Insights / Perspectives

Oral Care in 2025: How Natural Ingredients and Gut Health Are Reshaping the Category

Oral care is entering a pivotal moment. While U.S. and Canadian value sales grew in 2024, inflation and shifting consumer priorities are reshaping the category. Price sensitivity is squeezing premium segments like whiteners and battery toothbrushes, yet demand is surging for multifunctional, wellness-oriented products. To stay competitive, oral care brands may consider pivoting toward natural ingredients, holistic health solutions, and experience-driven innovations that deliver value and excitement.

Natural Ingredients, Clean Labels, Smarter Packaging

Today’s consumers pay close attention to what goes into the products they buy. The focus on ingredients is driven by health, safety, and environmental concerns. It also aligns with the self-care movement and interest in preventive and proactive health care. When it comes to oral care, there is a rise in natural ingredients that are safe but effective. This includes substitutes for fluoride, traditional whitening compounds, and alcohol. Alcohol-free mouthwash brand TheraBreath saw tremendous growth last year, as a clinical but clean solution for ingredient-conscious consumers. Minimalist label design can reinforce that a product is made with simple, safe ingredients.

Photo Credit: TheraBreath

Mouth–Gut Wellness: Oral Care’s Next Frontier

There is growing awareness and focus on the importance of gut health and how it relates to oral health. According to Euromonitor, “The link between oral health and gut health received a boost in consumer attention, with crossover products that address both areas entering the market.” Brands are introducing probiotic supplements and toothpastes that support a healthy gut and align with holistic wellness practices. Mindful oral care brand Boka sells pre- and probiotic supplements for teeth and gums, while Agent Nateur released a probiotic whitening toothpaste made with the fluoride alternative nanohydroxyapatite.

Photo Credit: Boka Well

Gum Health & Aging: Targeted Care, Accessible Design

The population is aging, which is influencing oral health needs, including gum care. According to the National Institutes of Health (NIH), over 42% of all US adults have some form of gum disease, and that rate increases to 60% for adults over the age of 65. Combine that with the recent momentum to remove fluoride from the water supply, and products that treat gum disease are expected to prosper in 2025 and beyond. Brands are introducing mouthwashes and toothpaste with formulations that address gum irritation, including anti-gingivitis toothpaste, alcohol-free mouthwash, interdental brushes, and floss. Brands can appeal to aging consumers with accessible package design that is ergonomic, easy to use, and easy to read.

Sensory-Driven Oral Care: Flavor, Texture & Fun Design

Today’s consumers are looking for new and unique experiences, including within oral care. According to GlobalData, “Due to self-isolation, boredom, and anxiety, many buyers started seeking more exciting variations of everyday goods and services they purchase.” They note, “Younger consumer groups are particularly experience-driven and are willing to pay more for an enhanced brand experience.” Oral care brands are innovating with unexpected flavors, interesting textures, and fun colors that add sensory appeal and make daily oral care routines more enjoyable. Eye-catching package design – including bold branding and custom structures – can appeal to consumers seeking a unique oral care experience.

Photo Credit: Smart Life Floss

The next wave of oral care growth will reward bold action. Brands that embrace clean, natural ingredients, tap the mouth–gut wellness connection, protect aging gums, and create sensory-rich experiences will capture share despite economic pressures. Berlin Packaging can help make this transformation possible—offering solutions that elevate usability, reinforce brand identity, and support environmental goals. Now is the time for oral care leaders to re-evaluate their portfolios and partner with Berlin Packaging to future-proof their brands and lead the market in 2025 and beyond.

By: Moira Stein
Date: September 11, 2025