According to Mordor Intelligencea, the global oral care market is estimated at $34.36 billion in 2026, and is expected to reach $44.91 billion by 2031, at a CAGR of 4.25%. Toothpaste represented 34.83% of revenue in 2025, while mouthwashes and rinses are forecast to expand at a CAGR of 5.70%. In terms of consumer habits, three in 10 Americans brush their teeth at least once a day (30%), half (51%) brush twice daily, and 10% brush three or more times daily, according to YouGov Profilesb. The top five features consumers look for in a toothpaste are: whitening (50%), cavity protection (50%), freshens breath (42%), anti-plaque (33%), and total care/multi protection (33%). The most commonly used product is mouthwash, used by 59% of Americans at least once a week, while teeth whitening strips are used by only 8%. Oral care is being incorporated into individuals’ beauty routines, reflecting an interest in the oral microbiome and holistic health. Consumers’ desire for fresh breath and whiter teeth, playful flavors, unexpected collaborations, and functional candy drives oral care innovation.
A Talker Research and Crest surveyc found that 65% of Americans question whether they have bad breath at least once a day, while 91% link fresh breath to higher confidence. In response, Crest released a Clean Breath toothpaste that delivers long-lasting freshness. The daily-use toothpaste is formulated to target and neutralize odor-causing bacteria. According to the brand, brushing twice a day provides 24-hour antibacterial protection and helps reduce the need for gum or mints to freshen breath. Listerine unveiled a Citrus Mint alcohol-free mouthwash in a grapefruit and yuzu mint flavor. It is infused with four essential oils, said to kill 99.9% of bad breath germs.
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According to Mordor Intelligencea, the global oral care market is estimated at $34.36 billion in 2026, and is expected to reach $44.91 billion by 2031, at a CAGR of 4.25%. Toothpaste represented 34.83% of revenue in 2025, while mouthwashes and rinses are forecast to expand at a CAGR of 5.70%. In terms of consumer habits, three in 10 Americans brush their teeth at least once a day (30%), half (51%) brush twice daily, and 10% brush three or more times daily, according to YouGov Profilesb. The top five features consumers look for in a toothpaste are: whitening (50%), cavity protection (50%), freshens breath (42%), anti-plaque (33%), and total care/multi protection (33%). The most commonly used product is mouthwash, used by 59% of Americans at least once a week, while teeth whitening strips are used by only 8%. Oral care is being incorporated into individuals’ beauty routines, reflecting an interest in the oral microbiome and holistic health. Consumers’ desire for fresh breath and whiter teeth, playful flavors, unexpected collaborations, and functional candy drives oral care innovation.
Confidence Starts with Breath as Brands Target Odor at the Source
A Talker Research and Crest surveyc found that 65% of Americans question whether they have bad breath at least once a day, while 91% link fresh breath to higher confidence. In response, Crest released a Clean Breath toothpaste that delivers long-lasting freshness. The daily-use toothpaste is formulated to target and neutralize odor-causing bacteria. According to the brand, brushing twice a day provides 24-hour antibacterial protection and helps reduce the need for gum or mints to freshen breath. Listerine unveiled a Citrus Mint alcohol-free mouthwash in a grapefruit and yuzu mint flavor. It is infused with four essential oils, said to kill 99.9% of bad breath germs.
Targeting Generation Z’s interest in beauty care and sensorial textures, Hello products by Colgate-Palmolive introduced Whipped Toothpaste in Mellow Mint Dream and Peppermint Stick flavors; courtesy of Hello products.Hello
Targeting Generation Z’s interest in beauty care and sensorial textures, Hello products by Colgate-Palmolive introduced Whipped Toothpaste in Mellow Mint Dream and Peppermint Stick flavors. It took three years to create and features a chalk-based system with calcium carbonate and three non SLS-based surfactants paired with a system of four new polymers. The whipped formula prevents cavities, freshens breath, strengthens enamel, and is powered by foam fast technology.
From Marshmallow to Violet Crumble, Oral Care Flavors Go Bold
According to NielsenIQd, “oral care is being premiumized with skin care-inspired design and influencer collaborations, turning hygiene into a beauty-driven experience.” Yet mint remains a flavor staple in toothpaste.
