The Future Of Oral Care: Emerging Markets and Aging Populations Reshape the Industry

Discover the transformative trends shaping the oral care market by 2025, from emerging markets to aging populations.

Emerging Markets Leading the Charge

In the ever-evolving landscape of oral care, emerging markets are poised to take centre stage. According to insights from the World Data Lab, over 50% of consumer spending growth in the next five years will come from emerging markets. Countries like China and India are expected to significantly contribute to this surge, adding $2.5 trillion and $1.6 trillion, respectively, to the global market.

Africa is also a key player, with five markets accounting for 88% of the continent's premium oral care consumers. This shift represents an enormous opportunity for brands to tap into new, rapidly growing segments. For example, the addressable market for higher-priced oral care products in Africa will grow by 8 million people by 2030.

The Shift Towards Older Demographics

Aging populations are reshaping the oral care market, with people aged 65 and older accounting for 29% of oral care spending growth over the next five years. This demographic shift is particularly pronounced in developed markets, where older adults are increasingly prioritising oral health as part of their overall wellness routine.

Interestingly, Gen X is expected to dominate the higher spending groups within this demographic, while Millennials are also showing increased spending on oral care products. Brands must adapt to these shifts by offering products that cater to the unique needs of older consumers, such as specialised toothpaste for sensitive teeth and electric toothbrushes designed for ease of use.

Innovative Products and Technologies

Innovation is at the heart of the oral care revolution. Several standout products and technologies are set to redefine the market landscape. For instance, electric toothbrushes with advanced AI capabilities are gaining traction, offering personalised brushing routines based on real-time data.

Another notable innovation is the rise of sustainable packaging. Brands are increasingly adopting biodegradable materials for their products, aligning with the eco-conscious consumer trend. Whitening strips that promise professional-level results at home are also becoming popular, catering to the growing demand for aesthetic dental care.

These innovations not only enhance consumer experience but also provide brands with a competitive edge in a crowded market.

Consumer Behavior and Spending Shifts

Consumer attitudes towards oral health are evolving, driven by a blend of preventative care, aesthetics, and eco-concerns. Preventative care is becoming a top priority, with consumers increasingly investing in products that promise long-term oral health benefits.

A demographic insight reveals that smaller cities are becoming increasingly important, as they are projected to be the largest and fastest-growing in terms of oral care spending by 2030. Behaviourally, there is a noticeable shift towards premium products, particularly in emerging markets where disposable income is on the rise.

This change in consumer behaviour underscores the need for brands to offer a diverse range of products that cater to varying needs and preferences.

Strategies for Brands to Thrive

To capitalise on these trends, brands must adopt several key strategies:

1. **Expand into Emerging Markets**: With over 50% of consumer spending growth coming from emerging markets, brands should focus on geographic expansion. According to the World Data Lab, countries like China, India, and regions in Africa offer significant growth opportunities.

2. **Cater to Older Demographics**: With 29% of oral care growth coming from people aged 65 and older, brands should develop products tailored to the needs of this demographic, such as sensitive toothpaste and easy-to-use electric toothbrushes.

3. **Embrace Sustainability**: With a growing number of consumers prioritising eco-friendly products, brands should switch to biodegradable packaging and sustainable materials. This not only meets consumer demand but also enhances brand reputation.

4. **Invest in Innovation**: Staying ahead of the curve requires continuous innovation. Brands should invest in AI-driven products, advanced whitening solutions, and other cutting-edge technologies to attract tech-savvy and health-conscious consumers.