The oral market is one that has been growing substantially over the past while with new innovations in products and more consumer awareness and focus on their oral health being at the forefront of contributing factors.

Written by Fatimah Kara, Supervising Pharmacist, Reidy’s Pharmacy, Rathcoole

Consumer behaviour has changed, and we have seen an increase in interest and engagement in the oral health market. The engagement has grown from the once standard care of toothbrush, toothpaste, and some string of floss! We have seen the buying habits of consumer move to more advanced care such as interdental brushing, water flossing and advanced whitening products as recommended from their dentists and social media influences.

Technology changes have shone a light for consumers on the oral market with more access to new products and brands and to developments on oral care and the need to include it as another component to overall health and wellbeing. The emergence and rise of oral health brands have increased demand for them in the pharmacy which gave rise to a focus on updating staff training to better support consumers in making educated choices on the best products for their needs. We have seen a lot of consumers coming with photos or videos of products they have seen online and it has been fantastic to see such a revival especially amongst younger consumers.

Shopper trends have changed in the sense that we have seen an increase of more cosmetic based products such as the whitening toothpastes or whitening strips and pens. There has been more engagement from younger consumers as well as those who have an established oral care routine but who are also open and willing to add to their routine.

The value of the category is quite high and has become one of the top categories in the pharmacy. Prices have changed and increased but in a fashion that accurately reflects the advances and changes in the category to match the times. Products such as electric toothbrushes have evolved incredibly with advances which include phone apps to monitor pressure on the teeth to ensure it’s not too hard or damaging. Water flossers are emerging as a great addition to help with a full whole mouth clean and have added a rise in the value of the category. Although the costs have increased, the quality too has which has led to increased consumer trust in the category and repeat sales of brands and products.

Innovation in the category has been second to none and should be admired. Brands have invested in developing new products and ways for consumer engagements. There has been emphasis on sustainability and recycling such as natural, bamboo toothbrushes and product extensions such as different heads for water flossers such as targeted flossing and tongue scrapers. Demands have also been seen for gift sets or oral health products and although it seems unlikely, sales for such products were substantially more than expected!

I feel more engagement from dentists in addition to consultations when consumers attend them to help to highlight the category outside of appointments and visits to dentists will greatly help the category. Brands could do more in store promotional events such as holding staff training and perhaps having a stand on the pharmacy floor for one day to engage with consumers who maybe have not thought about incorporating new products or expanding their oral health routine. The risks to the category may be an unwillingness to change an established oral health routine amongst consumers or older consumers unable to use newer products which require smartphone connections to get the full value and advantage of the products.

The consumer, from experience holds the power in the category. From the demand of advances in the category with new products to give the professional, dentists results at home to whether or not to engage with certain products depending on if it fulfils their requirements and needs.

I feel more instore promotional material such as leaflets or QR codes for websites would be very beneficial to help improve revenue in the category. Window displays have and still are very effective in catching the consumers attention and perking up their interest and curiosity in certain products and brands. More interaction and engagements from brands and companies with pharmacies would greatly improve revenue to help with staff training and consumer engagement.

The oral health category, no matter how well established has seen a revamp and increase in utilising social media and online platforms has opened up the category to a whole new demographic which may have not engaged with the category as much before. There has been a huge increase in consumers taking control of their oral health and consider it vital in their wellbeing and it has been fantastic to see. The category may have been neglected for a while but advances from companies in technology and innovative products and to make these more accessible to consumers has been phenomenal and has greatly empowered consumers. In the past few years alone, this category has boomed, and the future is very promising and exciting!