of activated charcoal that helps remove stains and add shine to teeth.

Another cross-trend with skin care is the inclusion of prebiotics in toothpastes, led by French skin microbiome experts, Gallinée. Its new toothpaste and supplement is formulated to support the existing oral bacteria ecosystem while gently and effectively cleaning and caring for teeth and mouth. Unlike traditional formulations, which Gallinée founder Marie Drago says offer an overly sanitized approach to oral care, its products use ingredients not typically found in oral care products, including prebiotics, probiotics, vitamins D3 and B8. On the company’s website, Drago describes the products as “a category in their own right.”

The two Gallinée products are designed to be used together: a supplement in “mouth and microbiome” tablets that dissolves in the mouth, followed by a prebiotic toothpaste formulated with clays and ultra-fine polishing powders to help clean teeth and reduce plaque build-up.

The growing number of natural and herbal formulations is evident in the results of the third quarter 2021 consumer survey from GlobalData – Europe.

“In fact, 84% of European consumers find the ‘natural’ claim appealing in personal care products, while 71% find the ‘herbal’ claim appealing,” said Neophytou.

she quoted Only one drop of natural products, an Austrian brand of toothpaste made from organic mint and organic aloe vera.

“Aloe vera is a well-established ingredient in the beauty and grooming field that will help its expansion into the oral hygiene industry among consumers already familiar with its benefits,” she explained. .

Meanwhile, Colgate drew on natural ingredients for two of its toothpaste variants on the European market. For example, Colgate Hemp Seed Oil Toothpaste is available in Romania. The inclusion of hemp by such a big brand could help the expansion in the oral hygiene industry. Colgate Energizing Vitamin Cocktail toothpaste was launched in Russia and contains extracts of fresh fruits, including lemon peel oil.

“This launch should benefit from the growing consumer interest in citrus fruits due to their immune-boosting powers,” observed Neophytou.

Another Colgate brand, Hello, recently entered the UK. Hello includes toothpastes, toothpaste tablets and mouthwashes with a leaping rabbit certified vegan formulation, without artificial sweeteners, flavors, colors or sulfates.

“I noticed ingredients in other oral hygiene products like saccharin, which also appear in diet sodas and have been banned on hand. Soap “Hello founder Craig Dubitsky said.” Hello is all about using natural ingredients that respect our body and our teeth. “

Hello Activated Charcoal Mouthwash contains activated charcoal made from sustainable bamboo and contains xylitol, coconut oil and tea tree oil.

Several small independent oral care brands include toothpaste tablets in their lines, reflecting the trend towards solids, The water -free formats, according to industry watchers. The tablets appeal to consumers who want to reduce the amount of packaging waste generated by their products, as well as those who want a product that is convenient to use on the go.

“As this solid format offers both durability and convenience benchmarks, consumers can embrace it as it is well suited for the travel / vacation occasion,” says Neophytou, although she cautions that the practice chewing a toothpaste tablet before brushing is a new behavior that consumers may be reluctant to try initially.

Smyle is a Netherlands-based brand founded by three friends whose mission is to avoid the 1.5 billion tubes of toothpaste that end up in our oceans and landfills. The website states: “Due to the different layers of plastic in a tube, sometimes surrounding a thin layer of aluminum, recycling is technically and economically (practically) impossible. The toothpaste industry wants to gradually switch to recyclable tubes in the years to come, but this does not prevent the CO2 emissions from the production of plastic tubes and the remaining 1.5 billion tubes that are lost in our environment.

Smyle toothpaste tablets are made from natural ingredients, are free of microplastics, allergens and gluten, and are also vegan and cruelty-free. They foam with natural coconut oil extract and can be used with electric and manual toothbrushes; they are packaged in glass storage bottles which can be refilled from cardboard / paper packaging.

Other toothbrush tab launches include Hello toothpaste tablets formulated with natural peppermint, tea tree oil, and coconut oil; The t-brush vegan chewable toothpaste tablets come in four variations: spearmint, orange, charcoal and strawberry, and come in 100% compostable packaging.

European consumers are increasingly aware of the ingredients used in oral hygiene products and the possibility of disposing of packaging in a safe and sustainable manner. These factors will drive future sales of the category.

Imogen Matthews

Headington, Oxford United Kingdom
+44 1865 764918

Imogen Matthews is a respected consultant, journalist and researcher commenting on beauty industry trends. She is a regular contributor to many of the world’s most prestigious beauty professional titles, has served on the Board of Cosmetic Executive Women (CEW UK) and won the prestigious Cosmetic Executive (UK) Achiever Award. Founded by Imogen in 1993, The Premium Market Report remains the only in-depth report examining trends in the premium cosmetics, skin care and fragrance industry.

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