The oral care market is poised for growth. Here’s what grocers should know
Whether it’s about looking good, feeling good or reducing their environmental footprint, Canadians are putting a lot of thought into caring for their smiles, and they’ve got more options to consider than ever before.
The oral care market in Canada—valued at more than US$3 billion and projected by Horizon Grand View Research to grow by 6.05% annually through 2030—includes a variety of toothpastes, mouthwashes, flosses and brushes that address a range of bespoke concerns.
“Consumers have unique oral care needs and preferences,” says Salma Kaddouri, integrated marketing communication, oral care at Colgate-Palmolive. “A one-size-fitsall approach simply doesn’t cut it.”
From whitening to microbiomes, bamboo to artificial intelligence (AI), here are the trends driving innovation and growth in the oral care category:
Health and beauty
With each passing year, the link between oral care and overall health is better understood by researchers, manufacturers and consumers. “The mouth is the gateway to the body, says Lisa Reid, senior vice-president, oral care at P&G Canada.
Reid cites an estimate from the World Health Organization that diseases of the mouth impact close to 3.7 billion people across the globe. Periodontitis, for example—a condition caused by excessive bacterial plaque buildup—correlates with increased risk for diabetes, cardiovascular problems and even forms of cognitive decline such as Alzheimer’s disease.
P&G’s Crest Pro Health brand reflects this heightened interest in general well-being. For instance, its line of stannous fluoride toothpastes promise upgraded anti-cavity and bacteria-killing attributes. Colgate PerioGard toothpastes are also formulated specifically to fortify gum health and Kaddouri says her company highlights connections between a healthy mouth and a healthy body during events such as Oral Care Month and Diabetes Awareness Month.
READ: Winning in the new age of health and wellness
Health, however, is not the only customer consideration when it comes to oral care. The appeal of a white smile is as strong as ever, especially among gen-Z consumers, 55% of whom feel it is “extremely/very important” to pay significant attention to personal appearance, according to 2024 research from Kantar.
“Individuals preparing for significant life events, such as weddings or job interviews, might seek out whitening solutions to enhance their smiles,” says P&G’s Reid, who points to Crest 3D Whitestrips and the new Crest 3D White Deep Stain Remover toothpaste as examples.
Tech for teeth
Technological innovation in the oral care space is changing the way we brush; for instance, the rise of electric toothbrushes and apps that guide consumers through their cleaning routines.
Reid says P&G has seen “rapid growth” in Canadians’ adoption of the company’s Oral-B electric toothbrushes, which offer more efficient plaque removal and can be adjusted to accommodate tooth and gum sensitivity.
Oral-B’s iO Series of electric brushes employ technological features such as 3D tracking of tooth surfaces and AI-assisted, real-time feedback on brushing behaviour to help users reach all corners of their mouths. The product’s linear magnetic drive system also directs energy to the individual bristles on the round head brush for comprehensive cleaning.
“This integration of technology not only improves brushing efficacy, but also empowers consumers to take control of their oral health,” says Reid.
Back to nature
Contrasting this high-tech innovation is a segment of the market seeking the same oral care benefits, but from natural sources. Joe D’Addario, CEO of the grocery retailer Nature’s Emporium, says dental products take up substantial—and growing—shelf space. “It’s expanded over the last couple of years, because people are looking more for products that are free from additives and artificial ingredients and harsh chemicals,” he says.
Among the popular products D’Addario mentions are bamboo toothbrushes, toothpaste tablets and pastes with ingredients such as charcoal, and alcohol-free mouthwashes with essential oils that target the microbiome of the mouth.
“These types of products are really resonating with our customers right now,” D’Addario says, adding that fluoride-free toothpastes remain the top trend for Nature’s Emporium patrons.
This article was first published in Canadian Grocer’s May 2025 issue.
