Product of the Year UK Reveals Key Oral Care Trends Shaping the UK Market

Key oral trends are shaping the oral care market in the UK.

 

According to an online poll by Product of the Year (POY), over half of Brits (55%) are most concerned with decay prevention, trumping breath freshness (22%), sensitivity (22%) and whitening (1%) when buying a toothpaste product.

 

Conducted online in October 2022, the poll – which was part of a series aiming to better understand the state of oral care in the UK – also asked people which toothpaste additive ingredient they were most likely to try and/or buy. It turns out, most are traditionalists at heart, with good old baking soda taking over two-thirds of the votes (60%), and more experimental options including charcoal (38%), hemp (1%) and cinnamon (1%) lagging behind. 

 

The first toothpaste product to reach mass markets contained baking soda and hydrogen peroxide and were first put into tubes in 1892. Nearly 150 years later, baking soda remains a core ingredient in many oral care products.

Toothbrush innovation has led to many choices when it comes to getting the ultimate clean. When asked what kind of toothbrush they used, well over half of respondents opted for electric (56%), with basic/plastic toothbrushes ranking in second place (31%), bamboo in third (10%) and recycled (3%) in last place.

 

“Oral care continues to be a big area of innovation” said Dr. Helga Slater, Product of the Year. “Technological advancements and new scientific discoveries have led to all manner of new products that solve our oral care issues. We’re anticipating a big presence from this category in the upcoming awards.”

 

Currently in its 19th year, Product of the Year’s winning products are chosen by more than 10,000 UK consumers (conducted independently by Kantar on behalf of POY) making it the nation’s biggest annual survey of product innovation. 

 

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