Rather like a good wi-fi connection, quality gnashers are often an unappreciated thing. We all have them, but most of us don’t truly recognise the worth of a strong set of teeth until we don’t have them anymore. But the importance of good oral hygiene is a notion growing in recognition nationwide, with the sector experiencing slow and steady growth. According to Euromonitor, last year saw a 2 per cent growth to oral care which they explain is: “Driven by new product innovations and consumers’ desire for high-quality products to maintain healthy teeth and gums.” BD takes a look below at what oral care trends consumers can expect in 2016.
The sonic superstar
A quality clean is top priority for consumers. Euromonitor comments: “Consumers are willing to pay premiums for the most reliable oral care products that deliver the best results. Manufacturers may see success with products targeting gingivitis and gum health, with gingivitis a prominent mouth disease affecting approximately 45 per cent of the adult population in Australia and prevalence increasing with age.”
The best form of defence against disease (and best option for a squeaky clean feel) is the humble toothbrush. But with technology there’s a shift in just what we expect from the cleaning device. Sonic toothbrushes are on the up and up with ’s Helen Feeney commenting: “We do know that electric toothbrushes represent 51 per cent of the toothbrush category in pharmacy up 17 per cent year on year, which is a huge upswing.” As to why – the results speak for themselves – manually a brush cannot achieve the speed of a sonic brush which is more than 20,000 strokes.
The holistic approach
A penchant for natural is infiltrating the oral market – there is a rising interest in alternatives to the traditional toothpaste. Says naturopath Leanne McLean: “Natural ways to whiten teeth include the coconut oil pull; charcoal and bicarb soda. Coconut oil pulling is akin to using coconut oil as a mouthwash, an Indian folk remedy said to whiten teeth and improve oral hygiene. Similarly, charcoal is highly absorbent and said to remove stains and assist in whitening the teeth. Bicarb soda is also a teeth cleaning fold remedy.”
For those wary of a holistic approach to oral hygiene, there are a number of brands developing innovative products that utilise natural ingredients to take care of chompers. recently developed toothpaste alternative Toothy Tabs, with product and brand trainer Anna Heavens explaining: “Packaged in 100 per cent recycled and recyclable bottles, Toothy Tabs come in unique flavours made from the highest quality essential oils, herbs and simple, safe cleansing ingredients like baking soda. Our Toothy Tabs, powders and mouthwashes do not contain fluoride. This is simply to give customers more choice when it comes to finding their perfect dental products. Freshly made, solid tabs, loose powders and fizzing mouthwashes use cleansing ingredients such as sodium bicarbonate, kaolin or sea salt, as well as menthol crystals, peppermint and Sicilian lemon oils to leave your mouth feeling refreshed.”
Mouthwash is similarly experiencing a holistic make-over with brands like taking to more eco-friendly ingredients within their products. Owner Hains Celestial says of the brand’s mantra: “Jason Powersmile toothpaste features an exclusive blend of polishers and stain-fighting botanicals, including bamboo powder, calcium carbonate, sodium bicarbonate (baking soda) and silica, to help prevent tartar build-up while gently whitening and brightening teeth. Grapefruit seed and perilla seed extracts help fight damaging sugar acids while peppermint oil powerfully freshens breath.”
It’s what’s inside that counts
Growing awareness of the power of supplements has accompanied the wellbeing wave and integrates the tooth sector. While McLean is adamant “supplements should not be seen as an alternative to healthy eating”, she does admit that, “As the name implies, nutritional supplements are of benefit to support the best diet we can manage, and may be of assistance in cases where dietary intake is inadequate.” Swisse wellness expert and in-house nutritionist Sherree Banh agrees: “For some people, it may be challenging to eat enough foods rich in calcium. Supplements are a great option for people with busy lifestyles or people who may need an extra boost of calcium such [as] the elderly. Taking supplements is an easy and convenient way to know that you’re getting enough calcium to help maintain your bones and teeth.”
For optimum tooth health, adequate levels of calcium and vitamin D are key. Supplements of both are growing in popularity thanks to their ability to enforce healthy teeth and gums with little time or effort. Banh continues: “As calcium and vitamin D work together to support our teeth, many bones/teeth supplements are a combination formula of the two nutrients. We are seeing more chewable calcium and vitamin D supplements for younger children to support their teeth during their rapid growth. For people who are constantly on the go, calcium and vitamin D effervescent tablets are a popular choice, [as you] simply drop the fizzy tablet into your water bottle.”
That Hollywood smile
Whitening products are continuing to be favourable, with a surge in at-home and in-salon procedures alike. Euromonitor explains of this year’s oral trends: “Manufacturers launched products with multifunctional benefits as consumers looked for convenience and value for money, with certain product attributes highly in demand including whitening, sensitive and long-lasting protection.”
Hydrogen peroxide remains the key ingredient for whitening teeth but the way the product is being used (and growing awareness of sensitivity) is shaping how it is delivered. New innovations include the WhiteSpeed Zoom Whitening, about which cosmetic dentist Dr Luke Cronin says: “Having your teeth whitened at the dentist will deliver a superior whitening result that is more predictable and with limited sensitivity. It uses a patented whitening gel and LED light technology to [activate] the peroxide in the gel to safely and predictably accelerate the whitening process, and reduces sensitivity that is sometimes associated with teeth whitening.”
Professor Renato Miotto Palo of says he is a fan of at-home options for whitening, commenting: “Home-treatment has longer term results than in-office techniques, which act more like a jump start.” But hydrogen peroxide can yield damage to teeth and gums, which is what has inspired the development of sophisticated brightening options like Opalescence. Palo says: “Hydrogen peroxide can be your helper or your aggressor, as any other medication. It’s all dependant on the dosage. Opalescence Go is a very new concept, delivering the right doses, protecting your teeth against sensitivity.”
But while whitening remains popular in the oral sector, there has been a noticeable surge away from the traditionally over-bright Hollywood smile. Summarises Cronin: “There is definitely a move towards designing and creating more natural-looking smiles that work in harmony with the patient’s facial treatments such as clear aligners, porcelain veneers and whitening.”