However, brands are innovating and moving beyond mint with sweet and even savory flavors. From collaborations with trendy food and beverage brands to high-end fashion designers, brands are creating playful and novel oral care products.
For example, in November 2025, Los Angeles-based grocery Erewhon, known for creating exclusive, expensive, and viral smoothie collaborations with celebrities, influencers, and brands, teamed up with oral care brand Boka. The Mint Condition Smile Smoothie was inspired by toothpaste, and the bright blue smoothie featured organic mint, banana, mango, coconut , and blue spirulina. In honor of Boka’s 10th anniversary, the brand launched a Vanilla Cardamom limited-edition toothpaste flavor. It contains the proprietary formula of nano-hydroxyapatite (n-Ha), a biomimetic mineral form of the same ingredient that naturally makes up 97% of teeth’s material and 70% of dentin.
Last year, Moon Oral Beauty released a limited-edition Toasted Marshmallow flavored toothpaste “inspired by nostalgic nights by the campfire.” Additionally, the brand collaborated with Sprinkles for the bakery’s 20th anniversary and Moon’s 6th birthday. The whimsical collection features a Moon x Sprinkles Electric Toothbrush and Birthday Cake-flavored Toothpaste. Sprinkles also created a limited-time custom Moon Birthday Bite Cupcake.
Australian-based oral care company Hismile is known for its unexpected, novel toothpaste flavors and its collaborations with consumer packaged goods and Quick Service Restaurants. For example, last year, KFC partnered with Hismile on a limited-edition Fried Chicken-flavored Toothpaste inspired by KFC’s 11 herbs and spices, and a matching electric toothbrush. Lucky Charms toothpaste was another fun, limited-edition breakfast cereal-flavored toothpaste collaboration. A recent partnership is with the iconic Australian brand Menz Violet Crumble, a chocolate bar featuring a brittle, honeycomb toffee center coated in milk chocolate. The limited-edition Violet Crumble Toothpaste “combines honeycomb sweetness with chocolate coolness.” In February, Hismile teamed up with Reese’s on the Reese’s x Hismile Peanut Butter Cup toothpaste available in Australia and New Zealand.
Sustainable oral care brand ENML released three new Toothpaste Tablet flavors, inspired by circadian and seasonal rhythms: Lavender for spring, Limoncello for summer, Cinnamon for fall, and its signature Mint for winter. The brand also introduced a Whitening Mint-flavored option. The vegan, fluoride-free formula comes in zero-waste packaging. ENML partnered with select Marriott properties on a pilot guest amenities program, offering water-free mint-flavored tablets in spa retail locations and locker rooms.
Fashion designer Rick Owens and luxury mouthcare company Selahatin partnered on the Rick Owens x Selahatin Oral Care Collection, which includes a whitening toothpaste, mouthwash, oral fragrance dubbed Eau D’Extrait Oral and a handmade toothbrush. Selahatin
Fashion designer Rick Owens and luxury mouthcare company Selahatin partnered on the Rick Owens x Selahatin Oral Care Collection, which includes a whitening toothpaste, mouthwash, oral fragrance dubbed Eau D’Extrait Oral and a handmade toothbrush. The “minimal and magnetic olfactory silhouette” flavor description for the three products reads like a fragrance: “With top notes of verbena, Madagascar vanilla, and Sichuan pepper, heart notes of juniper, dark citrus, and rosemary, and a base of black pepper and peppermint.” The whitening toothpaste is “a four-dimensional rejuvenating whitening process gentle enough for daily use” featuring sodium lauryl sulphate, hydrated silica, hydroxyapatite, and sodium bicarbonate. The formula also contains limonene and edelweiss extract. The mouthwash is formulated with chamomile extract, aloe vera, vitamin E, sodium citrate, and mineralizing cetylpyridinium chloride. The oral fragrance prevents bad breath and features provitamin B5, vitamin E, and aloe vera.
Sensitivity Meets Whitening as Brands Boost Oral Care Performance
Oral care for prevention, sensitive teeth , and whitening properties are driving activity and innovation. From toothpaste to mouthwash, brands are developing whitening formulas to brighten smiles.
