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A Breath of Freshness

By: Meredith Hollihan, Mintel
Posted: July 20, 2009

More in Flavor Trends.

There is much evidence that good dental hygiene leads to improved health and overall well-being, and oral care companies manufacture products to fulfill this notion. Globally, the oral hygiene category has boomed in innovations to provide consumers with improved solutions and more incentive to take better care of their teeth and gums. From on-the-go mouth fresheners to unusual mouthwash and toothpaste flavors, oral care has evolved into a more cutting-edge healthcare segment.

Mint, peppermint, spearmint, and cinnamon represent the mainstays of oral care’s top flavorings and have long been esteemed for their freshening effects. However, while these flavors remain the category’s true dominators, an increasing number of products have been launched in unconventional botanic or herbal blends. Inclusion of botanic- or herb-based extracts in product formulations signifies oral care brands’ inclination toward becoming more natural. In addition, botanical and herbal flavors are often deployed in oral care products for their soothing properties and ability to strengthen the gums and teeth and eliminate bad breath.

Thus, the once customary oral care category comprised of traditional minty flavors and standard ancillary products is now trading its medicinal roots for a trendier, avant garde feel. Also, to gain visibility for their brands in the crowded oral hygiene aisle, companies are releasing products in more user-friendly formats and with formulations inspired by nature. Clearly, the oral hygiene market can soon expect an influx of designs corresponding to the latest broad-level trends found within multiple product categories.

Mintel Global New Products Database (GNPD) tracks new product launches, trends and innovations internationally. For more information, click here or call 1-312-932-0600.