Trend Observation: Oral Healthy Habits

Oral healthcare brand Dr. Fresh has created two new products to make dental care more fun and efficient for kids in the US. The FireFly Fluoride Foam Toothpaste is meant to be directly squirted into the mouth with the promise of flushing out bacteria and getting into hard-to-reach spots more easily. The FireFly Ready Go Brush times usage to ensure that children are brushing for a minute per arch. It features a flashing light that turns from green for ‘go’ to yellow for ‘halfway done’ and red for ‘finished.’

Fun in the bathroom: Entertaining tooth brushing

We’ve seen a growing incidence of tooth decay among younger generations on both sides of the pond which could be attributed to a number of issues, such as the prevalence trend of snacking as opposed to the consumption of three square meals a day. It’s therefore unsurprising that there have been a number of oral products that attempt to improve the oral healthcare experience for younger consumer. Similarly, Dr. Fresh’s new products hope to capitalize on this market by making tooth brushing more entertaining and sensory as well as efficient. According to Mintel’s research Children’s Personal Care US March 2012 report, 60% of parents say they buy personal care items specially made for their kids because they are more enthusiastic about using them while 78% agree that “children’s personal care products keep my child more engaged/active with his/her grooming.” But there’s no reason to limit this type of product just to children. Can oral brands look for ways to encourage adults to improve the hygiene of their mouth? Those that do so in a humorous and playful way are sure to be rewarded with success.

For a deep and complete analysis of the current situation of the Oral Care industry in USA, Mintel published the following market research: Oral Care Industry in US.

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