Why the oral care industry is abuzz with innovation in 2017

With more people said to own mobile phones than toothbrushes globally, the oral care industry is working to reclaim its place on the list of the necessities of life

Aside from buying staples to fulfill the recommended two minutes of brushing every morning and evening, consumers might not give a whole lot of thought to their oral care routines.

But this under-appreciated industry is worth $25.45bn globally and is expected to exceed $35bn by 2021, according to research firm MarketsandMarkets.

As with other cosmetics and personal care sectors, innovation is likely to be key – and brands are already pressing ahead.

Swedish brand Foreo has been leading the pack when it comes to NPD since its inception in 2013 is one prime example. Last month, it announced the launch of the ISSA play toothbrush (£39) – its first disposable electric toothbrush with a brush head life of six months. With an ergonomic and lightweight design, the product is able to deliver 9,000 pulsations per minute to break up and remove plaque.

"With an attention-grabbing design and accessible price point, the newest addition to the ISSA category is the perfect introduction to FOREO’s oral care line, enabling users to experience Sonic Pulse Technology in a battery-powered form before upgrading to a rechargeable ISSA," said Paul Peros, FOREO CEO.

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