Welcome back to Industry Shifters.

Today we are exploring the dazzling world of dental products.

Are probiotic based oral care products the future of this market?

Let’s find out!

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Probiotic Based Oral Care

Probiotic-based oral care technology is an innovative approach emerging in Australia to promote oral health by balancing the natural microbiome of the mouth. 

Unlike traditional oral care products that may use chemicals to kill harmful bacteria, this technology leverages specific strains of probiotics which naturally occur in the mouth and have been shown to inhibit the growth of bacteria associated with cavities, gum disease, and bad breath. 

By fostering a healthier bacterial environment, these products aim to improve overall oral hygiene while being gentle on the teeth and gums. This probiotic approach is gaining traction as consumers become more interested in natural, science-backed solutions for dental health.

Potential Impact

Australia’s dental products segment was recorded to be worth $1.8 billion AUD in 2021.

Provided probiotic oral care products continue to be adopted by consumers and are effective oral hygiene tools:

In a low growth scenario, where probiotic oral care only comes to account for 5% of this industry over the next 5 years, the market for probiotic oral care products would be worth about $90 million AUD by 2030.

In a high growth scenario, where probiotic oral care comes to account for 20% of this industry over the next 5 years, the market for probiotic oral care products could potentially be worth as much as $360 million AUD by 2030.

Why this WILL be disruptive:

• Natural & Preventive Care Appeal: Probiotic oral care aligns with the consumer shift toward natural, holistic health solutions, appealing to health-conscious users who prefer sustainable products over traditional, chemical-based treatments.

• Scientific Backing: Research increasingly supports probiotics’ benefits for oral health, showing they can reduce harmful bacteria, improve gum health, reduce plaque, enhance periodontal treatments, and potentially alleviate halitosis.

• Market Differentiation: Probiotic-based products stand out from traditional oral care solutions, positioning themselves as a biological, health-conscious alternative.

Why this WON’T be disruptive:

• Regulatory Hurdles: Developing and marketing probiotic-based products is complex, requiring extensive testing, regulatory approvals, and proof of health claims. This can delay entry into the mainstream market.

• Consumer Education & Adoption: Many consumers and dental professionals are unfamiliar with the benefits and mechanisms of oral probiotics, creating a need for education to drive adoption. Resistance to changing established oral care routines could also be a barrier.

• Competition from Established Brands: The dental care market is dominated by established brands with strong consumer loyalty and distribution networks, presenting significant competition for new probiotic products.