During the 1850s, the first toothpaste was manufactured within a jar. As society evolved, oral hygiene manufacturers did as well. Manufacturers enhanced their products’ branding and packaging with visual appeal and functionality to meet the needs of their consumers.

With toothpaste, dental floss, toothbrushes, and a multitude of other products, the oral hygiene market has expanded into a global industry. It includes major corporations like Colgate and Crest, and small niche brands like Native and Carbon 6. According to Mintel, the oral health industry market is predicted to reach $9 billion by 2024 after generating more than $8 billion in 2018.

Image of toothpaste being applied to a toothbrush | Oral Hygiene Oral hygiene products like toothpaste are expanding into various retailers and markets due to high demand and ecommerce shopping.

A Dash of Glamour

For the longest time, toothpaste, dental flosses, and mouthwashes were considered merely functional. The government and private sector teamed up to enhance consumer education on the importance of good hygiene practices.

But a new trend has developed. Suddenly, the market is awash with advertisements from brands people usually associated with beauty and cosmetics, like Burt’s Bees who offers oral, skin, lip, and body care products.

Dental hygiene products are no longer only limited to grocery stores, drug stores or mass discounters such as Walmart and Target. Toothpaste and dental floss have crossed over to beauty aisles within major beauty retailers, such as Sephora and Ulta Beauty. When shopping for your favorite mascaras, perfumes, lip balms, etc., consumers can even find oral care products nearby, like niche toothpaste brands and teeth-whitening products.

A Challenge and an Opportunity

Online retail shops changed the landscape forever. When shopping for clothes, people still need to feel, touch, and wear them to make sure they fit. The same doesn’t apply to oral hygiene products.

For example, Quip, Dollar Shave Club, Roman, and Smile Direct Club have recorded a surge in eCommerce sales for dental hygiene products in recent years due to their packaging and branding. Their increased online sales also include other personal care brands, such as deodorants, feminine hygiene products, body washes, shampoos, perfumes, and razors. For manufacturers, this new trend is both a challenge and an opportunity to appeal to new consumers.

Niche Markets

Sweeping the market, charcoal is widely used within the oral hygiene care industry in toothpastes, as well as in personal care products like deodorants.

While organic used to be a niche market, now many companies are using at least one natural ingredient in their products. For example, we see charcoal being used a lot, due to its ability to reduce or eliminate stains on the teeth.

Branding plays a significant role in making sure that consumers will patronize your oral hygiene products. Beauty brands, like Sephora, have recognized the importance of packaging the product as a way of expanding the market. By marketing oral and personal care products from ordinary to cutting-edge, it will appeal more to the consumer’s senses.

MJS Packaging Solutions

Do you want to boost your oral hygiene products’ packaging? Look no further than MJS Packaging. We can help reinforce your brand by enhancing its product packaging. 

Our knowledgeable packaging solutions specialists can help impact your consumer’s perception of your brand and its oral hygiene products. Contact one of our knowledgeable packaging solutions specialists online or call us at (800) 915-2262 today.