Sensodyne introduced Clinical Repair Duo in Whiten & Shine and Fresh Clean formulas. The Whiten & Shine toothpaste blends peppermint and spearmint and is formulated for individuals seeking sensitivity relief and a brighter smile. Fresh Clean is designed for stain removal and highlights peppermint and eucalyptus for long-lasting freshness.
Hismile launched the iD Stain Whitening Mouthwash that “targets the gunk your toothbrush left behind and pulls it into visible clumps you can actually see in the sink.” The alcohol-free breath-freshening formula contains hydrogen peroxide to cleanse the mouth, xylitol to support teeth, and thymol and eucalyptus oil to maintain oral freshness, while menthol and methyl salicylate provide a cooling sensation.
Oral Microbiome Becomes the Next Frontier in Wellness
Under holistic wellness, there is a growing interest in oral health. Microbiomes are “a community of microorganisms (such as fungi, bacteria, and viruses) that exist in a particular environment,” according to the National Human Genome Research Institutee. There are four main types of human microbiomes: digestive, skin, urogenital, and mouth. Consumers’ interest in a healthy gut microbiome with a focus on probiotics in food and beverages has been trending over the past several years. As consumers continue their wellness journey, healthy skin microbiomes in scalp care and skin care, including face, body, and deodorant, have taken off. The latest focus is on consumers’ oral microbiome. “The science of the oral microbiome has moved from academic journals into mainstream health conversations, prompting growing consumer interest in understanding how bacterial balance may influence dental wellness,” states Synadentix.
Oral care brands are developing a variety of products targeting the mouth’s microbiome, including toothpaste, mouth sprays, strips, and supplements. PerioTrap Microbiome Toothpaste uses patented technology to strengthen gums, selectively target disruptive bacteria , and preserve the mouth’s natural balance to support beneficial bacteria.
Ceelike reimagined mouth sprays into a perfume-like experience, packaged in sleek 20 ml portable, pocket-sized sprays with a single color finish and a round top. There are five flavors: Probiotic Oral Spray (mint), Crisp Cucumber & Probiotics, Lively Lemon & Probiotics, Zesty Apple Cider & Probiotics, Zesty Orange & Probiotics. All are alcohol-free and formulated with four strains of probiotics and pearl powder to neutralize odor and balance the oral flora.
Ceelike reimagined mouth sprays into a perfume-like experience, packaged in sleek 20 ml portable, pocket-sized sprays with a single color finish and a round top. Flavors include Probiotic Oral Spray (mint), Crisp Cucumber, Lively Lemon, Zesty Apple Cider, and Zesty Orange; courtesy of Ceelike.Ceelike
Pop On Smiles unveiled the Pop on Whitening Strips with Probiotics, the first U.S. whitening strips infused with Lactobacillus. These strips help reduce bad bacteria, support fresher breath, and healthier gums. The probiotic formula is peroxide-free and contains natural enzymes, including papain from papaya and bromelain from pineapple, as well as hydroxyapatite, coconut oil, xylitol, lemon peel, and peppermint oils.
Synadentix is a chewable nighttime dental health supplement designed to support oral bacterial balance. Formulated to support the oral microbiome, it contains hydroxyapatite, lactoferrin, lactoperoxidase, key enzymes and guava fruit powder.
Next Generation Functional Candy
Trendincite’s Perfumer & Flavorist+f “Forward Thinking: Unwrapping Confectionery Trends” October 2025 article highlighted growing consumer interest in functional candy. Breath-freshening functional candy is emerging as the next-generation oral care innovation.
Swedish brand Aléló introduced sugar-free, vegan, and gluten-free breath-freshening strips that dissolve instantly on the tongue. The Certs brand was introduced in 1956 and derived its name from being “certified” fresh and minty by Good Housekeeping magazineg, and was discontinued in 2018.
Acquired by Reboot Brands, Certs has relaunched in two classic flavors, Peppermint and Spearmint. Cinnamon and Wintergreen are in the pipeline and will join the lineup. This year, the company plans to grow the brand into related oral care categories, including toothpaste, mouthwash and mouth rinse.
