The Shift from Basic Cleaning to Precision Health
The China Oral Cleaning Products Industry Association reports that the industry is transitioning from "one-size-fits-all" solutions to age- and need-specific products, and from conventional daily chemicals to biomedical applications. Nanomaterials, biomaterials, artificial intelligence, and digital technologies are pushing oral care products toward greater precision and personalization.
This transformation is supported by substantial market growth. In China alone, the oral care product retail market reached RMB 77.9 billion (approximately USD 10.7 billion) in 2025 and is projected to grow to RMB 97.3 billion by 2030, representing a compound annual growth rate of 4.5%. Consumers increasingly demand precise efficacy-from deep cleaning and cavity prevention to sensitivity relief and teeth whitening-and are willing to pay premiums for professional, safe, and effective solutions.
Industry experts emphasize the need for stronger collaboration between medical institutions, research organizations, and enterprises to accelerate the commercialization of innovations. Peking University School of Stomatology, for example, has developed ultrasound-responsive nanoscale whitening agents and is exploring connections between periodontal treatment and systemic health. In September 2026, Peking University Stomatological Hospital partnered with usmile to establish a joint oral health laboratory focusing on pediatric cavity prevention, professional restoration, and efficacy safety.
Inclusive Oral Care: A Growing Priority
Oral-B has announced The Big Rethink 2026, the next evolution of its flagship oral health inclusion programme, developed in partnership with the International Association for Disability and Oral Health (iADH). New research from the Oral-B European Disability Study 2025 reveals that 41% of Europeans identify as living with a disability, representing a four-point increase driven by a broader range of visible and invisible conditions.
The study surveyed more than 9,000 adults across nine European markets, finding significant disparities in daily oral care experiences. Fifty-two percent of people with physical disabilities and 63% with cognitive disabilities report struggling with oral care, compared with 33% of non-disabled people. Project Steady, one of Europe's largest real-world oral health studies, is now gathering feedback from people with disabilities, their carers, and dental professionals to identify practical ways to remove everyday barriers to oral care.
Premiumization and the Gen Z Effect
Oral care is receiving a makeover as the industry premiumizes and personalizes the segment through Gen Z-tailored launches. Colgate-Palmolive is appealing to Gen Z sensoriality trends through its subsidiary hello's Whipped Toothpaste line, which features unique packaging, foaming texture, and novel flavors. The line is designed to appeal to the generation's self-expression and identity-driven consumption choices.
Gen Z is rapidly becoming the most influential consumer group, with spending power expected to grow to USD 12 trillion by 2030, dictating product innovation with their preferences. The brand explains that hello Whipped pays special attention to its online presence to appeal to the digital native generation, with packaging designed to look "intentional" both in physical stores and on social media platforms.
Dental clinics are also tackling anti-aging demands while treating temporomandibular joint disorders through muscle activation technologies. Icon Dental Studio in Chicago is offering Emface, an FDA-cleared noninvasive treatment that tones facial appearance while treating TMJ symptoms. Laser technology is also emerging as a gentler method for treating gum disease, allowing dental professionals higher precision and increased patient comfort.
Meanwhile, the "skinification" trend is spreading to oral care, with beauty brands applying principles and ingredients of advanced skincare to oral care. Ossa Care is using niacinamide and hyaluronan to support barrier function, hydration, and tissue health in the oral mucosa, shifting the focus from hard tissue to soft tissue care.
Strategic Market Expansion
Haleon is investing £65 million in a new oral health manufacturing site in Shanghai and expanding its presence in second- and third-tier Chinese cities. With more than 70% of Chinese consumers estimated to experience gum health issues, Haleon is scaling its parodontax brand, targeting more than 30 Chinese cities by 2027.
Industry Outlook
As the industry moves forward, the convergence of technological innovation, inclusion, and consumer-centric product development will define competitive success. Companies that can effectively combine scientific breakthroughs with consumer insights and digital distribution efficiency will be best positioned for growth. The sector's future lies in delivering comprehensive health solutions that improve quality of life across all age groups, with professionals emphasizing the need for stronger collaboration between medical institutions, research organizations, and enterprises to transform clinical needs and scientific discoveries into market-ready products.
