The natural megatrend did not skip the oral care market. Ingredients described as natural take up many functions in oral care, from whitening and scrubbing, to sweetening and fighting bacteria. Today, the natural trend makes up the largest part of consumer conversations within the oral care ecosystem, both around products which claim to be all natural, and those that don’t. Understanding the consumer discussion in the oral care market could help brands tap into this trend with a minimum time-to-market and maximum efficacy.
Source: Signals Playbook™ Insights

Source: Signals Playbook™ Insights


Natural is a key engagement driver

Signals Analytics identified the five most discussed oral care brands associated with natural ingredients. These brands claim natural as their primary offering, which means all of their products are made up of natural-only or mostly-natural ingredients. These claims resonate well, with the data showing that while larger brands, like Crest and Colgate, are discussed thanks to their brand recognition, these other brands actually win out in the thematic arena for discussion around natural.

Source: Signals Playbook™ Insights

Source: Signals Playbook™ Insights

Source: Signals Playbook™ Insights

Source: Signals Playbook™ Insights


Top 5 Most Discussed Natural Oral Care Brands


1.     Tom’s of Maine

2.     Active Wow

3.     Redmond

4.     Desert Essence

5.     Uncle Harry’s Natural Product


Focus on good ingredients

Natural ingredients in oral care, much like in other fields, are only as natural as consumers perceive them to be. Essentially all ingredients are natural, though some are more associated with long-term hazards (such as cancer). While Carrageenan (seaweed extract) and Hydrogen Peroxide are considered dangerous in large doses, Peppermint and Tea Tree oils are considered harmless. Approximately 10% of consumers want all-natural ingredients and 30% prefer natural ingredients, but are willing to compromise on the tradeoff. Ultimately, it all boils down to how each of these groups perceive natural. Signals Analytics identified the ingredients associated more positively in consumer discussions, and whether the product is as effective without them.

Most Discussed Ingredients Around Natural in Oral Care Products


The bottom line

The natural trend in oral care is largely dictated by the way consumers perceive certain ingredients. Some ingredients are viewed as hazardous chemicals, while others are thought of as nature store products, so to speak. Nonetheless, it is mostly the less preferred ingredients that give oral care products the necessary abrasiveness, cleaning ability, consistency, and other traits that they need in order to abide by industry standards. Brands that wish to succeed in creating engagement with consumers in the oral care market should consider emphasizing the good natural ingredients, but not forfeiting the necessary ones.



Written by Yuval Canfi

CPG/F&B Business Analyst at Signals Analytics. Yuval is involved in projects across various consumer arenas, including oral care, cosmetics, skincare, and food and beverage. He holds a BA in Business Administration and Marketing from IDC Herzeliya and an MA in Political Science from the University of Haifa.


About Signals Analytics

Signals Playbook™ is a cloud-based data platform that transforms diverse, unstructured and unconnected big data into smart data lakes, then extracts actionable insights that optimize therapy and brand performance, accelerate new product success and propel breakthrough innovation. Leading companies have partnered with Signals Analytics to drive superior business outcomes.