Happi: What are the latest trends in oral care products(toothpaste, floss, mouthwash) and why?
DR: Prior to the pandemic, majority of consumers purchased the least expensive or most well-known brands when it came to their toothpaste, mouthwash and floss; and that is if they even used these oral care products in the first place.
We are now seeing a shift towards health-conscious consumerism. People have been placing a greater concern on quality of their oral care products, especially toothpaste. People have begun to do more research and with this knowledge the ingredients have become the greatest area of concern to the post pandemic consumer. This growing desire to better yourself in the most natural way leaves people searching for products that have actual health benefits as opposed to the harsh and toxic chemicals that are in most products on the shelves.
Thus, the latest trends include natural toothpaste and mouthwash alternatives such as oil pulling, and oral probiotics to support a healthy oral microbiome and overall wellness. As a dentist who has been incorporating holistic wellness practices into my treatment of various dental diseases, I deeply believe in natural oral health practices which is why I’m working on creating my own chemical and sugar-free toothpaste that incorporates ingredients derived from Ayurvedic practices.
Marketers like Colgate are branching out with natural ingredients like charcoal in toothpaste.
Happi: What are consumers looking for in their dental care?
DR: Consumers are interested in their health and physical appearance now more than ever before. Since the virtual conversation spike and zoom culture shift as most businesses moved to remote workspaces people’s insecurities regarding their smiles became more pronounced. Starring at your face on a screen for majority of the day created an environment for scrutiny, self-criticism and self-conscious about their appearance.
These factors have created a high demand for cosmetic dentistry. The pandemic also has created a demand for increased accessibility to the dentist without physically going to the dentist. Tele-dentistry has become a major factor in patient dental care.
Happi: What will be the “next big thing” in this category in2023 and why?
DR: Incorporating health-boosting ingredients into toothpaste, mouthwash and floss is important now more than ever as concern for overall wellness has grown over the past couple of years. Therefore, the “next big thing” in oral care in 2023 will be a shift toward natural oral care product lines. Ingredients such as zinc, prebiotics, probiotics and essential oils for flavoring will be in the market more.
Another post COVID trend that we will be seeing more of in this coming year is preventative care. Most people only went to the dentist if there was an emergency. However, post COVID we have seen a major shift as people are now more focused on overall wellness and longevity. Along these lines people want accessibility as they’ve been receiving tele dentistry over the past couple of years. This phenomenon is generating the need of concierge dentistry in 2023.
For more on oral care, check out our recent feature here. For more on Dr. Rubinshtein, visit drrubinshtein.com or visit him on social at @dr_rubinshtein (IG & TikTok)