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Here, Gaurav Datta, Global Vice President of Unilever Oral Care, shares how we’re using science and consumer data to launch premium products in key markets around the world.
Oral Care is a large category with almost universal usage across most of our markets. Growth is being driven by consumers moving beyond basic oral care needs and looking for more from their daily routines. There’s increasing demand for premium and therapeutic products that provide advanced benefits and enhance oral beauty.
The therapeutics segment – products with additional health or beauty benefits – is now the second-largest growth driver of value sales after ‘freshness’.
We see opportunities in advancing the efficacy of existing large formats, like toothpaste, while expanding into new formats and devices.
I see four big trends. The biggest one is the intersection of beauty and oral care. People care a lot more about how their smiles look – especially on screens and in selfies. As a result, we’re seeing increased spend on products that whiten and align teeth.
Secondly, there is a growing incidence and awareness of advanced problems like gum disease. As people live longer and get regular dental expert advice, they are becoming more concerned about advanced oral problems and are looking for toothpastes that target specific issues.
Thirdly, oral care as an experience. We see younger consumers not treating daily brushing as a chore, but as an opportunity to feel good and enjoy the product. They are looking for novel sensorial toothpaste and new formats like tooth polishers and powered brushes that can offer real-time diagnostics.
Lastly, we anticipate that in the coming years, oral hygiene will have a stronger connection to systemic whole-body health in the minds of consumers. A well-established example is the connection between diabetes and gum disease. We’re seeing more consumers actively researching the science behind their oral health and then choosing a toothpaste to make sure it delivers on their specific needs.
These trends show increasing consumer engagement with the category – and we’re focusing on providing science-led solutions to address these developing consumer needs.
The first highlight is our Closeup’s White Now range. Co-created with and inspired by beauty-first Gen Z consumers, this new super-premium line is powered by best-in-class whitening technology and designed to bring beauty to the oral care aisle.
In our online research, 57% of consumers said they are not comfortable facing others when their teeth are not white, and 62% admitted the colour of their teeth impacts their self-confidence.
Whether it’s to look good, feel good or mitigate lifestyle habits such as drinking coffee or smoking, consumers want at-home whitening solutions that will make them feel more confident in their smile.
We’re adding two new formats to the range – tooth polishers that remove stains and a Stain Away spray that protects teeth from staining – giving consumers a complete oral care regime at home.
In 2024, we expanded our footprint in therapeutics with Pepsodent Expert, a range of specialist toothpastes designed with dental experts and clinically proven to provide relief for advanced oral care problems such as gum disease and tooth sensitivity.
Gum disease is one of the most common oral health problems and the leading cause of tooth loss. Our research suggests that the incidence of gum disease in our key markets in Asia is higher than its current representation, which means that there’s an unmet need for products that address the issue.
That’s why our scientists developed Pepsodent GumExpert as the latest addition to the Pepsodent Expert range. Its unique formula improves gum health by inhibiting plaque growth along the gum line. This helps fight inflammation and bleeding, protecting the gum seal and helping prevent tooth loss.
At Unilever, we’re always looking to evolve the category. With the combination of a most-loved brand portfolio and leading-edge science, we’re well placed to meet evolving consumer needs and grow the business – and there’s much more to come.
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