Functional candy brand breathROX offers sugar-free popping candy breath mints with zinc available in five flavors: Blue Raspberry, Chili Lime Mango, Cinnamon, Mint, and Watermelon; courtesy of breathROX.breathROX
Milliways gum is plastic-free, plant-based, biodegradable, sugar-free, aspartame-free, non-GMO, and formulated with xylitol. It’s available in six flavors: Bubblemint, Mighty Mint, Peppermint, Spearmint, Strawberry, and Watermelon. Functional candy brand breathROX offers sugar-free popping candy breath mints with zinc. The popping helps stimulate saliva, while the crystals help scrub the mouth, and zinc helps neutralize odors. In 2025, Blue Raspberry breathROX was awarded “Most Innovative Gum & Mint Of The Year” by the National Confectioners Association and “Best New Mint” by Convenience Store News. Chili Lime Mango made with Tajin is the brand’s newest flavor. This flavor is the first to be packaged in breathROX’s proprietary “shake shot” bottle. The products are available online at breathROX.com and sold at pharmacies and dentists, Circle K and other convenience stores, as well as gift shops and candy stores.
Oral Care Evolves at the Intersection of Beauty Wellness and Tech
Oral care is becoming more sophisticated and borrowing cues from personal care. Consumers are embracing holistic health and incorporating oral care into their beauty routines, making the mouth’s microbiome a key focus. As GLP-1 drug adoption rises, some users are experiencing dry mouth and bad breath. These symptoms have been nicknamed “Ozempic mouth” or “Ozempic breath.” Expect new oral care products targeted at consumers experiencing these symptoms.
For example, Young Innovations and Umayana partnered on Murnia Mouth Spray, which is designed to provide natural moisture and soothing comfort through a patented formula featuring hyaluronic acid and betaine. According to CareQuesth, over 25 million Americans are affected by persistent dry mouth, which is expected to increase significantly due to aging populations, medication use, and lifestyle factors.
Another interesting product developed by researchers at King’s College London is a keratin-based toothpaste that may naturally regenerate tooth enamel and repair early decay. The innovation uses biological waste to produce a non-toxic, durable alternative to conventional dental resins. “The Oral Care industry is undergoing a radical redefinition,” states VML.. “Confined for decades to cavity prevention and minty freshness, the category now stands at the intersection of wellness, beauty, and technology.,”
states VML. The future of oral care shines brightly. While fresh breath and whiter teeth anchor oral-care concerns, holistic health is inspiring innovation with playful flavors, unexpected partnerships, and functional candy formats. Brands, flavorists, and product developers will need to meet consumers where they are and look to food, beverage, and beauty for inspiration outside of the oral care aisle.
Flavor and Product Development Checklist: Oral Care Innovation
- The microbiome-first formulation shift: Development is moving away from scorched-earth antibacterial methods toward prebiotics and postbiotics that selectively inhibit pathogens like S. mutans while supporting beneficial bacteria.
- Expansion of the sensory palette: Oral care flavor profiles are moving beyond basic mint to include botanical-forward and culinary-inspired notes such as black pepper, cardamom and yuzu to appeal to Gen Z and Alpha consumers.
- Trigeminal and haptic innovation: Beyond taste, developers are focusing on the trigeminal system to create tingling, warming or effervescent sensations that signal functional efficacy and high-performance cleaning.
- Clean-label and natural sourcing: There is an escalating demand for high-purity, North American-grown peppermint and spearmint oils to ensure supply chain transparency and meet consumer expectations for natural and sustainable products.
- Hybrid beauty-meet-oral-care claims: Product developers should prioritize ingredients that allow for "skinification" claims, such as hyaluronic acid for gum hydration or antioxidants for anti-aging oral care.
FOOTNOTES
ahttps://www.mordorintelligence.com/industry-reports/global-oral-care-products-market-industry
bhttps://business.yougov.com/content/51427-how-often-do-americans-brush-a-look-at-oral-care-habits
ehttps://www.genome.gov/genetics-glossary/Microbiome#
fPage 19; https://perfumerflavorist.texterity.com/perfumerflavorist/library/page/october_2025/19/
ghttps://sporked.com/article/what-are-certs/
hhttps://carequestinnovation.com/smile-health/murnia-case-study/
