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Fresh, bright and clean. Around the globe, that’s what people want from oral care products—a fresh-feeling mouth, clean teeth and pleasant breath. For years, mint has dominated as the top flavor for toothpaste and mouthwash products around the world. Mintel Global New Products Database (GNPD) shows that this is still so: mint was the top flavor for new products launched in the past year. But other flavors and formulations are beginning to emerge as consumers look for variety and new experiences from their oral care products.
Minty Fresh Clean
Fresh breath is a key concern with oral care products, as people use them to ensure their breath stays clean throughout the day. In the past 12 months, Mintel GNPD reports that breath freshening was the top claim advertised on new toothpaste and mouthwash products globally. Because mint is a sharp, strong flavor, its refreshing taste is often connected to breath-freshening claims. Additionally, mint is familiar to many consumers, so it is easily associated with cleanliness and fresh breath.
In Canada, Colgate-Palmolive released a new Fluoride Toothpaste under its Colgate Maxfresh brand. The toothpaste claims a whitening burst of spearmint flavor for “a whole new dimension of freshness.” Infused with 50% more dissolvable mini breath strips than before, the toothpaste now claims a total of 3,109 breath strips.
Topaz focuses on the bacteria-fighting ability of its Brite White Revitalizing Mouthwash in the Philippines. The mouthwash contains antibacterial and antimicrobial agents that claim to kill the bacteria that cause plaque and bad breath. It also features a cool, revitalizing minty flavor that leaves the mouth feeling fresh and clean, so people can instantly feel the mouthwash working.