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With consumers increasingly leaning towards natural products as part of a healthy lifestyle, mouth care manufacturers have taken notice. No longer just claiming “minty fresh clean,” Mintel Global New Products Database (GNPD) shows more and more mouth care brands including herbal ingredients and claiming organic and all-natural attributes.
As a rising number of consumers strive to reduce contact with artificial ingredients for fear of negative health effects, various new products promised to be free from potentially detrimental elements. A number of 100% natural toothpastes launched, with several claiming to contain organic or bio-dynamic ingredients. Many of these more natural products were formulated with herbal ingredients, such as natural essential oils and organic vegetable extracts. Herbal ingredient claims have also increased in both mouthwashes and toothpastes as manufacturers catered to consumers’ rising preference for more natural, more healthy products.
In the United States, Weleda has released Children's Tooth Gel, which provides natural protection for children's baby teeth. Developed in cooperation with dentists, the product is specially formulated to help maintain the health of baby teeth and keep the natural flora of the mouth in balance. It contains biodynamic calendula, a soothing herb said to help keep the gums and oral cavity in good condition. The tooth gel is free of fluoride, detergents, synthetic fragrances, colors, preservatives and raw materials derived from mineral oils.
Meanwhile in the Netherlands, Purity Laboratories has released Active10 Tartar Control Mouthrinse under the Beverly Hills Formula brand. It contains 10 health-promoting agents in a multi-action and anti-bacterial formula. The product is prepared with xylitol, aloe vera, vitamins, natural essential oils and extracts to help fight tooth decay and plaque. It also whitens teeth and contains anti-inflammatory and anti-cavity action.
Aromatherapy: Consumers’ rising interest in natural remedies and aromatherapy has also affected mouth care new product development as some brands begin to include essential oils said to help relieve stress. These innovations come as more consumers trade-up to premium level mouth care products, such as those containing aromatherapy ingredients.