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.
For example, in the United States, GoSmile has released Toothpaste for Sensitive Teeth under the GoSmile Zen brand. It contains potassium nitrate to prevent tooth sensitivity, cranberry and lavender essential oils to ease away stress, fluoride to protect tooth enamel and naturally hydrated silica to polish stains.
Flavors from nature: Also tying into the movement towards natural and pure, mouthwashes and toothpastes have moved further into flavors typically associated with nature. Mint continued to dominate as most common new product flavor, but several other herb flavors also entered the scene, including spearmint, chamomile and thyme. In Chile, Instituto Naturvita has released Naturaleza Y Vida Pasta Dental Toothpaste, which is formulated with vegetable extracts, chamomile, peppermint sage, thyme and fluoride for the oral hygiene.
Citrus and fruit flavors, such as strawberry and mango, made a strong appearance in both toothpaste and mouthwash product launches. A number of natural spice flavors, including cinnamon, vanilla and ginger, were also used in mouth care products as manufacturers connected themselves to the tastes of nature.
In the Philippines, Unilever has released Lovepalooza Kissing Kit under the Close Up brand. It contains a toothpaste with RedHot invigorating spicy flavor and a Lovapalooza toothbrush for free. This vitamin fluoride system provides stronger, whiter teeth, fresher breath and "more freshness, more kisses." In Vietnam, Alpine has released Cinnamon Mouthwash with Xylitol under the Alfresh brand.
Maintaining a fresh mouth is a key concern for many consumers. As health and environmental concerns rise in importance, mouth care manufacturers can best satisfy people’s desires by offering cleaning, breath freshening agents in a natural, organic format. Toothpaste and mouthwash product launches with botanical ingredients and earthy flavors are likely continue to thrive in the marketplace.
The Mintel Global New Products Database (GNPD) tracks new product launches, trends and innovations internationally. For additional information regarding GNPD, visit www.gnpd.com or call Mintel International at 1-312-932-0600.
