New product launches accounted for 30% of growth in the global oral care category during the past three years, according to Unilever. To take advantage of the momentum, Unilever rolled out formulas that improve gum health, whiten teeth and bring beauty to the oral care aisle. It’s all part of Unilever’s overall strategy to bring premium, science-backed innovations to make its power brands desirable at any scale, according to company executives.

According to Gaurav Datta, global VP-oral care, Unilever, growth is driven by consumers moving beyond basic oral care needs and looking for more from their daily routines. There’s increasing demand for premium and therapeutic products that provide advanced benefits and enhance oral beauty. In fact, therapeutics segment – products with additional health or beauty benefits – is now the second-largest growth driver of value sales after “freshness.”

“We see opportunities in advancing the efficacy of existing large formats, like toothpaste, while expanding into new formats and devices,” explained Datta.

Four Major Oral Care Trends

Specifically, Datta said four big trends are driving oral care innovation. The biggest one is the intersection of beauty and oral care. People care a lot more about how their smiles look – especially on screens and in selfies, he explained. As a result, there’s increased spend on products that whiten and align teeth.

Secondly, there is a growing incidence and awareness of advanced problems like gum disease. As people live longer and get regular dental expert advice, they become more concerned about advanced oral problems and look for toothpastes that target specific issues.

Thirdly, oral care as an experience. Younger consumers don’t treat daily brushing as a chore, but as an opportunity to feel good and enjoy the product. They look for novel sensorial toothpaste and new formats like tooth polishers and powered brushes that can offer real-time diagnostics.

Lastly, Unilever predicts that in the coming years, oral hygiene will have a stronger connection to systemic whole-body health in the minds of consumers. A well-established example is the connection between diabetes and gum disease.

“We’re seeing more consumers actively researching the science behind their oral health and then choosing a toothpaste to make sure it delivers on their specific needs,” added Datta.

Unilever Launches Closeup White Now and Pepsodent Expert

To meet the oral care needs of consumers now and in the future, Unilever rolled out two formulas. Closeup’s White Now range and Pepsodent Expert. Pepsodent Expert was co-created with and inspired by beauty-first Gen Z consumers. The new super-premium line features “best-in-class” whitening technology and is designed to bring beauty to the oral care aisle, according to Unilever.

“In our online research, 57% of consumers said they are not comfortable facing others when their teeth are not white, and 62% admitted the color of their teeth impacts their self-confidence,” explained Datta. “Whether it’s to look good, feel good or mitigate lifestyle habits such as drinking coffee or smoking, consumers want at-home whitening solutions that will make them feel more confident in their smile.”

Unilever added two formats to the range. Tooth polishers remove stains and a Stain Away spray protects teeth from staining. Together, the formulas give consumers a complete oral care regime at home.

Last year, Unilever expanded its therapeutics footprint with Pepsodent Expert. The range of specialist toothpastes was designed with dental experts and clinically proven to provide relief for advanced oral care problems such as gum disease and tooth sensitivity.

“Gum disease is one of the most common oral health problems and the leading cause of tooth loss,” noted Datta. “Our research suggests that the incidence of gum disease in our key markets in Asia is higher than its current representation, which means that there’s an unmet need for products that address the issue.

“That’s why our scientists developed Pepsodent GumExpert as the latest addition to the Pepsodent Expert range. Its unique formula improves gum health by inhibiting plaque growth along the gum line. This helps fight inflammation and bleeding, protecting the gum seal and helping prevent tooth loss.”